Well-written product descriptions can influence a buyer's decision. They can assist in boosting your visibility and SEO on paid media, as well as improve conversion rates and sales.
Technical elements, such as the usage of power phrases and A/B tests, can make the difference between a potential buyer on your eCommerce website and those searching for identical products at a competitor's website.
Product descriptions are critical for business owners, marketers, and copywriters. That's why we will be giving you some inspiration here by sharing the best product description examples.
But, first, let's find out the basic tips for writing a compelling product description.
How to Write a Product Description With Examples
Here are the tips for writing the best product descriptions:
- Know your buyer persona.
It's important to know who is buying your products.
Are they men or women? What are their ages and interests? Which product feature attracts them the most (briefly) so that you can improve on it in a short time.
What are their major pain points?
Putting oneself in the shoes of your target audience is essential to learning how to write a product description. When you create a product description with a large number of potential buyers in mind, your descriptions get hazy, and you wind up speaking to no one at all.
The finest product descriptions speak immediately and personally to the target audience. You ask and answer questions as if you're discussing with them.
Start by envisioning your ideal buyer while crafting your own product descriptions.
What kind of humor do they enjoy (if any at all)? What are the words they use?
What are the terms they despise?
Are words like "sucky" and "crappy" acceptable to them?
What are the questions they're asking that you should respond to?
Consider how you'd approach your ideal customer if you were selling your goods in person. Now try to incorporate that language into your eCommerce site to have a more meaningful interaction online.
Here is how retailer “The Oodie” begins the product description for its “I Love Plants Oodie.”
Notice the description given:
🎯 Can’t stop buying plants? Unbeleafable. Don’t worry—us too! Cover yourself in your favourite obsession in our NEW I Love Plants Oodie! For every I Love Plants Oodie sold, one tree is planted across Australia.
- Add benefits to your product.
When consumers are looking for a product, they're usually searching for one that will fill some unmet needs or solve an existing problem.
In order to capture the attention of your target market and sell more products, you must understand what makes those people tick.
We become thrilled about individual product features and specs when we market our own products.
When learning how to write a perfect product description, you must emphasize the benefits of each feature. The difficulty is that our potential buyers aren't as concerned with little details. They want to know what's in it for them and how it will help them with their most pressing issues.
Here is an example of BBQ grill company “Weber.” Refer to how they have turned features into benefits.
Open your door to the world of grilling with the sleek Spirit II E-210 gas grill. This two burner grill is built to fit small spaces, and packed with features such as the powerful GS4 grilling system, iGrill capability, and convenient side tables for placing serving trays. Welcome to the Weber family.
- Align with the reader's imagination.
According to a study, if people hold a product in their hands, their desire to own it increases.
Because you're selling online, your customers won't be able to hold your products in their hands. Large, clear images or videos can assist, but there's also a copywriting method to enhance your product’s desire: allowing your reader to imagine what it's like to own your goods.
A good product copy would usually evoke the reader's interest by starting with the words that cause curiosity.
Here is the perfect example of Fizzics DraftPour by “FireBox.”
🎯Nothing beats a freshly pulled pint in your favourite pub—except maybe a freshly pulled pint in your very own home.
Never battle with crowds, struggle for a seat, or have to hang about outside on the pavement just to enjoy your favourite beer again! The Fizzics DraftPour gives you nitro-style draft beer from ANY can or bottle. Even the cheapest economy lager can be instantly transformed into a luxurious draft pint with just one pull of the lever.
The DraftPour may be a sleek piece of kit, but it’s deceptively high tech under the hood, applying sound waves to convert your beer’s natural carbonation into a smooth micro-foam. These diddy little bubbles create the optimal density for enhanced aroma, flavour, and a silky smooth mouth-feel.
Get a fruit machine and a few boxes of pork scratchings in and you’ve basically completely replicated your local pub. Sticky bar-top and ancient, dubiously-stained carpet not included.
- Avoid jargon and "yeah yeah" phrases.
When we're at a loss for words and don't know what else to say about a product, we usually say something generic like "great product quality."
That's a term that means "yes, yes." "Of course," a potential consumer believes as soon as he reads, "great product quality." That's what they all say.
Have you ever heard someone describe the quality of their product as average, not so excellent, or even bad?
When a potential consumer reads your product description and thinks to themselves, "yes, sure," you become less persuasive. Be as specific as possible to avoid this reaction.
Product details give credibility. Details about your product should be used to sell it. There's no such thing as too many technical details in a product description. Be as precise as possible.
Notice how these brands have added the details and benefits and avoided "Yeah Yeah" phrases.
- Use mini-stories to cut barriers.
Storytelling in business has been here for years. And, why not?
You need to craft a story to get long-term customers.
Incorporating mini-stories into your product descriptions lowers the rational obstacles to persuasion. To put it another way, we forget we're being offered something.
You can answer the questions like:
- Who is making the product?
- What inspired creating the product?
- What obstacles did you need to overcome to develop the product?
- How was the product tested?
When you have created the answers to these questions, you can create an effective product description.
A story like this will allow the consumer to see the goods uniquely.
If you can persuade the consumer to think of the object as an emotional conquest or partner, they will almost certainly forget they are being marketed to.
Here is a great example of incorporating stories into product descriptions- Teema Teas
- Use social proof.
A brand should have the ability to sell itself. That’s what a social proof or product reviews further help in.
