Your Product Descriptions Aren't Selling: Here's How to Fix Them

You have traffic. Your product images look decent. The price is competitive. Yet sales are sluggish and add-to-cart rates are flat. Often, the culprit is hiding in plain sight: the product description. On Shopify, the description is doing more than “explaining the product”; it is answering objections, clarifying value, reassuring shoppers about fit and quality, and nudging them towards a decision. When the copy misses those jobs, you get a familiar symptom: a product description not converting.

This practical post breaks down why Shopify product descriptions fail, what “good” looks like in ecommerce copywriting, and how to fix issues using a simple diagnosis plus testing mindset. You do not need to be a copywriter to improve results; you need a structured approach, a few proven patterns, and the discipline to measure.

Why product descriptions stop sales (even when everything else looks fine)

Product pages convert when shoppers can quickly answer four questions:

• Is this for me? (use case, fit, audience, style)
• Is it worth it? (value, differentiation, proof)
• Will it work? (specs, performance, care, what’s included)
• Is it safe to buy? (shipping, returns, guarantees, trust signals)

If your description only covers the third point, it will feel “informative” but not persuasive. If it focuses only on hype, it can feel untrustworthy. Strong Shopify product description tips tend to balance clarity and persuasion: clear facts paired with context and proof.

Common scenarios where descriptions quietly tank conversions:

• They are written for the brand, not the shopper: lots of “we” and not enough “you”.
• They are generic and could describe any competitor’s product.
• They ignore common pre-purchase anxieties: sizing, durability, compatibility, skin sensitivity, maintenance.
• They are too long, too dense, or poorly formatted for mobile.
• They make claims without evidence, or use vague adjectives like “premium” without specifics.
• They are disconnected from your ads, emails, and product title: message mismatch raises doubt.

When shoppers hesitate, they do not always abandon instantly. Many will scroll, open other tabs, or check reviews. A description that reduces uncertainty can be the difference between “maybe later” and “buy now”.

Fast diagnosis: what kind of “not converting” problem do you have?

Before rewriting everything, identify the failure mode. Different problems need different fixes; otherwise you risk polishing copy that was not the bottleneck.

Use this quick triage based on Shopify analytics, ad platform behaviour, and on-page signals.

• High product page views, low add-to-cart: the offer or the information is not compelling or clear; description, price presentation, trust, or options may be the issue.
• Healthy add-to-cart, drop at checkout: less likely to be the description; look at shipping costs, delivery times, payment methods, checkout friction.
• High bounce rate from ads: message mismatch between ad promise and on-page copy; headline and first screen often matter more than the full description.
• Many size/fit questions via support: your description is not preventing uncertainty; you need clearer sizing, comparison, and “who it’s for” cues.
• Refunds citing “not as expected”: description may be overselling or under-specifying; accuracy and expectation setting are conversion tools too.

A simple qualitative check helps as well: open your product page on a phone and read only what appears before you scroll. If a shopper has not understood the primary benefit, key differentiator, and a basic trust cue within a few seconds, your copy is doing too much work too late.

Shopify product description tips: fix the first 150 words before anything else

The top of your description is prime real estate. Many themes place the description below the fold or behind tabs or accordions; even when it is visible, shoppers skim. If you only improve one thing, improve the first section so it communicates value fast.

A reliable structure for the opening:

• Outcome-led headline or first sentence: describe the result, not the feature.
• One-line differentiation: why this product, not “a product like this”.
• 3 to 5 scannable benefit bullets: benefits with supporting specifics.
• One trust cue: shipping timeframe, guarantee, materials certification, or review summary.

Example (template you can adapt):

• Outcome: “Get café-style cold brew at home without the bitterness.”
• Differentiation: “Fine-mesh filter reduces sediment; fits standard fridge doors.”
• Benefits: “Brew in 12 to 18 hours; 1 litre capacity; dishwasher-safe glass; includes spare seals.”
• Trust: “Free 30-day returns; dispatched next working day.”

This is not “copywriting fluff”; it is decision support. It gives skimmers enough information to justify clicking Add to cart, and it gives cautious shoppers a reason to keep reading.

Stop describing the product; describe the problem it solves

One of the most common ecommerce copywriting mistakes is assuming shoppers already understand why they need the product. They may be browsing because something is annoying them, but they have not fully articulated it.

When you name the problem precisely, shoppers feel understood. When you show how your product solves it, you earn attention.

• Weak: “Soft cotton T-shirt with ribbed collar.”
• Stronger: “A breathable cotton tee that stays smooth after washing and sits neatly under a jacket.”

