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There are two types of product descriptions for e-commerce businesses.

Product descriptions that tell and product descriptions that sell. 

Which one would you instead create?

More importantly, which one would your website visitors want to see?

A great product description has the power to turn a casual shopper into a revenue-generating buyer. Yet too many online stores simply tell shoppers about the product rather than selling it to them.

This Is My Logo?

My Services?

There’s a big difference!

Today, I will show you ten superb examples of e-commerce websites with product descriptions that sell and how you can replicate their success repeatedly.

1. Everlane [Fashion & Accessories]

2. Patagonia [Outdoor Gear]

3. DeWalt [Hardware, Tools, & Accessories]

4. AppSumo [Online Courses]

5. Dollar Shave Club [Beauty & Grooming]

6. Subaru [Autos, a.k.a. Big-Ticket Items]

7. Shopify [Software as a Service/SaaS]

8. Google Home [Home Electronics]

9. Wayfair [Furniture & Home Goods]

10. Malicious Women Candle Co. [Candles]

In an attempt to provide actionable advice for as many businesses as possible, I pulled examples of product descriptions from a variety of e-commerce verticals. We can all learn from each other, right? 

Now, let’s dive in.

EVERLANE [FASHION & ACCESSORIES]

Everlane sells high-end, eco-conscious fashion and accessories for men and women. Their product descriptions match their style: sassy, yet classy. 

Here’s a look at The Day Heel which retails online:[*]

What I love about Everlane and the way they approach describing this heel (and other products) is that they speak in the language of their customers.

Using phrases like “All. Damn. Day.” and “take your usual size” makes shoppers feel as if they were talking to their friends, not a business.

Key Takeaway: Write product descriptions in the natural language of your target customer.  the language your customers use in their reviews, either on your site or on sites like Amazon. Lean on your support team and pull language from the actual questions customers ask. Or head to Quora and look at the language people use when talking about similar products. Approaching your description with this mindset will make your product naturally appeal to your customer.

PATAGONIA [OUTDOOR GEAR]

It’s no accident that Patagonia finds itself on a list like this.

They’ve spent years crafting and perfecting their well-known brand, and every single product description is an extension of that.

Let’s pick a product, any product. This Linked Pack L will do:[*]

Here’s the product description:

Beautifully handmade laptop case/sleeve made in the Nepal Himalaya. It can be slipped inside your backpack or carried along with space for all your work bits and pieces!

Designed and measured to fit a 12″ to 14″ laptops and with a convenient front pocket for your charger cable and notebook. We can also make you a custom-sized and colored sleeve to fit your laptop/MacBook or tablet. Get in touch for details.

Hemp grows wild throughout Nepal and has long been used to create fabrics used in clothing making etc. You can now own a piece of this ancient tradition in the form of a functional, stylish laptop case.

Design Details:

The main pocket (where your laptop goes) as well as the top flap, are made with wild hemp, harvested, spun, and handwoven here in Nepal.

The inside has Tibetan sheep’s wool for effective, natural, and sustainable padding (instead of chemical-based neoprene used in most cases).

The smaller, front pocket uses recycled wild hemp cloth – from bags used by farmers from rural Nepal. This is slightly thinner than the other wild hemp fabric in this item and because of its past use is beautifully soft. This front pocket can accommodate your laptop charger as well as a notebook/pens etc. making it super convenient.

No Chemicals or Chemical Dyes

We use only natural plant/mineral-based dyes.

We use no bleach or other chemical treatments or dyes in our production process.

The fibers are hand-harvested, washed in pure Himalayan water, hand-spun weaved, and stitched.

SUPPORTING RURAL LIVELIHOODS IN NEPAL

We work with a small group of Nepali handcrafters and local communities harvesting wild fibers to bring you these yoga accessories. We support rural livelihoods and cottage industries in Nepal by providing a wider market for their products to help continue traditional skills and indigenous knowledge. By buying this item you are helping to support rural farmers in Nepal.

We do not mass-produce any of our ranges but operate a batch process system. This means that all our items are made with that bit more care and love – and you can see that in the finished item!

If you search for “laptop case” on Etsy, you’ll get upwards of 54,076 results. Handcrafted leather, all-recycled materials, faux marble, faux wood, cork—if you can think of a material, you’ll probably find a laptop case made out of it here. So why would you choose any of these, let alone this item in particular, which is an Etsy bestseller? You’d pick one because it’s the right size for your laptop, and you like how it looks. But if you’re an Etsy shopper, you likely also care about how the case was made, where the material came from, and who did the labor.

The product description for this laptop case is 393 words long, but it doesn’t waste any time delivering the key selling points: The product is handmade in Nepal ( emotional need), and it can fit in a backpack or be used alone (practical need).

The copywriter spends the rest of the description blowing out these two main points. Where it really shines is the explanation of how the traditional materials aren’t just beautiful but are also practical. Who would’ve thought that Tibetan sheep’s wool would be such a good cushion to protect a laptop? Or that the traditional weave of the hemp would keep the case light and easy to carry? Talk about educating your buyer!

How to educate your potential customer?

Take some time to think through the likelihood that your target buyer has:

Purchased from you previously?

Purchased this item previously, or a similar one, from another retailer?

Researched the item before hitting your product page? (Check Google Analytics to see where your traffic is coming from. It might yield some interesting insights.)

Any knowledge about the best practices for creating this product? If not, would they like to learn?

How to tell your customers a story

Jot down some ideas:

What story would ignite your buyer’s imagination? How can your product support that story?

What’s your buyer’s underlying emotional or psychological need for this product? What stories could you tell that tap into or meet this need? How could that story feature your product?

And then start drafting!

Surprise and delight your potential customers

If you’re writing your product descriptions for your customers, you want to give them all the necessary information about the product so they can make an informed decision. But you also want to keep your customers engaged and write an on-brand product description that leaves a warm, fuzzy, and lasting impression.

How can you do that? By surprising and delighting your potential customers with a cute and creative product description. Let’s take a look at my last example.

A product description checklist?

If you remember anything from this blog post, remember this: Write product descriptions that serve your customers. Meet your customers where they are. Understand their needs. Provide accurate, thorough information that helps them make a smart purchase decision. Tell them a story that helps them imagine how this product would make their lives better. And give them a good laugh.

If you need a little more inspiration to get started, try answering these 10 questions:

Who will buy and/or use this?

What ordinary problems do they deal with on a daily basis? How could this product solve them?

What makes this product different from other products on the market?

What else might someone buy to solve their problem? What are they currently using, if anything?

What makes this person happy? Afraid? Excited? Worried?

What does this person value?

What information, and how much, do they need to make a smart purchase decision?

What can you do that would surprise them?

What should your product make the buyer feel? How can your product description make them feel that without telling them to feel that?

How can you ask your real customers directly what their needs and pain points are?

Got questions? Thoughts? A product description you’ve seen on the internet that you love? Post them in the comments below!

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