Product descriptions are the key to a sale

Nov. 22, 2011 - PRLog -- This seems like the most obvious of questions. It is like askingwhat you go to a school for. Yet, the answer is not so simple. Getting to the bottom of what a customer is looking for is the key to business success. The difficulty in getting to this question is that in ecommerce; you don’t know who your customer is. Yes, you have a pretty good idea of what to place on your website, but just what the customer is looking for is often difficult to understand and zero in on.
Make the customer interested
When a visitor comes to your ecommerce website, getting her interested in your site is the most important aspect. When she gets the product she is looking for; you are still not certain if the sale is going to go ahead. Why? Because your product description may not be fully adequate! Sounds simple, but most shoppers get turned away from an ecommerce site because of lack of proper product description.
Getting the customer to understand the product
The product display is important, but does not in itself lead to a sale. Imagine if a visitor is looking for a water bottle. A photo of the water bottle, colours available and size would probably do. But if a customer is looking for a more expansive product like, say a shirt. Then, what would a display and a small description of the product be sufficient to warrant a purchase? This is doubtful.
Tell more
When does a product get sold? Only when the customer understands it very well, right? This is where a more detailed, yet pertinent description would come into the picture. To use the example we just looked at, imagine if these descriptions were added to the shirt under the picture:
Size: Mention the size of the shirt, and with it, include the height and weight of the person on whom it sits well.
Colour: The colour is there to see; but give a small description of the kind of body structure and build it suits well.
Occasion: Make a small note of the occasions for which this shirt is well suited. Ex: Party; office; travel, etc.
Varieties: Variety consists of not just a huge number of shirts. In this instance, it could mean having images of what it looks like when it is tucked inside the trousers or left outside, or what it would look like when worn over jeans pants or formal trousers. Follow it up with small and effective descriptions of each.
This way, proper descriptions of the product can go a long way in making the customer’s decision making easier.