How do I write a killer product description?
Here’s one thing we know for sure – optimising product description’s is one of the highest-return, lowest-investment improvements an online retailer can make.
In fact, a well-optimised product description is a vital tool in boosting conversion rates. Stats tell us that product descriptions form a key part of your potential customer’s decision-making process, with 87% of consumers rating product content extremely or very important when deciding to buy.
What does this mean?
It means you’re leaving serious money on the table if you’re not optimising your product descriptions.
Solid product descriptions capture attention, evoke emotions, and ultimately persuade customers to purchase. Here are our key pointers in creating product descriptions that sell:
Understand your target audience
Before writing, identify your ideal customer. Ask yourself:
Who are they?
What problems are they trying to solve?
Why do they need your product?
What motivates them to buy?
By understanding your audience’s needs and preferences, you can tailor your descriptions to resonate with them.
Highlight benefits, not features
While features are important in explaining what the product does, benefits outline why it matters to the customer. For example:
Feature: “Made with 100% organic cotton.”
Benefit: “Enjoy soft, breathable comfort while being eco-friendly.”
It’s important to state a products features but also take time to translate these features into benefits that align with your customer’s desires.
Use Sensory Words and Storytelling
Descriptive and sensory language helps customers imagine using your product. For instance:
Instead of: “This lotion is hydrating.”
Write: “Feel the luxurious, silky hydration as this lotion soothes and nourishes your skin.”
Storytelling can also create an emotional connection. Share how the product came to be or how it’s helped others. Leave your customers with the feeling of ‘Wow, yes – I need this in my life’.
Keep It Clear and Concise
Avoid overwhelming your audience with lengthy paragraphs. Use short sentences, bullet points, and headings to organize information effectively. Make it easy for customers to skim and grasp key details.
Incorporate SEO Keywords
Integrate relevant keywords naturally into your product descriptions. This improves your search engine rankings and makes it easier for customers to find your products. However, avoid keyword stuffing—always prioritise readability.
Highlight Social Proof
Mention awards, certifications, or customer reviews to build trust. Statements like “Rated 5 stars by over 1,000 customers” or “Certified cruelty-free” can reinforce credibility and inspire confidence. Including star ratings underneath your product title fosters trust from the first view and encourages customers to read on.
Use a Strong Call-to-Action (CTA)
End your description with a clear and persuasive CTA. Phrases like “Order now,” “Don’t miss out,” or “Try it risk-free today” can prompt customers to take action and commit to the purchase.
Accurate & Complete
Take time to ensure your products descriptions are 100% accurate and complete. If you’re leaving your customer with unanswered questions, it’s unlikely they’ll commit to the purchase. If they do purchase and find they’re not satisfied with your product due to overstated or understated details 64% of customers will submit a request for return and refund. In this case, any trust established is destroyed with stats indicating that 87% of customers in this situation will never return to your store.
Don’t copy/paste product descriptions from manufacturers
We see this a lot. It’s a no-no for many reasons. The biggest is this approach makes you sound like everyone else. There is no point of difference or reason for customers to choose to purchase from you. Doing this can also adversely affect your SEO. Google will always favour the site where the content is deemed ‘original’ – in this case that’s the manufacturers site. It’s essential to change up the product description so it is uniquely yours. Google will elevate your search ranking accordingly and customers will be more inclined to buy from you.
Spell/Grammar Check
It may seem obvious but run your product description through a spelling and grammar checker. You may be amazed at what is picked up! Simple errors like an incorrectly spelt word can be a real deterrent to customers.
So, how do you do it?
A solid template to follow is:
Clear Product Title
Create a product title that clearly describes what the product is. Consider keywords for SEO.
Social Proof
Display star rating from reviews directly under the product title.
Benefits Statement
Use a descriptive paragraph to explain what the product achieves for the customer and confirm why they need it in their life. Keep it succinct.
Features List
Display a list of key product details and features as bullet points for quick and easy reference.
Technical Specifications
A list of materials, dimensions, weight etc (if relevant for the customer).
Additional Motivation
Answer questions with product-specific FAQ’s, showcase size guides, highlight social proof, display product specific reviews, indicate urgency (i.e. low inventory), and offer a secondary call to action (Add to Cart).
What about video?
We’re glad you asked. Words are one way to tell a story, but video takes it to the next level. Stats tell us that eCommerce product pages with videos convert 80% higher than those without. Consumers who view a product video are up to 144% more likely to add that product to their cart. Essentially an image is worth a thousand words and video is worth tens of thousands! Video is a fantastic way to show your customer your product and demonstrate it’s benefits visually.
Final Words
Writing product descriptions that convert takes practice and attention to detail. By understanding your audience, focusing on benefits, and creating engaging, SEO-friendly content, you can turn casual browsers into loyal customers. Do your product descriptions need review or could your product page layout benefit from a refresh? Get in touch with Julie and let’s see how we can improve your conversion rate!