Editor's Note: This article was written prior to the COVID-19 crisis. Out of respect and support for our community of founders, business owners, and writers—many of whom have been economically impacted by this global health crisis—we have decided to continue publishing these stories in conjunction with other news and trending stories related to current events.
With most people staying in their homes in light of the COVID-19 pandemic, there’s more attention directed to online mediums than usual as people spend more time scrolling through their phones and devices.
As part of that, online shopping is also seeing an uptick: Wayfair reported more than doubled growth rates in online sales in March, while Adobe data showed overall e-commerce sales were up 25 percent in March.
Given the many struggles of small businesses in this current climate, for those who haven’t tapped into e-commerce, it may be a worthwhile avenue to explore. For business owners with existing e-commerce operations, online growth rates mean that now’s a great time to fine-tune your copy in the conversion-centric elements of your website where sales happen—like individual product pages.
Could your online product descriptions use a re-write or some tweaking? Maybe so.
Why product descriptions matter
When it comes to selling online, there’s one thing that’s extremely important across the board, regardless of product, industry, or customer demographic.
What is it?
Writing home-run product descriptions.
Why are product descriptions so important? Well, think about it: In a digital shopping environment, your customer can’t touch, see, or try on your product before buying it. Instead, they have to lean on visuals and written descriptions when deciding which product is the right one to buy.
This is why it makes sense that Salsify data shows 87 percent of shoppers say product content is extremely or very important when deciding to buy, while detailed product descriptions are one of the top three deciding factors around online purchasing across markets, industries, and verticals.