Navdeep Soni

“𝐓𝐡𝐞𝐲 𝐬𝐚𝐲, ‘𝐓𝐚𝐥𝐤 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬!’
Sure. But honestly - who has the time?
And do customers 𝘳𝘦𝘢𝘭𝘭𝘺 know what they want?

📥 A copy of a chat with a frustrated customer landed in front of me.

And it helped me spot a UX issue that was quietly killing conversions on this store.

You might wonder what was so insightful that I’m sharing it on LinkedIn:

🧩 A user said:
"𝘐 𝘤𝘰𝘶𝘭𝘥𝘯’𝘵 𝘧𝘪𝘯𝘥 𝘵𝘩𝘦 𝘱𝘳𝘰𝘥𝘶𝘤𝘵 𝘐 𝘴𝘢𝘸 𝘰𝘯 𝘐𝘯𝘴𝘵𝘢𝘨𝘳𝘢𝘮. 𝘐𝘵 𝘪𝘴 𝘴𝘰 𝘢𝘯𝘯𝘰𝘺𝘪𝘯𝘨!"

This wasn’t some random item.
It was a 𝐭𝐫𝐞𝐧𝐝𝐢𝐧𝐠 𝐩𝐫𝐨𝐝𝐮𝐜𝐭 with active brand awareness ads driving traffic.

👏 The ads team did their job.
The product made an impression.
Customers were searching for it.

But if they 𝐜𝐚𝐧’𝐭 𝐟𝐢𝐧𝐝 𝐢𝐭 once they land on your store…
You’re losing money.

That chat led me to some analysis:
- The product was buried in a big collection with complex filters.
- A missing "New Arrivals" collection (even though new products were added weekly)
- No “Featured in Instagram” section

Well, writing it over seems that these things are so obvious things,
but sometimes we make embarrassing mistakes.

These can easily be figured out with heat maps, what customers are searching, and analyzing chats with customers.

Shopify product descriptions can hurt conversion.
Honestly, they all sound the same: 👇
boring, vague, and keyword-stuffed.

Most product descriptions are either:
- too focused on SEO and keywords that no one reads
- or vague and boring, which doesn't build confidence

Use this 𝐬𝐢𝐦𝐩𝐥𝐞 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤 that is SEO friendly and customer focused:

✅ 𝐓𝐚𝐥𝐤 𝐭𝐨 𝐨𝐧𝐞 𝐩𝐞𝐫𝐬𝐨𝐧
Write like you're speaking to your ideal customer. Not the algorithm.

✅ 𝐁𝐞𝐧𝐞𝐟𝐢𝐭𝐬 > 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐬
"100% cotton" is a feature.
"Soft on skin. No itch, even after 8 hours" is a 𝘣𝘦𝘯𝘦𝘧𝘪𝘵.

✅ 𝐀𝐧𝐬𝐰𝐞𝐫 𝐨𝐛𝐣𝐞𝐜𝐭𝐢𝐨𝐧𝐬
Will it fit me?
Can I return it easily?
What’s different about this product?

✅ 𝐔𝐬𝐞 𝐬𝐭𝐫𝐮𝐜𝐭𝐮𝐫𝐞
Start with a headline 𝐛𝐞𝐧𝐞𝐟𝐢𝐭
Use bullets for quick readability
Include 1–2 customer reviews and/or FAQs

Finally, use 𝐰𝐨𝐫𝐝𝐬 that help the buyer 𝘧𝘦𝘦𝘭 𝘢𝘣𝘰𝘶𝘵 𝘵𝘩𝘦 product.