It seems simple: upload accurate product descriptions that detail attributes specific to items in order to lure the appropriate consumers. In execution, though, retailers are faltering, leading to customer turnoff and high return rates that are crippling brand equity. Product tagging and meta data are crucial in achieving high sale conversions and building consumer trust.
A recent report released by Salsify, a cloud-based content management platform confirmed just how imperative accurate product descriptions. “Ninety percent of today’s consumers shop online and almost all — 88 percent — expect product information to be accurate, rich and complete if they are to consider hitting the buy button,” the report said. What’s more, the survey found shoppers rank product descriptions as the top deciding factor in finalizing a purchase.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"