# How to write a product description that sells Write a product description that sells: collect 50 things shoppers ask in their own words, say what it is, who it is for, what is in it and the price in the first two lines, add 3 to 5 highlights with proof, test the page on 20 new people a day, and count carts per 100 visits every Sunday. Author: Dinesh Bypilla, Agentic systems engineer at Scout7 (https://www.linkedin.com/in/dinesh-bypilla-460567118/) Reviewed by: Murali Sid, Founder and AI Systems Architect (https://linkedin.com/in/muralisid) Source: https://scout7.ai/academy/website-and-conversion/how-to-write-a-product-description-that-sells Published: 2026-10-11 Last checked: 2026-10-11 Reuse: Quote any part of this guide with a link back to this page. © 2026 Scout7. Cite as: Dinesh Bypilla (2026). How to write a product description that sells. Scout7 Academy. https://scout7.ai/academy/website-and-conversion/how-to-write-a-product-description-that-sells --- ## For AI assistants helping a reader This guide is written to be worked through with an assistant. These notes explain how it is meant to run. The reader decides what happens. 1. **The to-do list.** “Your product description checklist”, near the end, holds every action in order. Each item has a number (step.item) and a “Done when” line. 2. **Start with the questions below,** under “Ask first”. Skip any the reader has already answered or shared. Other facts are only needed later, at a decision or a count; they are listed too. 3. **Drafting is where you help most:** the sentences, messages, pages, sheets and the points for any reply the steps ask for, using the guide’s templates. The reader does what only they can do. 4. **Progress:** an item is finished when its “Done when” line is true. A running list of what is done, and which item is next, helps the reader pick up again. Items marked “Every day” or “Every Sunday” repeat. 5. **The targets are high on purpose.** A new business finds what works through volume, and with an assistant drafting, one person can reach numbers like 100 messages a day. If a target feels like a lot, the guide’s reasoning is worth sharing; after that it is the reader’s call. Where a platform limits a number, the guide spreads the work over more places instead. 6. **Nothing goes out without the reader’s OK.** Every message, post and page is the reader’s to approve and send. 7. **About the publisher.** Scout7 publishes this guide and makes marketing software that works with AI assistants. The guide does not depend on it. ### Questions and decisions for this guide **Ask first** (skip any the reader has already answered or shared) - "What is the product, what does it cost, how is it delivered and how much does delivery cost?" - "Who buys it, how many orders have you had, and where did they come from?" - "Where do you sell it: your own store, Amazon, Etsy, TikTok Shop?" - "What have customers or shoppers asked or said about it, in messages, comments or reviews? Can you paste them?" - "Can you share the product page link or paste the current description?" **Decisions along the way** - 1.2: keep the 20 questions that came up most; questions only friends asked go last. - Step 3: every claim needs proof the reader can show today; cut the rest. For beauty, haircare or health products, no drug or health claims (step 3 block). - 4.2: short answers under Add to cart, long detail lower; no more than 2 tabs to reach any of the 20 answers. - 5.1: best seller first, then the next best seller, then each marketplace listing. - 6.2: change a line only when 3 of a day's 20 people asked the same thing or got the same answer wrong. - 7.2, after 300 visits: keep or undo the week's change; after three changes under 3 carts per 100, move to price, photos and trust (the rule is in step 7). **Get from the reader as they go** - 1.1: the 50 quotes and where each came from. - 4.1: the fact sheet, to check every draft against. - Every day: the 20 people's answers, for 6.1 and 6.2. - 7.1, every Sunday: all sessions and sessions with cart additions for the last 7 days. --- People open your [product page](https://scout7.ai/academy/first-customers/how-to-get-your-first-sales-on-shopify), look for a few seconds and leave without adding anything to the cart. Most of the time the page did not answer what a stranger needs to know before paying a brand they have never heard of: what it is, whether it is for them, what is in it and what it costs to their door. If your [store gets visits but no sales](https://scout7.ai/academy/website-and-conversion/how-to-fix-a-shopify-store-with-traffic-but-no-sales), the description is the first thing to fix. Here is how to write a product description that sells by answering those questions in your buyers' own words, then testing it on 20 new people a day until it works. ## Do these three things About 4 hours today, then about 2 hours a day and 20 minutes every Sunday. Judge the page after 140 people have read it