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When shopping online, customers rely heavily on product descriptions to make purchase decisions. If they understand how a product helps solve their problems and aligns with their values, they’ll buy.
If they don’t, they’ll switch to another option. Because of that, well-written product descriptions increasingly become crucial to ecommerce success.
We’ve hand-picked excellent product description writing examples from top companies.
Read through them to start learning from the best to create high-converting product descriptions of your own.
Califia Farms sells a wide variety of dairy-free creamer, probiotic yogurt, and cold-brew coffee.
Their product detail pages (PDPs) give customers all the essential information they need when shopping for plant-based, dairy-free milk, including nutrition facts, ingredients, and recipes.
Source: Califia Farms
When writing product descriptions, think about what your target customers really want and how your product meets their expectations. Then, make those pieces of information as noticeable as possible on product pages.
Revlon is another excellent example of providing detailed descriptions on product detail pages. On each page, the brand shows a short but solid description of the product and uses bullet points to showcase the benefits.
Notice how Revlon’s product description is written — it gets to the point quickly.
The brand also uses sensory words like “refreshed, healthy and radiant” to dazzle customers while reading the description.
Letting customers know when they’ll get their order from the get-go is an effective strategy to keep their expectations under control, improve the shopping experience, and demonstrate your transparency.
Kraft Heinz, the third-largest food and beverage company in North America and the owner of famous brands like Cracker Barrel, Ore-Ida, and Lunchables, does a great job of applying this strategy.
For example, Cracker Barrel’s product page provides a detailed table of shipping information, including delivery times and shipping costs.
Source: Cracker Barrel
You can start applying this strategy by collecting shipping information from your delivery service providers.
To ensure the information is accurate and up to date, a good practice is to implement a product information management (PIM) system like Salsify.
By doing that, you can centralize all data across partners into one single place, making it easier for you to track, edit, and update content at any time.
But in case you don’t know, enhanced content refers to visuals that go beyond traditional product photos — for example, lifestyle images, videos, and 360 spins.
With enhanced content, you give customers a compelling way to get a whole look at your product from every angle.
Hence, they can better understand if the product is what they’re looking for and if they should buy it. This eventually helps reduce product returns and increase conversion rates.
Take Nintendo as an example. When you go to Nintendo Switch’s product page, you can see many great product photos, plus a high-definition video featuring its key benefits.
According to Wyzowl’s 2020 survey, 96% of people have watched an explainer video to learn more about a product or service, and 78% of marketers say video has directly helped boost sales.
By embedding video in your product page as Nintendo does, you can help facilitate the buying journey and get more purchases.
Clorox’s product description clarifies what the product is and why it’s valuable right at the top of the page. The brand uses bullet lists to communicate quick, scannable benefits.
Clorox also understands and addresses customer concerns by providing answers to frequently asked questions (FAQs).
Such site-authored FAQs are helpful to keep product descriptions short while giving customers the self-service they want — they can find answers to common questions without reaching out to you.
Since site-authored FAQs are a widely-used approach, you may want to combine them with community-driven Q&As. Let’s look at what McCormick does:
McCormick uses PowerReviews to create a Q&A section on their product page. Here, a customer can use the search tool to find answers to their question. Or, they can click Ask a Question to share their problems, which can be solved by the brand or other customers.
According to Baymard, a community-driven Q&A is valuable because it can “reveal questions that the site’s copywriter didn’t necessarily think of when writing the product description and FAQ section.”
It also helps increase the credibility of product claims as the answers can be contributed by actual customers.
Approximately 71% of consumers said reading reviews influence what gifts they buy for others, and 68% indicate this content determines what they shop for themselves during the holidays.
Many brands like Levi’s successfully take advantage of this content to increase consumers’ buying confidence in their website.
On the product page, Levi’s allows customers to leave reviews and find reviewers like them using filters.
They even let customers search for negative feedback, which helps make their good reviews look more authentic and increase brand trust.
If you don’t have many reviews on product pages as Levi’s does but receive a lot of great testimonials on Instagram, you can bring that positive feedback to your website by embedding an Instagram feed. Tiny Love (acquired by Dorel) applies this tactic really well:
Source: Tiny Love
Apart from adding authentic content to your product page and increasing purchase confidence, this technique is also useful to drive engagement and new following to your Instagram account.
If you want to increase customers’ trust in your reviews, show a verified buyer badge next to each review. Here is an example from Melissa & Doug:
Source: Melissa & Doug
Northwestern’s research found that reviews from verified buyers have 6.5% more “pros” tags and 50% fewer “cons” tags on average than reviews from anonymous consumers.
This proves that reviews from verified customers are more positive than those from anonymous ones.
As said earlier, product descriptions are what customers use to determine if your products suit their needs and expectations — they’re the lifeblood of your digital shelf.
Hence, your product descriptions must be well presented and structured.
Start reviewing and polishing your product descriptions by applying tips from the top brands we mentioned in this blog. If you want to get a detailed tutorial on how to write excellent product copy, download our product description template — it’s free.
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