Biz Tips: 5 Product Listing Optimization Tips And Best Practices

Biz Tips: 5 Product Listing Optimization Tips And Best Practices


5 Product Listing Optimization Tips And Best Practices

When listing your products online, one of the key components that will help to motivate sales is the product description.

Product descriptions may seem trivial or insignificant in the quest to boost sales, but there, in fact, fundamental to the success of your business online.

Styles of product descriptions differ depending on the business in question, the industry niche, the buyer’s persona, the website and the product type. However, despite the differences, the goal remains the same — to persuade the customer to make a purchase.

If you’re in the process of writing product descriptions for the first time — or maybe you’ve already written them, but want to hone your writing skills — here are 5 simple best practices to follow.

1. Highlight only the important stuff

In short, product descriptions should communicate what the product is, what the product does, the benefit of the product and why someone should buy it now.

Because the customer can’t physically touch the product you need to give them a well-rounded experience to gain their trust. Therefore, high-quality product image(s) is vital and must be accompanied by a product description that outlines everything a customer may need to know — product specs, material, ingredients, etc. The price/discount/offer of the product should also be stated.

If you are selling apparel, you may find it necessary to have a very limited product description that maybe suggests how you would wear the product, what materials the item is made from and recommended fit of the item.

Or, if you have a lot to say — i.e. you’re selling technology or a beauty product — you should bullet point the product’s main features so that the information is scannable and easy to digest.

If you’re stuck on what information to use in your product description, take a step back and imagine if you were the customer. When browsing products online, what information do you actually require and what is unnecessary? What details would you pour over, and what would you ignore? Having a clear vision on this will help to fine-tune your strategy.

2. Use on-page features to communicate the rest

In some cases, you will need more words to effectively communicate to your customer what the product is or does. Instead of cramming this all into one paragraph and making the page look busy and messy, utilize features such as drop-down menus, categories, clickable icons or graphics to highlight the extra information. The more informed a customer feels when reading your product description, the more likely they will invest.

For example, if you are selling clothing you should aim to personalize your product listing. With size guides and/or features that calculates how the clothing will look on that particular customer (when they enter their height, size, body shape, etc.) you will eliminate their concern about not being able to try before they buy. Online retail stores like ASOS will even save a customer’s sizing preferences to improve the buying experience.

Another way great to motivate purchases is to use reviews. For example, a customer may feel better about purchasing your product if they can see that, for example, “98% of users would recommend this product” or that “other customers have also bought this [product]”. When a customer sees a glowing review or a high star rating they will be more inclined to buy.

3. Choose wording and tone of voice carefully

It really pays to know your audience when selling products to them. Consider their age, gender, interests, pain points, location, income, family, etc. when writing your descriptions, and adapt the language and tone of voice accordingly.

This is where it becomes difficult because you must be detail oriented and choose each word carefully. Here are some examples of what language is appropriate for different products, brands and industries:

  • When selling fashion to younger women use fun and flirty language. Include words like “sexy”, “stunning” and “party” and other words of a similar vibe.
  • When selling luxury items (i.e. designer clothing, high-end beauty products, cars, etc.) use sophisticated and elegant language that rolls off the tongue. You should set the scene and tell a story, and the result should be almost poetic. Also, load up on superlatives like “magnificent” and “dazzling”.
  • To sell gadgets or technology think the simple and factual language in bullet point form. There may be a lot of jargon and technical terms that may put the customer off, so make it as clear and as uncomplicated as possible.

Words that will have a positive impact, whatever the product, are influential words such as “amazing”, “introducing”, “miracle”, “announcing” and “suddenly”. The use of these words in your product descriptions will create a sense of urgency and encourage your customer to move through the sales funnel to the purchase stage.

Remember, you aren’t just selling a product, you are selling a lifestyle.

4. Optimize your product descriptions

All areas of your website should be optimized to increase its ranking factor and to increase the chance of appearing in the SERPs (search engine results pages). Product descriptions are no exception to this rule.

Ensure to litter the significant keywords throughout your page titles, the body of text (the description itself), ALT tags and metadata. So, if someone’s search query was along the lines of “exercise bike online” and you had used these keywords in your description, your product will more discoverable to them.

5. Conduct split tests

It’s important to split test your product descriptions to gauge whether certain words, fonts, colours, images, graphics, features could be altered to improve conversion rate.

For example, your customers may respond more positively to short bullet points and emboldened words, than they do to a structured paragraph with lots of adjectives.


Writing product descriptions may look simple, but they require a lot of planning. By highlighting the crucial information, using extra features to gain the customer’s trust, communicating with your customer in a language they understand, optimizing your product listings and conducting split tests, you will dramatically increase your conversion rate.

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