When you're shopping online, the first thing that catches your eye is the product image. However, if there is one thing that not only holds your attention but also convinces you to purchase it, it's the product description.
A good product description informs you about the features and benefits of the product, enabling you to make a well-informed decision. But an excellent product description connects you with the product on an emotional level.
In this post, we will dive into the 10 best product description examples that have been quite successful in convincing customers to buy that product.
What are product descriptions, and why is it important?
Product descriptions are information about a product that will help potential customers make an informed buying decision. A good product description typically captures the features and benefits of the product and is an integral part of most organizations’ marketing strategy. It also answers the following questions -
- What is the product all about?
- Why is it unique?
- What are its key features?
- Who is it for?
- What are its benefits?
A product description is vital for a business because -
- It provides customers with all the vital information they need to understand the product better.
- It will offer accurate information about the product, which, in turn, will help build trust in the minds of potential customers.
- It can effectively convince potential customers to make a purchase. This, in turn, will increase your sales.
- It can improve your SEO score, provided you embed the product descriptions with relevant keywords.
- It can help differentiate your product and make it stand out from competitors.
- It is a great opportunity for you to enhance your brand image and reinforce the brand's values and identity.
Best product descriptions and what you can learn from them
A well-written product description can be the difference between whether a customer decides to buy or pass on a product. But what makes a product description "well-written"? In this section, we'll take a look at all the key ingredients of an ideal description and examine what makes them so effective.
Talk about benefits and not features
When you focus on the benefits of the product instead of its technical features, you will be able to better connect with the customer’s pain points, needs, and desires. By highlighting how your product can improve their life, you are making them more interested in your product.
Customers look for solutions to their problems and not a list of technical specifications that are hard to interpret. Benefits-focused product descriptions are also more memorable and engaging than technical specifications. This makes it easier to persuade prospects to place an order.
Here is an example of a product description that has smartly converted all the features into benefits for the user.
What we liked about this product description:
In the above example, the brand has focused on what the customers will gain by using the body wash instead of bombarding them with the technicalities of the product. The product descriptions appeal to the customer’s emotional needs, which will help them relate to the product in a better way.
How to turn a feature into a benefit:
To turn a feature into a benefit, you must first identify the value that the feature offers to the customer. You must focus on the “why” instead of the “what.” In other words, you must highlight “why the customer needs the product” instead of “what it offers.” You must offer them a compelling and relevant reason to choose your product.
For example,
- Product - Jacket
- Feature - Waterproof design
- Benefit - Enjoy trekking without worrying about getting wet and cold, as the waterproof design of our jacket keeps you dry in any weather conditions.
Use simple language and a casual tone
When you use simple language in your product description, you can clearly communicate your product’s benefits and features without any misunderstandings. Similarly, a casual tone ensures that your product reaches all kinds of audiences and not just those who have technical knowledge in the product category.
The best part about using simple language and a casual tone is that you can create a sense of informality around your product and brand. This will automatically put your customers at ease, which will make them view your brand as friendly and approachable. The below product description uses a language that everyone can comprehend and relate to.
What we liked about this product description:
Despite being an electronic product (bound to have a lot of technical jargon), the brand has used an informal tone and simple language to highlight the features and benefits of the product. This is important because it makes the product description quite engaging and conversational. This, in turn, makes it easier for potential customers to connect with the product.
How to use simple language and a casual tone:
Here are some tips for you to write your product description in a simple way with a casual tone:
- Ensure that every word or phrase you use is familiar to the average person.
- Write the description as if you're speaking directly to the customers. It must be like a conversation.
- Always use active voice for your product description.
- Avoid lengthy sentences. Ensure that a sentence does not have more than 15 words.
- Use descriptive language to bring the product to life. This will help the customer to visualize the product better.
- Keep the product description concise by eliminating all unwanted information.
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Offer solutions to your buyer’s pain points
When you provide solutions to your buyer’s pain points, you effectively demonstrate that you have successfully understood their needs and have a solution that can help them. This not only helps you to drive conversion but also builds trust among your customers, leading to repeat purchases.
In addition, you also create a competitive advantage for your product in the market, which can make it quite easy for customers to make a purchase decision. Here is a classic example of a product description that tries to solve the buyer’s pain points instead of only talking about its features.
What we liked about the product description:
In the above example, the pain point is hair fall for the customers. The product description has focused on how this product solves that problem. Besides giving the solution, it has also supported its claims with a statistic. This helps in building trust in the customers’ minds, ultimately resulting in conversion.
Best practices you should follow:
Here are some best practices you can follow while writing a product description that solves a customer’s pain point:
- Use storytelling to bridge the gap between your customer’s pain point and your product as a solution.
