The Importance of Detailed Product Information On Your Website

 In Ecommerce

Customers in a brick-and-mortar store enjoy the advantage of being able to see, feel, read the package, and try a product before buying it. Online shopping eliminates this ability, and therefore, ecommerce websites need to provide as detailed product information as possible.

How many times have you been buying something online and had questions about a product? What is the length? What are the materials? Ecommerce websites often make the mistake of leaving customers with questions about a product, causing them to seek information, and even purchase, elsewhere!

Further, it is common for ecommerce websites to simply cut and paste descriptions from a manufacturer’s website. This is a huge problem, as hundreds of other websites could be using the same description as you. As you may know, Google may penalize your website for duplicate content. Accordingly, short-on-text content by nature, ecommerce websites need extra unique content! One way to get unique content on your ecommerce website is through unique product descriptions. In the long run, unique product descriptions (that are written well), in combination with many other factors, can improve how high your website ranks in SERPs.

Here are some more tips:

Images

Make sure images are a high enough quality to show all the important details of a product. Also, consider showing many different angles/views of a product if relevant. An image is the first impression a customer has of the product, and therefore, an important factor in conversion.

It is also important to consider the file name of your image and its ALT text. Alt tags are the file names, image titles, or descriptions for images contained on your website. These are useful when search engines index or “spider” your website since the engines automatically turn off images and read only text, including file names. Therefore, instead of image filenames such as “DCP0003.jpg,” images should be re-named “product-name-keywords.jpg,” to increase search results.

Product Details

Provide as much information as possible about the product. Don’t leave customers with questions! Here are some things to be sure to include depending on the product:

  • Weight
  • Sizes
  • Materials
  • Dimensions
  • Instructions
  • Fabric type
  • Care instructions
  • Reviews

For online clothing stores, also consider having a size chart that allows customers to make the best choice. This will increase customer satisfaction and decrease the amount of returns!

More Resources:

Read 7 important ecommerce trends to keep in mind.

Learn about the social sharability of ecommerce ‘unboxing’ experiences.

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Lindsay Brown
Lindsay Brown is Operations Director of the Small Business Center of Excellence (SBCoE). Lindsay is Director of Digital Marketing and a partner at Modern Marketing Partners. Lindsay specializes in startups of all types, along with experience with technology brands. She is Google Analytics and AdWords certified, earning a Bachelor of Science from the Illinois State University.
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