How to Write Great eCommerce Product Descriptions

Learning how to write great eCommerce product descriptions can make or break your conversion rate.

Therefore, you had to master the craft already yesterday.

Nevertheless, you still have a hope thanks to this article and these 5 hacks that will save the day.

As we are working with a lot of online stores, we understand how important it is to write seductive product description.

If your product descriptions are not of good quality, then you’re not only limiting your sales but also hindering the way your listings are found in search results.

So how do you get people to stop skimming your page and start reading your content? Here are 5 tips how to write great eCommerce product descriptions.

1. Before you start writing, think about your target audience

Before you even start writing think about your customer. Once you know who your target audience is, you can then know what voice or personality should you take up to communicate with them. You need to know your customer so well that you know exactly what makes him click “Buy now”, what makes him laugh, what makes him hesitate to order, and what makes him shake his head in disbelief.


2. Bring your description into story

  1. Don’t just create another product description.
  2. Imagine that you are the person to write for.
  3. Tell the story that you most desperately want to read.

People like to read descriptions that ooze enthusiasm. For you, it shouldn’t be so hard to make enthusiastic description because you most likely have some interest in products that you sell.

Neuroscience has proven that people take decisions emotionally and attempt to justify them with logic. At the point of decision, emotions are very important for choosing. So create a story that will create positive emotions.

Example of a story-like description from

3. Focus more on benefits not features

When you sit down to write, consider, how you can make your customer’s life easier, better and more pleasurable.

Essentially the feature is a fact about your product or offer but the benefit mainly answers how a feature is useful for your customer.

Usually, you can easily add specifications of a product in bullet points and get done with it. But if you want to persuade your visitors to become customers, you will need to spell out the benefits of these features in your descriptions. Tell them and make them understand “how” a particular feature is useful for them, and “why” they should make this purchase.

4. Choose keywords that sound natural

Choose your product’s alternate keywords first, and then naturally work them into the copy.

Let’s say you are selling footwear and you want to learn how to write great eCommerce product descriptions for shoes. You’ll need more keywords than just “shoes” to attract visitors, because as we know everyone searches differently. Think of alternate search terms for your product. For women shoes, it could be high heels, pumps, peep toes, flats etc. Again think as your customer – which terms or words would you use to search for a handmade leather shoes?

5. Make description readable and easy

It is very important to make product descriptions that are easy on eyes and readable.

  1. Firstly, that means using short or broken sentences. Don’t be afraid to begin your sentences with words, like “And,” “Because,” “But,” and others.
  2. Secondly we suggest using bullet points, remember that most people scan pages not actually read them.
  3. Thirdly you can make your descriptions readable with using larger fonts and well-contrasted font colors. does a great job with their descriptions does a great job with their descriptions

Finally when your product description is done, make sure that the content makes sense to humans, read it aloud and delete or change awkward phrasing.

Don’t forget to showcase your products with a variety of creative photos. Remeber that a picture is worth a thousand words! More about that some other time.

So, to sum up:


For more ways to improve user experience, referenced article is a must read.

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Andis Silakaktins
Digital marketing enthusiast, social media addict, mobile marketing believer. Chief Marketing Officer at MaxTraffic.