In 2024 simply having a Shopify store isn’t enough to succeed – to attract customers to your offerings, you need properly-sized product images and intriguing Shopify product descriptions.
A Salsify report found that 87% of online shoppers say well-written product descriptions influence their purchasing decisions. In other words, nearly nine out of ten customers are more inclined to buy when the product description is clear, detailed, and engaging.
But while good product descriptions are crucial to making sales and growing your e-commerce business, it’s not always easy to develop descriptions that convince customers to purchase.
This article will help you start by exploring the top strategies for crafting effective product descriptions for each Shopify product listing on your e-commerce website. Let’s dive in.
What is a Product Description?
A Shopify description explains each product’s features, purpose, and benefits. A good Shopify product description can transform your sales, allowing you to reach new customers and convince uncertain buyers to purchase your offerings.
To help you streamline description of products or services, Shopify provides an accessible platform with rich features and tools. You’re fully flexible in showcasing your products through thorough explanations that can boost your conversion rates.
Shopify Product Description Examples
Before exploring how to make a description for your Shopify products, it’s important to have a reference that already proved its effectiveness. While there's no one-size-fits-all Shopify product description template, we've selected a few examples that stand out and explained why they work.
These product description writing examples show how to write descriptions that attract interest and turn visitors into customers.
Nike Air Zoom Pegasus 38
This product uses the following description to attract customers:
Your workhouse with wings returns. The Nike Air Zoom Pegasus 38 continues to put a spring in your step, using the same responsive foam as its predecessor. Mesh in the upper combines the comfort and durability you want with a fit that nods back to the classic Peg.
This description is so effective because it:
- Provides clear product details, including information about the shoe’s responsive foam, mesh, and durability.
- Uses descriptive language to give customers an image of the product, such as describing the shoes as a “workhouse with wings.”
- Mentions other trustworthy Nike products to instill brand loyalty and trust.
Instant Pot Duo 6-Quart Multi-Use Pressure Cooker V5
Along with providing a product manual and a bullet point list of specific product details, this pressure cooker offers the following description showcasing its benefits:
Easy to use, easy to clean, fast, versatile, and convenient, the Instant Pot® Duo™ is the one that started it all. The updated Easy-Release switch makes steam release simple and fast. Redefine cooking and enjoy quick and easy meals anywhere, any time.
This is a well-optimized product description because it:
- Offers a clear and concise overview of the product’s top benefits, such as its versatility, speed, and convenience.
- Highlights the product’s core features, such as the easy-release switch.
- Shows customers how the product can improve their lives, describing its ability to allow customers to enjoy quick and simple meals.
Sony Alpha 7 III Full-Frame Interchangeable Lens Camera
This photography product employs the following description to attract customers:
Capture the peaks of more decisive moments with the a7 III from Sony, packing a newly developed back-illuminated full-frame CMOS sensor and other advanced imaging innovations, high-speed response, ease of operation, and reliable durability that are ready for various shooting needs.
This product description is effective since it:
- Highlights the product’s new features that separate it from other Sony cameras.
- Briefly describes this product’s core benefits and features without rambling.
- Emphasizes how this camera is more advanced than competitors, providing intrigue.
How Many Words Should a Product Description Be?
Getting caught up in creating a unique product description, e-commerce store owners often forget to consider the length of product descriptions. Product texts that are too long risk losing customers. These are ineffective descriptions that don’t convert shoppers into customers and don’t showcase the product’s core benefits in time.
As you create your product descriptions, pay attention to how much – or how little – you’re writing for the best results. A Shopify product description should be 125-150 words for simple product descriptions and 350-400 words long for more complex products and in-depth descriptions beyond what customers initially see.
How to Write a Product Description for Shopify Store
Creating Shopify product descriptions is easier with a strategy in place. Let’s see how to make a description in Shopify that can sell your products as effectively as quality and optimized images do.
Feature Each Product’s Selling Points
As we've mentioned, while you want your Shopify description to be detailed enough to explain your product’s core benefits, a description that’s too lengthy and detailed can cause customers to turn away before discovering your product’s potential.
When crafting your Shopify product description, focus on each product’s main selling points – such as important features, specifications, and uses that customers might not consider. Choose points that help your product stand out, but avoid long paragraphs that customers won’t read.
