5 Changes to Product Descriptions that Skyrocketed Online Sales

In the competitive online marketplace, a compelling product description can be the difference between a browser and a buyer. We’ve gathered insights from Owners to SEO Managers, revealing five key changes they’ve made to boost online sales. From the strategic display of prices to the powerful inclusion of customer testimonials, discover the transformative tweaks that can elevate your e-commerce success.

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Display Prices on Website

I’ve spent a lot of time writing my product descriptions. Focusing on the outcomes, not the deliverables, has made each of my services clearer in terms of the transformation the client experiences, but the one change in particular that has increased sales is putting my prices on my website. I get more inquiries and fewer intakes of breath when I give them the quote! It’s a game-changer for sure.

Catherine France, Owner and Insurance Copywriter, Catherine France – Insurance Copywriter

Highlight Results Over Features

The most important thing to remember when writing product descriptions is that features tell, but results sell. People are more interested in how the product will improve and benefit their lives than they are in the features. 

Not sure if you’re communicating the result? Make sure you include “so you can …” information in your descriptions. For example, if you’re selling a purse with a detachable strap, you might be tempted to write, “Includes a 12-inch strap made of 100% real leather.” That’s great, but why does that matter? Instead, add a “so you can …” statement: “Includes a 12-inch strap made of 100% real leather, so you can easily transform your purse from a clutch to a shoulder bag when you need to be hands-free.” See the difference?

Christa Nichols, Messaging Expert and High-Ticket Sales Copywriter, Christa Nichols Copy

Incorporate Customer Testimonials

One particular change we made to our product descriptions that significantly increased online sales was adding customer testimonials directly into the descriptions. By including real feedback from satisfied customers, potential buyers were able to see the value and quality of our products in a more authentic way. This not only built trust with our audience but also helped them make more informed purchasing decisions. Remember, people trust people, so let your happy customers do the talking for you!

Alex Stasiak, CEO and Founder, Startup House

Enhance Descriptions with Customer Insights

From day one of our startup, Heirloom Video Books, we recognized the need for a clear and broad understanding of our product: a hand-held book that plays video. This customer awareness challenge has not let up as we broaden our reach to individuals and companies. In short, most of our first-time customers had never seen such a device nor understood how they could build a media project, load it, and share it. 

Our product descriptions have evolved as a direct result of informative customer comments. While we continue to use our product name and describe the product as a ‘video book,’ we couple that with additional descriptive words, images, and stories of the product’s use and highly rated value. Our online sales, targeting a wide range of tech expertise, have significantly increased with these enhanced product descriptions.

Ashley Kenny, Co-Founder, Heirloom Video Books

Detail Benefits and Add Reviews

We changed our product description by adding details. Instead of just listing features, we explained its benefits, which increased its engagement and ranking in online searches. We also added customer reviews and testimonials to improve our credibility. These steps helped us grow our product sales and establish trust among consumers.

Faizan Khan, Public Relations and Content Marketing Specialist, Ubuy UK

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