A new survey of online shopping habits showed that – while product videos and images have their place – text-based descriptions remain the most popular content with online consumers.

Almost 40 per cent of online shoppers responding to an Inriver poll rated written product descriptions as the most important content during online purchase consideration followed by images, reviews or ratings by other buyers and videos.

The survey highlighted the quality of the description as the essential factor for a successful purchase.

Bad or inaccurate product information made shoppers feel angry or frustrated, with more than two-thirds saying poor quality product information made them decide not to buy and actively encourage them to shop elsewhere.

The results showed the importance of good copywriting; that doesn’t just use the right keywords by also chimes with the information needs of the target audience and is structured in such a way that it adds to the buying experience.
Older buyers in particular value accurate descriptions. And while text is also viewed as the most important content among younger consumers, they are also the group most likely to appreciate accompanying images and reviews from past buyers.

It’s easy to get hung up on the technical and search related aspects of website content but even in the multimedia digital age – it’s words that sell.