Often retailers product feeds hold very poor descriptions, despite holding much richer information on their primary e-commerce site (see example below).
Failing to include a detailed item description within the feed can be greatly damaging for retailers as consumers strive to make well informed purchasing decisions. The permitted length of the description field varies across partners however the typical recommended length is around 500 characters. Marketers should utilise this space to include all known information, ensuring a high keyword density for the purpose of search engine optimisation.
Note: The best product descriptions will also include user review/ ratings. Such features have been shown to affect the purchasing decision of up to 63% of consumers (iPerceptions, 2011) and are thus becoming a central feature of many e-commerce sites.
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