- Use testimonials or statistics to add credibility to the solution you are offering through your product.
- Demonstrate empathy in your product description. Show customers that you understand their problems and how this particular product has been carefully designed to handle such problems.
Educate your customers about the product
When you focus on educating your customers about a product, they clearly understand what they are buying. This, in turn, gives them confidence in their purchase decision. In other words, when they are well-informed about the product, they are more likely to be satisfied with their order.
This will also increase the likelihood of them becoming repeat customers and recommending your products to others. Also, when the customers understand what they are buying, they are less likely to return the product. This will save hundreds of hours and resources for you in handling returns and refunds.
The below product description showcases how a product description must educate the customer so that they can make a well-informed decision.
What we liked about the product description:
In the above example, the brand has given every possible detail about the product, right from who designed it to what materials were used. This kind of information will help customers connect better with the product and make an informed buying decision. This will build a stronger relationship between you and your customers, resulting in their retention for a longer period.
How to write a product description that educates customers:
- Identify who is your target audience.
- Highlight all the key features of your product in a simple and easy-to-understand language.
- Convert all those features into benefits and highlight them in the product description.
- Supplement it with real-life examples of how your product has been used to solve problems.
- If possible, use images and videos to help illustrate your product in a better manner.
Surprise and delight your buyer
In the crowded e-commerce space, where consumers are bombarded with countless products and advertisements, capturing their attention and standing out from the competition can be a daunting task.
This is where surprising and delighting these consumers can help, as it creates a memorable experience around your product and brands in their minds. In other words, by offering something unexpected, you hook them onto your product, which will increase their likelihood of making a purchase and even sharing their positive experience with others.
The below product description pleasantly surprises anyone who reads it.
What we liked about the product description:
In the above example, the product description is short but cleverly written to surprise customers. Anyone looking at this product description will stay for a few more moments and try to understand what the product is all about. That’s the power of surprising and delighting customers.
How to write a product description that surprises and delights customers:
- Draw attention to some of the unique or unexpected features of your product. This will set it apart from other similar products.
- Use humor where possible in your product description to make a lasting impression.
- Offer exclusive benefits and incentives in the form of discounts, bonus items, or even special features.
- Try offering unique packaging options for the product to delight the customer.
Tell a compelling product story
When you tell a compelling story about your product in the product description, the product starts resonating with your target audience. It speaks to their wants and desires and elicits an emotional response from them. In fact, when people read a story, their brains light up in a way that no product features can replicate.
A story can also create a sense of curiosity and engage the reader's imagination, helping them to visualize how they might use the product in their own lives. This will not only convert them into customers but also into advocates for your product.
The below product description weaves a beautiful story around the product that hooks every visitor.
What we liked about the product description:
The above product description is more of a well-crafted story that brings a sense of wonder and excitement to the customer. This automatically ignites the imagination of your audience, painting a vivid picture in their minds about the main characters who have been responsible for the creation of this product. This makes the product stand out in their minds and etches it into their memory.
Best practices to follow while telling a compelling product story:
- Use vivid language, imagery, and sensory details to paint a detailed picture in the minds of customers.
- Ensure that the story is something that the customer can relate to. It could be about a common problem and how your product can solve it.
- A product story should always be concise and to the point. Do not deviate from the key message that you want to convey through the product.
- A touch of humor can go a long way in making your story memorable.
- Always try to evoke an emotional response from your customers upon reading the story.
- Share the story of how your product came into existence. Talk about the passion that went into creating it.
Reflect your brand tone in the product description
When you incorporate your brand's tone in your product description, you are making sure that all your marketing materials, including product descriptions, are consistent. In other words, every element of your website is aligned with your brand’s identity.
This helps in building a recognizable brand that your target audience will easily associate with your products. Also, a unique tone will make your product stand out from the competition. Lastly, when you reflect your brand’s tone in the product description, you end up appealing to specific customer segments who can relate to it better.
For instance, if your brand’s tone is playful, it will particularly appeal to the younger generation of people. They will prefer buying it from you as they can relate better to your brand. Here is a product description that has employed the brand’s tone throughout the content.
What we liked about the product description:
The above product description is the perfect reflection of a brand that is considered to be quite friendly. By taking this tone, the product description conveys approachability, warmth, and a personal connection with the audience. It has taken a friendly tone through the use of conversational language, which humanizes the product and makes it seem more relatable to the customer.
How to include brand tone in the product description:
- Try adding brand elements such as taglines wherever possible in the product description.
- Document your brand values and mission statement with clear guidelines and resources and share them with your product description writers.
- Regularly review and audit your product descriptions to ensure that every piece of content reflects your brand.
