There are many aspects of your Shopify listing that have an impact on the conversion rate (how many people visit your page and become customers). These include the price, the title of your post, the category, the time of year, demand, feedback from other customers, your seller rating, and the competition.
The Shopify description, however, is a key aspect that some people might overlook, and if it’s done right it could exponentially boost your sales.
This article will delve into 6 suggestions that you can follow when writing your description to have your sales go through the roof.
6 Suggestions for Writing a Successful Shopify Description
1. It has to be easy to read
If your description is full of heavy paragraphs and text, your readers will immediately lose interest. Instead, use bullet-point lists, and keep each point short (less than one sentence each). If you must have paragraphs, keep them under three sentences, and try to have only short sentences.
If your description has different sections, separate them with headings. This means that all potential buyers, including those who are rushed or browsing, will immediately see the key points in the lists and the headings. They’ll be able to make a quick and informed decision about buying the product.
2. Keep it short and focused
In line with the previous point about readability, your description should also be short and focused. You don’t need thousands of words to explain your product; just get to the point as soon as possible and provide the information in a list or short paragraph right from the get-go so the viewer can decide right away if they want to buy the product or not. A description well under 100 words is really all you need.
Also, what will help you keep your listing short is to have it be focused instead of writing in circles around the point. If you write generic statements, they don’t showcase what’s unique about the product or the seller so the viewer doesn’t see the point in buying it.
In fact, many people will automatically dismiss any headers or statements that are considered to be generic without clicking on the listing. In order to stand out, come up with a unique and clear focused message.
It might even help to mention how many other customers have guaranteed your product to be a great deal.
Keep your description under 100 words
3. Focus on the benefits, not the features
You have to write your product description so it sells. It might sound simple, but many people don’t actually do this. Always start your description with the benefits of the product, not the features. People get drawn in by descriptions of how they’ll feel using the product, or how comfortable or useful or amazing a product is, instead of the minute details like whether something doesn’t contain plastic, or chemicals, or anything else.
You can also include the features in your description, but they should come after the benefits.
The truth is that people want to buy a product that will solve a problem or fill a gap that they have. So the first thing your listing should do is focus on the problem that your product solves for your customers, and then go into the features afterward when you’ve caught their attention.
The features section is a great place to include some pictures, as visual aid will always give your listing a boost over others without pictures. If you’re not sure where to start, think about the features of your product and how you can turn them into benefits for your prospective buyers.
4. Write for Shopify SEO
The search engine in Shopify considers your description for keywords when it determines how to rank your listing. There is still some ambiguity about how the ranking is determined, but the rule of thumb is to include every keyword that you want to be ranked for at least one time in your description. Also, be sure to write it properly following proper grammatical rules and review it for mistakes before publishing.
5. Be honest about the problems
If you’re selling a used item, be honest about the problems that it has. You might think to omit that information will get you the sale faster, but it will only affect your seller profile later when the person returns the item and gives you a poor review.
Similarly, if your product has been repaired, you need to mention this also, because people want to know if it’s still in factory condition or not. If you describe the problems, it will actually benefit your listing because you’ll appear as a more trustworthy seller.
6. Don’t break the rules
This point should go without saying, but don’t try to circumvent the rules to boost your product listing. Trying things like listing brand names other than the one you’re selling, criticizing your competition, or whatever else it may be, will actually lead to Shopify sanctioning you and removing your listing. Instead, write a great description that will do the talking and get your product sold.
A marketing writer at UK Writings and Academized, shares her tips and tricks on digital and social media marketing with her readers. She’s interested in how businesses can boost conversions and create exciting new websites that will appeal to their audience. She teaches writing skills for Essayroo in her free time.