How Consumer Electronics Brands Can Reduce E-Commerce Returns with Accurate Product Descriptions

Product returns are a hassle and a challenge for any retailer, but the cost of returns is high for e-commerce products, especially consumer electronics products. Because these items are typically priced higher than other retail goods, a return translates to significant, unexpected loss.  

By providing high-quality, rich content to customers, brands can reduce returns (and the associated revenue loss) and increase brand loyalty and sales. The most effective way to lower online return rates is to provide accurate, detailed product content so consumers know exactly what they’re getting before they buy. 

The Importance of Product Descriptions in Reducing E-Commerce Returns 

Your content is your product in e-commerce. Online shoppers don’t have the advantage of holding your product in their hands or trying out a test model in-store. They rely entirely on the product content within your PDPs. Accurate, consistent, informative content is crucial to not only selling the product but also reducing e-commerce returns. 

A 2022 survey from 1WorldSync shows that 59% of respondents blame inaccurate, misleading, or low-quality product information for their online returns. No-fault-found returns are on the rise, and they’re seriously disrupting revenue streams for consumer electronics brands. 

But returns don’t affect present revenue only. 1WorldSync’s 2023 Product Content Benchmark Report found that 48% of consumers will stop shopping with a brand after making two or three returns, with more than half of shoppers saying misleading or poor product content is the reason for their returns. Getting product content right is critical to making the sale, keeping the sale and ensuring customers shop with you in the future. 

Below are key features of e-commerce product descriptions and tips on optimizing this content to reduce return rates and keep profits where they belong: with your business. 

Clear Feature Breakdowns

Product descriptions are the ideal avenue for engaging shoppers and preemptively answering their questions about your product. Shoppers almost always compare multiple electronics products across retailers to see how they stack up. Include the information they’re looking for within your product descriptions: 

• Screen size
• Resolution 
• Battery life
• Processing power 
• Connectivity options 
• Weight 
• Memory capacity 
• Latest OS version 
• Compatibility with other devices 

Presenting this information front and center helps consumers make informed decisions about the product they buy. Give shoppers a clear picture of the product’s features, specifications and potential limitations. You’ll minimize the likelihood of returns due to unmet (and uninformed) expectations. 

Usage Scenarios

Good product content does more than convey specs and factual information about your product. Product descriptions can create a narrative that includes the shopper in your product’s story. Explain how the item can be used and how the purchase can enhance the consumer’s experience. 

Help shoppers see themselves using your product. A well-crafted product description not only gives users a better understanding of why they should purchase your product but also helps them see themselves as part of your brand, not simply as customers making an online purchase. 

Set Expectations with Honest Product Descriptions 

Unmet expectations are among the top factors fueling online consumer electronics returns. Transparent, direct and honest product descriptions are not only ethical marketing strategies but also reduce the potential for product returns. 

Leave nothing to the reader’s imagination. Give them the relevant product information they’re looking for. Avoid exaggerating features or benefits, and clearly state potential drawbacks or limitations to set realistic expectations. 

Additional Content to Include Alongside Product Descriptions 

Accurate product descriptions are essential for attracting electronics customers, driving them to purchase and reducing the likelihood of returns. But, engaging, informative content that drives sales goes beyond the product description. PDPs house valuable product information and data that help you increase sales and limit returns. Including and optimizing the following content pieces enables you to maximize the impact of your PDPs. 

1. High-Quality Images

First, you must include high-quality images on your PDPs to sell your products. In a Digital Commerce 360 survey of online shoppers, 45% say they’ve landed on PDPs that don’t include enough images to show what the product looks like. When there are no images or low-quality images, you lose trust, and shoppers move on to your competitor. 

Including multiple high-res images from various angles—including 360-degree imagery, which can increase online conversion by nearly 50%—showcases your product’s design, size and details, allowing the customer to virtually “hold” the item. The more visual information you can provide the shopper, the more informed and confident they’ll be in their purchase decision, and you’ll reap the benefits when you see lower return rates. 

2. Comparison Charts

Consumer electronics shoppers are comparing your product against others in your line and those from your competition. Compile the information they’re looking for on your PDP with comparison charts. A thorough, well-organized comparison table helps customers easily see how the various models within a product line stack up against each other. It shows how one product might outperform (or underperform) another, providing helpful insight that sets expectations and guides users to their ideal product choice. 

3. Customer Reviews 

Shoppers prioritize customer ratings and reviews over every other purchase factor, including price. Including ratings and reviews on your PDPs (and implementing a review management strategy) will help customers understand your customers’ experiences with your product and brand. 

Reviews provide honest insight into a product, including whether it meets expectations, its quality and the accuracy of its description. Featuring customer reviews gives consumers the social proof they want when shopping for electronics. By listening to what your customers say about your products, you can help them form a complete understanding and opinion that helps them make the right purchase choice—one that doesn’t end with a return. 

Employing E-Commerce Retail Analytics to Optimize Product Content 

Evaluating data is the only way to know if your product descriptions are helping your sales and affecting your return rates. 1WorldSync’s Retail E-Commerce Analytics seamlessly manages and analyzes your data, delivering real-time insights that guide your content decisions. 

Our tool empowers you to 

• • Reveal Comprehensive Marketplace Insights of complete item listings across every store
  • Measure Search Performance week to week against online price changes, page positioning and more
  • Inform and Enhance Your Marketplace Keyword Strategies of organic and sponsored search with our gained or lost view
  • Uncover Competitive Context through dashboards and shareable reports, such as weight share of search

Product descriptions are just one piece of the data-driven, high-converting product content puzzle. Optimizing your product descriptions helps you increase engagement, boost sales and reduce returns, all while making strategic moves to outdo your competition. 

Optimizing E-Commerce Product Descriptions with 1WorldSync 

Regarding PDP content, Randy Mercer, VP of Product, 1WorldSync, has this to say: 

“The best product content isn’t simply what converts the most buyers. Content that delivers on expectations is equally as important. Photos that capture all angles and features, product descriptions that are honest and relevant, specifications and details that are accurate and easy to comprehend—all of this will simultaneously drive sales and decrease returns.”

Your product content approach, including accurate product descriptions, is crucial to your success in the consumer electronics industry. 1WorldSync has the tools and resources to position you for success at every stage of your content strategy so you can sell more and see fewer returns. Contact our team today for a demo or to learn more.