It’s no secret that e-commerce websites can improve their organic search rankings by enhancing product detail and category pages with unique, keyword-rich product content. Online retail giant Overstock.com, for example, saw an 84% increase in organic traffic in just one month by using OneSpace freelancers to optimize the product descriptions on 10% of its top-converting pages.

But in addition to its numerous SEO benefits, high-quality product content also plays a critical role in the purchasing decisions of today’s online consumers. According to Salsify’s 2017 “Cracking the Consumer Code” report, 87% of shoppers rate product content extremely or very important when deciding to buy, and 50% have returned an item they bought online because it didn’t match the product description.

The following 10 stats prove why product content – from product descriptions and images to ratings and reviews – is one of the best investments today’s online retailers can make.