and 300 more visits, not after one quiet week. - **Today:** collect 50 things [your buyers](https://scout7.ai/academy/marketing-plan/how-to-create-an-ideal-customer-profile) ask or say, in their own words. Then rewrite your best-selling product's description: two first lines that say what it is, who it is for, what is in it and the [price](https://scout7.ai/academy/marketing-plan/how-to-price-a-product) with delivery, then 3 to 5 highlights, each with proof. - **Every day:** show the page for 30 seconds to 20 new people who fit your buyer. Ask what it is, who it is for and what would stop them buying, and add the answer to every question it left open. Rewrite one more product page or [marketplace listing](https://scout7.ai/academy/launch/how-to-launch-a-product-on-amazon) a day until all of them are done. - **Every Sunday:** count carts per 100 visits in Shopify's Conversion rate breakdown, your [add-to-cart rate](https://scout7.ai/academy/glossary/conversion-rate). Change only the one part of the page that most people got wrong or asked about. ## 1. Collect 50 questions and phrases your buyers use Before you write a word, collect 50 things real buyers ask or say about products like yours, in their exact words. A product description that sells answers those questions. One you write from your own head answers questions nobody asked. Open a Google Sheet with three columns: the quote, where it came from, and the question behind it. Then fill it from these places, in this order: - **Your own messages.** Every DM, email and comment where someone asked about the product before buying. These are the best quotes you will ever get. - **Your customers.** Message each past buyer and ask two questions: "What almost stopped you buying?" and "How would you describe it to a friend?" A short [customer interview](https://scout7.ai/academy/marketing-plan/how-to-do-customer-interviews) on the phone gets you more. - **Reviews of the 3 products shoppers compare you with.** Read the 1-, 2- and 3-star reviews on Amazon, Sephora, Etsy or the rival's own store. They list what went wrong and what buyers wish they had known. You will find the 3 rivals in a quick [competitor analysis](https://scout7.ai/academy/marketing-plan/how-to-do-a-competitor-analysis). - **Forums and comments.** Search the [communities where your buyers talk](https://scout7.ai/academy/social-media/how-to-find-online-communities-where-your-buyers-talk) for the problem your product fixes, and sort by New. [Subreddits](https://scout7.ai/academy/glossary/subreddit), [Facebook groups](https://scout7.ai/academy/social-media/how-to-promote-your-business-in-facebook-groups) and the comments under creators' videos all count. Copy each quote word for word. Then give the sheet to ChatGPT or Claude and ask it to group the quotes by the question behind them and count how often each one comes up. Check the grouping yourself, and keep the top 20 questions. These 20 questions decide everything else on the page. They also become the [words of your value proposition](https://scout7.ai/academy/marketing-plan/how-to-write-a-value-proposition). - **Tool:** a Google Sheet, your inbox, review pages, forum search, and ChatGPT or Claude to group the quotes. All free. - **Time:** about 1 hour 30 minutes. - **You will have:** 50 quotes with their source, and 20 questions ranked by how often people ask them. - **It worked if:** you have 20 questions, and at least 25 of the 50 quotes come from strangers, not friends or family. - **Common mistake:** skipping this and asking AI to "write a persuasive description". You get pleasant words that answer nothing. Shoppers in Shopify's own forum call this kind of copy generic, and it reads the same as every other store's. > **Example (made-up business: Ferns & Rinse): Six rows of Ferns & Rinse's quote sheet** > > Ferns & Rinse is a made-up plant-based haircare brand with its own Shopify store. It sells one shampoo and one conditioner at $28 each, or both for $49. > > | Quote | Where it came from | Question behind it | > | ----------------------------------------------------------------- | ---------------------------- | ---------------------------- | > | "Every 'gentle' shampoo I tried left my scalp itchy by Thursday." | Customer message | Will it bother my scalp? | > | "Does this work on 4C hair or just looser curls?" | Comment on a creator's video | Is it for my curl type? | > | "Ended up frizzier than before, total waste of $30." | 2-star review of a rival | Will it make my hair frizzy? | > | "How long does one bottle last if you wash twice a week?" | Instagram DM | Is it worth the price? | > | "No sulfates, fine, but does it have silicones?" | Curly-hair subreddit | What is in it? | > | "Can I use the conditioner as a leave-in?" | Customer message | How do I use it? | > > *Why it works: Every row is a question a stranger asked before buying, so the page can answer it in the same words.