Today, I taught our new hires the framework I use when I write product descriptions.

It's not always applicable, but when it is, it converts 269% more comparing the CR of our most applicable products vs. our best-selling non-applicable products.

Here's the framework:

The "framework" is simple, it's not new, and it isn't mine. So I can't take any credit.

I simply following a thought process going through feature -> benefit of the feature -> benefit of the benefits and write about it.

First, create a list of all the features of your product. Here's a list from a recent description I wrote for a new lightweight down jacket.

- Down from controlled farms
- Quality zippers from YKK
- 2 inner pockets
- Weighs only 280 g.

Now, for each feature on your list, state the benefit of that feature.

Down from controlled farms->The animals have lived in good conditions
Quality zippers from YKK->The zipper doesn't break
2 inner pockets->Extra, hidden storage
Weights only 280 g.->Light to wear

Finally, stating the benefit of the benefit is where the gold is. Why is the benefit even valuable?

The animals have lived in good conditions->You support good animal welfare where animals don't suffer
The zipper doesn't break->You don't have to waste money changing the zipper

Extra, hidden storage->You can feel safe that your valuables are out of sight from pocket thieves
Light to wear -> It's so comfortable that you almost forget that you are wearing a jacket. Also, it's easy to transport if you need a spare jacket on a trip.

The framework works best for products with functional features/benefits. But think about it in all your product descriptions.

While it's not rocket science, it can be very difficult. But I promise that it's worth spending time on.

Your conversion rate will thank you.

For more eCommerce tips, follow me at @MattiSchroder

I'm a quant. analyst turned eCom founder who tweets about how you can (use data to) grow your e-commerce brand.

@MattiSchroder