🦋 #8 Write like your customers speak 💬

Hey — It's Pankaj, long time no see!

After a seven-month break from writing newsletters, I'm finally back. How have things been going for you lately?

Speaking of writing, let’s talk about an important part of e-commerce that is often underestimated — writing product descriptions.

This is the 8th edition of The Checkout Experience.

Before we begin, let me throw in some facts —

• 64% of consumers return an online purchase because the product descriptions are not accurate.

• 76% of people care more about product descriptions when shopping online than reviews and pictures.

1 — Write like your customers speak.

People tend to spend time with things that they can relate to.

Example: If you're selling fitness gear targeting young professionals, use phrases like "Stay fit on the go" to resonate with them.

2 — Benefits > features.

Communicate how your product solves a problem your customers have rather than focusing only on its features.

Example: Instead of just stating "10MP Camera," you can say "Capture vivid memories with stunning 10MP clarity for lifelong photo enjoyment.”

3 — Your product description should be scannable.