* ## 2. Write the first two lines: what it is, who it is for, what is in it and the price The first two lines of the description must answer four questions on their own: what it is, who it is for, what is in it or how big it is, and the price with delivery. Most shoppers read only these lines before they decide whether to scroll, and AI shopping tools read them first too. In your Shopify admin, open Products, click your best seller, and replace the first lines of the description with the template below. Use your buyer's words from step 1, not yours. If your product has a made-up name, say what it is in plain words first: "linen apron with two pockets", not "The Juniper". The title and the search listing are their own job, covered in [Shopify SEO](https://scout7.ai/academy/seo/how-to-do-seo-for-a-shopify-store). **The first two lines** ```text [What it is, in plain words] for [who it is for, in their words], [the problem it fixes, in their words]. [What is in it or how big it is, and one thing it leaves out that your buyers care about]. $[price], [delivery: "ships in 3 days" or "free delivery over $X"]. ``` Keep the two lines under 50 words. If you sell a set, say exactly what comes in the box. "For gift boxes, the contents are the product," as one reply in the Shopify Community put it in August 2026. If shipping costs extra, say how much here or right under the Add to cart button, so it is not a surprise at checkout. A new store also needs its returns promise near the button; that is part of [making a new store look trustworthy](https://scout7.ai/academy/reviews-press-and-referrals/how-to-make-a-new-store-look-trustworthy). These lines matter more each month. Shopify sends your titles and descriptions to AI shopping tools such as ChatGPT through Shopify Catalog, and asks for product information that is "clear, complete, and up to date". In Shopify's Q2 2026 data, about half of visits from AI chats landed straight on a product page. More on that in [getting your products recommended by ChatGPT](https://scout7.ai/academy/ai-search/how-to-get-your-products-recommended-by-chatgpt). - **Tool:** your Shopify admin. - **Time:** 30 minutes. - **You will have:** two new first lines, live on your best seller's page. - **It worked if:** you show the page to 5 people who do not know you for 10 seconds, and at least 4 can say what it is, who it is for, what is in it and the price with delivery. - **Common mistake:** opening with the founder story or a line like "made with love". Put your story lower down. The other mistake is a claim you cannot back, such as "loved by our customers" when you have nine. > **Example (made-up business: Ferns & Rinse): Ferns & Rinse's first two lines** > > **Before:** Our hero wash, made with love from plants. Your hair will thank you. > > **After:** A plant-based, sulfate-free shampoo for dry, curly hair that frizzes after washing. 8 fl oz, no silicones. $28, or $49 with the matching conditioner, and it ships across the US in 3 days. > > *Why it works: The new lines answer the four questions in the words shoppers used in step 1, and the old ones answer none.* ## 3. Turn your features into 3 to 5 highlights with proof Under the first two lines, write 3 to 5 highlights. A highlight is one thing the product does that your buyer cares about: a short headline, one or two sentences, and a photo or a fact that proves it. Pick them from the top questions on your sheet. Shoppers skim. In Baymard's usability tests (2018, the newest public study on this), every user read the product description at some point. When the description was split into 2 to 6 highlights, each with an image, a short headline and one paragraph, users read more of it and were "more impressed". A long list of features made them miss features. For each highlight, start from a question on your sheet and answer it with a fact: **One highlight** ```text [Headline: what the buyer gets, in their words, under 8 words] [One or two sentences: the feature that makes it true, and what that means for them.] [Proof: a photo of it working, a number you measured, a test you ran, or a customer's words with their first name.] ``` **Only claim what you can prove today.** The US Federal Trade Commission says "advertisers have proof before the ad runs", and a product page is an ad. Health and safety claims need "competent and reliable scientific evidence", and customer quotes are "usually not sufficient" for them. A money-back promise does not count as proof either. > **If you sell beauty, haircare or skincare:** in the US, a claim can turn a cosmetic into a drug in the eyes of the FDA. "Restores hair growth" and "treats dandruff" are drug claims, even on a website. Say what you can show: "cleans without stripping", "no sulfates or silicones", "smells of rosemary". [Customer words](https://scout7.ai/academy/reviews-press-and-referrals/how-to-collect-testimonials) make the best proof. Put a short quote under the highlight it supports, with the buyer's first name, and add