E-commerce product description writing t

E-commerce product description writing tips

By Eugene Struthers

11 July 2019 Re: Client Tags: E-commerce product description

E-commerce product description writing tips

Craft Irresistible Product Descriptions: 10 E-commerce Copywriting Hacks

Learn how to write product descriptions that sell with 10 powerful e-commerce copywriting techniques. Discover how to highlight benefits, overcome objections, and trigger buying decisions. Boost your online sales today!

Meaning and Description of Product Descriptions

A product description is a persuasive, informative text designed to present your product in the most appealing light to potential customers. While it contains key details like size, colour, material, and price, its true function is to demonstrate the value of the product and persuade the shopper to make a purchase. In e-commerce, a product description is more than a list of attributes—it's an opportunity to connect with the customer, highlight how the product solves their problems, and ignite a desire for it.

Effective product descriptions are a blend of technical details and emotional appeal. Features describe the product’s characteristics, but benefits show the customer how it will improve their life. Great product descriptions also help address common customer concerns, clarify potential questions, and ease doubts, making them an essential part of your sales funnel.

What Should Be Included in Product Descriptions

A well-rounded product description covers several core elements to ensure potential buyers are fully informed and motivated to act. Here’s a breakdown of each part:

1. Product Title

- Purpose: The title serves as the first point of contact with potential customers. It should be clear, concise, and keyword-rich, including the product's name, key features, and attributes.

- Example: “Nike Air Max 270 React Men’s Running Shoes – Breathable Mesh, Lightweight Cushioning”

- Why It Matters: A descriptive and keyword-optimized title helps search engines index the product properly, ensuring it shows up in relevant search queries and catches the eye of visitors.

2. Key Features

- Purpose: Features are the specific attributes that describe the product—such as size, weight, material, and unique functionalities.

- Example: “- Lightweight mesh upper for breathability

- Cushioned midsole for comfort

- Rubber outsole for superior traction”

- Why It Matters: Customers often scan for key features before committing to read the entire description. Bullet points make the information easy to digest, helping the shopper quickly understand what the product offers.

3. Benefits

- Purpose: While features explain “what” a product is, benefits focus on “why” those features matter. Benefits connect emotionally with customers, demonstrating how the product will solve their problems or improve their lifestyle.

- Example: “Stay cool and comfortable on your runs with the breathable mesh upper, while the cushioned midsole provides support that helps you power through your workout with ease.”

- Why It Matters: Benefits go beyond listing facts—they create a desirable outcome for the customer. Benefits address customer pain points and help potential buyers envision the positive impact of owning the product.

4. Specifications

- Purpose: Specifications provide technical details for products that require them, such as electronics, tools, or machinery. This section includes precise measurements, weight, material, and power requirements.

- Example: “- Weight: 12 oz

- Dimensions: 10 x 5 x 3 inches

- Battery life: Up to 10 hours of continuous play”

- Why It Matters: For more complex products, specifications can help buyers make informed decisions by giving them exact figures they can compare. It's also important for SEO purposes since it provides more context about the product.

5. Call to Action (CTA)

- Purpose: A call to action is a prompt that encourages visitors to take the next step in the purchasing process. Whether it’s adding the item to the cart or buying now, a CTA should be clear and compelling.

- Example: “Add to Cart” or “Buy Now”

- Why It Matters: The CTA directs the customer’s next step, encouraging conversion. Without a clear CTA, the customer may leave the page without making a purchase.

6. Social Proof (Reviews and Testimonials)

- Purpose: Social proof is the psychological phenomenon where people look to others for validation of their choices. Positive reviews and ratings offer reassurance that your product has satisfied other customers.

- Example: “Rated 4.8/5 stars by 1,200 happy customers.”

- Why It Matters: Product reviews and testimonials build trust and overcome scepticism. They also make your product feel more authentic and can sway hesitant customers toward purchasing.

Why Product Descriptions Matter

A well-written product description has many significant benefits for your e-commerce business:

1. Educates Customers:

A detailed description educates the customer about the product’s features, how to use it, and why it’s beneficial. When customers understand what they’re purchasing and how it meets their needs, they are more likely to buy.

2. Builds Trust and Credibility:

Detailed and honest product descriptions build trust by setting the right expectations. Misleading or vague descriptions can lead to returns and negative reviews. Transparency is key in establishing a loyal customer base.

3. Drives Conversion:

Compelling product descriptions can increase conversion rates by clearly demonstrating the value of your product. By addressing pain points and needs, you persuade customers that your product is the best solution.

4. Improves SEO:

Search engines like Google rely on textual content to rank pages. By including relevant keywords naturally within your product description, you can help increase visibility. For example, using words like “ergonomic,” “waterproof,” or “sustainable” might attract customers looking for those specific features.

5. Reduces Returns:

Clear and accurate descriptions can minimize confusion and set accurate expectations. If a customer knows exactly what to expect—size, colour, material—they are less likely to be dissatisfied with their purchase.

Where to Use Product Descriptions

1. Product Pages

- Primary Location: This is the most important place for product descriptions. Here, customers expect to find detailed, accurate, and persuasive descriptions that help them make informed purchase decisions.

