eCommerce Tip #109: Buzzwords don’t work anymore. Keep your copy clean, simple to read, and information rich

Product descriptions should be information-rich, updated, and only about the products.

Customers who are taking the time to read your product descriptions are looking for information, not for generic marketing statements and buzzwords.

Tip #109 – © Franco Folini

There was a time when everybody believed that buzzwords were the most effective way to positively impress a customer. not anymore! Today customers rarely read a product description, but when they do it, they expect valuable content that can help them to make the right decision. The content has to be information rich without being too technical. Format the content in a way that makes it easy for the visitors to do a quick visual scan to identify the more relevant sections (according to his/her need and knowledge).

According to Forrester’s report, 72% of US online consumers prefer to use a company’s website to get answers to their questions, rather than contact them.

Franco Folini lives and works in the eCommerce territory, a wild area between the Kingdom of Technology and the Kingdom of Marketing. He speaks fluently the language of both realms. For many years, Franco has been helping people bridge the divide and successfully collaborate.

If you want to find out more about Franco, visit his LinkedIn profile or send him an email folini[at]

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