This does not mean you should ignore features. It means you should connect each feature to a shopper outcome.

A practical method:

• List your top 5 features.
• For each one, answer: “So what?”
• Then add: “Proof or detail?” (numbers, materials, standards, compatibility, dimensions)

Example:

• Feature: “Stainless steel blade”
• So what: “Stays sharp; cleaner cuts”
• Proof/detail: “304 stainless; hand-sharpened; rust-resistant”

Now your description is not a list of parts; it is a set of reasons to buy.

If you sound like everyone else, you will convert like everyone else

Generic phrases are conversion killers because they are interchangeable. “Premium quality”, “high-end”, “best-in-class”, “must-have”, “luxurious” and “carefully crafted” do not help a shopper decide. They also trigger scepticism because they are easy to claim and hard to verify.

Replace vague adjectives with concrete specifics. Specifics create trust.

• Instead of: “Premium fabric”
• Use: “100% merino wool; 200gsm; naturally odour-resistant”

• Instead of: “Fast charging”
• Use: “0 to 50% in 28 minutes with a 20W USB-C adaptor (sold separately)”

You do not need to overwhelm shoppers with numbers. Choose the few details that reduce doubt and set expectations. When your copy is precise, it becomes a competitive moat because it reflects real knowledge about the product.

Formatting is copy: make it scannable on mobile

Many Shopify stores lose conversions because the description is a wall of text. Even strong writing underperforms when it is hard to scan.

Simple formatting upgrades that usually help:

• Use short paragraphs: 1 to 3 sentences.
• Prefer bullets: especially for benefits, specs, what’s included, and care instructions.
• Use clear subheadings: “Why you’ll love it”, “Materials”, “Sizing”, “Delivery and returns”.
• Put key answers near the top: do not bury compatibility or fit information at the bottom.
• Reduce repetition: if you repeat the same promise in three ways, keep the strongest version.

If your theme uses collapsible tabs for the description, consider putting a short “value block” above the fold and leaving extended details in the tab. Shopify shoppers often need a quick reason to act, plus access to detail if they want it.

Objection handling: write the answers before shoppers ask

A description that sells anticipates objections and resolves them. This is especially important for higher-priced items, unfamiliar products, or products that require sizing or compatibility.

Common objections to address (choose the ones that matter for your category):

• Fit and sizing: “True to size”, model measurements, size chart guidance, stretch, adjustable elements.
• Quality and durability: construction method, warranties, wear testing, care guidance.
• Comfort: weight, breathability, softness, pressure points, temperature range.
• Ease of use: setup time, instructions, learning curve.
• Compatibility: device models, formats, mounting types, dimensions.
• Shipping anxiety: dispatch times, delivery estimates, tracking, local fulfilment.
• Returns anxiety: return window, condition requirements, how refunds work.

Where do you find the real objections? Look in:

• Customer reviews (especially 3-star reviews).
• Live chat transcripts and email enquiries.
• On-site search terms (Shopify’s search data or your search app).
• Comments on social ads and organic posts.
• Reasons for returns and refunds.

When you address objections clearly, you often improve conversion rate and reduce returns. That is a win for profitability, not just revenue.

Use proof properly: social proof, authority, and specificity

Shoppers trust other shoppers more than they trust brand claims. Your product description can reinforce trust by referencing proof, as long as it is accurate and not misleading.

Ways to build proof into the copy without sounding salesy:

• Review-led statements: “Customers mention the lightweight feel and the snug fit around the heel.”
• Quantified outcomes: “Holds up to 2kg”; “Filters particles down to 1 micron” (only if true).
• Standards and certifications: OEKO-TEX, FSC, CE marking, food-grade materials, lab testing.
• Guarantees: “2-year warranty”; “30-day trial”.
• Origin and process: where it is made, what that implies, and why it matters.

Avoid fake scarcity and exaggerated promises. In the UK and EU, consumer protection and advertising standards matter; beyond compliance, honesty improves long-term conversion because it reduces negative reviews and chargebacks.

Match your description to intent: the same product needs different copy in different contexts

“How to write product descriptions that sell” depends on what brought the shopper to the page. If the shopper arrives from an educational blog, they need more context. If they arrive from a branded search, they may want specs, delivery info, and reassurance. If they arrive from an Instagram ad, the first lines should match the ad’s promise.

Practical alignment checks:

• Ad message match: if the ad says “sleep cooler”, the description should mention cooling immediately.
• Keyword match: if people search “waterproof hiking jacket”, the description should specify waterproof rating, taped seams, and breathability.
• Variant clarity: if you sell multiple colours or sizes, the description should clarify what changes by variant and what stays the same.

