Compelling, informative, and unique product descriptions can help your ecommerce business increase sales. Moreover, original product descriptions can help avoid Google's so-called "Farmer algorithm" penalty, which can affect retailers that copy product descriptions from competitors, or that use the exact descriptions suggested by suppliers.
Karon Thackston explains how the pros write ecommerce product descriptions in an extract from her new book Wordtracker Masterclass: Ecommerce Copywriting: Proven Strategies for Boosting Sales & Search Ranking.
Product descriptions are critical to the success of selling on the Web. Great product descriptions entice your visitors to buy while at the same time properly describe the products thus avoiding returns because visitors didn't fully understand what was offered.