American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

At what point do most customers typically read a product description?

1. When they first open the webpage

2. When comparing products

3. When they are ready to buy

4. During the checkout process

The correct answer is: When they are ready to buy

Most customers typically read a product description when they are ready to buy because, at this stage, they are actively seeking detailed information that will help confirm their purchasing decision. The product description provides critical insights into the key features, benefits, specifications, and unique selling points of the item, which can significantly influence a buyer’s confidence and motivation to complete the transaction. When customers reach the readiness to buy phase, they have already navigated through other aspects of shopping, such as browsing, comparing options, and evaluating alternatives. This context ensures that by the time they are looking at product descriptions, they are more focused and engaged, aiming to resolve any remaining questions they may have about the product's value and fit for their needs. Thus, reading the product description becomes a crucial element of their decision-making process.