Shopify & Ecommerce


If you're reading this, you may be wondering, "What is a product description, and do I really need to write one?" We're here to help you understand the ins and outs of writing effective product descriptions that turn shoppers into buyers.

  • What Is A Product Description πŸ€·β€β™€οΈ
  • How Long Should A Product Description Be? πŸ“
  • What Is The Perfect Production Description Format? πŸ•΅οΈβ€β™€οΈ
  • 8 Steps To Writing A Product Description that Sells πŸ€‘
  • Conclusion πŸ™Œ
  • What Is A Product Description? πŸ€·β€β™€οΈ

    At the most basic level, this is a short, descriptive paragraph outlining your product details. The goal of this description is to provide customers with information about the product, using persuasive language to encourage a sale.

    However, a product description also goes deeper than just describing your product. It also lets the customer know if this is the right product for them, offers customer-centered reasons to consider this product, and adds to the overall optimization of your site by using search terms in a natural way.

    Think of your product description as a 24/7 in-store retail assistant, answering questions about the product, giving the specs, letting the customer know why this particular product is just right for them, and making them feel welcome and supported in their decision-making process.

    Your product descriptions have a direct impact on your sales figures.

    If your product descriptions are poorly written, you'll end up with frustrated visitors who are unlikely to return. If your product descriptions do their job, you'll increase conversions and have a plethora of happy customers returning to your store.

    How Long Should A Product Description Be? πŸ“

    This is a little bit like asking, "How long is a piece of string?". There is no hard and fast rule because each website and its products are unique and will require different product details. For example, a pair of shoes will need far less content than a high-end power drill.

    The best answer to this question is: long enough to be helpful but short enough to be digestible.

    Below we've outlined some format ideas which will assist in further developing your descriptions to make sure they hit the sweet spot!

    What Is The Perfect Production Description Format? πŸ•΅οΈβ€β™€οΈ

    The perfect product description, like every other aspect of your online store, will depend on your potential customer preferences.

    Some online stores might have more conversions with bullet-only descriptions whilst others may need a longer paragraph format or a mix of both.

    Take a look at some examples below:

    Via GameStop

    GameStop has created easy-to-read content by using bullets, bold font, and headings.

    Via Tree of Life Bakery

    Tree of Life Bakery found that a short, emotive paragraph of text works best for their customers.

    Via Amazon

    Amazon has used a bullet-only format for this product, making sure product features and benefits are both outlined.

    The most basic product description template looks something like this:

    product images and title

    a short descriptive paragraph

    a bulleted list of features/technical details

    social proof/customer reviews

    call to action

    You can test different formats using the split test method mentioned further down in this post. Once you know what works for your buyers, you can then make your own standard template to use across your online store.

    8 Steps To Writing A Product Description That Sells πŸ€‘

    Poorly written or missing product descriptions are linked to lower conversions. Here are 8 steps to writing great product descriptions which help your customers make that essential buying decision:

    1. Know Your Target Audience 🎯
    2. Focus On The Product Benefit And Solution 😎
    3. Write Descriptions That Are Easy To Scan 🧐
    4. Optimize For Search Engines πŸ’»
    5. Appeal To Your Customers 🀴
    6. Tempt With Social Proof πŸ₯‡
    7. Include A Call To Action πŸ“’
    8. Split Test And Measuring Success πŸ’Έ

    via GIPHY

    1. Know Your Target Audience 🎯

    Understanding your buyer persona is key to writing persuasive, targeted copy. You'll need to understand what your ideal customer is looking for and why. To find out more about your buyer persona, let's look at the following questions:

    • What features are most valuable to your customers?
    • How did this person arrive on your page?
    • What are his/her interests?
    • Why would this person be interested in your specific product?

    Do some keyword research to find out more about your ideal customer and what they are looking for. Identifying keywords that are commonly used by your target audience will help you discover what they are searching for online and how you can draw their traffic to your store.

    Don't assume you know what your customers are searching for. Use keyword research to know what people are really looking for.

    Once you know who your target buyer is and what keywords they are searching, you can start planning the type of content you'll need to encourage conversions. This will include finding the tone of voice, and the best headings to use, information to include, and which benefits you'll want to highlight. Keep in mind that the best descriptions are those which foster an emotional response in your target audience, not just those that list key features or product specifications.

    via GIPHY

    2. Focus On The Product Benefit And Solution 😎

    Your target audience is less interested in the mundane product features than they are in how this product can benefit them or make them feel.

    People don't buy features. People buy benefits. Features answer the question, "what is it?". Benefits answer, "what's in it for me?"' - Tom Abbot

    When writing your product feature list/content, you'll want to answer some of the following questions:

    • What does your customer gain by using it?
    • Does it solve a specific problem, perhaps help them achieve a goal, or foster positive emotions? Maybe the product helps them relax, minimizes pain, or increases comfort?
    • What sets it apart from similar products on the market?

    For example:

    A bamboo pillow is allergy-friendly and long-lasting.
    Buying this pillow will relieve your allergy symptoms and provide a soft and supportive headrest for a good night’s sleep.

    A good-quality gaming PC will have a list of impressive technical specs.
    Buying this gaming PC will allow you to play top-of-the-range games and exciting new releases without lagging or crashing.

