Writing Clear Product Descriptions for Ecommerce

Writing Clear Product Descriptions for Ecommerce

Have you ever wanted to know how to fix your product descriptions and increase conversions on your e-commerce website?

There are many reasons why a potential shopper might abandon their shopping cart and leave your site.

One of these reasons is missing or vague product information.

In the online world of e-commerce, product information is the key to conversion.

Imagine a customer landing on your page and not knowing what they want to buy. No product information, no purchase.

That’s why it’s essential for you to include as much product information as possible on each individual page.

However, the product descriptions should not just be written to fill out empty spaces – they should be persuasive, convincing, and interesting.

Product descriptions focused on benefits, not features

You’ve probably heard this one before, but the most persuasive copy focuses on the benefits of the product, not its features.

When it comes to writing your sales copy, you need to focus on the benefits that your product offers.

People want to know how it will help them, or what they will get out of it.

So when you’re promoting a digital camera, don’t just list off its megapixels, aperture rating, and zoom capacity.

Instead, talk about the images it can take, the memories it can help you preserve, or how you can use it to make movies. It is much easier for people to relate to these benefits over the technical features of the product.

What’s your audience?

A product description is what makes your sales page work.

It allows you to describe the features of your product and clarify any outstanding doubts your potential buyers may have.

A great product description should always focus on the buyer and not on you.

Putting yourself in the shoes of your customer is an excellent way to find information that will help convince them that your product would be a good fit for them.

What is a buyer persona? A buyer persona is a fictional but realistic characterization of your target audience. It includes its educational level, occupation, location, income, gender, and age.

Have a personality

A good product description should reflect your brand and tone of voice.

If you are selling security doors, you shouldn’t sound playful and gimmicky.

If you are selling kids’ toys, your product descriptions should be fun.

Is your product description the same as the one that your competitor uses? Is it so similar that customers are most likely choosing you only because your competition is worse?

Exactly. You need to spice things up a bit and get creative if you want to have a chance at getting more sales. A copy of your competitors’ description won’t do the trick, and neither will a boring product description.

Use persuasive words

If you’ve read the science behind conversion copywriting, then you are sure to have come across the importance of using persuasive words in your sales copy.

The reason why they work is that we are all motivated by a certain set of emotions. Fear, love, guilt.

Call it what you will, but each of us experiences these emotions every day in one form or another.

What better way to write persuasive product descriptions than to use the “power words” that people respond to?

Use words like – amazing, breathtaking, happy, hope, magic or wonderful.

Use paragraphs and bullet points

The most effective copy is easy to scan and read.

Your product descriptions are not only important for SEO, but also conversion.

Most internet shoppers will only read half the product description, so it must be written in a way that they can get a good feel of your product in just a few seconds.

By making your product description easier to read, you are less likely to lose a potential customer during the process.

Don’t use long paragraphs or walls of text, but rather break down your copy into smaller paragraphs, and try to use bullet points.

Optimize your product descriptions for organic traffic

Competing for first positions with your product can be hard, especially when fighting against the giants – Amazon and the like.

However, you need to keep in mind that your audience looks for specific products online and they most certainly will check out more websites before making a purchase. You need to at least appear on the first page of the search engines.

Start with some keyword research and find out what your ideal customers are looking for.

Incorporate those keywords into your product description and title.

There are a few Shopify SEO apps that can help you, not only by making it easier to change your meta information but also sort out some technical issues that are paramount for a good SEO campaign.


Product descriptions play an important role in increasing conversion rates.

I mean, after all, what will convince potential customers that they should purchase your products? Your product’s page is the first chance you get to impress them and convince them to make a purchase.

As such, it’s very crucial to write sales copy that not only talks about the features of your product but also shows how it can improve your customers’ lives.

Maria Cristina M.
Maria Cristina M.

Maria-Cristina is a Digital Psychologist with 5 years of experience in SEO and conversion rate optimization. She holds an MA thesis on the effects of emotions in written and video content. She loves to spend time near the ocean and watch horror movies.

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