Think About SEO
Search engine optimization (SEO) is critical in selling products and services through an e-commerce website. While you should avoid unnecessarily complicated product descriptions to maximize your SEO efforts, keeping SEO in mind when creating a description of products or services in Shopify can help you create product descriptions that sell.
A well-crafted Shopify SEO product description can improve your visibility in search results and attract more potential customers. Remember that you’re writing for a human audience, so avoid keyword stuffing. At the same time, do your best to naturally include keywords in your descriptions and product titles whenever possible.
Know Your Target Audience
Before creating a Shopify product description, learn everything about your target audience. Rely on a comprehensive buyer persona to identify your audience’s main concerns and needs and how your product can solve these issues.
Beyond creating product descriptions with information that connects with your audience’s needs, consider how your target audience prefers consuming information.
Does your target audience prefer a concise description that only covers your product’s core benefits, or do they prefer more detail on your product’s possibilities? Understanding your customers’ specific needs will help you create the perfect product description.
Make it Scannable
Not all customers will take the time to read through multiple paragraphs of a product description. That’s why making your text easily readable and scannable is crucial to maintaining and promoting sales. Before you publish your Shopify product description, determine whether there are:
- Blocks of text you can break up
- Sections where you could use bullet points instead of paragraphs
- Unnecessary fluff words that don’t showcase the product’s benefits.
A few minor changes can significantly affect how well your product sells and how often you get customer reviews!
Include Instructions
Depending on the product, customers might need extra support to maximize its benefits. To optimize your Shopify product description, consider including instructions on how to best use the product. Doing this showcases your product’s numerous uses and benefits and allows customers to feel confident in their purchase.
Tell a Story
While your product might have unique features that separate it from the competition, customers won’t be able to experience these features until they have the product. This means that you need to employ extra measures to ensure your products sell.
An excellent way to showcase your product without customers having to try it first is to use your Shopify product description to tell a story. Stories showcase your brand’s ability to empathize with customers and allow customers to better understand your products.
Some things to consider when crafting your product’s story include the following:
- Include customer testimonials and experiences that show how your product can solve common problems.
- Share the history of your product, such as the origins of your business and its offerings.
- Tell the origins of your product’s ingredients, such as ethically sourced ingredients or materials purchased from sustainable sources.
- Give an explanation of how the product will make the customer’s life better.
- Offer examples of a social cause or charity your business supports that purchases will contribute toward.
Optimize Your Descriptions for a Mobile Audience
Every aspect of your e-commerce store should be optimized for mobile devices – including your product descriptions. Since 60 percent of all e-commerce sales occur on a mobile device, ensuring your content is optimized for a mobile audience is crucial.
Too many sellers fail to consider how their Shopify product descriptions will appear on mobile sites, leading to clunky and disorganized descriptions that don’t attract mobile shoppers. Don’t forget that information is condensed on mobile screens compared to computer screens, and adjust your descriptions to provide the same level of readability as on a desktop device.
Prioritize Sensory Words
Sensory words focus on the five senses: sound, sight, touch, smell, and taste. When used correctly, these words can cause a potential buyer to feel like they’re experiencing the product, even without trying it first. These words also create a positive image of your product in the customers’ minds, fostering positive thoughts about what you’re offering and allowing customers to visualize themselves benefitting from your product.
Use a Shopify Description Generator
According to Forbes, 58% of companies that use generative AI leverage it specifically for content creation. Shopify description generator is an essential resource for anyone looking to improve their Shopify product descriptions.
If you’re considering using an AI product description generator, Shopify has plenty options to offer. A Shopify product description generator like Amasty’s ChatGPT AI Content Generator simplifies content creation and helps you maintain consistency across your store.
This app acts as a ChatGPT for Shopify connector, making it easy to generate product descriptions, titles, meta descriptions, collection metadata, blog posts, and even images for your blog posts. The app connects you to the latest ChatGPT model, allowing you to create content either for individual products or in bulk.
To create content with the Shopify product description generator for free, simply follow these steps:
- Open the ChatGPT AI Content Generator and navigate to the Products section.
- Select the products you want to create descriptions for, and click the "Generate description" button.
- Give ChatGPT a moment to process the descriptions, then review and edit them as needed. You can tweak the wording, add emphasis with bold text, manage headings, and more.