2. Category Pages

- Secondary Location: For category pages, concise descriptions or snippets (a sentence or two) can highlight key features or benefits, enticing the shopper to click and learn more. This is especially useful in e-commerce stores with large inventories.

3. Social Media

- On platforms like Instagram, Facebook, and Pinterest, short and engaging product descriptions can be used to attract attention. While these platforms focus more on visuals, a well-crafted caption can drive traffic to the product page.

4. Email Marketing

- Product descriptions in emails should be brief yet impactful, focusing on the most relevant information. Use them to highlight bestsellers, new arrivals, or limited-time offers in a persuasive and enticing way.

When to Use Product Descriptions

1. New Product Launches

- A great time to use a well-written product description is when introducing new products. These descriptions can generate excitement, introduce the product to your audience, and encourage early sales.

2. Seasonal Promotions

- If you’re promoting products related to a specific season (e.g., winter coats, Christmas gifts, or back-to-school supplies), tailor the descriptions to speak to the seasonality and relevance of the product.

3. Limited Editions or Scarcity

- If a product is a limited edition or only available for a limited time, be sure to mention this in the description. Creating a sense of urgency can encourage buyers to act quickly.

4. Restocks

- When a popular item comes back into stock, a well-timed product description can reignite interest and prompt customers to purchase before it sells out again.

How to Use Product Descriptions

Here are some key techniques for using product descriptions effectively:

1. Focus on Benefits Over Features

- Features are what the product does (e.g., "waterproof material"), but benefits answer the question "How does this help me?" For example, "Stay dry in any weather with our fully waterproof material."

2. Create a Visual Experience

- Use sensory language that helps customers visualize using the product. Words like "sleek," "vibrant," "luxurious," or "cozy" can trigger emotions and mental images.

- Example: "Feel the soft, gentle touch of our premium cotton sheets as you sink into bed after a long day."

3. Tell a Story

- Connect with the customer by telling a story about how the product fits into their life. This makes the product relatable and encourages customers to imagine themselves using it.

- Example: "On those busy mornings, this insulated travel mug keeps your coffee warm for hours, ensuring you have a delicious cup wherever your day takes you."

4. Use Power Words

- Words like "exclusive," "premium," "luxurious," or "best-selling" suggest value and can make a product feel irresistible.

- Example: "Experience the premium quality of this hand-stitched leather wallet that only improves with time."

5. Leverage Social Proof

- Positive customer reviews or ratings make the product more trustworthy.

- Example: "Join over 3,000 satisfied customers who’ve made this the #1 choice for outdoor adventurers."

6. Incorporate SEO Keywords

- To improve visibility on search engines, use keywords relevant to your product naturally in the description. Avoid keyword stuffing, but ensure terms that customers would use to search for your product are included.

- Example: “This eco-friendly yoga mat is non-toxic, durable, and perfect for both beginners and advanced yogis.”

7. Address Objections

- Anticipate potential customer doubts and address them in your product description. If customers worry about the size or fit, mention it.

- Example: “Concerned about size? This adjustable jacket fits perfectly for all body types, ensuring comfort and style.”

Challenges in Writing Product Descriptions

1. Avoiding Generic Descriptions

- Generic descriptions fail to differentiate your product. Be specific about what makes your product stand out. Focus on your product's unique value proposition (UVP).

2. Balancing SEO with Natural Flow

- While keywords are important for search ranking, the description should still read naturally. Overstuffing with keywords can harm the customer experience and hurt your SEO in the long run.

3. Highlighting the USP (Unique Selling Proposition)

- Make sure to clearly communicate what makes your product unique and why customers should choose it over alternatives. Your USP should be highlighted in both the title and description.

4. Appealing to the Right Audience

- Know your target demographic. Writing a description that resonates with their needs, desires, and language increases the chances of conversion. A description written for tech enthusiasts might be different from one aimed at casual shoppers.

Tips for Writing Product Descriptions That Sell

1. Know Your Audience

- Before you write, think about the pain points, needs, and desires of your audience. How will this product help them? What emotions should the description evoke?

2. Be Concise, But Informative

- Customers want to get the information they need without reading an essay. Use concise sentences that highlight key features and benefits clearly.

3. Use Bullet Points for Clarity

- Bullet points make it easy for customers to quickly digest essential details, especially on mobile devices.

4. Highlight Scarcity

- If applicable, mention if a product is running low in stock or only available for a limited time. This creates urgency and can drive customers to act quickly.

5. Use Persuasive Language

- Words like “limited edition,” “exclusive,” “premium,” and “award-winning” create a sense of exclusivity and value that can motivate customers to act.

Practical Example

Product: Smart Bluetooth Speaker

Title: Ultimate Smart Bluetooth Speaker – Voice-Controlled, 360° Sound, Waterproof

Description:

"Bring your music to life with the Ultimate Smart Bluetooth Speaker. Whether you’re lounging by the pool or having a party at home, this speaker delivers 360° sound for an immersive listening experience. The voice-controlled features let you change tracks or adjust the volume hands-free, while the waterproof design ensures it’s ready for any adventure.

