Dive Brief:
- Ratings and reviews are the top factor customers consider when making an online purchase decision, chosen by 53% of consumers, according to a survey of more than 8,700 global consumers released Wednesday by Syndigo.
- Other common points of consideration include detailed product descriptions, selected by 52% of respondents, and whether there is a discount or deal, selected by 49%.
- “Together, useful descriptions and accessible reviews reduce uncertainty and make it easier to move forward with a purchase,” Julie Geller, principal research director at Info-Tech Research Group. “This is becoming even more important as AI search and shopping tools draw on the same information when answering questions and recommending products.”
Dive Insight:
Customers are looking at product information and reviews, and getting these factors wrong can harm trust.
Four out of five consumers say poor product descriptions online make them think less of a brand, according to the Syndigo study. That number is up from three-quarters of consumers in the 2025 version of the annual study.
“If a brand cannot get the basic facts about its own products right, customers may question its reliability more broadly,” Geller said. “Reviews and social channels can quickly amplify that perception, while AI-powered shopping tools can continue circulating the inaccurate information.”
Inaccurate information can have a measurable impact on the bottom line, according to Geller. Sales of products with flawed or incomplete descriptions can lead to avoidable returns and increased customer service volumes.
Conversely, brands and stores that get their product content right generate more loyalty. Three-quarters of consumers say they are more likely to return to a company that gets its product content right, including one-quarter of consumers who say they are much more likely to return.
Good product content does more than help customers make an informed decision, according to Geller. It also drives momentum and reduces friction in the digital customer journey.
“Every time someone has to leave a product page to verify a specification, find a comparison or contact support, the experience becomes fragmented,” Geller said. “Accurate, well-structured content removes that unnecessary effort while reinforcing the brand’s competence and reliability.”