    Via Sleepsia

    You can help your customers to visualize what they can achieve with your product by framing product features and relevant information as must-buy benefits.

    3. Write Descriptions That Are Easy To Scan 🧐

    With so much information online, skim reading has become the new normal. You'll want easy-to-read content that your customers can quickly scan through, allowing them to easily pick out the information most relevant to their decision-making process.

    To create an easy-to-scan description, have a look at the suggestions below:

    • Make use of headlines, bullet lists, and a short yet persuasive description of your product.
    • Ensure that you use high-quality, eye-catching product photos.
    • Add power words to your product title, headings, and subheadings.
    • If you have a lot of content, divide your description into shorter paragraphs so that they are easier to read.
    • Make certain words or phrases stand out in bold lettering.

    With a well-formatted description, you'll allow your customers to quickly and easily access all the information they need to make a decision. The more hassle it is to find the information, the more likely your customer will turn to a competitor who offers a swifter process.

    4. Optimize For Search Engines πŸ’»

    As with all things online, search engine optimization is vitally important for your online store. This includes writing SEO-friendly product descriptions.

    Keywords for your product would be the search terms that buyers use to find the product they are shopping for. Do a little keyword research to help construct an optimized description and product titles.

    For example:

    A search for men’s jeans will also produce top results with some variation of this keyword. You may also want to include jeans for men or men's denim.

    Using the correct keywords will make sure that your ideal customer is able to find you when searching for the product they want.

    5. Appeal To Your Customers 🀴

    While we want to make sure the description is optimized and easy for search engines to parse, we also need to write for the customer.

    This includes using emotive language and positive descriptors, keeping the content short and sweet, and showing them how the product solves their problem or meets their needs.

    Quote: good product description writing takes your buyer and puts them right inside the experience of using the product with descriptive words that evoke at least one or two of the five senses. - Express Writers

    Avoid cheesy phrases which will make your customers think "yeah yeah, they all say that" and don't be afraid to be unique. Tailoring your content tone and style to match your buyer persona, appealing to their imagination, and packing an emotional punch, will attract more of the customers you're looking for and increase conversions.

    You will also want to look at the writing style used. Lifestyle writing might work for fashion, interiors, or children's toys, but you'll want to employ more technical writing and show off your expertise for more technical products. And don't be afraid to show off a little bit ;)

    You might want to start by using the standard product description template but if it doesn't work for your eCommerce store, then try something else. No one knows your customers better than you do!

    6. Tempt With Social Proof πŸ₯‡

    Consumers are more inclined to buy a product that has a high number of positive reviews. These reviews allow your buyers to see real people who have tried your products and enjoyed them.

    A high number of reviews lets shoppers know that this is a trusted product. It also shows the product's popularity and, as consumer science shows, people are attracted to buying products that are popular.

    If people like you they'll listen to you, but if they trust you they'll do business with you - Zig Ziglar

    A great way to help your customers make their buying decision is to include customer reviews on each product page or even a social media feed with positive company reviews on a side panel. This makes your store more approachable and relatable while highlighting the good quality and popularity of your products.

    You can also highlight products that are customer favorites by using a rating system and including "top-rated product" or "customer favorite" in your product description.

    Via Weber

    Weber showcases individual, in-depth reviews with ratings for various features.

    Via Amazon

    Amazon shows customer ratings grouped by feature.

    7. Include A Call To Action πŸ“’

    Writing for your customers includes adding a call to action. Something which tells your reader what they could do next.

    You can write a powerful product description but with no conclusion, it's anti-climactic and doesn't give your buyer any direction.

    via GIPHY

    There are two ways to get your customer to take action:

    • Use of a powerful, concise call to action such as "Buy now and you'll never have to wash dishes again!".
    • Use of a subtle call to action such as placing an "add to cart" button below the description.

    Play around with ideas and see which one helps you achieve more conversions.

    8. Split Test And Measuring Success πŸ’Έ

    The last step is testing your product description success. What works for one eCommerce site, may not work for another, so it's up to you to test the waters and track the data to find the sweet spot for your website.

    A great way to do this is to split test. This means testing different formats, lengths, words, etc. across your store to better understand how to optimize future product pages.

    To track this you'll need to set KPIs/measurable goals and have access to an analytics tool. Your goals could be:

    • An increase in conversion rate
    • A decrease in cart abandonment
    • A lower return rate
    • Fewer calls from shoppers
    • Improved organic search rankings

    Whichever KPIs you choose, track the data, find what works best for your online store, and make that your standard template.

    Conclusion πŸ™Œ

    In conclusion, writing a great product description leads to an increase in conversions. These descriptions should be aimed at your unique target audience and focus on the benefits and solutions that your product offers. In addition, it should be easy to skim read, optimized but natural and persuasive in tone, and have a call to action.

    As an added bonus you can include previous customer reviews, either of the product or of your company as a whole. The reviews section provides insight from real people, allowing your potential buyer to make that final purchase decision based on trust and product popularity.

    To achieve the perfect product description for your website, use split testing and track the data until you find what is right for your eCommerce website.

    If you found this helpful, please feel free to read our other posts on setting up the perfect Shopify store!

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