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I was scrolling through a product page the other day, and I literally aged 3 years before I found the “Add to Cart” button.
Paragraphs upon paragraphs about “revolutionary fabric technology” and “inspired by the ancient art of something-something”.
It felt less like shopping… and more like reading a thesis paper.
Here’s the truth nobody tells you:
Your customers don’t read every word. They scan. Their eyes bounce between images, headlines, and prices. They want the feeling your product gives them, not its autobiography.
Think about your shopping habits.
Do you read all 1,200 words on a product page before buying? Or do you look at three pictures, the price, a couple of reviews, and go, “Yeah, this’ll do”?
Here’s your takeaway:
Write less. Show more. Make your copy effortless to skim.
Because in ecommerce, the faster they understand why they need it, the faster they buy it.
Now look at your product pages and delete half the words. You’ll thank me later.
P.S. If your conversions don’t go up after reviewing your copy, I’ll personally buy one of those “ancient art of something-something” products from you.
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