Product Descriptions That Sell
A client last year requested I could work on their Shopify website to help improve their conversion rate.
The Test I Ran
A client last year asked if I could work on their Shopify site to help them improve the conversion rate․ They had over 200 items listed with product descriptions copied directly from supplier listings․
Through an A/B test experiment‚ we compared supplier descriptions with rewritten descriptions (AI-generated‚ written by humans with one verification) and compared those to what one human editor could come up with․
These are the things that don't work in product descriptions․ These are the things that don't work in product descriptions․
The standard example is the textbook listing: This is a 24-inch jacket‚ it is made of 100% polyester․ It is a workbook․
All adjectives like Amazing‚ stunning‚ gorgeous‚ premium quality‚ luxury feel do not have a specific meaning․ Readers skip them․
Passive Voice: This coffee mug can be used for hot and cold beverages․ Versus: "This mug will keep your coffee hot for 4 hours - yes we timed it!
What the A/B test found
After 8 weeks‚ 40 product pages were created:
Description Type | Con․ Rate Change |
| Description Type | Conversion Rate Change |
|---|---|
| Original (supplier) | Baseline |
| AI-generated, unedited | +4% |
| AI-generated, human edited | +18% |
| Fully human-written | +22% |
The difference between AI-generated text and AI-generated human-edited text was large enough because raw AI output‚ for as good as it is‚ is not as detailed as humans are capable of․ Human editing provides particularity and credibility․
What is it that makes it work? What are the ingredients of the framework that works?
1․ Lead with results rather than opening with a feature or benefit․
Bad: « Fabricado con merino wool »
Good: "Soft enough for a bed‚ firm enough for a phone call․"
2․ One Specific‚ Surprising Detail: In at least one episode‚ they share an apartment․
The best descriptions I turned were not marketing pitches but were honest to goodness authentic pieces․
Out of the seven types of zippers we tried‚ this one was the most to our liking․
The matte finish proved to work better against fingerprints than the other tested cases․
Specificity signals authenticity․
3․ Acknowledge the obvious concern;Acknowledging the obvious concern;
Make sure you address the customer's specific‚ strong objections to all products․
If it's a cheap product: "Yes‚ it is very easy․ It's not a plastic product‚ no unnecessary parts and nothing to break․
4․ Conclude with a short‚ specific practical example to illustrate․
Or it's perfect if you're a commuter who carries a cup of coffee and expects a little comfort until the 9am meeting with a client․
How artificial intelligence helps and makes writing content easy for product descriptions․
My process:
Prepare the AI with product specifications and the target customer․
3․ Develop three alternative thoughts or actions to your negative ones
3․ Choose the best characteristics of each
If you want to add specific real detail‚ do so․ If you want to add specific real detail‚ do so․
In the editing menu‚ put in Edit‚ voice for example‚ and you can eliminate the generic adjectives․
Use the UtilityGenAI Product Description Generator tool to generate the first draft․ The process behind the scenes involves players editing and making themselves capable players to converting players․
The Real Lesson
AI will write product descriptions in a snap․ Writing product description that sells is a human job․ Humans do it better․ This is the concoction that the data showed to be effective․
It took just over 8 weeks to complete the project‚ and service charges for the project were approximately 3000․ Revenue growth: Over 40K the following quarter․ Product descriptions never are sexy․ It's the pay-off for investing in them that pays off․