In the competitive world of e-commerce, crafting product descriptions that resonate with customers is key to success. We’ve gathered insights from eight e-commerce managers and CEOs, sharing their best practices from highlighting a product’s unique selling point to using social proof. Dive into the wisdom of these industry experts to enhance your platform’s appeal and drive sales.
- Highlight the Product’s Unique Selling Point
- Transform Descriptions into Stories
- Include Sensory Language
- Utilize Customer Feedback for Concise Descriptions
- Focus on Emotional Value and Transparency
- Create a Sense of Urgency
- Incorporate Simplicity and Clarity
- Use Social Proof
Highlight the Product’s Unique Selling Point
The key to a persuasive product description is highlighting the unique selling point (USP) of your product in a way that directly appeals to your customers. For example, instead of saying “We ship globally,” make it more specific and impactful with a statement like “Worldwide delivery within 4-7 days.” This makes the benefit clear and tangible, helping customers understand exactly what to expect.
It’s also essential to focus on how your product will improve your customers’ lives. A great product description answers the question: ‘How will this product make things better for the customer?’ This approach helps you connect emotionally with your audience, making your product more relatable and desirable.
Additionally, ensure that each product description is unique, with variations targeting different sets of keywords. This helps avoid duplicate content and ensures better SEO performance by optimizing for multiple search terms. Compelling, keyword-optimized descriptions not only attract customers but also boost your visibility in search results.
Kelly Hez
Ecommerce Manager, iBoost Online
Transform Descriptions into Stories
In my experience, one key practice that has significantly driven sales on our e-commerce platform is transforming product descriptions into vivid stories. Instead of merely detailing the specifics of our high-end fashion garments, we walk our customers through the crafting process, emphasizing the handcrafted designs, sustainability, and the enchanting aesthetic appeal these pieces carry.
For instance, for a prom gown’s description, we’d illuminate the inspiration behind the design, hinting at the careful selection of sustainable fabrics, handcrafted embellishments, and the painstaking hours of meticulous work that go into the production. This eloquent storytelling technique not only details product specifics but also provides a captivating context that emotionally links the customer to the product, enhancing their purchase decision and engagement. Leverage this “storyfied” product description approach to create compelling narratives around your products and watch customer interactions soar.
Abhi Madan
Co-Founder & Creative Director, Amarra
Include Sensory Language
One essential tip for creating compelling product descriptions is to focus on how the product solves a problem or enhances the customer’s life, rather than just listing features. I always try to paint a picture of what the product can do for them—whether it’s a sofa that transforms their living room into a cozy gathering space or a desk that boosts productivity. I also include sensory language that appeals to emotions and imagination, like “soft, luxurious fabric” or “sleek, modern design.” This approach has driven sales by helping customers connect with the product on a personal level.
Chris Putrimas
CEO, Teak Warehouse
Utilize Customer Feedback for Concise Descriptions
We use customer reviews, emails, and communications with our reps to create product descriptions with details our clients need to make better buying decisions. Shoppers want brief descriptions, no fluff, so we keep our content short and to the point with information they can really use. It helps customers more quickly find the products they want with a better shopping experience. The result for us is great feedback and an increase in return customers.
Shelley Grieshop
Marketing Associate/Writer at Totally Promotional, Totally Promotional
Focus on Emotional Value and Transparency
At The Alloy Market, we don’t just appraise jewelry; we offer lasting memories with our clients who aim to place their pieces into the right place. Our descriptions go beyond listing features, focusing on how each piece that holds a special place in our clients’ hearts can attain the highest value possible in the current market.
We provide a transparent breakdown of each item’s value and payout structure, ensuring they feel confident and informed. We pride ourselves on offering the highest payouts and personalized service, making sure you feel valued and trusted every step of the way. This approach not only boosts sales but also builds a deeper, more meaningful connection with our customers, fostering loyalty and encouraging repeat business.
Ramon Khan
CMO & Cofounder at Alloy, The Alloy Market
Create a Sense of Urgency
Focus on the benefits, not just the features. It’s important to show how the product improves the customer’s life or solves a specific problem they have, rather than just listing technical details. For example, instead of saying, “This water bottle holds 24 oz,” try something like, “Stay hydrated all day without needing frequent refills.
Use storytelling to make the product relatable and connect with the customer on a deeper level. Share a little about how the product came to be, who it’s designed for, or how it’s used in real life. This helps the customer picture themselves using it and creates an emotional tie. For instance, “Inspired by weekend hikes, this jacket was crafted to handle unpredictable weather while keeping you cozy.”
Create a sense of urgency or scarcity by mentioning limited availability or special deals. A simple line like, “Only a few left in stock!” or “Get it before it’s gone!” can motivate customers to act quickly instead of waiting. This gentle nudge can make a big difference in driving conversions.
This approach keeps things natural and speaks directly to the customer’s mindset, encouraging them to feel connected to the product and motivated to buy.
Rayan Osseiran
Co-Founder & CEO, Lamia
Incorporate Simplicity and Clarity
From my experience helming a successful e-commerce platform, Eyeglasses.com, I’ve found that emotion-driven storytelling is effective in crafting compelling product descriptions. Instead of listing mere specifications, we weave in stories around the brand—where the design originated, the craftsmanship involved, and the lifestyle the brand embodies. For example, when selling Ray-Ban Wayfarers, we don’t just talk about the acetate frames and polarized lenses, but bring to life the image of classic Hollywood icons strolling down Sunset Boulevard.
Furthermore, simplicity and clarity matter greatly. Customers appreciate clean, clear, and concise descriptions with bulleted specifications to aid in quick decision-making. Use layman’s terms wherever possible—not everyone knows the difference between progressive and bifocal lenses. Lastly, leveraging our pioneering Virtual Try-On technology, we offer “visual descriptions,” allowing customers to experience the look before purchasing, thereby boosting engagement and trust in the buying process.
Mark Agnew
CEO and Founder, Eyeglasses.com
Use Social Proof
In my experience, compelling product descriptions are instrumental in driving sales for my e-commerce platform, The Trade Table.
One key tip I’ve found remarkably effective is utilizing sensory language. Rather than just listing features, we describe how it would feel to use the product. For instance, with a particular tankless water heater, we didn’t just mention its efficiency but highlighted the comfort of never running out of hot water during a winter shower. This approach has led to improved customer engagement and a rise in sales.
Secondly, using social proof has also proven invaluable. In the description for our best-selling kitchen appliance, we included testimonials from satisfied users, sharing how it has sped up their cooking and added convenience. It fueled credibility and made our products relatable, leading to a surge in purchases. Hence, embedding sensory language and social proof in product descriptions has significantly amplified our e-commerce sales.
Forrest Webber
Owner, The Trade Table