Key Features:

- 360° surround sound

- Voice-activated controls for hands-free convenience

- Waterproof design for outdoor use

- 10-hour battery life for all-day play

Why You'll Love It:

Perfect for any occasion, this speaker transforms any space into a concert hall with crystal-clear audio and a powerful bass. Plus, the rugged waterproof design means you can take it anywhere without worry!

Customer Review:

⭐️⭐️⭐️⭐️⭐️

“Love this speaker! The sound is unbelievable for the size, and it’s so easy to use with voice control. Perfect for summer parties!” — Emily S.

Results of a Great Product Description

- Higher Conversions: A compelling, benefits-focused description boosts your conversion rates by turning interested visitors into buyers.

- Fewer Returns: Clear, accurate descriptions help manage customer expectations and reduce the likelihood of returns.

- Increased Customer Loyalty: Customers are more likely to return if they feel confident in their purchase decisions and trust your brand’s transparency.

By following these guidelines and incorporating persuasive, benefits-driven language into your product descriptions, you can significantly improve your online store’s performance.

Product Example: iPhone 15

Title: iPhone 15 – 6.1-inch Super Retina XDR Display, 48MP Main Camera, A16 Bionic Chip

Description: The iPhone 15 delivers a truly elevated smartphone experience with an all-new design, cutting-edge camera capabilities, and breakthrough performance. Featuring a 6.1-inch Super Retina XDR display, everything looks sharper, brighter, and more vibrant. With the 48MP main camera, your photos and videos are incredibly detailed, even in low light. Powered by the A16 Bionic chip, it’s faster, more efficient, and built for the next generation of apps.

Key Features:
- 6.1-inch Super Retina XDR Display for stunning visuals
- 48MP Main Camera with advanced low-light capabilities
- Powered by A16 Bionic chip for superior performance
- Ceramic Shield for enhanced durability and drop resistance
- Available in new colours: Blue, Pink, Yellow, and Black

Why You’ll Love It:

The iPhone 15 isn’t just a phone—it’s a powerhouse that combines beautiful design with unmatched performance. Whether you’re capturing pro-level photos, streaming HDR content, or playing graphics-intensive games, this iPhone takes your experience to the next level. With iOS 17, enjoy smarter features and the latest apps, all while keeping your data secure.

Customer Review: ⭐️⭐️⭐️⭐️⭐️
"I upgraded to the iPhone 15, and I’m blown away by the camera quality and the display. The photos are so clear, and the phone feels so fast. Worth every penny!" — Sarah T.

Analysis of Key Components:

Title:
- Apple’s title includes key attributes like the screen size (6.1-inch), camera resolution (48MP), and the processor (A16 Bionic chip). These are the most important features that tech enthusiasts and potential buyers look for.

Key Features:
- Apple provides a succinct bullet point list that highlights the main selling points, making it easy for customers to quickly understand the most important features of the phone.
- The use of terms like “Super Retina XDR Display” and "Ceramic Shield" are Apple’s proprietary technologies, emphasizing premium quality and differentiation.

Benefits:
- The description moves beyond features to explain how these features will enhance the user experience, such as the superior display for vibrant visuals or the 48MP camera for capturing professional-quality photos.
- By explaining how these features translate into real-world benefits (e.g., better photos, clearer display, faster performance), Apple makes the case for why someone should choose this phone.

Customer Review:
- Apple includes a customer testimonial with a high rating to reinforce the product’s positive reception and to build trust. Real user feedback adds social proof, which is critical in converting potential customers.

Call to Action:
- While the specific CTA is not written in the description, on Apple’s website, the product page would typically include a “Buy Now” or “Add to Bag” button, making it easy for customers to take action.

Why This Works:

Clear Value Proposition: Apple clearly communicates the value of the iPhone 15, highlighting key features and how they make the user’s experience better (better camera, better display, more performance).
Premium Feel: The language emphasizes the premium nature of the product (e.g., “superior performance,” “advanced low-light capabilities,” “pro-level photos”), positioning it as a top-tier device in the market.
Customer-Centric: Apple focuses on how the product benefits the customer directly, rather than just listing features. The mention of real-world usage scenarios (photo-taking, gaming, video streaming) helps potential buyers envision how the product fits into their lives.
Social Proof: The review from a customer adds credibility and reassures potential buyers that others are happy with their purchase.
SEO Optimization: Keywords like “iPhone 15,” “48MP camera,” “A16 Bionic chip,” and “Super Retina XDR display” help ensure the page ranks well in search engines when customers are looking for these specific terms.

Conclusion:

Apple’s product description for the iPhone 15 is a great example of how to balance technical specifications with persuasive, customer-focused language. The description doesn’t just tell potential buyers what the phone has—it explains why it’s valuable, how it will improve the customer’s experience, and provides the reassurance of positive feedback from others.

By focusing on benefits, using clear and compelling language, and making the product feel premium, Apple effectively persuades customers to make a purchase. This combination of detailed features, benefits-driven messaging, and social proof is a powerful formula for creating product descriptions that drive sales.

Eugene
Struthers

www.EugeneStruthers.com