10 Examples of Ecommerce Product Descriptions That Sell (Don't Tell) (2023)

There are two types of product descriptions for ecommerce businesses.

Product descriptions thatto sayand product descriptionssell.

Which do you prefer to create? More importantly, what would your site visitors want to see?

A great product description has the power to turn a casual shopper into an income-generating shopper. However, many online stores simplyto saybuyers about the product instead ofofferthey.

There is a big difference!

today i will show youTen Great Examples Of ECommerce Websites With Descriptions Of Products They Selland how to repeat your success over and over again.

In an attempt to provide practical advice to as many businesses as possible, I've pulled sample product descriptions from various e-commerce industries. We can all learn from each other, right?

Now let's dive in.

Everlane [Fashion and accessories]

Everlane sells high-quality, eco-friendly fashion and accessories for men and women. Your product descriptions match your style: bold yet elegant.

Here's a look at The Day Heel, available online for $145:^[*]

What I love about Everlane and the way they describe this paragraph (and other products) is that they speak the language of their customers.

Use phrases like "Every. Damn. day." and "take your usual size"makes shoppers feel like they are chatting with their friends, There is business.

Travel key:Write product descriptions in the natural language of your target customer. the language your customers use in their reviews, whether on your website or on sites likeAmazonas. Trust your support team and extract language from real customer questions. Or go to Quora and see what language people use when talking about similar products. When you approach your description with this mindset, your product will naturally appeal to your customer.

Patagonia [outdoor equipment]

It is no coincidence that Patagonia is on this list.

They've spent years developing and perfecting their well-known brand, and each product description is an extension of that.

Let's pick a product, any product. This 28L Linked Pack is enough for:^[*]

The product description was so detailed I had to close it up with a second screenshot:

A key component that makes Patagonia's product descriptions so compelling is that they aren't afraid to speak up.Outdoor industry jargon.

Many e-commerce companies avoid using ittechnical jargonon the pages because it might "drive away some customers". But for companies like Patagonia in a niche industry, it can do the exact opposite in attracting customers.

Travel key:By using phrases like "higher" and "long days on the wall," Patagonia is able to demonstrate that its people (as well as the Patagonia brand as a whole) understand the finer nuances of each product and how it is used in the real world. . This helps build trust with die-hard outdoor shoppers who are more likely to buy your products and champion your brands.

DeWalt [Hardware, Tools and Supplies]

It is often the art of writing a great product description.sell the productlies in the ability to describe the little things that make a difference.

Small differences and features of a product that may seem trivial or boring to you are important to buyers and help them make a purchase decision.

DeWalt, creator of the 14-ounce Mig Weld Framing Hammer, does just that.^[*]

Remember it's a hammer. But this is not just any hammer!

This hammer features a "vibration-absorbing handle to improve user comfort" and weighs 14 ounces "for a quick hit and less fatigue."

To find out which features are most important to your customers, start with product reviews:

In the example above, the customer wants the hammer to look like new even after repeated use - a great idea to include in future iterations of the product description.

Travel key:They don't compete with every product online. You compete with similar products in your industry. For example, hammer against hammer. And although there are many things that go onpurchase decision process, one of the main reasons buyers choose your product over others is the way you describe it. Describes small functions. Talk about the nuances. Nothing is too petty or trivial!

AppSumo [Online Courses]

Not all eCommerce products are physical products, but it still takes the same finesse to sell a service.

AppSumo's Make Your First Dollar online course is a great example of the persuasiveness of what I like to call the "ideal self."

Many of us want to be successful, earn a lot of money, have a good life and be a good person.

The product description "ideal you" alludes precisely to this natural impulse of human beings. You can get a template to apply the Ideal for You product description to your business by clicking the button below.

Get my "Right for You" Product Description Template.

This technique takes the buyer (metaphorically) on a journey from where they are now to where they want to be in the future.

Notice how AppSumo asks very specific and strategic questions:

• Have you failed to start a business?

• Did you fail the attempt?

• What business do you want to start?

If you internally answered "yes" to one or more of these questions, you will be presented with four case studies of successful entrepreneurs who have been in your shoes.

All completed the AppSumo course!

Travel key:Why are people buying? People buy because they are looking for solutions to their problems. Sheto needsomething to improve their lives that they otherwise couldn't do or achieve without your product. Show people the ideal version of themselves. Use product descriptions to paint a before and after picture. To see the writing formula AppSumo uses to write product descriptions that generate over $250,000 in 7-10 days,read this.