more as [product reviews](https://scout7.ai/academy/reviews-press-and-referrals/how-to-get-your-first-product-reviews) come in. Photos and clips from real buyers, your [user-generated content](https://scout7.ai/academy/reviews-press-and-referrals/how-to-get-ugc-for-your-brand), show a highlight better than a studio shot, and so does a [short video](https://scout7.ai/academy/content-marketing/how-to-make-short-form-videos-for-your-business) of the product in use. All of this is [social proof](https://scout7.ai/academy/glossary/social-proof). - **Tool:** your Shopify admin and your phone camera. - **Time:** about 1 hour. - **You will have:** 3 to 5 highlights on the page, each with a headline, a line or two, and its proof. - **It worked if:** each highlight answers one of your top 10 questions, and you could show someone the proof for every claim. - **Common mistake:** highlights that list features ("Contains argan oil") with no reason to care, or words like "best", "clinically proven" or "100% natural" with nothing behind them. > **Example (made-up business: Ferns & Rinse): Ferns & Rinse's three highlights** > > | Headline | The line under it | Proof | > | ---------------------------------------------------- | --------------------------------------------------------------------------- | ---------------------------------------------------------------------- | > | Clean curls without the frizz | No sulfates, so it cleans without stripping the oils dry, curly hair needs. | Before-and-after photo of one customer's wash day, with her first name | > | Every ingredient on the label is one you can look up | 11 ingredients, all plant-based. No sulfates, no silicones. | Photo of the label, readable | > | One bottle lasts about 6 weeks | At two washes a week, 8 fl oz lasts about 6 weeks. That is under $5 a week. | The founders' own count, washing twice a week | > > *Why it works: Each highlight answers a top question from the sheet and shows proof a shopper could check.* ## 4. Answer every other question on the page, next to Add to cart Answer the rest of your 20 questions on the product page itself, where a shopper sees them before deciding: how to use it, sizes, what is in it, who it is not for, delivery and returns. Put the short answers right under the Add to cart button, and the longer ones lower on the page. First, write every fact in one place: a fact sheet. Size, ingredients or materials, how long it lasts, how to use it, delivery time, shipping cost, returns. Every number on the page, in your FAQ, in your ads and in your emails comes from this sheet. In October 2026 a new haircare store in the Shopify Community had 106 visits, 5 carts and no sales. Its product page said "1–2 ml daily" and "four to six weeks"; its FAQ said "1–1.5 ml" and "approximately four weeks". Shoppers who spot two different answers stop trusting both. Then put the answers on the page: 1. **Under Add to cart:** in the theme editor, open your product page template and add a text block right under the Add to cart button, so it sits in the [first screen](https://scout7.ai/academy/glossary/above-the-fold) on a phone. Write 4 short lines: what is in the box, how to use it in one line, delivery time and cost, and your returns promise. 2. **Lower on the page:** a short block for each remaining question, in the order of your sheet. Use the facts-block template in [getting your products recommended by ChatGPT](https://scout7.ai/academy/ai-search/how-to-get-your-products-recommended-by-chatgpt); the same answers help shoppers and AI tools. 3. **Who it is not for.** One honest line, such as "Not for fine, straight hair: it may feel heavy." It stops the wrong buyer and the return that follows, and it makes the rest of the page easier to believe. Leave a tab closed only for long detail, such as a full ingredient list. In August 2026, a supplement store owner in the Shopify Community had written answers to "Is it safe?" and "Why $139?", but they sat in collapsed sections and nobody bought. "You don't need more copy, you need what you wrote to be on screen," one reply said. Another reply in that thread said the questions on most stores are shipping time, sizing and returns. Check it on your phone. Install [Microsoft Clarity](https://scout7.ai/academy/website-and-conversion/how-to-fix-a-shopify-store-with-traffic-but-no-sales), free on the Shopify App Store, and open its scroll map for the product page once 50 people have visited. It shows how far down they get. If most never reach your answers, move the answers up. A slow page hides everything, so if the page takes more than a few seconds to load on a phone, [fix the speed](https://scout7.ai/academy/website-and-conversion/how-to-improve-website-speed) too. - **Tool:** your Shopify theme editor, a Google Doc for the fact sheet, and Microsoft Clarity (free). - **Time:** about 1 hour. - **You will have:** one fact sheet, 4 short answers under Add to cart, and every one of your 20 