How does one decide to buy a product online? Well, the product description is what compels your customers to click the “add to cart” button. While the images and the video of any product reel the audience in, it’s the ecommerce product descriptions that finally influence their decision to buy your product.
According to an ecommerce study, ambiguous product descriptions lead to over 20% of purchase failures which is why I created this article around the best ecommerce product description examples.
You must provide value in your product descriptions which convince the visitors to purchase your product.
People actually gravitate towards certain words. Incorporating them into your online store description makes it easy for you to sell your product. That’s why a great product description can make a lot of difference.
You just need some right guidance, and you can also write better product descriptions for your ecommerce store. But before that let’s see various examples of product descriptions that distinguish a good one from a poor one.
What Does a Bad Example of Product Description Look Like?
In this guide, I will cover a number of ecommerce product description examples and ideas that will help you convert your leads into customers.
But before that, it is also important to have an idea about what a bad product description looks like.
Contrary to popular belief, a creative product description has got nothing to do with the length of tech or the fancy words.
The aim is to evoke your audience’s interest and let them know exactly what your product is all about.
A bad product description lacks the following important aspects:
- An explanation of what the product does
- Why should the consumer buy it
- What is the product made of
Take this product description example of “Calvin Klein” sweater on Amazon, for instance:
How would you know what the product is all about?
The heading “Calvin Klein Men’s 1/4 Zip Sweater” is not enough to tell the customers about the product.
And why would you buy a product without having any idea about its material, dimensions, and more. It is not appropriate when it comes to ecommerce SEO either. People would hardly search for “Calvin Klein Men’s 1/4 Zip Sweater” on Amazon. They are likely to search for something like “men’s grey full-sleeves sweater.” And this product would unlikely to ever come up in Amazon search if you search using these keywords.
Here’s an Effective Product Description Example
Let’s take another example that is likely to perform better and convert more customers.
In the example above, you can see that the product name, as well as the description, perfectly communicates all the important elements of this product.
That fact is that even this product description falls flat when it comes to persuading your customers to hit the “Buy” button.
That’s why I have rounded up some amazing tips below to write winning ecommerce product descriptions.
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1. Focus on Your Target Audience
The core idea is to write your blog posts keeping your target audience in focus, writing product descriptions is no different.
If you don’t keep a laser-targeted audience in focus, then your product description will turn out to be wishy-washy. And in the end, you would be addressing no one at all.
A great product description always talks about the buyer first and then articulate the specifications. It also addresses its target audience directly using the pronoun YOU.
Have a look at this product description example below:
Here you can see nothing but the title, product quantity, and its rating.
The website visitor is now intrigued and will definitely skim down to look at the product description.
Here’s its description:
This brand does a great job of piquing their audience’s interest and focusing on their problem. On top of that, they give important details about how to use it and what will be the benefits ensued after using the product. This falls under the ideal examples of product descriptions for your ecommerce store.
Also, as you can see, the product description is not inundated with technical jargon, something that so many companies tend to do.
They are basically targeting men with beards who may have a hard time grooming their beard and propelling their product as the obvious solution. Also, before penning a product description, remember these things:
- Problem your audience might be facing
- Income Level
All these insights will help you incorporate words that might compel your target audience to purchase your product.
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2. Short Words, Short Sentences, Short Paragraphs
Readers tend to skim down while reading anything online. It’s a no brainer, really! Not many people have the time and inclination to read big paragraphs, which is why it is important to keep everything as concise as possible.
And people usually read the first few lines and the last few lines while reading your product descriptions. For one, I’d say don’t add superfluous and redundant words in your product description. Do remember to write in an inverted pyramid, that is give important information first.
Even great writers like Mark Twain and Hemingway lived by this rule. Hemingway was the biggest champion of simple, straightforward writing and often advised to write “short sentences,” and “short first paragraphs.”
The key is to “get to the point” as soon as possible without wasting your readers’ time.
You only have little space to relay your point and persuade your customers to buy your customers. You have to make the most out of it. Avoid unnecessary marketing jargon that your customer would have a hard time understanding. Be terse, to the point, and don’t shy away from throwing in a bit of humor to engage your readers.
Firebox has mastered the art of writing best product descriptions. They sum up everything in just a few sentences.
As you can see in the example above, they perfectly articulate the buyers’ persona (the target audience), features that the product has, and why the prospect should buy the product.
Further skim down the page and you will see an in-depth product description.
Again, the description is devoid of any redundant, superfluous words and sentences.
Almost every big brand is following this approach, be it for their product description or for putting forth a killer sales pitch. In 2011, Travis Kalanick described Uber (at the 21:15 mark) as a mobile app where:
“You push a button and in five minutes a Mercedes picks you up and takes you where you want to go.”
Here’s how Dave Bailey from Inc. describes Uber’s product description
This is not to say that you have to boil down your product description in two crisp sentences every time. But try to be as simple as possible with it, without confusing your customer. Clarity and being concise is the essence of writing creative product descriptions.
