Is your product content enticing customers to buy? Or is it sabotaging your sales efforts? Here are four warning signs that your content is overdue for an upgrade.
#1 High Bounce Rate
Not every consumer is ready to make a purchase when they start browsing products, but a significant percentage of your web visitors are primed to buy—and it may be your poor product content that’s standing in the way. A high bounce rate indicates that shoppers are not finding what they want or need when they visit product pages on your site. Here are a few issues that might be to blame:
- The product images are poor quality or take too long to load.
- The descriptions are vague or incomplete (e.g., they lack clear specifications).
- There is no call to action encouraging the consumer to buy.
- You are missing an opportunity to showcase related content that would entice the viewer to stay on your site.
According to Conversion Voodoo, an average bounce rate is about 33% for e-commerce sites. They recommend adding highly detailed product descriptions with lots of information to keep customers engaged. At OneSpace, we also recommend reviewing your tagging strategy to ensure other relevant products are displayed on each page, giving consumers a reason to keep browsing.
#2 Shopping Cart Abandonment
Maybe customers do place an item in their shopping cart, but then they leave without completing the checkout process. This is a common, troubling problem for online retailers.
According to Shotfarm’s 2015/2016 Product Information Report, poor product descriptions are one of the top three reasons consumers abandon online purchases instead of completing the checkout process: “More than 90% of consumers have abandoned an online shopping cart, with cost (61%), delivery time (33%), and poor product descriptions (30%) the top three reasons for doing so. In addition, more than a quarter of consumers have left their purchases behind in the absence of quality images and product reviews.”
"More than 90% of consumers have abandoned an online shopping cart, with cost (61%), delivery time (33%), and poor product descriptions (30%) the top three reasons for doing so."
#3 Negative Customer Reviews
When you monitor your organization’s online reputation, it can be eye-opening to discover how many negative reviews focus on inaccuracies in product descriptions. They might look something like this:
- “What I received wasn’t at all what I expected. The description for the shoes said scarlet but they are basically maroon.”
- “The sizing on this shirt runs so small, I had to return it and get one TWO SIZES UP! What’s the deal?”
- “The quality for this cooking set was much poorer than I expected for the price. Not worth it!”
According to Retail Dive, one out of four consumers consult reviews before every purchase. Those between the ages of 18 and 44 trust online reviews more than opinions from friends and family. And the higher the price tag on the item, the more likely it is that a shopper will look to reviews for assurance that their money is being well spent.
#4 Refunds and Returns
Today’s digital shoppers have learned to trust that what they order online is what they will receive. When that doesn’t happen, they are rightfully annoyed. Errors in order fulfillment can cause refunds and returns to spike.
But one of the most common reasons customers ask for their money back is because the product image and description didn’t match the reality. And that’s not just one sale you’re losing. It’s all the future sales from that customer. As you can see in our own infographic, 54% of consumers are less likely to buy from a retailer again if they’ve returned an item.
According to Shotfarm’s report quoted earlier, the outlook might be even more grim. Only 13% of customers in that survey said they would give a retailer who provided inaccurate product information a second chance. Your product content must build trust if you want repeat business
Pro Tip: When you collect feedback from shoppers, be sure your survey includes a question about whether the item matched the customer’s expectations based on the product description.
"When you collect feedback from shoppers, be sure your survey includes a question about whether the item matched the customer’s expectations based on the product description."
What Does Good Product Content Look Like?
- Descriptions are accurate, complete and engaging.
- Product images are clear and show all important details.
- Content includes enough information for consumers to make an immediate decision.
- Related/similar content is displayed on the page, giving visitors additional options.
Could upgrading your content improve your e-commerce revenue? At OneSpace, we help some of the nation’s largest online retailers develop product content that drives more sales. Sign up for a free consultation to learn more.