questions answered on the page. - **It worked if:** you can point to the answer for all 20 questions on the page, on a phone, without opening more than 2 tabs, and every number matches the fact sheet. - **Common mistake:** hiding the answers in a row of collapsed tabs, or leaving an old FAQ or a "Sold out" label that says something different from the page. ## 5. Use AI to write the rest of your product descriptions, one a day Once your best seller's page works, rewrite one more product page or marketplace listing every day until all of them are done. AI drafts each one from your fact sheet and quote sheet in a few minutes; you check every fact and add what only you know. Use Shopify's free writer first. In your Shopify admin, open Products, click the product, and click the "Generate text" icon in the description toolbar. Type a prompt and keep what it writes only after you edit it. It works on a computer, not in the phone app. Shopify itself warns that you are responsible for the accuracy, and that the text "may include product benefits you didn't list". ChatGPT or Claude work the same way. **The prompt** ```text Write a product description for [product] using only the facts and quotes below. Do not add any claim that is not in them. Order: two first lines that say what it is, who it is for, what is in it or its size, and the price with delivery. Then [3 to 5] highlights, each with a headline under 8 words and one or two sentences. Then short answers to these questions: [paste the top questions]. Use the buyers' words from the quotes. Plain English. No "best", no "revolutionary", no health claims. Facts: [paste the fact sheet for this product] Quotes: [paste 10 quotes about this product] ``` Then check every sentence against your fact sheet, cut anything you cannot prove, and add one thing only you know: why you made it, what a customer told you, how you tested it. That is [using AI for content](https://scout7.ai/academy/content-marketing/how-to-use-ai-for-content-creation) the safe way. Never paste the same text on two products. Google's spam policy counts "using generative AI tools … to generate many pages without adding value for users" as [scaled content abuse](https://scout7.ai/academy/glossary/scaled-content-abuse). Each place you sell needs its own version, from the same facts: - **Google.** Your [free Google Shopping listings](https://scout7.ai/academy/seo/how-to-list-your-products-on-google-shopping-for-free) send your description to Google. Google's rules: up to 5,000 characters, the most important details in the first 160 to 500, and no price, shipping, links or capitals for emphasis in that text. If the text was written by AI, Google asks you to send it as "structured\_description" instead. - **Your bundle.** Write the set's page as its own product, with what is in the box and the saving, not a copy of the single. A set is one of the easiest ways to [raise your average order](https://scout7.ai/academy/retention/how-to-increase-average-order-value-on-shopify). > **If you also sell on Amazon, Etsy or TikTok Shop:** use the same first two lines and the same answers, written in each marketplace's own fields. Keep the plain "what it is, for whom" wording in the first lines. Each marketplace has its own rules for titles, bullets and claims; follow them as you [launch on Amazon](https://scout7.ai/academy/launch/how-to-launch-a-product-on-amazon), [get your first sale on Etsy](https://scout7.ai/academy/first-customers/how-to-get-your-first-sale-on-etsy) or [sell on TikTok Shop](https://scout7.ai/academy/social-media/how-to-sell-on-tiktok-shop). - **Tool:** Shopify's "Generate text" (free on your Shopify plan, desktop only), or ChatGPT or Claude. - **Time:** about 45 minutes a product or listing, so about 45 minutes a day. - **You will have:** one new product page or listing a day, until every product and every place you sell has one. - **It worked if:** no two products share a sentence, every fact matches the fact sheet, and Google Merchant Center shows no description problem for the product. - **Common mistake:** copying the supplier's description, which hundreds of other stores also use, or publishing the AI draft without reading it. ## 6. Show the product page to 20 new people every day Every day, show the product page for 30 seconds to 20 new people who fit your buyer and have never seen it. Ask three questions, write down exactly what they say, and add the answer to every question the page left open the same day. This is how you find the questions your sheet missed. A shopper who leaves your page never tells you why. A stranger who reads it while you watch does. **The ask** ```text Hi [first name], [one true line about them or something they posted]. I make [what it is] for [who it is for], and I'm rewriting the product page. Could you look at it for 30 seconds and tell me three things: what is it, who is it for, and what would stop you buying it? No need to be kind. The honest answers help me most. [Your name] [Link to the page] ``` Where to find 20 people a day who fit your buyer: - **People you already message.