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Originally published on March 5, 2025, updated March 5, 2025
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Think of your eCommerce product listing as a resume or a dating profile. Your buyer has certain requirements or preferences in mind as they shop, and your listing needs to show them whether your product is a good fit.
This means that your listing needs to be thorough, providing all the necessary specs and details to answer the questions shoppers are asking in their heads. But it also needs to get the point across quickly and easily, without requiring shoppers to read for a long time.
Be sure to follow specific product listing guidelines for each eCommerce platform you use. For example, Amazon listing guidelines vary by category. Here are some tips for creating high-converting product pages that are thorough and scannable.
Investing time and money into getting plenty of good images of your product is well worth it. The needs of each product will vary, but in general, it's helpful to have the following:
These are a good starting point, but video is often even better. Take the stroller example: as a shopper, you would probably like to see a video showing exactly how easy it is to reconfigure the stroller and how to fold it up to put it in the car. Make the video as high-quality as you can afford: a professional videographer with good equipment and a professional video editor is well worth it to make the video clear, well-lit, and snappy.
It's generally best to keep the video brief, preferably under 30 seconds. And, audio shouldn't be required to understand the video. Simple background music is a good idea to make the video feel polished, but make sure you have the right to use the music and aren't violating anyone's intellectual property. (Look for libraries of audio tracks that are labeled "Creative Commons license" or "Royalty free" and do not require attribution, or hire a composer to create a custom track for you.)
Later, you can also source additional videos from customers who used the product and are willing to do a video review and demonstration. Even if the production quality is lower, user-generated content like this looks trustworthy and genuine, which helps to reinforce the claims you are making in your listing.
Images catch attention, but it's still good to have thorough text explaining key features and benefits. This is better for people who use screen readers or can't load the images for some reason.
Your product needs a name that includes the brand or model name as well as some basic information about the item. As a shopper trying to find the perfect shorts for a beach vacation, would you rather see, "ACME Shorts" or "ACME Breathable Khaki Bermuda Shorts, Cotton-Linen Blend, Men's"? The second title tells you right away that these shorts are made of a breathable cotton-linen blend that would work great for a hot summer day, and gives you a hint about the color (khaki) and length or style (Bermuda, men's), all at a glance.
A high-converting product page description should highlight again what this product is, who it's best for, where, when, and how it might be used, why it's beneficial, and concrete details like ingredients, material, and size. Bullet points are great for putting all this information into an easy-to-read format.
For example, the ACME Breathable Khaki Bermuda Shorts might have a one- to two-sentence description telling shoppers that these are the perfect shorts for a beach vacation or summer days at home (suggesting when to wear them and why they are beneficial). Then, they should include bullet points that highlight things like whether the waistband has belt loops or elastic, what type of pockets the shorts have, the percentage of cotton and linen in the material, and whether they are machine washable and safe to put in the dryer. A size chart rounds off the specs and gives buyers all the details they need to know whether these shorts are a good fit for them (literally).
Over time, it's important to keep improving the listing. If you get repeated questions from customers, work the answer into your description or bullet points.
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One last note: be completely honest about your product here! Sometimes, you might even want to specifically point out what your product does not do. This might be counter-intuitive, but in the long run, it's much better to sell your product only to customers who are a good fit for it and receive exactly what they expect. This will prevent excess returns and promote positive reviews (more on that later).
In many cases, your title and description should be doing double duty as keywords very naturally. It's never a good idea to stuff in keywords that have little to do with your product; that will only attract clicks from shoppers looking for something different and will click away again rather than purchasing.
However, if your item could be called by more than one name or has several use cases, you'll want to spell those out in the description and/or in any dedicated keyword fields you have available to you. You want to make sure that all the shoppers who would be a good fit for your product can find it easily by searching the website or the internet in general, while shoppers who aren't a good fit for your product will not be mistaken and buy it anyway.
This is barely scratching the surface when it comes to keywords and search engine optimization (SEO). There are whole posts, courses, and consultants dedicated to helping eCommerce sellers improve their keywords. But as you're starting, try to strike a balance: maximize the number of keywords you can validly include, but don't overstuff in a way that might come back to harm your listing in the long run.
If possible, your listing should also include reviews from real customers. The video reviews mentioned above are particularly powerful, as are reviews that include photos. But even a star rating and a few words from a buyer can help convince another shopper that this item is a good choice.
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Shoppers who are still a little hesitant after seeing all the specs and the good reviews from other buyers might just take the plunge if they see that you allow free returns. Specify (again, honestly!) what your return policy is right on the listing, or at least include a link that takes your customers to a detailed return policy page.
Of course, your listing is hardly a listing if it doesn't tell the shopper how much the item will cost. It's beneficial to be transparent about whether or not shipping is included in that price, too. If shoppers know that they're getting free shipping, they're more likely to click "Add to Cart." If they know that they're not getting free shipping, the sooner you can tell them how much the shipping is going to cost, the better, rather than letting them be surprised at the end of the checkout process (at which point they might abandon the cart).
Once good-fit shoppers can see the item in your excellent images and videos, confirm the specs and details in written form, hear from similar shoppers who were satisfied with the purchase, and feel confident about whether or not they can return the item if they change their minds, they should feel that a fair price is well worth it for your product. Put your product's best foot forward and make "Add to Cart" an easy choice by creating a high-converting product page.
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