You’ve got milliseconds to capture a customer’s attention and even less time to keep it.
In the fast-paced world of ecommerce, your product description is often the deciding factor between a sale and a scroll-past.
With studies showing that 87% of consumers rate product content as extremely important in their buying decisions, the words you choose matter more than ever.
But here’s the thing: most store owners are leaving money on the table with generic, feature-heavy descriptions that do nothing to excite or convert.
Whether you’re launching a new product or revamping your existing catalog, this guide will show you exactly how to write product descriptions that turn browsers into buyers.
Table of Contents
The Anatomy of a Converting Product Description
Before diving into the how-to, let’s understand what makes product descriptions work. A high-converting product description combines five key elements:
1. Clarity and Simplicity
Your description needs to be instantly understandable. Even complex products can—and should—be explained simply. Think of how Apple describes their latest iPhone: not with technical jargon, but with clear benefits anyone can understand.
2. Persuasive Language
This isn’t about being pushy—it’s about being compelling. Use words that engage the senses and emotions. Instead of “made with premium materials,” try “feels luxuriously soft against your skin.”
3. SEO Optimization
Search engines need to understand your products too. Natural keyword integration helps your products get found, but stuff your descriptions with keywords, and both Google and your customers will bounce.
4. Storytelling
Every product solves a problem or fulfills a desire. Your description should tell that story. The most compelling product descriptions help customers imagine themselves using and benefiting from your product.
5. Scannable Format
Most shoppers scan rather than read. Your formatting should make it easy to grasp key information at a glance while inviting interested customers to read more.
The Step-by-Step Writing Process
Step 1: Know Your Customer
Before writing a single word, answer these questions:
- Who is your ideal customer?
- What problem are they trying to solve?
- What language do they use to describe their needs?
- What objections might they have?
Example: If you’re selling running shoes, are you targeting casual joggers or marathon runners? Their needs, knowledge level, and decision-making factors differ significantly.
Step 2: Transform Features into Benefits
Here’s a simple framework:
- List every feature
- Ask “So what?” after each feature
- The answer is your benefit
Example:
- Feature: “Made with moisture-wicking fabric”
- So what? “Keeps you dry during intense workouts”
- So what? “You can focus on your performance, not your sweaty clothes”
- Final benefit: “Stay comfortable and focused during your most challenging workouts”
Step 3: Structure Your Description
The Perfect Product Description Template:
- Opening Hook (1-2 sentences)
- Grab attention with the main benefit
- Example: “Never worry about sweaty workout clothes again.”
- Problem-Solution Paragraph (2-3 sentences)
- Identify the pain point
- Present your product as the solution
- Example: “Traditional cotton shirts get heavy and uncomfortable during workouts. Our moisture-wicking technology keeps you dry from warm-up to cool-down.”
- Key Benefits (3-5 bullet points)
- Lead with the benefit, follow with the feature
- Example:
• Stay dry and comfortable (moisture-wicking fabric)
• Move freely without restriction (4-way stretch material)
• Prevent odors, even after intense workouts (antimicrobial treatment)
- Social Proof (1-2 sentences)
- Include a specific testimonial or statistic
- Example: “Join over 10,000 athletes who’ve made this their go-to training shirt”
- Call to Action
- Clear, compelling next step
- Example: “Select your size to experience breakthrough comfort”
Industry-Specific Examples
Fashion & Apparel
❌ Bad Example:
“Blue cotton t-shirt with short sleeves. Available in multiple sizes.”
✅ Good Example:
“This ultra-soft cotton tee feels like your favorite vintage shirt from day one. The perfect relaxed fit drapes beautifully while staying true to size, making it your new everyday essential.
- Pre-washed for that lived-in softness
- Tailored cut that flatters every body type
- Ethically sourced premium cotton
- Available in sizes XS-3XL”
Tech & Gadgets
❌ Bad Example:
“Wireless earbuds with Bluetooth 5.0 and noise cancellation.”
✅ Good Example:
“Transform your daily commute into a peaceful retreat with these intelligent wireless earbuds. Experience your music in stunning clarity while blocking out the world’s distractions.
- Immersive sound that adapts to your environment
- 8-hour battery life that keeps up with your day
- Connect instantly to any device with one tap
- Comfortable fit designed for all-day wear”
Format for Maximum Impact
Visual Hierarchy
- Use headers and subheaders
- Keep paragraphs to 2-3 sentences
- Employ bullet points for key features
- Include white space for readability
Mobile Optimization
- Front-load important information
- Use short paragraphs
- Ensure bullet points are tappable
- Test readability on multiple devices
Common Mistakes to Avoid
- Generic Descriptions
Instead of “high-quality materials,” specify exactly what makes your materials superior. - Feature Dumping
Don’t list features without explaining their benefits. Always answer “So what?” - Ignoring Mobile Users
60% of online shopping happens on mobile. Format accordingly. - Weak Calls to Action
“Buy now” is boring. Try “Get Your Perfect Fit” or “Start Your Journey”
Testing Your Descriptions
Key Metrics to Track:
- Conversion rate
- Time spent on page
- Bounce rate
- Add-to-cart rate
A/B Testing Ideas:
- Different benefit orders
- Varied social proof placement
- Alternative calls to action
- Length variations
Implementation Checklist
✓ Research your target customer
✓ List all features and transform them into benefits
✓ Write your first draft using the template
✓ Add social proof elements
✓ Optimize for mobile
✓ Test with real customers
✓ Track metrics and adjust
Next Steps
The best way to improve your product descriptions is to start with one product – ideally your best-seller or a product you’re particularly excited about. Take what you’ve learned here and rewrite its description using the principles we’ve covered. Don’t aim for perfection; aim for progress.
Watch how customers interact with your new description over the next couple of weeks. Pay attention to the questions they ask in customer service emails or social media comments. If you’re getting fewer questions about size, materials, or use cases, that’s a sign your new description is doing its job.
And if your conversion rate ticks up?
Even better.
Writing great product descriptions is more art than science, and like any art, it gets better with practice. Keep refining your approach based on customer feedback and sales data. Test different angles, try new benefit statements, and don’t be afraid to inject some personality into your writing.
Want to take your product descriptions from good to great? Join us at EcomPod, where store owners share what’s actually working in their shops. Join our community of ecommerce entrepreneurs who understand that good copy equals good business.
Remember, the perfect product description isn’t the one that wins writing awards – it’s the one that sells. Now get out there and start writing.