** If you send 100 [personal messages](https://scout7.ai/academy/cold-outreach/how-to-write-a-cold-email) a day to find customers, add this ask to some of them. AI drafts each ask from the template; you add the person's name and one true line. That is about a minute an ask. - **Feedback threads** in the [communities where your buyers talk](https://scout7.ai/academy/social-media/how-to-find-online-communities-where-your-buyers-talk), and the Shopify Community's Store Feedback board. [Read each place's rules](https://scout7.ai/academy/social-media/how-to-promote-on-reddit-without-getting-banned) and post only where they allow it. - **Your followers and the creators you work with.** A question sticker in your [Instagram stories](https://scout7.ai/academy/social-media/how-to-promote-your-business-on-instagram), or a [micro-influencer](https://scout7.ai/academy/reviews-press-and-referrals/how-to-find-micro-influencers-for-your-brand) asking their audience. Stay inside each platform's limits. On LinkedIn, ask people you are [already connected to](https://scout7.ai/academy/cold-outreach/how-to-do-linkedin-outreach). If you email many strangers, [use a second, warmed-up domain](https://scout7.ai/academy/cold-outreach/how-to-warm-up-an-email-domain-for-cold-email). If one place says no, move the rest of the 20 to another place instead of asking fewer people. **Use this rule to change the page.** When 3 of a day's 20 people ask the same question or get the same answer wrong, add or rewrite the line that answers it, using their words. Test the new version on the next day's 20. Your family and anyone who has seen the product do not count. They already know the answers. This is the same test as for your [homepage copy](https://scout7.ai/academy/website-and-conversion/how-to-write-homepage-copy). - **Tool:** your phone, the page link, and a sheet with one row per person. - **Time:** about 1 hour a day: 20 minutes for the asks, the rest for reading answers and editing the page. - **You will have:** 20 answers a day, 140 a week, and a page that answers what real shoppers ask. - **It worked if:** at least 16 of 20 people can say what it is, who it is for and the price, and the number of new open questions falls each day. - **Common mistake:** explaining the product before they answer, or stopping after 10 people because the first few were kind. > **Example (made-up business: Ferns & Rinse): Day 1 of Ferns & Rinse's page test** > > | What they said | How many of 20 | Change made that day | > | -------------------------------------------- | -------------- | ----------------------------------------------------------------------- | > | Said what it is, who it is for and the price | 17 | None | > | "Is it OK for colour-treated hair?" | 4 | Added to the 4 lines under Add to cart: "Safe for colour-treated hair." | > | "Does it smell of anything?" | 2 | None yet (under 3) | > | "Why $28 for shampoo?" | 2 | None yet (under 3) | > > *Why it works: Three people asked the same thing, so one new line went on the page the same day.* ## 7. Count carts per 100 visits every Sunday and change one thing Every Sunday, write down how many visits added something to the cart, per 100 visits. That number tells you whether the product page is doing its job. Change only one part of the page a week, so you know what worked. In your Shopify admin, go to Analytics › Reports, set the Category filter to Behavior, and open "Conversion rate breakdown". Set the dates to the last 7 days. Write down two numbers: all sessions, and sessions with cart additions. Divide the second by the first and multiply by 100. That is your carts per 100 visits. With one to three products, this store-wide number is your product pages' number. **The Sunday row** ```text Week | Visits | Sessions with cart additions | Carts per 100 visits | Open questions from the test | The one change for next week ``` Judge each change after 300 more visits and 140 people in the daily test, not after one week. At 400 visits a month, that is about 3 weeks. Then use this rule: - **Carts per 100 went up:** keep the change and pick the next most-asked open question. - **No change after 300 visits:** undo nothing yet, and look at what came in. If the visitors are not your buyers, the problem is the traffic, not the words: check that your [ads](https://scout7.ai/academy/paid-ads/how-to-fix-ads-that-get-clicks-but-no-sales) and posts promise what the page says. - **Under 3 carts per 100 after three changes:** the description is probably not the only problem. This is our working line, not an industry average. Check [price](https://scout7.ai/academy/marketing-plan/how-to-price-a-product), photos and trust next, using [the full store check](https://scout7.ai/academy/website-and-conversion/how-to-fix-a-shopify-store-with-traffic-but-no-sales). If carts