How to Write Compelling eCommerce Product Descriptions (2024 Ultimate Guide)

When it comes to selling products online, a compelling product description is crucial. A well-written product description can make the difference between a potential customer hitting the “buy” button or moving on to another website. So, what should a good product description include?

So, a Creative Product Description Should Be Included

A good product description should be creative, engaging, and informative. It should provide all the necessary details about the product while also enticing the reader to make a purchase. A creative product description should be able to paint a picture in the customer’s mind, making them imagine how the product will improve their life.

And, Should Be Avoided

On the other hand, there are certain things that should be avoided when writing a product description. Avoid using generic, boring language that doesn’t capture the essence of the product. Also, avoid using too much technical jargon that might confuse the customer. Instead, focus on language that speaks to the customer’s desires and needs.

9 Examples of Good Product Description

  • Amazon: Amazon’s product descriptions are clear, concise, and include all the necessary details. They also include customer reviews, which adds social proof to the product.
  • Vitamix: Vitamix’s product descriptions focus on the benefits of their products, highlighting how they can improve the customer’s life.
  • Anorak Online: Anorak Online uses storytelling in their product descriptions, creating an emotional connection with the customer.
  • Oransi: Oransi’s product descriptions are straightforward and informative, making it easy for the customer to understand the product’s features.
  • Bush Smarts: Bush Smarts’ product descriptions are quirky and fun, reflecting the brand’s unique personality.
  • Pottery Barn: Pottery Barn’s product descriptions are detailed and include information about how the product was made, giving the customer a sense of the product’s quality.
  • Bangsshoes: Bangsshoes’ product descriptions focus on the brand’s mission and values, creating a sense of community and connection with the customer.
  • Sausage Maker: Sausage Maker’s product descriptions are detailed and include information about the product’s uses and benefits.
  • Custom Biogenic: Custom Biogenic’s product descriptions are technical and informative, providing all the necessary details for their specialized products.

Strategies to Create a Purchase Intent Product Description

Create Your Buyer Persona

Before you start writing your product descriptions, it’s important to have a clear understanding of who your target audience is. Create a buyer persona that outlines the demographics, interests, and pain points of your ideal customer. This will help you tailor your product descriptions to speak directly to your target audience.

Focus on Product Features and Benefits

When writing product descriptions, it’s important to highlight the features and benefits of the product. Focus on how the product will improve the customer’s life, solve their problems, or fulfill their desires. Use bullet points or lists to make the information easy to scan and digest.

Use Your Unique Brand Tone and Style

Your product descriptions should reflect the tone and style of your brand. Whether you’re serious and professional or quirky and fun, make sure your product descriptions align with your brand’s personality. This will help create a consistent and memorable experience for your customers.

Ensure Easy Scalability of Product Description

As your ecommerce shop grows, you’ll likely add more products to your inventory. Make sure your product descriptions are scalable, meaning they can easily be updated and expanded as your product line grows. This will save you time and effort in the long run.

Establish Emotional Attachment

Create an emotional connection with your customers by using storytelling and descriptive language in your product descriptions. Help the customer imagine how the product will fit into their life and make them feel good about their purchase.

Use Original & High-quality Media Files

Include original and high-quality images and videos in your product descriptions to give the customer a clear understanding of the product. Visual media can also help evoke emotions and create desire for the product.

Use Influential and Care Words

Choose your words carefully to influence and persuade the customer to make a purchase. Use words that create a sense of urgency, exclusivity, and value. Also, use words that convey care and empathy for the customer’s needs and desires.

Optimize for Search Engine (SEO)

Lastly, make sure your product descriptions are optimized for search engines. Use relevant keywords in your descriptions to improve your product’s visibility in search engine results. This will help drive organic traffic to your ecommerce shop.

Why Product Description is Vital for Selling?

The product description is often the last piece of information a customer reads before making a purchase decision. A compelling product description can persuade a customer to buy, while a lackluster description can lead to lost sales. Product descriptions are vital for selling because they provide the information and emotional connection that a customer needs to feel confident in their purchase.

Final Thoughts

Writing compelling ecommerce product descriptions is an essential skill for any online retailer. By including the right information, using creative language, and appealing to the customer’s emotions, you can create product descriptions that drive sales and build customer loyalty. Take the time to craft your product descriptions with care, and you’ll see a positive impact on your ecommerce shop’s growth and success.