To buy, or not to buy, that is the question

You might not be aware but Shopify is planning to completely redo the App Store.

They have been cagey and only given out a limited set of details to their app partners like me, but it appears to be a complete redo.

One major change is additional rules and restrictions around an app's description.

Now instead of having as much room as needed to describe the app to stores like you, apps are now limited to 2,800 characters in their description. About 500 words worth if you don't use long words.

At this time I'm not going to get into how this change is going to impact apps, companies behind the apps, or even your store. Mostly because I don't know what Shopify's plans are.

Instead I want to use this as an opportunity remind you about a key advantage of ecommerce.

Your store and especially your product descriptions do not have this limit.

You can write as much or as little description as you need to.

There isn't a limit imposed by Shopify or your products packaging like in retail.

So how much should you write?

As much as you need in order to help your customers decide to either buy or not buy the product.

Buy/Not Buy.

That's the question.

That could be 10 words. It could be 500 words. Or like my JSON-LD for SEO page, 3,900 words.

Your product description and your entire product page should serve the single purpose of helping your customer decide.

Google and SEO advice says to have at least 300 words on any given page. But for the most part, more words are better.

So, like I tell my young kid...

Use your words.

In this case, because you can.

Now if you aren't getting enough customers to your store to even make a buy/don't buy decision, you'll want to take care of that first.

Though I can't promise any results with it, after seeing the additional traffic and sales some customers are getting, installing JSON-LD for SEO might be one of the highest ROI decisions you make today.

Install JSON-LD for SEO

Eric Davis

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Topics: Conversion rate optimization Copywriting

Would you like a daily tip about Shopify?

Each tip includes a way to improve your store: customer analysis, analytics, customer acquisition, CRO... plus plenty of puns and amazing alliterations.