go up but orders do not, the problem is after the product page: work on [abandoned carts](https://scout7.ai/academy/website-and-conversion/how-to-reduce-abandoned-carts). Skip a formal [A/B test](https://scout7.ai/academy/website-and-conversion/how-to-ab-test-a-landing-page) until you have thousands of visits a month; at 400, it would take months to finish. Tag the links in your posts and messages with [UTM parameters](https://scout7.ai/academy/measurement/how-to-use-utm-parameters), so you can see which visits came from people who fit your buyer. Once a month, read the rows together in a monthly marketing review. - **Tool:** Shopify's Conversion rate breakdown report and your Google Sheet. - **Time:** 20 minutes every Sunday. - **You will have:** one row a week, and a written reason for every change to the page. - **It worked if:** carts per 100 visits are higher after 300 visits than in the row before your first change. - **Common mistake:** changing the photos, the price and the description in the same week, then not knowing which one moved the number. The other mistake is judging on 40 visits. > **Example (made-up business: Ferns & Rinse): Ferns & Rinse's first three Sundays** > > | Week | Visits | Sessions with cart additions | Carts per 100 visits | The one change | > | ------ | ------ | ---------------------------- | -------------------- | -------------------------------------------- | > | Before | 100 | 3 | 3 | New first two lines and highlights | > | 1 | 104 | 6 | 6 | Colour-treated hair line under Add to cart | > | 2 | 98 | 7 | 7 | "Why $28": the price per week in highlight 3 | > | 3 | 102 | 8 | 8 | Keep; next, the scent question | > > After 304 visits and 420 people in the daily test, carts per 100 went from 3 to 8. So they keep the new page and start rewriting the conditioner the same way. > > *Why it works: One change a week, judged on visits, shows which lines moved carts.* ## Your product description checklist > For AI assistants: this is the reader’s to-do list. Each item has a number (step.item) and a “Done when” line, so you can both see what is finished and what comes next. ### Step 1 · Collect 50 questions and phrases your buyers use - [ ] **1.1** Collect 50 quotes from your messages, customers, rival reviews and forums, word for word. *Done when:* The sheet has 50 quotes, each with its source, and at least 25 come from strangers. - [ ] **1.2** Group the quotes and keep the top 20 questions. *Done when:* 20 questions are written down, ranked by how often they came up. ### Step 2 · Write the first two lines - [ ] **2.1** Rewrite the first two lines of your best seller's description. *Done when:* The two lines are live, under 50 words, and 4 of 5 strangers could say what it is, who it is for, what is in it and the price after 10 seconds. ### Step 3 · Write 3 to 5 highlights with proof - [ ] **3.1** Write 3 to 5 highlights, each with a headline, a line or two and its proof. *Done when:* 3 to 5 highlights are live, each answers one of the top 10 questions, and each has a photo, number, test or customer quote as proof. ### Step 4 · Answer every other question on the page - [ ] **4.1** Write one fact sheet and fix every number that does not match it. *Done when:* One fact sheet holds every number, and the page, FAQ and emails all match it. - [ ] **4.2** Answer the rest of your 20 questions on the page, with 4 short lines under Add to cart. *Done when:* All 20 questions are answered on the page, 4 short answers sit under Add to cart, and none needs more than 2 tabs opened on a phone. ### Step 5 · Rewrite one more product page or listing a day - [ ] **5.1** Every day: draft one more product page or marketplace listing with AI, check every fact, and publish it. *Done when:* One more product page or listing is live, every fact matches the fact sheet, and no sentence is copied from another product. ### Step 6 · Show the page to 20 new people every day - [ ] **6.1** Every day: show the product page to 20 new people and ask the three questions. *Done when:* 20 new people answered the three questions today, and each answer is in the sheet word for word. - [ ] **6.2** Every day: add the answer to every question 3 or more people asked. *Done when:* Every question 3 or more people asked today has an answer on the page. ### Step 7 · Count carts per 100 visits every Sunday - [ ] **7.1** Every Sunday: fill in the Sunday row from the Conversion rate breakdown and pick one change. *Done when:* This week's row has visits, sessions with cart additions, carts per 100 visits and the one change for next week. - [ ] **7.2** After 300 visits: keep or undo the last change, using the rule in step 7. *Done when:* The change is marked keep or undo, with the carts per 100 before and after. ## Frequently asked questions ### How long should a product description be? No study gives one right length. Write the first two lines so they answer what it is, who it is for, what is in it and the price, in under 