Don’t forget to include these words
Some words like “Introducing”, “Sensational,” and “Revolutionary” have the ability to evoke strong emotions and drive actions. These words have the capability to motivate and persuade users to buy the product. When you include them in your product description, you not only grab the customer’s attention but also encourage them to make a purchase soon.
However, use these words sparingly and appropriately. Overusing them might make your product description seem spammy and inauthentic. Also, it is important to ensure that these words align with your brand’s overall tone and messaging.
Here is a product description that has cleverly used motivational and persuasive words to convince buyers.
What we liked about the product description:
The above product description has cleverly used powerful words like journey, handcrafted, meticulous, and maximum impact to create a positive impression in the customer’s minds. It is memorable and distinctive that easily stands out from the crowd. It will certainly demand action from the customer.
Some power words to include in your product description:
According to David Ogilvy, here are the 20 most influential words that you can consider adding to your product description:
- Suddenly
- Now
- Announcing
- Introducing
- Improvement
- Amazing
- Sensational
- Remarkable
- Revolutionary
- Startling
- Miracle
- Magic
- Offer
- Quick
- Easy
- Wanted
- Challenge
- Compare
- Bargain
- Hurry
Optimize for platform-specific search engines
Every platform, such as Amazon or Shopify, will have its own set of guidelines for product descriptions. You must carefully follow these guidelines to ensure that your product ranks high in the search results or is not rejected during the initial review.
The guidelines could be something as simple as meeting the character limit to not having any external links. Always check out the guidelines of the platform before you upload the product description.
Here is a product description that has been completely optimized for Amazon.
What we liked about the product description:
The above product description has accurately followed the guidelines set by the platform Amazon. It is not too long, doesn’t contain any code, doesn’t encourage customers to buy from them directly, and doesn’t contain any reviews or testimonials - the perfect recipe for a successful Amazon product description.
How to optimize your product description copy:
Regardless of which platform you use, follow the below tips to optimize your product description for that particular platform:
- Go through the product description guidelines thoroughly.
- Create a template that you can use for all the products. This will eliminate deviation from the guidelines.
- Before submitting the product for approval, re-check all the product descriptions with the help of guidelines.
Make product description easy to read
Customers are always in a hurry in today’s world. They want information quickly to make an informed purchasing decision. This is possible only if your product description is easy-to-read and scannable.
The simplest rule to follow is to write your product description in bullets if the content is more than a few lines. This will ensure that your customers can quickly understand the key features and benefits of the product without having to read through entire blocks of text. Here is a great example of an easy-to-read product description.
What we liked about the production description:
The above product description is easily scannable to human eyes. This is ideal for those who are in a hurry and want to quickly check only those features that they really care about.
For example, someone who is interested in camera features will quickly go through the bullet points on the camera and skip the rest. This ensures that the customer doesn’t have to read through a big chunk of paragraphs, which delays the purchase decision.
Best practices to follow:
- Keep each bullet point short and concise. Every bullet point should ideally focus on a single feature.
- Avoid overly complex sentences in your bullet points.
- Highlight important information in bold or italic text. You can even consider using symbols like arrows.
- Use consistent formatting for every bullet point. It could be something as simple as starting a bullet with a verb.
- Use numbered lists, if possible, to show a specific order of features.
- Avoid creating too many bullet points, as it can make the product description overwhelming.
Best practices to follow while writing product descriptions
Here is a summary of all the best practices that you must follow while creating product descriptions for your e-commerce store -
- Highlight all the unique features of your product. Convert them into benefits and show how they will improve the lives of the user.
- Always use clear and concise language. Avoid using technical jargon unless absolutely required.
- Follow the mantra ‘Show, don't tell.’ Use descriptive language to paint a vivid picture of your product while writing a product description.
- Always keep the customer in mind while writing the product description. You must focus on how the product will offer solutions to their pain points.
- Use active voice and present tense.
- Constantly update the product description to ensure that it is fresh and accurate.
- Test and measure the performance of the product description and update it if the conversion rate is low.
- Make the product description mobile-friendly. Most of your customers are already making purchases on their smartphones.
Write an attention-grabbing product description that improves your sales
A good product description is an essential part of a successful e-commerce marketing strategy. It informs your customers about the features and benefits of your product and convinces them to make the purchase. The examples highlighted in this post capture important rules one must follow while writing product descriptions for their e-commerce store.
But creating such product descriptions is never easy. You need to spend a lot of time and resources to come up with such captivating product descriptions, a luxury not many have.
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All that it needs is a few basic inputs about your requirements, and it takes care of the rest. In a matter of a few minutes, you can generate hundreds of product descriptions that will convert visitors to loyal customers. Sign up for a free trial to experience the power of this tool.
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