6 Best Product Description Optimization Strategies to Write Compelling Copy

Did you know that around 20% of failed eCommerce purchases are due to poor product descriptions? That means your choice to postpone optimizing the metadata of your products is actually costing you sales.

But don't worry, it doesn't take a published wordsmith to create effective and compelling product descriptions—only a few simple strategies that you can start implementing immediately.

» Discover how Fast Simon's eCommerce technologies can help boost your SEO

Benefits of Effective eCommerce Product Descriptions

When done right, product descriptions can help you:

• Improve search visibility: Including structured content, natural language keywords, and schema markup allows Google to better interpret and display the page. According to Google’s structured data recommendations, adding specific product information like brand, ratings, and features helps search engines understand the context and purpose of the page, improving its ability to rank for relevant eCommerce site search queries.
• Reduce return rates: Accurate and informative product descriptions help manage customer expectations. When shoppers clearly understand what they are purchasing, they are less likely to feel disappointed or misled. According to Klarna, 81% of shoppers said that better photos and more detailed descriptions would help them avoid returning items.
• Build customer trust and confidence: When descriptions are detailed and relevant, users feel confident to buy. Baymard Institute found that missing product information can lead users to abandon a page or make incorrect assumptions, resulting in returns.
• Increase engagement: When a product description is engaging and well-formatted, customers stay longer and absorb more of the information. Research shows that people tend to scan in an F-pattern, emphasizing subheadings, bold benefits, and bullet points.

» Learn more about creating irresistible eCommerce product descriptions

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6 High-Impact Strategies for Optimizing Product Descriptions



1. Focus on the Core Elements

Crafting effective product descriptions requires attention to several key elements that influence both customer engagement and search engine performance.

These elements include:

• Tone: The tone of your product descriptions should align with your brand identity and resonate with your target audience. Whether it's professional, playful, or luxurious, maintaining a consistent tone across all brand communications, including product descriptions, helps build brand recognition and trust.
• Structure: A well-structured product description enhances readability and user experience—a key factor in efficient web design. Utilizing visual hierarchy through clear headings, bullet points, and white space makes information easily scannable, allowing customers to quickly find key details that influence purchasing decisions. This approach aligns with the F-shaped reading pattern, where users focus on the top and left areas of content the most.
• Clarity: Clarity in product descriptions ensures that customers understand exactly what they're purchasing. Use straightforward language, avoid jargon, and focus on conveying the product's features and benefits succinctly.
• Search optimization: Incorporating relevant keywords naturally into your product descriptions improves their visibility in search engine results. Beyond keywords, optimizing meta descriptions, using descriptive URLs, and adding alt text to images are essential.
• Visual content: Images and videos allow customers to examine products closely, understand features, and envision usage. According to 247Commerce, 67% of consumers consider high-quality visual content more important than product descriptions or customer ratings.

» Need help? Learn how eCommerce search engine algorithms work

2. Emphasize Benefits Over Features

Focusing on the benefits your product provides instead of just listing the key features helps customers quickly understand how the product will improve their life or solve a specific problem, which strengthens the emotional connection and drives action. It also improves eCommerce product description SEO by aligning with searcher intent

This strategy is especially effective for products where emotional appeal plays a major role in influencing buying decisions, such as:

• Lifestyle
• Fashion
• Wellness
• Beauty

How to Emphasize Benefits Over Features in Product Descriptions

Use story-driven language and relatable scenarios to show how the product fits into everyday life. Instead of starting and ending your description with “100% cotton,” reframe that key feature into a driven narrative such as, “Soft, breathable, 100% cotton comfort you will want to live in.”

Example: Natural Life

Natural Life has cleverly shaped the narrative of their product descriptions, helping customers understand the unique value they provide and allowing users to emotionally connect to them and their products.



» Here's how to optimize your eCommerce product pages

3. Incorporate High-Quality Visuals

Images and videos help customers understand a product more clearly. High-quality visuals improve trust, increase time on page, and enhance product description optimization by making pages more interactive and helpful by giving shoppers a more complete view.

This strategy is especially effective in product categories where appearance matters, such as:

• Fashion
• Beauty
• Home décor

» Don't believe us? Here's how high-quality visuals boost conversions

How to Incorporate High Quality Visuals in Product Descriptions

Use multiple clear product images from different angles, along with close-ups and lifestyle shots. Where possible, include video demonstrations or 360 views.

Example: Steve Madden

Successful clothing brand Steve Madden includes several clear and high-quality images for each product so you can see each it from different angles and even review how it appears on models.



4. Tailor the Experience With AI-Powered Personalization

Using AI to improve the customer experience through personalize product descriptions and recommendations makes the shopping experience more relevant, helping ensure customers see products that match their interests. AI tools adjust what customers see based on browsing or purchase history, intent, and demographics like geolocation.

