Content used to explain the product details is usually considered to be less important by some retailers and online sellers. However, it holds a great value in provide a engaging factor to an e-commerce website. Content has always been the wealth of every e-commerce website. But, what makes it so important? Statistics has revealed that 90% shoppers read it in detail before making any purchase in an online store. On the contrary, there are 40% shoppers who do not find the content as relevant and therefore don't rate the site highly enough. With proper engagement of customers through various social media platforms, e-commerce websites can help build an organic reach to target audience.
Retailers must understand that it is not the quality of product, which can solely define the success of an online store. It is content which adds a great value to the entire business. Content is the representation of your brand, thus its importance should not be undermined. Customers trust content as it signifies a 'voice' of a company. When visitors read about your business philosophy, history and mission they instantly feel more confident in transacting with you because they realize you have values and ethics just like them.
Some e-commerce sites have a general practice of focusing their efforts in increasing the overall customer buying experience rather than the selling aspects. In physical outlets, customers have the facility to proper judge the different aspects of a product such as quality, quantity, material, etc. making it easier for them to make a buying decision. However, online stores make it difficult for the shoppers to properly understand and relate to the product just by the given pictures. Thus, an engaging and informative description and highlight sections helps the shoppers to better related and comprehend the qualities of any product.
A good written title and description with SEO-enriched content can easily helps build traffic to your online store. Tags, keywords, and description can easily help in uplifting the site ranking while searching a related product.