10 Product Description Examples to Inspire Creativity

10 Product Description Examples to Inspire Creativity

What does a compelling product description include?

A good product description drives customers through your sales funnels. While most customers are influenced by the product image, a great product copy answers questions. It helps them determine if your product is the right fit.

If you’re having trouble writing an e-commerce product description that sells, I’ve compiled product description examples to inspire your creativity. I’ve also listed what I love about each product and features I think could be improved on.

10 Product Description Examples to Help you Write a Better Copy

1. NUWEERIR Women’s 100% Mulberry Silk Scarf

This is an example of a product description that is too long

Why we like this product description 

  • Straight to the point
  • Makes use of words that appeal to the target audience.
  • Highlights important details such as ‘Free Delivery’ to motivate a purchase.
  • Uses powerful product photography to give you a feel of the product
  • The 4.5-star rating indicates that customers are satisfied with the product.

What could be better?

  • There are over 20 options to choose from. Many online shoppers may feel overwhelmed with the array of choices. Three to five options should suffice.
  •  The first and second bullet points were enough. No one wants to read a 400-word product description except it’s absolutely necessary.

2. Bamboo

This product description example shows the perfect use of white space

Why we like this product description 

  • The product description is scannable and the product image is gorgeous.
  • Highlights important aspects with bullet points.
  • Bamboo gives you colour options to choose from.
  • Use of white spaces to help readers focus on key elements on the page.
  • They turned each feature into a benefit and removed barriers to a sale. You can repurpose the bowl when the child outgrows them. The natural bamboo also prevents burn during feeding and protects against toxins.

3. Victoria Secrets

One of the product description examples that requires more details

Why we like this product description 

  • The mix of colours in the product makes it attractive
  • Use of the term “Add to bag” makes the prospect feel like they’re shopping in a brick and mortar store.
  • Highly vivid words in the intro. “Squeeze” and” punchy” helps the reader get a feel of what they’re about to purchase.
  • Six options to choose from. They also listed the ingredients in each product.
  • The use of bullet points makes the product description easy to digest
  • Subtly cross-sells the mist as the perfect combination to go with the lotion. Further down the page, you’ll find another product copy for the mist.

What could be better?

This is one of the few product description examples that fall short. Victoria’s Secret seems to assume that everyone knows the product and what it does.

Meanwhile, it’s not clear what the product does or how it works. I know it’s a lotion but what kind?

4. Green and Black’s Organic Burnt Toffee

Why we like this product description example

  • Describes the emotion with tasty words like “crunchy toffee” and “smooth dark chocolate”.
  • A captivating headline that immediately grabs your attention.
  • Powerful product photography to illustrate the unique features of the product.
  • Use of a purple background instead of a white background to draw your attention to the product.

5. Innocent Gorgeous Greens

Why we like this product description example

  • The shape of the bottle is the first thing you’ll notice. It’s compact and made to fit in the palm of your hands.
  • Use of storytelling puts the reader at ease and lets you know who their target market is.
  • They incentivize their audience by saying “a source of vitamin C”.
  • Use of text colours to match the product colours is brilliant.
  • The choice of words shows, rather than tells how refreshing the drink is.
  • Use of bullet points to highlight the unique features of the product.
  • Features reviews from past buyers.
  • There is an option to share the page with your social media platforms.

What could be better

  • If you’re trying to sell healthy drinks to children, avoid the colour green. It’s a vivid reminder of what they hate. Green vegetables, peas and broccoli.
  • It needs more details. What specific fruits are in the smoothie?

6. Fronks

Why we like this product description:

  • Perhaps the best product packaging on this list. It so attractive, you want to reach out and hold it.
  • Superb product photography
  • Succinct product description.
  • Highlights the size of the product so you know how much quantity you’re getting.

What could be better?

  • The CTA “Buy Now” is not compelling. It looks bland, almost invisible. The CTA should be larger in size with an attractive colour.
  • No clarity on the benefits. “Can be used in just about anything” is not good enough. Anything like what? People want to know the exact specifics of the benefits.
  • The ingredients do not inspire a purchase. What are the benefits of organics cashew and dates? How does it improve the customer’s quality of life or solve a problem? Sometimes less is more but in this scenario, a longer product copy would have converted better.

7. Bliss 

Why we like this product description:

  • This is a good product description. The product page is colourful with the use of attractive buttons.
  • A gorgeous profile picture takes centre stage.
  • The 4.5-star review indicates customers were very happy with their purchase.
  • Makes use of descriptive words such as “smoothest skin ever”, “soothes” and “baby smooth”. They help readers picture the benefits.
  • “Add to bag” makes it a more personal experience.
  • Describes the benefits of the top ingredients such as propolis extract and acacia honey.
  • Gets past the buyer’s objections by showing what’s not in the product.

8. Hardgraft

Why we like this product description:

  • Uses all caps and bold to highlight important elements of the product. You get the idea even if you don’t want to read the entire product description.
  • They are clear on the unique value of this product. Self-cleaning fibres, 100% pure virgin wool and marbled buttons.
  • It highlights the features in a way that sells the benefits. The buyer understands what makes the product unique from other products.

9. Scentos

Why we like this product description

  • The detailed headline tells you everything you need to know about the product. It’s a scented marker with a bold tip.
  • The copy highlights all the different uses for the marker and the variety of colours available.
  • Gets past the barrier to a sale by telling you that it’s allergen-friendly and nontoxic.

10. The Mountain

Why we like this product description

  • I love the use of white space. It draws your attention to the striking image of a climbing chameleon.
  • The headline is clear on what the product is about.
  • Appeals to their target audience using words like eco-friendly, 100% solar energy, reusable and recycle.
  • Shows how the product fits into the lifestyle of someone on the move. Your drinks stay hot/cold for up to 12 hours.
  • A very detailed product description that tells you how the product works and helps you imagine the solution.

What Should You Include In a Product Description?

Information

When you educate your audience on your unique value proposition and key benefits, you position your product as the only solution to a frustrating problem. You’ll build trust, lower refund rates and increase sales.

Influence your audience

Here are some power words to try out. Courtesy of David Ogilvy, the father of copywriting.

  • Announcing
  • Suddenly
  • Sensational
  • Introducing
  • Now
  • Miracle
  • Revolutionary
  • Amazing

You’ll find a more comprehensive list in my piece on using psychology to write a product description that sells.

When you educate your audience on your unique value proposition and key benefits, you position your product as the only solution to a frustrating problem. You’ll build trust, lower refund rates and increase sales. Click To Tweet

Write to the buyer

Adopt a personalised approach to make a connection with your reader. Write as you would speak if they were directly in front of you.

Incorporate SEO best practices

Each product page should include

  • The keyword in the title
  • Keyword variations sprinkled throughout the copy
  • Product images with alt tags
  • Hire a copy editor to ensure there are no typos or grammar errors in your copy. Spelling mistakes distract the reader and make your brand appear unprofessional.

Other tips to guide you

  • Include details to enable the customer to have a complete understanding of the product.
  • Feature reviews from happy customers
  • Make your product description scannable
  • Show them the benefits, not tell. Leverage storytelling to paint a vivid image in their mind.
  • Keep your product description between 200-300. If it’s a new product or technical product, your product copy shouldn’t exceed 600 words.

Conclusion

Which of these product description examples did you love?

It is important to reiterate that a good product description is an investment that pays for itself. Product picture alone isn’t enough. The headline, UX, images, trust signals and other on-page elements are just as important. Use these product description examples to craft your product copy.

Need help writing a product description that solves a unique problem for your target audience? Please contact Zenith Copy and we’ll create product copy that gets them to take your call to action.

 

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