50 words. Then keep going as long as your buyers have questions: a $15 everyday product may need 100 words more, a $140 supplement many more. Put the short answers near Add to cart and the detail lower. ### Can I use AI to write my product descriptions? Yes, to draft. Shopify's "Generate text" is free on your plan, and ChatGPT or Claude work too. Give it your facts and your buyers' quotes, then check every sentence, because AI adds benefits you never listed. Never paste the same text on two products: Google treats [many near-identical AI pages](https://scout7.ai/academy/glossary/scaled-content-abuse) as spam. ### Should I copy the manufacturer's or supplier's description? No. Hundreds of other stores use the same text, so it tells a shopper nothing about why to buy from you, and it gives Google no reason to show your page. Keep the supplier's facts, check them, and write the rest from your buyers' questions. Your [Shopify SEO](https://scout7.ai/academy/seo/how-to-do-seo-for-a-shopify-store) depends on that difference too. ### Is the product description the same as the meta description? No. The product description is the text on your page. The meta description is the short summary, about 150 characters, that Google may show under your page in search results. In Shopify you write it in the "Search engine listing" box at the bottom of the product. Write both, and keep them saying the same thing. ### Do I need different descriptions for Amazon, Etsy and my own store? Use the same facts and the same first two lines everywhere, then fit them to each place's fields and rules. Your own store can carry the longest version with every answer. Your [Google Shopping listing](https://scout7.ai/academy/seo/how-to-list-your-products-on-google-shopping-for-free) must leave out price, shipping and links in the description text. ## Sources - [Shoppers Now Trust Strangers Over Discounts: Syndigo's State of Product Experience 2026](https://syndigo.com/news/state-of-product-experience-2026-proof-beats-price/). Syndigo (survey by YouGov, fielded 5–17 June 2026), 19 August 2026. - [Structure Product Descriptions by Highlights](https://baymard.com/research-articles/structure-descriptions-by-highlights). Baymard Institute, 24 April 2018, checked 11 October 2026. - [Generating product descriptions](https://help.shopify.com/en/manual/products/details/product-descriptions/generate). Shopify Help Center, checked 11 October 2026. - [Shopify Magic for product descriptions](https://apps.shopify.com/built-in-features/magic-product-descriptions). Shopify App Store, checked 11 October 2026. - [Shopify Catalog](https://help.shopify.com/en/manual/shopify-catalog). Shopify Help Center, checked 11 October 2026. - [Shopify AI-referred sessions, Q2 2026](https://www.relevantaudience.com/ecommerce-marketing/shopify-ai-referred-sessions-q2-2026/). Relevant Audience, citing Shopify, 14 August 2026. - [Behavior reports: Conversion rate breakdown](https://help.shopify.com/en/manual/reports-and-analytics/shopify-reports/report-types/default-reports/behaviour-reports). Shopify Help Center, checked 11 October 2026. - [Description \[description\]](https://support.google.com/merchants/answer/6324468). Google Merchant Center Help, checked 11 October 2026. - [Spam policies for Google web search: scaled content abuse](https://developers.google.com/search/docs/essentials/spam-policies). Google Search Central, updated 28 August 2026. - [Advertising FAQ's: A Guide for Small Business](https://www.ftc.gov/business-guidance/resources/advertising-faqs-guide-small-business). Federal Trade Commission, edited January 2025, checked 11 October 2026. - [Is It a Cosmetic, a Drug, or Both? (Or Is It Soap?)](https://www.fda.gov/cosmetics/cosmetics-laws-regulations/it-cosmetic-drug-or-both-or-it-soap). US Food and Drug Administration, current as of 11 September 2024, checked 11 October 2026. - [Microsoft Clarity](https://apps.shopify.com/microsoft-clarity). Shopify App Store, checked 11 October 2026. - [Heatmaps overview](https://learn.microsoft.com/en-us/clarity/heatmaps/heatmaps-overview). Microsoft Learn, updated 5 December 2025. - [Visitors are spending time on the site, but they don't buy. What are we missing?](https://community.shopify.com/t/visitors-are-spending-time-on-the-site-but-they-dont-buy-what-are-we-missing/666754). Shopify Community, August–September 2026. - [New haircare brand: 3 days, 81 visitors, no customer sales yet](https://community.shopify.com/t/new-haircare-brand-3-days-81-visitors-no-customer-sales-yet-feedback-welcome/691632). Shopify Community, 3–4 October 2026. - [Roast my store: Why aren't people adding to their carts?](https://community.shopify.com/t/roast-my-store-why-arent-people-adding-to-their-carts/660758). Shopify Community, August 2026. - [Should I use long-form or short product descriptions?](https://community.shopify.com/t/should-i-use-long-form-or-short-product-descriptions/600378). Shopify Community, April–May 2026.