3 Tips for Powerful Ecom Product Descriptions that Convert!
By: Tanner Larsson
Tags: Ecommerce Copywriting, Ecommerce Optimization, Product Descriptions, Copywriting Tips, Copy That Converts

Your goal as an ecommerce store owner is to persuade your visitors to purchase your product. One of the key ways to do this is to focus on your product descriptions on each product page.

Following are the three optimizations I’ve found to be the most useful when working on product descriptions.

Tip 1: Answer as Many Questions as You Can

Answer any questions that you think your customers might have — and do that right on the product page.

No matter what you’re selling, there are a couple of common questions that customers always have:

Shipping time: How long does it take you to ship my product, and how long after that will I receive it?

How long does it take you to ship my product, and how long after that will I receive it? Returns policy: What do I need to do to return a product? (For example, you’d include information about whether your policy is to give customers free shipping for returns).

Of course, customers have more questions than that. The more technical or complex the product is, the more your description will grow. Even simple product descriptions can run long.

How can you address all that information? Use tabs. They allow you to provide information that customers need in a way that doesn’t overwhelm them.

Some store apps provide tab options for you. If you have any options here, vertical tabs are the best.

Use several main tabs to separate product information into subsets, such as product description, product specifications, and so on.

Product descriptions tab

Manageable subsections: When users click on a tab, you want the content they see be manageable as well. Using bullets to describe each of the features and benefits helps by breaking content into small chunks, making it much easier to read.

When users click on a tab, you want the content they see be manageable as well. Using bullets to describe each of the features and benefits helps by breaking content into small chunks, making it much easier to read. Simple products: If you have simple products, you can reduce text by including images in this part of the description that can tell some of the product story (for example, showing a product next to something recognizable to indicate product size).

If you have simple products, you can reduce text by including images in this part of the description that can tell some of the product story (for example, showing a product next to something recognizable to indicate product size). Complex products: If you have more complicated products, you are probably going to want to add other things to this part of the description such as videos, infographics, and/or charts.

Accessories tab

If your product includes accessories, put these on a new tab. You can simplify descriptions of each accessory by using icons and/or very simple images showing how each accessory functions.

Technical specifications tab

Most customers don’t want to read a ton of technical specs, so be sure to give this content its own tab also. Arrange it thoughtfully for those customers who do want to get into the details.

FAQs tab

Keep everyone on the product page: Ideally, you’ve done such a great job of answering customer questions that you don’t need to have a separate FAQs page. Even if you do have one, it’s better if customers don’t leave your product page to look for answers on a FAQs page. Instead, you can add a FAQs tab to your product page.

Ideally, you’ve done such a great job of answering customer questions that you don’t need to have a separate FAQs page. Even if you do have one, it’s better if customers don’t leave your product page to look for answers on a FAQs page. Instead, you can add a FAQs tab to your product page. Use progressive disclosure: Within a FAQs tab, use “progressive disclosure” of text: When visitors click on the FAQs tab, they should see a list of bulleted questions only. Customers can select a question aligned with their own, then click to open just the answer to that question.

Tabs make it easier for your customers to quickly find only the information they want on your product page. Tabs, bullet points, and progressive disclosure ensure that there’s never too much information on the product page at one time.

Tip 2: Make It Very Readable

You don’t want to use a “wall-of-text layout.” That’s where a customer is confronted with a dense, difficult-to-read, word-filled page that makes them glaze over or even leave your store. Instead make it as readable as possible in these ways:

Use a standard font size. We recommend using a 16-point font as the smallest size for your text. Also be consistent about font size; don’t use lots of font sizes on your product pages; visual consistency is important for user experience.

We recommend using a 16-point font as the smallest size for your text. Also be consistent about font size; don’t use lots of font sizes on your product pages; visual consistency is important for user experience. Use a simple font that’s easy to read. When you select unusual or ornate fonts, you’re often making it harder for customers to understand what they’re reading.

When you select unusual or ornate fonts, you’re often making it harder for customers to understand what they’re reading. Have two to three sentences per paragraph — at most. If you have more than three sentences in a paragraph, customers start to zone out and may not read your product page at all.

If you have more than three sentences in a paragraph, customers start to zone out and may not read your product page at all. Individualize descriptions. Even if there are lots of similarities between products, it’s good to offer a unique product description for every product. It’s more engaging and can also improve your SEO. Note: Avoid using the descriptions given by the manufacturer!

Even if there are lots of similarities between products, it’s good to offer a unique product description for every product. It’s more engaging and can also improve your SEO. Avoid using the descriptions given by the manufacturer! Correct typographical errors. No one likes to see typos. Errors come off as unprofessional and can turn customers away. Ask someone to proofread your product pages.

Tip 3. Use Humor

If it’s appropriate, use humor in your product description copy when you can. It doesn’t have to be slapstick, Three Stooges-style humor! Use your customer avatar to figure out how to talk to your customers in their “language.”

People like to laugh and buy things from companies they like.

It feels more personal when you use humor, and it lightens the tone.

It’s more memorable if you make someone smile. (Think about the Super Bowl commercials people remember — they’re often the funny ones.)

It helps create emotional connections with your customers.

Note: Of course, if you’re selling products that are sad or dramatic, humor isn’t appropriate.

Wrap-Up

Make clear, concise, and easy-to-read product descriptions. Manage the way that information is presented by using tabs, bullets, and short paragraphs. And make your presentation consistent. And individualize your content — sometimes making it funny, if appropriate. These optimizations can make a very positive difference in your customers’ experience of your ecom store.