{"id":4659,"date":"2015-06-05T11:24:28","date_gmt":"2015-06-05T16:24:28","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=4659"},"modified":"2015-06-05T11:24:28","modified_gmt":"2015-06-05T16:24:28","slug":"how-to-write-ecommerce-product-descriptions-that-sell","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/how-to-write-ecommerce-product-descriptions-that-sell\/","title":{"rendered":"How to \u201cWrite\u201d Ecommerce Product Descriptions that Sell"},"content":{"rendered":"Reading Time: <\/span> 6<\/span> minutes<\/span><\/span>

Wikipedia\u2019s article on \u201cmoney\u201d<\/a> tells us that the first records of barter date back over ten thousand years. And the first known coins are well over 2,500 years old.<\/p>\n

Whenever the exchange of goods and\/or money for other goods and services began, you can rest assured that, from the moment it started, people quickly\u00a0how to sell – how to ‘convert’ a customer<\/a>.<\/p>\n

Fast forward to the 20th century and the art of selling products advanced to the point of having large, well-stocked and strategically located bricks and mortar stores, and trained salespeople, all devoted to getting shoppers to buy.<\/p>\n

And it worked like a charm. From Dillard\u2019s to Walmart, many mega-fortunes were made in 20th century retail. In B2B, companies like Xerox developed sales techniques and ways of teaching them that are now legendary.<\/p>\n

Then the Internet Came Along and Ruined Everything<\/strong><\/p>\n

It didn\u2019t take us long to realize the potential of the world wide web for selling. Suddenly, without the need for a \u201cstore\u201d, or salespeople, ecommerce <\/a>opened the world of retail to anyone with something to sell.<\/p>\n

But one tragic fact was soon apparent, while bricks and mortar enjoyed conversion rates<\/a> of between 20% and 40%, ecommerce retailers could not slip the bonds of single-digit conversion rates<\/a>.<\/p>\n

\"average<\/a><\/p>\n

While the reasons for this are many, including concerns about doing business with a website, the fact that it is more difficult for shoppers to understand and assess a product through online product descriptions, versus actual touch and feel in a store, is no doubt a major factor.<\/p>\n

And the lack of online sales people, available to answer questions or otherwise assist with the experience of the product, compounds the problem.<\/p>\n

\u201cWriting\u201d Better Product Descriptions<\/strong><\/p>\n

Clearly your product descriptions carry a heavy burden. To fulfill their role along the conversion path, they must:<\/p>\n