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. It’s possible to use different website tools to set up these tests — and then read the results. But, it is 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. Share your opinion in the comment section. Have a look at this example of product description below that perfectly depicts the power of keywords. For example, Saddleback Leather sells bags that are designed to last FOREVER and they love to use irreverent language like “They’ll fight over it when you’re dead”. Help buyers create a fantasy surrounding how they’ll feel when they use the product. In fact, it made me want to get a six pack. But while explaining your product’s specifications, your goal is to compel your audience to click on the “Purchase now” button. Why we love it: Not only does Oransi lay out the product’s key information in easy-to-read bullet point format, they also provide a very helpful Q&A section that answers basic questions about the product directly from the Oransi store owners. The key to successful A/B testing is to make sure you’re only tweaking one thing at a time. You’ll hit on the winning combination of page elements, and pretty soon, you’ll have a formula. Product Description: AMT brings back BATMAN’S sleek super-plane, the BATWING, from Tim Burton’s blockbuster 1989 BATMAN film. I personally know great journalists who engage readers and inspire them to take action. Instead, it reads like a friend excitedly telling you about the towt. My wife and I sell custom handkerchiefs. Product Description: *YAS GIRL! By including specific details and demonstrating their deep understanding of the Batman canon, they’re developing trust and building rapport with new and returning customers. They sum up everything in just a few sentences. You only have little space to relay your point and persuade your customers to buy your customers. You might have also noticed that all the letters are in lowercase. Firebox has mastered the art of writing best product descriptions. Superlatives sound insincere unless you clearly prove why your product is … Well, experts say so. When you can show a good review, or offer a meaningful testimonial, it can be the push a new customer needs to take the plunge. Share in the comments section below! It’s important to approach customers with the intent of engaging them. They think about what the product would be used for and dream about the outcome. Plus, using bullet points with a short paragraph is a format that Google has been grabbing for its snippets presentation. Customer reviews and testimonials add a level of credibility to your product page. 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. 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. You can ask buyers to rate items on your page. We welcome micro distiller businesses or the most demanding craft distillers to try our moonshine still. You don’t need to be wordy. But try to be as simple as possible with it, without confusing your customer. Going deeper below the initial product description builds your credibility, establishes trust, and helps the customer feel as though they’re doing thorough research on the product. What’s inside it? You are quick drying synthetic upper for comfort to splash around. Humor is of paramount importance when writing content, even product descriptions. And people usually read the first few lines and the last few lines while reading your product descriptions. This combination of short paragraph + bullet points is the most basic of product description formulas. People can see what other users have experienced. First off, let’s be clear: you’re not selling an item or a course or service or any other product. But before that, it is also important to have an idea about what a bad product description looks like. They need to be able to feel what it would be like to have the product in their lives. A unique product history can go a long way toward intriguing users and helping them feel like owning the product is part of who they are as people. On top of that, adding bullet points along with influencing keywords is even better when it comes to SEO and search engine rankings. Not every customer is going to read your carefully crafted prose. According to selling experts at Amazon, placing important keywords do great wonders for your search rankings. With the aforementioned product description examples, it’s a no brainer that you have to share apt knowledge about your product with your customers. *. Where will the buyer take the item? But I have to become one of the few who is selling benefits and solution, not the product. Storytelling isn’t just about the words you use. The following 9 tips will help you craft product descriptions that connect with customers and increase conversions. Have a look at one of these product description examples below: Here you can see nothing but the title, product quantity, and its rating. They know when you’re providing useful information. After you’ve implemented the steps above, and measured the success of a few of your product descriptions, you can create a template. You know who they are and other details about the way the product is used. It also addresses its target audience directly using the pronoun YOU. Visitors need to picture themselves using the product and enjoying it. Think about when it makes sense to get into the weeds for your product. Is it for a particular demographic? In publishing, the headline is your opening line. But they also want to know what others think about your products. If you take one thing away from this guide, though, it’s that you’re not actually selling a product. Things will move along even better once you have a template for writing product descriptions that sell. Again, the description is devoid of any redundant, superfluous words and sentences. If you don’t keep a laser-targeted audience in focus, then your product description will turn out to be wishy-washy. Here’s a look at some great product description examples (and why we love them). Product Description: At Hillbilly Stills we carry some of the best moonshine stills for sale you will find anywhere and our Turn Key Distillery is certainly no exception. You need your product descriptions to do the same thing. On the other hand, Hermes’ product description is completely in contrast. Contrary to popular belief, a creative product description has got nothing to do with the length of tech or the fancy words. Short Words, Short Sentences, Short Paragraphs. Start with your best items, your top sellers, and then move on to other product descriptions. Customers looking for dietary supplements or nutritional products want to see the details of calories, protein, fiber, and other information right from the get-go. For instance, from the many product description examples you might have read, this one will stand apart: The company adds a bit of sass to their products and doesn’t pull any punches with their product descriptions. Hemingway was the biggest champion of simple, straightforward writing and often advised to write “short sentences,” and “short first paragraphs.”