You listed your product. You waited. Nothing happened. So you tweaked the title, added more keywords, maybe ran a small ad campaign. Still nothing. The problem is rarely that your product is bad. The problem is that your listing does not convince anyone to buy it. Your product listing is a sales page, and most sellers treat it like a filing cabinet entry.
"Your product title is 247 characters of keyword vomit that reads like a search query, not a product name. Humans also read these, you know. -- Sally"
Why Listings Fail: The Fundamentals
Whether you are selling on Etsy, Amazon, Shopify, or your own e-commerce site, every product listing has the same core elements: title, images, bullet points or description, price, and reviews. Each of these elements either builds trust and moves the buyer closer to purchase, or creates doubt and pushes them to a competitor. Most listings fail not because of one catastrophic element but because of mediocrity across all of them.
Your Photos Are the Number One Conversion Factor
Product photos are not optional. They are the most important element of your listing by a wide margin. On a marketplace, buyers scroll through dozens of listings. Your main image is what makes them click. Your gallery images are what makes them stay. And yet, sellers consistently upload dark, blurry, poorly lit photos shot on a cluttered kitchen table.
What your product photos need:
- Main image: clean white or neutral background, product fills at least 80% of the frame
- Scale photo: product shown next to a common object or being held/worn/used
- Detail photos: close-ups of materials, textures, craftsmanship, or key features
- Lifestyle photo: product in its intended environment or use case
- Infographic image: dimensions, features, or what is included in the package
- At least 5 images minimum, ideally 7 to 10
Your Title Needs Keywords AND Readability
Yes, you need keywords in your title for search visibility. No, that does not mean your title should be an unreadable string of search terms separated by pipes and commas. Marketplace search algorithms have gotten much smarter. They can parse natural language. Your title should read like something a human would say while still including your most important search terms.
Bad: "Handmade Ceramic Mug Coffee Cup Pottery Mug Gift for Her Gift for Him Birthday Gift Christmas Gift Office Mug Large Mug 16oz Blue Green". Good: "Handmade Ceramic Coffee Mug, 16oz, Blue-Green Glaze - Microwave & Dishwasher Safe". The good title contains the key search terms (handmade, ceramic, coffee mug, 16oz), includes important product attributes (microwave safe, dishwasher safe), and reads like an actual product name.
Bullet Points That Sell Instead of List
Most sellers use bullet points to list features. Features are facts about the product. Benefits are what those features do for the buyer. Buyers care about benefits. Your bullet points should lead with the benefit and follow with the feature. Instead of: "Made from 100% organic cotton." Write: "Soft against your skin all day, made from 100% organic cotton that gets softer with every wash."
The five bullet points every listing needs:
- Lead with your biggest differentiator or benefit
- Address the most common customer question or concern
- Highlight quality, materials, or craftsmanship
- Mention size, dimensions, or compatibility clearly
- Include a guarantee, return policy, or trust builder
Your Description Is Not a Keyword Dump
The product description is your chance to tell a story, address objections, and paint a picture of ownership. Too many sellers either leave it blank, copy-paste their bullet points, or stuff it with repetitive keywords. A good description speaks to your ideal buyer directly: who this product is for, what problem it solves or what experience it creates, and why it is worth the price. If you are selling handmade goods, talk about the process. If you are selling a tool, talk about the outcome. If you are selling fashion, talk about how it feels.
"Your product description is three lines long and two of them are your shipping policy. You had one job. -- Sally"
Pricing and Perceived Value
If your listing looks cheap, people assume the product is cheap. If your listing looks premium, people are willing to pay more. This is not about charging more for the same thing. It is about making sure your presentation matches your price point. A $45 handmade candle listed with one dark photo and no description will not sell. The same candle with professional photos, a compelling story about the fragrance, and clear details about burn time and ingredients will sell at $45 and get five-star reviews.
How Sally Reviews Product Listings
E-commerce listings are a core part of what Sally reviews. Drop any product page URL into Cynical Sally and she will evaluate your photos, title, bullet points, description, pricing presentation, and overall conversion readiness. Level 1 gives you a brutally funny take on the biggest issues. Level 2 gives you a comprehensive scorecard with category-by-category scores, specific evidence of what is working and what is not, and actionable fixes you can implement immediately to improve your conversion rate.
Your product might be great. But if your listing does not communicate that, nobody will ever find out. Fix the listing first, then worry about ads.