Ultimate Guide To High-converting Product Descriptions


A well-written product description has the potential to treble your sales.

Take the example of advertising genius Joseph Sugarman. He only needed words in a magazine or newspaper to market his product…

And he used those words to achieve incredible sales results, such as 100,000 pairs of sunglasses in six months.

That demonstrates how effective your product description is. It has the potential to make or kill your online store.

But how do you manage it all?

I’ve put together this helpful guide with tried-and-true ideas, real-life examples, and more to help you improve your product descriptions. Everything will be revealed!

You’ll learn how to do the following things in this guide:

Create product descriptions for your online store that are optimised for search and high-converting.

To find out which version of a product description converts the best, try out a few alternative variations.

How to write like a copywriting pro without having to be one

What is the definition of a product description?

In a nutshell, a product description informs a buyer about the features, benefits, and popular applications of a product.

More importantly, product descriptions should be simple to read, entice customers to buy what you’re selling, and build their trust in your eCommerce site.

They should help your potential buyers imagine themselves holding, smelling, and using your goods.

Furthermore, your product description appears on your product page, which is the last step in the conversion process.

Your customer will read your product description before clicking on the “purchase now” or “add to bag” button. Just think about it!

Do you need to develop product descriptions that are one-of-a-kind?


Listen, I understand that many eCommerce store owners are lazy and simply copy product descriptions from their manufacturer’s website (a practise known as “content scraping”).

What’s more, guess what?

It’ll only be a matter of time before this bites you.

Duplicate material is frowned upon by Google, and if they discover that your product descriptions are essentially copied from your manufacturer’s site, they may punish your store.

This means fewer visitors, fewer sales, and fewer dollars in the bank:(

Taking the time to produce distinctive product descriptions, on the other hand, not only helps you avoid penalties, but it also helps you enhance your conversion rates!

In the product description examples section, I’ll go over some specific examples.

Pointers for writing effective product descriptions

We’ve discussed what product features descriptions are and why they’re important in your online store…

…but you can’t expect your sales to double overnight just by writing a few random product descriptions. After all, product descriptions must be relevant to your target market!

Instead, consider what would make a great history for your product, and tailor your description to sell that product through your narrative. Use it to help your buyers visualise themselves owning it, at the very least.

How do you go about doing that? Take a look at the following suggestions.

1. Create one-of-a-kind, vibrant descriptions.

First and foremost, your product descriptions must be distinct. That has previously been discussed.

2. Make it simple to browse your descriptions

Nobody has time to read a long, boring product description.

Before anyone reads the finer points of your work, you must persuade them that it is worth reading. Nowadays, everyone is a scanner.

And, as expert copywriter Joe Sugarman once said:

“The first sentence’s objective is to entice the reader to read the second phrase. The second sentence’s objective is to entice people to read the third sentence. Until they’ve fallen into the trap of reading your entire post and then buying.”

So, how do you persuade people to read the first, second, third, and so forth sentences?

By leveraging your other visual signals, such as bullet points, graphics, and titles, to persuade them that it’s worth reading. Here are some more formatting suggestions for your product descriptions:

Make advantage of a lot of white space.

Short paragraphs of 1-2 sentences should be used (especially because they might read it on mobile, where anything longer than this looks like a wall of text)

Make sentences as brief and straightforward as possible (this makes your text easy to read)

Don’t use jargon or terms that are unnecessarily complicated (unless your target market is cool with it)

So how do you know which terms to utilise and which to avoid? Easy…

3. Create buyer personas.

You must know your customers like the back of your hand in order to develop effective product descriptions. We’re discussing…

Their dissatisfactions and annoyances

What they value in life and are prepared to spend their hard-earned money on

Even their deepest worries and wants!

And the words they use to express their sufferings, disappointments, anxieties, and values.

You may learn more about your clients by asking them to participate in surveys and scouring the forums and websites where they hang out.

Let’s start with a discussion of surveys.

Here’s the most efficient and effective technique to do surveys: Set up your email campaign so that when someone buys something, they get a link to your survey.


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