3. Focus on Benefits to Compel Readers to Make the Purchase
No matter what tactics you use, your end goal is to get the reader to buy your product. For this, you must write about the benefits that will motivate your prospects to make the final decision. And hopefully, the one that works in your favor.
Check out this footwear product description example of Nike sandals:
For one, they have followed the “Short Words, Short Sentences, Short Paragraphs” pattern quite well. On top of that, they not only describe the specifications of the product, but also the benefits that the customers will get if they buy it.
You are not just getting quick drying synthetic upper. You are quick drying synthetic upper for comfort to splash around.
You are not just getting Hook-and-loop closure. You are getting hook-and-loop closure for a secure fit and easy on and off.
The company could have simply jotted down the features just like so many other product descriptions on the internet. But they wouldn’t have been nearly as effective and motivating to the audience.
I am not the only shoe company in the market. But I have to become one of the few who is selling benefits and solution, not the product. That’s the whole point of writing a product description that focuses on the benefits that will compel your readers to make the final purchase.
But don’t feel pressured.
Just keep the following things in focus:
- You don’t have to point out the benefits of each and every feature. Just pick three top-notch features.
- Demonstrate what your product brings to the table
- Point out how your product will help out and solve customers’ problems
Just keep the above three aspects in focus and you will be able to pen a winning product description.
4. Your Product Description Should Reflect Your Brand’s Tone
You might think that how can one incorporate their brand’s message in their product description.
But it is much more simpler than you think
Just analyze the keywords that you would like to associate with your brand or something that your brand reflects the most. Is your brand focused on teens? Do you think it will be more suited to tongue-in-cheek humor rather than sophisticated verbiage?
Let’s see how other famous brands are doing it. Have a look at this clothing brand description example from Missguided:
It is written in the manner we talk generally. It’s very casual. They have mentioned some specs as well, which are also very mentioned very casually. You might have also noticed that all the letters are in lowercase. Again, all this is a part of their branding.
This clothing product description resonates with the brand. Their products are accessible, can be bought by common folks, even broke teenagers. On the other hand, Hermes’ product description is completely in contrast.
The verbiage used in Hermes’ product description is more focused on quality, legacy, and sophistication. That’s why you can see usage of words like “exceptional craftsmanship.”
They have earned the right to use such words because their products are indeed made with exceptional craftsmanship. This tone is more elusive and articulates the fact that these products are for a different section of people altogether. In the end, whatever tone you choose, considering that it reflects your brands’ ethos, make sure to remain consistent with it. Make it a part of your branding at every point.
5. Incorporate Motivational & Persuasive Words
Do you think a couple of words are enough to change the way you think? Well, experts say so. And in my experience, it is indeed true.Influential words have the power to change people’s minds and persuade them to do things that you want.
According to the legendary advertising tycoon David Ogilvy, there are certain words that can trigger activity and compel people to think in the direction you want. Here are the 20 most influential words, according to David Ogilvy:
You might also want to look at Jon Morrow’s list of power words:
Incorporating these words in your product description will compel your customers to take notice and change their mind about your product, for the best.
Have a look at this sample of product description:
Before you even see what the product is, words like “sensational” and “elegant” are enough to make you want to purchase the product. They make you curious about the actual product.
Certain words have the power to do that.
6. Optimize for Search Engines
The power words mentioned above are not only great to sway your audience, but also important from the SEO point of view. According to selling experts at Amazon, placing important keywords do great wonders for your search rankings. On top of that, adding bullet points along with influencing keywords is even better when it comes to SEO and search engine rankings.
Have a look at this example below that perfectly depicts the power of keywords. Upon searching for “black belts for women,” this is the top search I came across on Google:
When I clicked on the first Amazon option, I got redirected to the product page below:
As you can see, the description is not great. However, they have made appropriate use of perfect semantic keywords and that too in bullet points. This leads to better scalability and better search rankings. So whether you’re writing product descriptions for bags, belts or anything else, use appropriate keywords to become visible on the first page of SERPs.
However, it doesn’t mean that it is always going to work in your favor. But keywords sure to have some impact on your overall performance.
You must add keywords to the following places to improve the search engine optimization (SEO) for your online store:
- Page titles
- Meta descriptions
- ALT tags
- A page’s body content
But don’t try to stuff keywords without any rhyme or reason. Keywords that you add in your product description or blog should resonate with your brand and product.
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Summing It All Up
With the aforementioned product description examples, it’s a no brainer that you have to share apt knowledge about your product with your customers. But while explaining your product’s specifications, your goal is to compel your audience to click on the “Purchase now” button.
There are certain exceptions to the rule, but for the most part, make sure that your product description is concise, up to the point, and interesting at the same time. Try to incorporate influencing keywords in the product description as well as in the title.
All in all, follow through all the points mentioned above and you will be able to craft a winning product description. Ultimately, your end goal is to educate your customers about your product and get them to know about its benefits.
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