- Once you're satisfied, “Publish” the descriptions with just one click.
You can also improve automatically generated product descriptions or your current descriptions with AI via the “Refine” option.
Amasty Tip: For more tailored results, consider using custom prompts when generating content with ChatGPT. Custom prompts are specific instructions you provide to ChatGPT, allowing you to guide the content creation process more precisely.
Try specifying exactly what you want – such as highlighting certain features, emphasizing a particular tone, or focusing on a unique selling point. Then you can ensure the generated content aligns perfectly with your brand's voice and meets your business needs.
Key Elements of a High-Converting Shopify Product Description
Creating a high-converting description of products or services on Shopify requires attention to several key elements that work together to engage customers and drive sales.
Compelling Product Titles
Attractive product titles are key. They should be clear, concise, and packed with relevant keywords to improve SEO, ensuring your product gets noticed in search results. For example, a title like "Luxury Leather Wallet for Men" immediately tells both the customer and Google what to expect.
Attractive Images
Compelling images are crucial in grabbing attention and setting the tone for the product. You can use Shopify Magic to enhance your images, such as changing the background to make them more appealing. More advanced AI ensures the changes look natural and professional, making your products even more attractive to potential buyers.
Engaging Opening Sentences
Opening sentences play a big role in capturing attention. Start with a strong hook that appeals to the customer’s needs, such as “Complete your look with our handcrafted luxury leather wallet.” The opening sentence should help customers visualize the product’s benefits.
Detailed and Relevant Information
Useful information helps convince customers to make a purchase. Include all the necessary features and specifications, such as “Crafted from full-grain leather, this wallet features multiple card slots and a secure coin pocket.” Highlight the benefits and emphasize your product’s unique selling points to set it apart from competitors.
Brand’s Tone of Voice and Strong Call to Action
Finally, ensure your description of products or services on Shopify reflects your brand’s tone of voice and style. Whether your brand is playful, professional, or luxurious, the language you use should consistently match your brand’s personality.
Incorporate a strong call to action to raise the chances of conversions. Phrases like “Add to your collection today” or “Get yours now” prompt customers to take immediate action, guiding them towards making a purchase.
What to Avoid in Your Product Descriptions
While you might know some good products to sell, Shopify product descriptions can make or break your sales. Whether you’re developing your descriptions independently or using an AI integration tool, make sure you avoid the following:
- Descriptions exceeding 500 words.
- Exaggerations of your product benefits.
- Complex and technical language.
- Grammatical and spelling errors or inconsistencies that damage your brand.
- Descriptions copied from the wholesaler’s website.
- Vague or generic statements that don’t communicate the product’s benefits.
- Appealing to the concerns and needs irrelevant to the target audience.
- Incomplete product information.
- Lack of social proof like testimonials and reviews.
Boost Sales with Compelling Shopify AI Product Descriptions
Creating unique and compelling product descriptions that drive sales is achievable with the right strategies. Amasty’s AI Content Generator for Shopify helps you effortlessly craft high-quality product descriptions that highlight key features and persuade customers to buy. With this tool, you can quickly generate engaging content that captures attention and boosts conversions.
Frequently asked questions
A product description is a brief overview highlighting a product's features, benefits, and key details. Example: ‘Transform your space with our aromatherapy diffuser. Adjustable mist settings and auto shut-off make it safe and easy to use.’
A product description should include key details like features, benefits, and specifications. It should highlight what makes the product unique, address customer needs, and include relevant keywords for SEO.
To write a Shopify product description, highlight key features, benefits, and what sets your product apart. To streamline the process, consider using a Shopify product description generator.
You can manually edit product descriptions in Shopify admin > Products. For a quicker approach, use ChatGPT AI Content Generator. Simply select "Refine description" to enhance your existing product descriptions with ChatGPT's assistance.
You can manually add a product description to your collection page via Collections in Shopify admin. Or, make it easier by using our Shopify description generator to create collection descriptions with ChatGPT.
Click Online Store > Themes > Customize. In Theme Settings, go to the Typography tab, where you can adjust your Shopify fonts, including font style, size, and more.
To add a video to your Shopify product description, go to YouTube, click Share > Embed, and copy the code. In Shopify, open the product, click the Insert video icon, paste the code, and click Insert video.