» Not sure what a great experience looks like? See these brands with the best online shopping experiences

This strategy works best for eCommerce stores with large inventories or where customer preferences vary, such as:

• Fashion
• Electronics
• Home goods
• Toys

» Get started with these eCommerce personalization strategies

Example: Mastermind Toys

Mastermind Toys successfully grew their online sales by 300% in the last 12 months using Fast Simon's AI-powered search and personalization technology that predicts user intent from the moment they begin typing in the search bar.



» AI is crucial in eCommerce success. Discover the best AI solutions for eCommerce

5. Optimize for Mobile Users

With most shopping now happening on predominantly on phones, product descriptions have to be easy to read on mobile devices. A mobile-friendly layout is essential for product description optimization and customer satisfaction. Better mobile experiences lead to lower bounce rates, more conversions, and longer session times.

This strategy is crucial in every industry, but especially useful where mobile traffic dominates, such as

• Fashion
• Beauty
• Tech
• Food

How to Optimize Product Descriptions for Mobile

Keep descriptions short and to the point by using bullet points, clear headers, and minimal scrolling. Make sure text is easy to read and that all images load quickly.

Example: Princess Polly

Princess Polly, having the majority of their traffic come from mobile, has ensured their eCommerce website is optimized for all users, regardless of device.





» Learn more about how to optimize your website for mobile

6. Add Structured Data for SEO

Structured data helps search engines understand product content better by making product listings more detailed in search results, which improves click-through rates.

Rich search snippets attract more clicks and help your products stand out. Over time, this can boost rankings and bring in more targeted traffic. This technique is a must for stores with large product ranges or that rely heavily on organic search.

How to Add Structured Data for SEO

Add structured data markup to product pages using schema. Tools like Google’s Structured Data Helper can help with setup and testing. You can highlight elements on your page, and the no-code tool will generate the corresponding schema. It's also recommended to use a JavaScript object embedded directly in the <head> or <body> of your HTML.

<Product> schema is the overarching type. Within this, you'll want to nest properties like:

• <name>: The product's full name.
• <image>: The URL of the main product image.
• <description>: A concise summary of the product.
• <sku>: The Stock Keeping Unit, a unique identifier for the product.
• <mpn>: Manufacturer Part Number.
• <brand>: The brand of the product.
• <url>: The canonical URL of the product page.

<Offers> is a crucial nested type that describes the selling conditions:

• <price>: The current or dynamic price of the product.
• <priceCurrency>: The currency in which the product is offered (e.g., USD, EUR).
• <availability>: Indicates if the product is in stock (e.g., http://schema.org/InStock, http://schema.org/OutOfStock, http://schema.org/PreOrder).
• <itemCondition>: (e.g., http://schema.org/NewCondition, http://schema.org/UsedCondition).
• <seller>: The name of the seller (usually your store name).

<AggregateRating> is used to display the average rating and number of reviews:

• <ratingValue>: The average rating.
• <reviewCount>: The total number of reviews.

Review allows you to include individual reviews—you can nest these, detailing:

• <author>: The name of the reviewer.
• <datePublished>: The date the review was published.
• <reviewBody>: The text of the product review.
• <reviewRating>: The rating given in that specific review.

» Afraid your website isn't up to scratch? Here's how to use Google Gemini to test your website and content quality

When Should Product Descriptions Be Updated or Refreshed?

Optimal frequency can vary based on:

• Product type: Fast-moving consumer goods or tech products with frequent updates may require more frequent description revisions to reflect new features or specifications.​
• Industry trends: Industries experiencing rapid changes, such as fashion or electronics, require more frequent updates to stay current with trends, consumer expectations, and competition.​
• Catalog size: Larger catalogs may benefit from a staggered update approach, prioritizing top-performing or seasonal products for more frequent reviews.

Fast Track Your Product Description Optimizations

Optimizing your product page descriptions isn't just about tweaking a few words; it's a holistic strategy that blends compelling copywriting with technical precision. From crafting persuasive language that highlights benefits and pain points to strategically integrating keywords and leveraging powerful structured data, every element plays a vital role.

For businesses looking to truly master this intricate balance and scale their efforts, solutions like Fast Simon are invaluable. By harnessing the power of AI and machine learning, Fast Simon automates the generation of SEO-optimized product descriptions at scale, ensuring keyword integration aligns perfectly with search intent.

Beyond just ranking, Fast Simon dives deep into shopper behavior and intent data to dynamically personalize content, leading to significantly improved engagement and conversions. Real-time A/B testing provides granular merchandising insights and empowers brands to continuously fine-tune their approach.

» Ready to begin? Book a demo and learn more about our A/B testing tool