Why Handmade Sellers Should Use Digits, Not Words, in Their Product Copy

Boost Credibility and Sales with Simple Changes to How You Present Numbers

You may have wondered if it’s better to use digits (like “8”) or words (like “eight”) when describing your handmade products. For instance, which sounds better in your product description:

"5 flavors inside" or "Five flavors inside"? Does it really matter?

Thanks to new research, we now know it does matter. And this small change can have a big impact on how customers perceive your products and trust your brand.

Digits vs. Words: What Works Best for Handmade Sellers?

When you use digits instead of words in your product listings, packaging, or ads, you’re more likely to grab attention and build trust. A recent study found that when consumers see digits (e.g., 5, 10%) instead of written words (e.g., five, ten percent), they’re more likely to click on ads and buy your products.

This is especially true for handmade sellers, where customers might be unfamiliar with your brand. Using digits helps you appear more credible and precise, which can make potential buyers feel more comfortable purchasing from you.

P.S.: Subtle differences in what exactly you write can have big consequences. For example, using “I” when speaking with customers (e.g. “I’m happy to help you”) leads to much higher satisfaction, and higher sales, than using “We”

Key Findings for Handmade Sellers

In a series of six experiments, two online ad campaigns, and an analysis of over 75 million Amazon reviews, researchers found that digits consistently outperformed words when it came to influencing consumer behavior. Here are some highlights:

• A Facebook ad campaign for skin cancer awareness saw a 93.1% higher click-through rate when it used digits (“1 out of 5 Americans”) versus words (“One out of Five Americans”).

• People were 28.7% more likely to buy an energy bar from a company with a negative reputation when it was advertised as having “10 grams of protein” vs. “ten grams of protein.”

The takeaway? If you want your product descriptions, ads, or reviews to be more effective, use digits.

Why This Works

Our brains process digits faster and more naturally than words, especially when it comes to numbers. Digits feel more precise and trustworthy, which can make your handmade products seem more reliable. This is called the "Number Format Effect," and it’s particularly strong when customers are skeptical or unfamiliar with your brand.

How to Implement This in Your Handmade Business

Here are a few tips to start using digits in your copy:

1. Use digits in product descriptions: When listing quantities, sizes, or features, write them as digits (e.g., “3 sizes available” instead of “three sizes available”).

2. Incorporate digits in ads: Whether it’s for social media, email, or banner ads, digits can help grab attention and make your offers seem more credible.

3. Display ratings and reviews using digits: For example, “Rated 5 stars!” will feel more impactful than “Rated five stars!”

4. Highlight key product features: If your handmade candle burns for 40 hours, make sure to use the digits. It’ll make that burn time feel more reliable and precise.

   
   

Pro Tip: If you’re new to this strategy, test it out on a small scale first. Try switching from words to digits in a few of your product descriptions and see how it affects engagement.

Are you ready to test out digits in your handmade product listings and ads to see if it boosts your sales? What other small changes can you make to improve your copy?