Common mistakes when making a product description and why it costs sales
2026-06-29
Most online product descriptions could be switched between products without anyone realising. Read the article for tips on structuring product descriptions that drive sales.
- Ecommerce
- PDP
- Copywriting
- CRO
Try this quick test: take any product description from your site, remove the product name, and show it to someone familiar with your range. Ask them to identify the product. If they can, your copy is effective. If not, your customers won’t be able to either, and you’re missing out on sales. Most descriptions don’t pass this test.
The interchangeable description
Browse any online store and you’ll see the same paragraph under many products: "Meet our newest arrival, beautifully crafted, the most desirable piece you will own this season." It’s just empty copy. These words could fit a coat, a kettle, or a garden chair, since they don’t actually describe any of them.
There are reasons for this. Copy is often written quickly, under pressing deadlines, and by people who aren’t familiar with the product. Using a template is faster than writing a new description for every item, and filling in the field feels productive. But it isn’t. A pretty but empty description is worse than a simple spec list, because it takes up space where important information should be.
Why vague copy loses sales
It breaks the customer’s search for information. Information foraging theory explains that people look for clues to help them find what they want. When shoppers compare two products, they’re searching for differences. Generic copy gives them nothing to go on, so they rely on price or leave to look elsewhere.
Specific language is more convincing than vague statements. Clear, checkable wording is easier to understand and feels more trustworthy than general praise. This is called processing fluency: claims that are easy to picture and verify seem more believable. For example, "Keeps coffee hot for six hours" is better than "designed to keep your drinks at the perfect temperature," because one can be checked and the other is just empty words.
Vague descriptions feel evasive. When details are missing, people think there’s a reason. Online buyers are cautious, and lack of information lowers their trust. The Baymard Institute has found that unclear or incomplete product details are a top reason shoppers abandon purchases. Copy that says nothing isn’t harmless, but it drives careful buyers away.
The test
The quickest way to check your copy is free. Remove the product name and any obvious images from the description, then give it to a colleague who knows your products well. Ask them, "Which product is this?"
If your colleague can name the product just from the description, it shows what makes it unique. Its USP is clear. If they can’t, your customer, who knows your range even less, won’t figure it out either. They’ll guess or leave.
I’ve used this exercise with teams for years. It’s uncomfortable at first, since much of the copy doesn’t pass. But that discomfort is what makes it valuable.
What good descriptions do instead
Be specific before being stylish. Start with what the product does and who it’s for. Mention the material, fit, size, capacity, and any trade-offs. A strong description shouldn’t work for the product next to it.
Address the main concern. Every product has something buyers worry about: will it fit, last, be too heavy, or match their space? Answer these questions in the description instead of waiting for a support email or a return.
Organise your copy for easy scanning. People read product pages in an F-pattern, focusing on the first words of each line. Put important words up front. Short, specific sentences and clear organisation are better than a block of adjectives.
Save the nice ending line for last. An evocative ending is fine, but it has to follow the important information, not replace it.
The returns angle most teams ignore
Accurate descriptions also help reduce returns, which directly affects your profits. The copy sets the customer’s expectations. If the product corresponds to the description, customers keep it. If the copy exaggerates or leaves out important details, the product is returned as "not as described".
Returns are a big deal. Each avoidable return adds fulfilment and logistics costs, plus markdowns or write-offs. Clear, honest descriptions that set the right expectations help lower return rates. Vague copy that leaves customers guessing does the opposite.
Where to start
You don’t have to rewrite your entire catalogue right away. Begin with your best sellers and products with the highest return rates. These pages matter most for your bottom line. Run the name-removed test on each. Rewrite any that fail so a colleague can identify the product without seeing the name. Then track two numbers: conversion rates and return rates for those pages.
Good product copy isn’t just decoration. It’s what sells the product when there’s no one in the store to help.