Message mismatch is one of the simplest reasons for a product description not converting. It creates the feeling that the shopper has landed in the wrong place, even when the product is correct.

Write like a helpful specialist, not a brochure

Shoppers do not want to read a brand manifesto when they are trying to choose between two similar items. They want a helpful specialist who knows the details and gives straightforward recommendations.

Tone guidelines that tend to work across categories:

• Be specific and calm: fewer superlatives, more facts and outcomes.
• Use plain language: remove jargon unless your audience expects it.
• Prefer active voice: “Fits most cup holders” rather than “Is designed to be compatible”.
• Address the reader: “You can…” and “If you…” when it helps clarity.

If you sell in a regulated category (supplements, cosmetics, medical-adjacent products), keep claims compliant. You can still write persuasive copy by focussing on user experience, ingredients, sourcing, and what the product does and does not do.

Build a “description stack” that covers everything without clutter

Many descriptions try to do every job in one paragraph. A better approach is a stack: small blocks, each with one job. This improves skimmability and makes it easier to test and iterate.

A common high-performing stack for Shopify product pages:

• Value block: outcome, differentiation, benefit bullets.
• Use case block: who it’s for, when to use it, what problem it solves.
• Details block: materials, dimensions, compatibility, care.
• What’s included: reduce “hidden extras” anxiety.
• Delivery and returns: short and clear; link to policy for full detail.
• FAQ: 4 to 6 common questions based on real support tickets.

This is also where testing becomes easier: you can change one block without rewriting the entire page.

High-impact copy elements most Shopify stores underuse

If you want actionable improvements that go beyond “write better”, focus on these elements. They are often neglected, yet they directly affect conversion.

• Comparison points: “Compared to our Classic version: lighter fabric; slimmer fit; shorter hem.”
• Usage instructions: “Apply to damp hair; scrunch; air-dry for best hold.” This reduces uncertainty and improves satisfaction.
• Care and maintenance: “Machine wash cold; line dry; do not tumble dry.” Less friction and fewer returns.
• Transparent limitations: “Not suitable for induction hobs.” Counterintuitively, honesty can increase conversions by building trust.
• Delivery clarity: “Order by 2pm for dispatch today (Mon to Fri).” Shopify shoppers often abandon when delivery feels uncertain.

These details also reduce pre-purchase questions, which can lower support costs.

When rewriting hurts: avoid these common “improvements”

Some changes look good in isolation but reduce conversion in practice.

• Over-branding: replacing clear product information with brand story above the fold.
• Long lifestyle intros: forcing shoppers to scroll for basics like size, material, and compatibility.
• Claim inflation: “best ever”, “perfect”, “guaranteed”; shoppers read this as marketing, not information.
• Feature dumping: adding every spec you have without hierarchy; key points get lost.
• Hiding key answers in images: text in images is harder to scan, less accessible, and not searchable on-page.

If you want your copy to persuade, it must first make buying feel safe and simple.

How to write product descriptions that sell: a practical framework

Here is a repeatable framework you can apply product-by-product. It keeps you focussed on what drives decisions.

• 1) Identify the primary buyer: first-time buyer, gift buyer, repeat customer, enthusiast.
• 2) Choose one main promise: the most compelling outcome.
• 3) Add two supporting promises: comfort, speed, durability, convenience, aesthetics.
• 4) Back each promise with a detail: material, measurement, standard, timeframe, compatibility list.
• 5) Handle the top objections: fit, delivery, returns, maintenance, what’s included.
• 6) Format for scanning: bullets, headings, short paragraphs.

Before publishing, do a “five-second test” on yourself or a colleague: can they tell what it is, who it is for, and why it is better within five seconds of looking at the page? If not, tighten the opening block.

Why you should treat product descriptions as hypotheses, not final drafts

Even experienced merchants cannot reliably predict which copy will convert best. Your customers may respond to different language than you expect; they may prioritise different benefits; they may need different reassurance. That is why conversion rate optimisation relies on testing.

Think in hypotheses:

• Hypothesis example: “If we add a fit-focussed opening and move the size guidance above the fold, more shoppers will add to cart because they feel confident choosing a size.”
• Hypothesis example: “If we replace generic claims with specific material and performance details, conversion rate will increase because trust increases.”

This mindset stops endless rewrites driven by opinion. Instead, you make purposeful changes and measure the impact.

