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Writing Killer Shopify Product Descriptions: A One-and-Done Template

Angie Tran

Content Marketing Manager @ AdRoll

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As a marketer or ecommerce entrepreneur, you’re probably super excited about your products. But how do you get shoppers to share that enthusiasm, especially if they cannot touch, see, or try out your items in person before purchasing?

While marketing funnels and customer service play a huge role when it comes to attracting, engaging, and converting customers, we can’t overstate the importance of getting your foundations right, too. Product images and descriptions are the first things shoppers see when they click on an ad or land on your website — if they’re not enticing and attention-grabbing enough, you can kiss your sale goodbye. 

Here comes the challenge: Writing product descriptions is not a quick and easy task. The challenge mounts when you realize all the boxes you need to tick: storytelling, benefits, social proof, SEO keywords, and technical specs. Multiply that by the number of items you have in your product catalog, and you’ve got yourself a mountain of work. 

Unsurprisingly, one study attributed 20% of cart abandonments to incomplete or unclear product descriptions. Not only do poor product descriptions disrupt the path to conversion, but they may also encourage shoppers to leave your site altogether. 

That’s where this template comes in, breaking down every part of a product page where copy is needed with ideas on how to get started. Follow the instructions, determine the important details a shopper will need to know about your product (what features make it better than those of your competitors? Is it your best-selling product? Does it require special care?), and piece it all together. 

And remember: Simplicity, bullet points, section headings, and vivid language are your friends — support your sales-y language with actual benefits and features, and you’ve got yourself a winning Shopify product description.
If you need a partner to help you get started with your ecommerce journey, check out the AdRoll integration for Shopify. 

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