Dollar Shave Club [Beauty and Care]

Ever wonder why so many brands use humor on their websites?in your content, in your product descriptions and in your ads?

Simply.

Humorous material tends to be accessed more often than non-humorous material. It has also been shown to reduce people's resistance to being influenced by advertising.^[*]

Dollar Shave Club has used humor to sell razor blades for years. His 2012 commercial has been viewed over 25 million times on YouTube alone:

The same humor that made this video a hit also drives sales on his website. Each product description, while out of this world (pun intended), is a small extension of the Dollar Shave Club brand.

In this example, they use the clever saying "the final frontier" to imply that this is the only razor you'll ever need, then they create a hilarious image with the phrase "as a personal assistant for your face":

They cling to what defines them.they,even if it is necessary to convey important information in the product description:

Many e-commerce companies would be satisfied with the default "not tested on animals" line. It's not the Dollar Shave Club. "Tested on Prisoners, Not Animals" is much more on-brand and memorable.

Travel key:Humor is a powerful tool not only to help people remember your product, but to more easily influence their purchase decision. However, it's hard to balance humor in product descriptions. Too much humor and you seem aggressive; too little humor and it won't have the desired effect. Learn from those who get the humor right, like Dollar Shave Club.

Subaru [cars, also known as expensive items]

Selling an item priced in the tens of thousands of dollars requires a product description that goes beyond a witty sentence or two.

Selling something like a car, for example, requires a deep understanding of the ideal customer.Psychography. They need to talk to their deepest fears, pain points and desires.

The product side of your new Subaru Ascent is handcrafted for your ideal customer: families.^[*]

Notice how often they talk about "security" and "space", two pain points that all families face. However, they didn't end there:

If you're still not convinced that this car is perfect for families, there's more to tell (or should I say "sell"), with a photo of the product's breadth to match.

Now you are convinced.

But what about vehicle longevity? Buying something this expensive is a big decision!

Do not worry. Subaru has you covered there too. Remember the data points here: when it comes to the technical aspects of the product, you don't want to take any chances.

There is only one item missing from this product's description.

Product testimonials and reviews can increase conversions on your sales pages by 34%, making them a crucial factor for top-notch articles. In this case, Subaru uses testimonials to increase the number of lead generation forms filled out.^[*]

Subaru doesn't just get product reviews; they get two from highly reputable sources: Kelley Blue Book and Motor Trend.

But there's another type of ideal Subaru buyer that his team has discovered over the years, sparking a new wave of creative product campaigns... dog lovers.^[*]

Alan Bethke, Subaru's senior vice president of marketing, sums up the importance of identifying your ideal customer when he says, "We identified dogs as the common truth that made these owners equal."

Now I realize that Subaru won't have an "order now" button (it's not a traditional e-commerce site), but the first place buyers look when looking for a car is online, and a great product overview leaves a lasting impression. . print.

Travel key:When your business's main source of revenue comes from high-priced items, you need to focus on a strong set of product descriptions that solve the most important problems of your potential and ideal customers. First, get right down to what they most look for in a product similar to yours. Then, address the pain points your product solves better than your competitors.

Shopify [Software as a Service/SaaS]

When it comes to eCommerce brands, Shopify is the world leader.

they recently left$205.2 million to $389.3 millionsales in just 365 days and is the third most visited site in the world in the Business Services category.

So why do more than500,000 merchants use Shopifyto operate your online stores?

First, because it is a killer product. And second, because the team at Shopify has reduced its messages and product descriptions to a science.

This is an emotional connection:^[*]

Shopify understands that the majority of its merchants are small business owners. These traders want to know if they are making the right decision.

I especially like the use of the line "or the log" here, as this is very exciting for many entrepreneurs.

just like the feelingbe oppressed. Shopify has that covered too:

Notice the "no design skills required" line. This helps to instantly allay any fears business owners have about building a website.

Travel key:Starting a business is an extremely emotional roller coaster. As a business owner, you often invest your savings and work on a new venture, which can hurt you. Whether you're a SaaS company or something else entirely, it's important to try to create a strong emotional connection between your customer and your product descriptions. Show buyers that you know what they're going through. Describe how you put yourself in their shoes and how your product or service is the perfect solution to their already busy lives.

Google Home [electronic]

Sometimes the best solution for writing product descriptions that sell is to keep it simple.

