Product Descriptions for eCommerce - Paragraphs or Bullet Points (or both)?

[ExperienceOz]

Hey all,

We've seen quite a large recent increase in traffic on our site (we sell travel experiences such as tours, tickets to theme parks etc.) but not much in the way of increased conversions as a result, so we are looking into further ways to optimise conversions. I'd like to know what thoughts people have on making product descriptions either bullet points or paragraphs, or some combination of both.

We currently have paragraphs of information not just to explain the product but for on-page SEO purposes as well which seems to work well for drawing people to the site, and we have information further down the page on inclusions/exclusions etc. but it is well "below the fold". Do you think it's worth moving at least the "highlights" of the product up to the top of the page so that customers can instantly see what's on offer "at a glance"?

Any answers or research people can direct me to would be greatly appreciated, cheers.

[AWCthreads]

Hi Ben. We use a combination of both bullet points and paragraphs. Personally, I like bullet points when looking at products because typically they highlight the features, benefits another other specifications that sometimes get lost in paragraph text.

From my experience, it doesn't matter from an SEO perspective whether paragraph or bullets are used.

From a user perspective, I'd suggest using whatever format helps the user get the most information the quickest that helps them make a "conversion" decision.

[danatanseo]

Great answer AWCThreads. Mine would have been "ditto."

[EGOL]

We switched some of our products from paragraph to bullet descriptions and our conversion rate has stayed about the same.  However, it has reduced the number of questions that we receive about those products.