. For this particular product, they provide 150 words in their product description which lays out specs and provides valuable information on the product use and maintenance. bar. Whether you’re on rickety bleachers on a Friday night or trying to get on television at the Sunday morning tailgate, our red & white striped game bibs will make you stand out in the crowd and leave an impression. Just make sure it’s the information they want. Sometimes the short paragraph + bullet points isn’t the way to go. That’s why you also need something scannable in your product description. Writing product descriptions that sell also involves visual elements. That’s why you can see usage of words like “exceptional craftsmanship.”. Designed with a one shoulder unique crop top and fitted capri pants. For one, I’d say don’t add superfluous and redundant words in your product description. By including specific details and demonstrating their deep understanding of the Batman canon, they’re developing trust and building rapport with new and returning customers. You can always add a bit of humor to engage readers. With the proper permits this moonshine still can make the product of your choice. The goal is to inspire visitors to take action — and buy your product. If they’re intrigued by your bullet points, they’re more likely to dig into your description. You want your products to convert at a higher rate, and the right approach to descriptions is a major part of that. Have a look at this clothing brand description example from Missguided: It is written in the manner we talk generally. You’re selling a fantasy. Almost every big brand is following this approach, be it for their product description or for putting forth a killer sales pitch. Here’s a look at an ecommerce product description example: Before you even see what the product is, words like “sensational” and “elegant” are enough to make you want to purchase the product. It’s a no brainer, really! A great product description always talks about the buyer first and then articulate the specifications. Got tips for writing the perfect product description? If you’re a professional in your field, brag about your expertise. 3.5 oz. And it works. This is the perfect whiskey, rum, and moonshine still kit for the serious distiller. It’s opening canopy reveals more detail like BATMAN’S sighting scope and the Caped Crusader himself in the pilot seat. You might also need diagrams of how the product is built. You’re telling a story, so you need to capture your potential customer’s imagination. It’s very casual. But they wouldn’t have been nearly as effective and motivating to the audience. What does it look like? The company also mentions all of the bonus items included with the purchase of a product, which is always a big selling point for customers. There are many different product description formats you can use to provide even deeper details about your products. This technology offers safe dry storage for your samples. Your product descriptions should reflect that lifestyle and your attitude. If you start logging fewer customer interactions about product features, you’ve done a good job of using the 5Ws + 1H to write helpful descriptions. 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. The fact that you can customize your handkerchiefs is a major selling point for our products. While visitors want to know the basics and the technical details, they also want to feel like their lives will improve once they have paid for the product. Join over 1 million designers who get our content first Join over 1 million designers who get our content first. Everything you need to know on how to grow your ecommerce store to 7 or 8 figures! Why we love it: For a company that deals in complex, hi-tech cryogenic equipment, it’s important to make sure you provide all relevant information in your product description. 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. In general, starting with small, digestible bits of information is best. • InstaCure Powder #1 Just keep the above three aspects in focus and you will be able to pen a winning product description. Once you have that information you can make changes to your descriptions that keep visitors engaged. Consider the following. Is there some scientific benefit you can convey with an illustration? 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. Use video of yourself on the course landing page. Enter your primary email address below and receive my FREE 6 Day Mini-Course on Advanced Strategies To Grow Your Online Store, Advanced Strategies To Grow Your Online Store, Everything you need to know to start a profitable blog and build an audience, Enter your primary email address below and receive my FREE 6 Day Mini-Course and weekly tips on How To Create A Profitable Blog, Your Product Description Should Sell A Fantasy, Product Description Tip #1 – Use The 5 Ws (And 1 H) To Understand Your Audience, Product Description Tip #2 – Capture Your Customer’s Imagination, Product Description Tip #3 – Add Bullet Points, Product Description Tip #4 – Delve Deep Into The Details, Product Description Tip #5 – Add Compelling Images, Product Description Tip #7 – Consider User Reviews and Testimonials, Product Description Tip #8 – Mix It Up As Needed, Product Description Tip #9 – Measure Your Success, Final Thoughts On Writing Product Descriptions That Sell, Enter your primary email address below and, Selling On Amazon Vs Ebay Vs Etsy And Why Relying On A Single Platform Is Gambling, 5 Ingenious Sales Tactics That Disney World Uses That Can Be Applied To Your Ecommerce Store, Email Deliverability – A Simple Tweak To Improve Open Rates 50%. Readers tend to skim down while reading anything … But before that let’s see various examples of