The social proof is that moment in the purchase decision process where you have decided what product you want, whether for yourself or as a gift for someone else.
Social proof covers customer reviews, testimonials and all other selling proofs.
To give a quote more legitimacy, try including the customer's image. It also improves the approachability and relatability of your internet business.
You can also include a social media feed with user-generated content demonstrating how real people utilize your products.
The majority of purchasers are drawn to purchasing something popular. Highlight the products that are popular with customers on your eCommerce store.
Refer to the example of software Kartra that utilizes social proof and product reviews:
- Do not forget the power of superlatives.
The product descriptions must be informative and engaging enough so that customers will want to read them. Do not make the thought process too long because it can bore customers out.
Unless you can demonstrate why your product is the best, easiest, or most sophisticated, superlatives sound hollow.
The word signature provides the idea that this is a unique document. Amazon goes on to mention the Kindle’s pixel density (300 PPI) and how it boasts a glare-free display and twice the storage of prior generations.
If your product is indeed the finest in its field, be sure to back it up with evidence. Otherwise, reduce the number of words in your marketing copy or cite a customer who thinks your product is the best they've ever used.
- Create scannable descriptions.
According to a study by Nielsen Norman Group, people have short attention spans and only read roughly 16% of what is written on a page. As a result, your product description must be able to capture the coveted 16 percent effectively.
Product descriptions should be concise and highlight the pain points, benefits, and problem-solving aspects smartly.
That said, a product description should be in small paragraphs or in the form of bullet points.
Here are some things to consider when creating a scannable product description:
- Use headlines to entice visitors to your website.
- Use bullet points that are easy to scan.
- Make use of a lot of white space.
- To improve readability, increase the font size.
- Make use of high-resolution product images.
Here is a perfect example of a scannable product description by Health warrior.
- Use sensory words.
Sensory words increase sales because they fill your readers with a different energy. Nice, good, and effective are all very uninteresting words. Instead, use words like pleasant, fascinating, or tantalizing.
Adjectives are difficult to master. They usually don't add any meaning to your sentences. Therefore, you should delete them.
On the other hand, sensory adjectives are powerful words because they allow your reader to experience the product while reading.
These words can best describe your brand voice and readers will be attracted to the features where sensory words are used most.
- Optimize for search engines.
The simplest way to attract new clients to your page is through search engine optimization (SEO), which is the first step in persuading someone to buy your products.
When you gain rankings for these keywords, your CTR will likely increase by 5x.
Source: SEMRush
Keywords are the search terms that customers use to find the goods they're looking for, and they're the first step in the optimization process.
You can easily determine which keywords are best for your online store with a little keyword research.
Use some keyword research tools and Google auto-suggest to know what your potential customers are mostly searching for.
Make sure to avoid keyword stuffing. The use of keywords should sound natural.
Make sure to use keywords in:
- Page titles
- Meta descriptions
- Image tags (called ALT tags)
- Product descriptions
The below-given product description is a good example of how important SEO is for product description.
- Use clear images.
It is imperative to ensure that your images are of high quality.
It's important for you as a retailer to have attractive, appealing, and visually compelling product photos and clear information about each item on your product page.
The buyer will be able to see all of your product's essential qualities if you use high-quality images. They will also allow the clients to envision themselves using these goods.
Notice how clear images Canon has used.
If you held this camera in your hands, you'd probably test it out by looking at the screen, extending the lens, and using the flash.
The features and pictures are presented so that it appears as if you are pushing and prodding the camera yourself.
Does this work?
Studies show that customers who can hold a product in their hands are considerably more inclined to want to own it. The same can be stated for touch-encouraged graphics or films.
- Use clear Call-to-action (CTA).
Writing a great product description without a conclusion lacks direction for your reader.
It's usually a nice touch to include a strong, clear call to action that motivates readers to buy the goods. It might be a simple rehash of a sentence that reminds them of the product's advantages.
Choose a long CTA if you want to elicit an emotional response from your users. You'll need to use more modifiers to achieve the desired effect in this situation.
FAQs:
Q. What is product description in business?
Ans: Product Description is the text or images that explain how a product works and what it can be used for. It helps potential customers decide whether to buy a product and provides them with information about the product. A product description aims to give customers enough information about the product's features and benefits to make them want to buy it.
Q. Are there any product description writers?
Ans: Yes, you can hire a copywriter who is experienced in writing compelling marketing copies and product descriptions for eCommerce stores. The best option is to use the product description generators. These tools can write a compelling product description in less than a minute.
Q. What are the best product description generators?
Ans: Some of the best product description generator tools are Scalenut, Jasper, Rytr and Copy.ai. Out of them, you can try Scalenut for free and create as many copies as you can.
Q. Can I copy product descriptions?
Ans: Since everything on the Internet is subject to plagiarism, you cannot copy any other product description because it would be counted under plagiarism. It is better to create your own product description that highlights the USPs of your product and what sets you apart.
Conclusion
Make your description engaging and interesting. You can do this by using vivid language, adding a story, and illustrating your product with examples. You can also give a product demo in action to make it more attractive.
By following these tips and examples, you can create product descriptions that may boost sales for your online store.
If you are looking for a product description generator, Scalenut is hands-down one of the best product description generator tools that are completely free to use and create various outputs of your product.
Try Scalenut for free and see if it is best for you.
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