A/B testing product descriptions on Shopify: what is technically true (and what to watch for)

A/B testing compares two versions of a page element shown to similar shoppers at the same time. If the test is properly run, you can attribute differences in conversion to the change rather than to seasonality, traffic source shifts, or day-of-week effects.

Key principles that matter for technical accuracy:

• Test one primary change at a time where possible; otherwise you will not know what caused the effect. You can test “packages” of changes, but treat them as a bundle.
• Split traffic randomly and concurrently: do not compare “this week” to “last week”.
• Choose a primary metric: product page conversion, add-to-cart rate, or revenue per visitor. Avoid chasing multiple metrics without a plan.
• Run tests long enough: you need adequate sample size. Ending early because the chart looks good is a classic mistake.
• Control for major changes: avoid launching big theme updates, new discounts, or heavy ad shifts mid-test.

On Shopify, description tests often focus on metrics like add-to-cart rate and conversion rate for the product. Depending on your set-up, you may also want to watch average order value and refund rate after a change, especially if you alter expectations.

Tools such as ConvertLab can help by setting up controlled experiments on product page content, including description variations. The main benefit is not just making changes faster; it is making changes in a way you can trust.

What to test first: high-leverage experiments for product descriptions

If you have limited traffic, pick tests with a strong chance of making a noticeable difference. These often beat minor wording tweaks.

• Above-the-fold value block: benefit bullets versus a narrative paragraph.
• Order of information: moving sizing, compatibility, or delivery information higher.
• Specificity upgrade: replacing vague claims with measurable details and materials.
• Objection-focussed variant: a version that explicitly addresses the top 3 objections pulled from support tickets.
• Use-case-led variant: “perfect for…” scenarios versus feature-led copy.
• Formatting test: shorter paragraphs and headings versus dense text.

What not to test first:

• Minor synonym changes (“comfortable” vs “cosy”) unless you have high traffic.
• Multiple simultaneous page-wide changes that muddy attribution.

If you are unsure where to begin, start with the products that receive the most traffic and have the biggest gap between page views and add-to-cart. That is where better descriptions tend to pay back quickest.

How to measure whether your new description is working

Conversion is the headline metric, but it is not the only signal. A description can increase conversions while increasing returns if it overpromises; or it can decrease conversions while reducing refunds if it clarifies limitations. You want the right balance for your brand.

Metrics to watch on Shopify and connected tools:

• Add-to-cart rate: sensitive to description clarity and perceived value.
• Checkout initiation rate: can indicate whether the product page is convincing enough.
• Purchase conversion rate: the ultimate measure, but influenced by checkout factors too.
• Revenue per visitor: useful when testing descriptions that affect variant choice or bundles.
• Refund and return reasons: qualitative feedback on expectation setting.
• Support contacts per order: fewer “Does this fit?” emails can mean better copy, even before conversion lifts.

If you run a test and do not see a lift, that is still progress. You have eliminated a hypothesis and learned what your customers do not respond to, which reduces guesswork for the next iteration.

Quick fixes you can implement today (without rewriting everything)

If you need improvements fast, focus on changes that reduce uncertainty and increase scannability.

• Add 3 to 5 benefit bullets at the top with specific details.
• Add a “What’s included” line to prevent surprises.
• Add clear sizing or compatibility guidance with examples (“If you’re between sizes, choose the larger size”).
• State dispatch and delivery expectations in one sentence near the buy box.
• Replace two vague claims with concrete specs or materials.
• Answer the top 3 FAQs you see in support messages.

These tweaks often outperform a full rewrite because they target the decision blockers that cause hesitation.

Conclusion: turn underperforming descriptions into measurable improvements

When a Shopify product description is not converting, it is rarely because your writing is “bad”; it is usually because the page is missing decision-critical information, is difficult to scan, or fails to build trust quickly. The most reliable path is: diagnose the bottleneck, rewrite with specificity and objection handling, then test your changes rather than relying on opinion.

Next steps:

• Pick one high-traffic product with low add-to-cart rate.
• Rewrite only the opening block using benefit bullets and proof.
• Add one objection-handling section (sizing, compatibility, or returns).
• Run a controlled A/B test and measure add-to-cart and purchase conversion.

Writing product descriptions is time-consuming. ConvertLab's AI generates multiple variations, then A/B tests them to find what actually converts YOUR customers.

If you want a structured way to test description changes on Shopify without relying on guesswork, ConvertLab can help you create variations and run clean experiments so you can see which messages drive revenue.

Install ConvertLab from the Shopify App Store

Related reading: Description testing on Shopify