product descriptions that distinguish a good one from a poor one. Basically, you try different versions of your product descriptions to see what gets the best result. If you want to increase your conversions and sell more of your product, writing a compelling product description is key. Related to place, “when” can also help the buyer visualize themselves enjoying the product. This is not to say that you have to boil down your product description in two crisp sentences every time. Is it for a special occasion? We generally have a headline and one image to engage our audience. Google LSI has improved tremendously but we still use keyword research for all our copy. Many of you forget that one of the most important aspects of selling online is your product description. UGC — user generated content — is hard to develop organically, but if you’ve got a strong brand and appeal to folks who utilize social media — like college football fans — then it can be a great asset to your product pages. It’s about the fantasy. Videos can also help you create a product description that sells. 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. Customers need to see how the product solves a problem or meets a need. In this guide, I will cover a number of ecommerce product description examples and ideas that will help you convert your leads into customers. Don’t forget, the tone of the copy you produce should be entirely dependent on your product and brand. This leads to better scalability and better search rankings. It’s fun, it’s simple, and best of all, it does the job. That’s why I have rounded up some amazing tips below to write winning ecommerce product descriptions. All of these details show customers that you’re legit, and it sets your products apart from everything else on the market. Influential words have the power to change people’s minds and persuade them to do things that you want. The product details include scannable bullet points. ModCloth is a great product description example to learn from. Sometimes, the best way to make a product description memorable is to add a bit of sass to it. It’s not just about whether the item will be used outdoors or indoors, though. On top of that, they give important details about how to use it and what will be the benefits ensued after using the product. Creating the overall design of your product description pages should cater to your audience. They have earned the right to use such words because their products are indeed made with exceptional craftsmanship. These tiny features or details could prove to be the deciding factor for a customer. Online business owners throw up a product description that does the job — describing the product — but doesn’t actually sell anything. Or, it’s possible to add more details below what you’ve already written using the short paragraph + bullet points formula. When I sell my online course, I imagine someone who wants a lifestyle of freedom and flexibility, someone ready to escape the rat race, create their own life, and who’s ready to learn. Does it have interesting features? While traveling in Argentina in 2006, TOMS Founder Blake Mycoskie witnessed the hardships faced by children growing up without shoes. That’s why you … Most companies have changed their marketing standards, and so should you. Our website, platform and/or any sub domains use cookies to understand how you use our services, and to improve both your experience and our marketing relevance. It not only adds a bit of ingenuity, but it also makes the product description more memorable, and a reader who enjoys the joke might end up buying it. These things matter, so try adopting a friendlier approach when writing and look for other similar product description examples for inspiration. Ultimately, your end goal is to educate your customers about your product and get them to know about its benefits. Why we love it: Hillbilly Stills’ descriptions help you to imagine owning their product with statements like, “whether you’re doing a single run whiskey and rum or a double run for moonshine this still will do the job”. By starting out their product description with “Yas Girl!” they’re showing that they’re part of the Insta-obsessed glitterati that shop for their brand of stylish apparel. But that doesn’t mean you can’t provide more information — especially if your product has technical details that customers want to know. Before you start tweaking, take note of some of the metrics related to your ecommerce store. When writing a product description that sells, focus on the aspects that enhance the visitor’s life. Is there an insider’s history of the product? All Isothermal Carousel freezers use our time tested and reliable 2301 controller with a dual temperature display, autofill and many additional features. Chris Galis is a Search Marketing Specialist at Volusion. Let’s take another example that is likely to perform better and convert more customers. All new eye-catching packaging along with updated decals and pictorial assembly guide round out the kit. Let’s take a look at the ingredients of a killer product description and a good product details template for hooking your website visitor. You’d probably talk about your overall website copy and starting a blog. That fact is that even this product description falls flat when it comes to persuading your customers to hit the “Buy” button. Whether your brand is dry, coy, exuberant, serious or cheeky, your product descriptions should not sound like a new or different voice is talking. Justify using superlatives. For example when I saw the Ab Enhancer ad above, I pictured myself with rock hard abs and a chiseled body. You are not just getting quick drying synthetic upper. When we talk about the “where,” we invoke images of beautiful weddings, the perfect occasion. 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. There are companies that encourage their customers to send in unveiling videos and their own reviews. Let’s take a trip to journalism school. Being a successful business owner is understanding what’s important. However, it doesn’t mean that it is always going to work in your favor. Even great writers like Mark Twain and Hemingway lived by this rule. There are plenty of ways you can improve your ecommerce conversion rate. You are not just getting Hook-and-loop closure. The first sentence of the product description compliments the customer by mentioning their ‘glimmering charisma.’ Once you’ve figured out a formula for success with a few of your top products, create a system for writing product descriptions. Over-Engineering This Beast Leather Duffle Bag is plain and simple with no breakable parts like zippers, wheels, snaps or buttons and built with as few seams as possible because seams are where all bags start falling apart. Ask for testimonials from your most loyal customers. If you can help your customers visualize a better life for themselves because of your product, you’ll be successful. Again, all this is a part of their branding. Here’s what to think about as you create product descriptions: Figure out who the product is actually for. No one wants to purchase a product from a site when its descriptions are covered in sloppy grammar and spelling errors. Shopify SEO – The Definitive Guide To Ranking Your Store In Search. Take a look at this: They use terms like “secret weapon against crime”, which isn’t the typical business jargon you’d expect from a company talking about their product. This therapeutic blend is great for all skin types, especially sensitive or problematic skin, gentle yet effective. Not every customer is going to read your carefully crafted prose. As you get better at writing product descriptions that sell, you should see an improvement. Make your wedding extra special by getting your handkerchiefs personalized with a monogram or message of your choice. Now, show them why they want your product. It is not appropriate when it comes to ecommerce SEO either. Will it impress friends and family when brought out at just the right time? Product Description: Custom BioGenic Systems V5000-AB/C Isothermal Carousel Liquid Nitrogen Freezers offer liquid nitrogen storage temperatures without liquid nitrogen contact. Is it of higher quality? Additionally, a reduction in returns from shoppers indicates that you’ve accurately portrayed the ways your product enhances customer experiences. I’ll be highlighting 11 best ecommerce product description examples that will significantly change your sales numbers. I talk about our trips to China to make deals with wholesalers. Your product description is the same. 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. This example is a little random but I was recently shopping for pepper spray and when I read the product description, I pictured my wife taking down the bad guys with Mace:), PROTECTION AT A SAFE DISTANCE AGAINST MULTIPLE THREATS: Impressive 10-foot (3 m) range; contains 35 bursts (up to 5x more than other brands) in a powerful stream delivery to reduce wind blowback. They want to know that you know what you’re talking about. You also want to see if different page layouts work better than others. BrewDog Punk IPA – click to enl… Minimalism is the new standard. If so, maybe you get that right up at the top. Here’s Exactly What I’d Do, How To Find The Best Products To Sell Online – The Ultimate Step By Step Guide, 12 Things I Learned From Starting Two 7-Figure Lifestyle Businesses, How To Find China Wholesale Suppliers And Import Direct From Chinese Factories, How Much It Costs To Start An Online Store And Should I Dropship Or Carry Inventory, The Best Way To Find Wholesale Suppliers, Vendors And Products For Your Online Store, How To Approach A New Wholesale Vendor Or Supplier When You Have No Store, No Site And No Sales. The verbiage used in Hermes’ product description is more focused on quality, legacy, and sophistication. Just pick three top-notch features. No reader is going to forget this! Here is another one of the many product description examples to follow: ASOS describes one of its standard T-shirts as being a “little bit slouchy.” It’s a simple description, but it rubs off the right way on the reader, who’ll understand just how the fit is going to be. However, they have made appropriate use of perfect semantic keywords and that too in bullet points. One thing that is particularly worth noting is B. Shopify Blog – Should I Use WordPress For My Shopify Or BigCommerce Blog? Therefore, there are only two really big pieces of leather with a solid piece sewn on each end. However, if your product doesn’t need special instructions, the how dovetails nicely into the why. Why we love it: Judging by the quality and variety of the Sausage Maker’s catalog, they makes no bones about being the go-to supply for home sausage maker, butchers and meat enthusiasts. One good tip for writing product descriptions is to write as if you are talking to a friend, instead of coming across as an impersonal business. Humanizing your product makes it easier for buyers to trust you. Why we love it: Gamebibs doesn’t spend a whole lot of time on the fabric composition of their colorful merch; however, they do show real, actual people using it in their product photos and present helpful use cases in their product descriptions. Plus, it helps you further establish and promote your brand voice. What does it do? If I asked you what it would take to create a website that sells, what would you say? How would you like the information presented? People actually gravitate towards certain words. And we sew at only 5 stitches per inch so there’s more leather between the needle holes and fewer holes to start a tear. 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. They are basically targeting men with beards who may have a hard time grooming their beard and propelling their product as the obvious solution. But you’re going to want a way to figure out if different formats work better than others. Why we love it: This product description is a great example of a niche product description that does a really, really good job of talking the talk to their customers, who are most likely Batman enthusiasts to the nth degree. On the practical side, you might need to include a tutorial or an illustration of the product in action. The website visitor is now intrigued and will definitely skim down to look at the product description. • Hickory Liquid Smoke This isn’t a process that happens quickly. 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. Have you heard of Occam’s Razor? Each pair is made of 100 percent cotton for a comfortable, breathable fit regardless of the weather and includes easily adjustable shoulder straps for fans with long torsos. Try different things and combinations of things to find the winning combination for your business.
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