Unlike products like the DeWalt hammer above, which require a lot of small details, items that are particularly unique, gaining popularity, or in high demand don't need all the extra words.

Google, the creator of Google Home, is the master of brevity.^[*]

When you're lucky enough to have a product that practically sells itself, the last thing you want to do is turn away a buyer.

Refine your message using just a few words. For example, each section on the Google product homepage describes features in 5-10 creative words:

Try techniques like rhyming words or creating your own unique phrases to make your short descriptions stand out and give them personality. "Tell it to play" used here by Google is a great example.

Travel key:The art of brevity is a magical thing when it comes to product descriptions. Being able to describe your product in just a few words will help reduce confusion among your buyers and increase your business's sales. If you're wondering how to refine your message, I encourage you to write as you normally would. Then remove extra words that are not needed. do this again AND again, until you have an accurate description of less than 10 words.

Wayfair [furniture and appliances]

With more than 3,800 employees and 36 million active customers, Wayfair is one of the largest online home goods retailers in the world.

Part of what makes them so successful is their ability to spark the imagination.tell stories– make the customer feel what it would be like to have the product in their home.

Take this pendant lamp for example:^[*]

You could have continued with the standard overview of light and its properties. Instead, they start with "Greet your guests with a warm, welcoming light."

I don't know about you, but this immediately makes me imagine having a party and hanging this beautiful light over it.

Or how about this Kennedy Barrel chair:^[*]

Again, forget the generic product descriptions that shoppers are used to. "Perfect for anyone who just wants to snuggle with their loved one."

I immediately imagine a lazy Sunday with my wife. Where is itwe getI like?

if you are not surewhichWords to use when finding imaginative descriptions, check out our listwords of powerThis will send your products flying off the shelves while your competitors flop (pro tip: download the one-page PDF of 401+ Power Words and stick it on your wall for inspiration).

Travel key:E-commerce is a tricky business because potential customers can't really do it.tapyour product before you buy it. It's up to you to let your imagination run wild with all the possibilities for how your product looks and feels. Often this means telling a story. As the great writer and journalist Joan Didion once said: “We tell stories for a living”. Or, in this case, we tell stories to buy.

Catchy Women Candle Co. [Kerzen]

Candles come in all shapes, sizes, scents, colors and packaging.

But candles "soaked in insolence"? Well, these are candles that I would like to endorse, if only because of the novelty of the product.

Malicious CandleCo. and their Sending Thoughts and Prayers - Infused With 'Absolutely No Effort' candle is a perfect example of how sarcasm can help sell products with a little attitude (or a lot of attitude, but you'll need it). search the site to find these product descriptions yourself).

The first thing you see on the page is a non-traditional product name. You know right away that this is no ordinary candle.

In this example, Malicious Women Candle Co. perfectly captures just how shallow a candle gift can look. They cut right to the chase and take the superficiality out of you with sarcasm, almost mocking themselves.

And then there are my favorite "Fresh Change Boxes": infused with the "30 Years In Debt" candle:

What better way to welcome a close friend or family member into your new home with a scented candle and 30 years of debt?

Malicious Women Candle Co. strikes the perfect balance between "joke gift" and thoughtful sarcasm, making them great inspiration for your products.

key to charge: Not all product descriptions are created equal, although many product descriptions are created equal. Same copy, same format, same style. But every now and then you find something special, something that speaks to you. We all have a little "sassiness" in us, and sarcasm is the perfect way to bring that sass out. In other words, write product descriptions that people will use.I wish they could saybut they are very afraid of him. That's the beauty of sarcasm and it can help you sell products.

what we learned

Writing great product descriptions takes work. One way to get really good really fast is to try a bunch of things until you find something that really works for you and your business.

Upworthy shared some of the best tips on the editorial process, including these two that directly relate to writing product descriptions:^[*]

• You MUST generate 25 titles for each piece of content (i.e. write 25 descriptions for each product until you find the right one)

• As soon as you start to feel desperate, start thinking outside the box (ie your first attempt at a description won't be the best. Despair).

Whether you capture a shopper's imagination with a great story or speak in their natural language, every eCommerce business has something that makes them stand out.they.

Now go out and find him! Or, use this fill-in-the-blank template to help with three of my favorite ecommerce product description templates that you can use over and over again to make copies your customers will love.

Get my ecommerce product description template to fill out