12 Latest Product Description Examples to Write Good Copy

Before you start selling, it’s important to know different strategies that help you improve product sales and conversion rates. One such way is optimizing product descriptions.

A product description is a copy that tells customers about your offering. It influences the visitors by helping them understand why they purchase the product. However, writing product descriptions can be a big task for your website.

A high-converting product description goes from ranking on search engines to informing potential customers about the products, influencing them, and driving them to purchase your product. That said, writing compelling product descriptions is important, as poorly written product descriptions can negatively affect your sales.

In this blog, we will discuss how to write product descriptions for your online store with winning examples that help boost your online visibility and enhance your brand’s credibility.

How to Write Great Product Descriptions That Sell

Attractive product description doesn’t just talk about what your product is—it shows customers what it does for them.

A product description can improve your customer count, but what should it convey? How long should it be? How do we make it engaging? How can it help improve your ranking on search engines?

Here are key elements to focus on while writing impressive product descriptions.

Key Elements of Good Product Descriptions

➥ Target Your Actual Customer First

Writing product descriptions begins with the research.

Before writing product descriptions, understand your customers by creating a buyer persona that includes demographics, behavior, preferences, pain points, and goals.

Understanding the tone and language that appeals to your audience is crucial. Remember, your product description should focus on your ideal customers, not everyone. Knowing your audience helps you identify the best tone and style to appeal to them.

➥ Use Concise and Engaging Language Tone

The effectiveness of your product descriptions is significantly influenced by the language you use. Using casual language with simple words, short paragraphs, and an engaging tone can evoke emotions and prompt potential customers to act.

Moreover, make sure to use brand voice in your product descriptions. It should be memorable, recognizable, and aligned with your target audience’s speaking style. Creative product descriptions include storytelling that connects with the audience, making them more likely to buy.

➥ Highlight Benefits and Features

A good product description helps customers distinguish between features and benefits. This helps customers understand not just the product but also how it can help solve their pain points.

Outline the main product benefits and features in just a few sentences, focusing on how it sets your product apart and can help them improve their lives. Also, technical details and specifications should be included to let customers make informed decisions.

➥ Use a Clear Outline or a Structure

Remember to make your product description as concise as possible. Visitors don’t have a long time to read those lengthy product details, so keep it short and easy to read without discounting your product’s value.

Use a structured format like bullet points or different layouts to make your product descriptions easy to scan and read. If you have a lot of information to share, break it into several sections and use visuals to make it look for engaging and eye-grabbing.

➥ Optimize for Search Engines

The words you use not only hold sway over the buyer, but they also help you improve search engine rankings. Keywords in your product descriptions make much difference from simply using irrelevant words.

Keywords in your product titles, page titles, meta descriptions, ALT tags, and descriptions can significantly impact search engine rank. Ensuring search engine optimization helps increase visibility and allows potential customers to find your products easily through search.

Since so many shoppers use search engines to find products, it’s crucial to do keyword research and optimize your product descriptions with the right keywords that can attract high-targeted traffic, leading to better conversion rates.

➥ Emotional Connection & Storytelling

Stories can make your products more relatable and memorable. They add an emotional touch that connects with customers and highlights the product’s features in the real world.

Create a narrative around your product that highlights its benefits in the real world. Creative product descriptions that include storytelling help your business stand out from other eCommerce businesses. Further, adding customer testimonials or reviews demonstrating how your product positively impacts customers’ lives makes more people connect with your brand, which brings in more sales.

➥ Use Best Call to Action 

A solid call to action is a guiding force that directs visitors to take action. Ensure it is clear, creates urgency, and increases overall conversion rates. For example, using “Buy Now,” “Add to Cart,” and “Learn More” can significantly guide visitors to take action.

➥ Add Social Proof

When potential customers are unsure of their purchasing decision, they often check out what other customers say about your products. Adding social proof can be a great idea that influences others’ actions or opinions. Include them in the comment section, as well as customer reviews and quotes from experts, and highlight them on the product pages.

➥ Unique Selling Proposition (USP)

A USP can set your brand apart from your competitors. It highlights the unique value you offer that customers cannot find elsewhere. A clearly formulated USP acts like a summary or a conclusion of the product description. It shows how your brand and product are different from and better than those of your competitors.

➥ Add Answers to FAQs

Adding FAQs is a simple way to provide extra information about products. Answering common queries can help reduce customers’ hesitations to buy, as customers can feel more confident in buying your products.

12 Impressive Product Description Examples to Follow

Countless product description examples, including those on different platforms, can help you get inspired to craft strong product descriptions for your eCommerce business. Let’s dive into some great examples for every industry.

1. Ecommerce Product Description Example

The product description used by BeardBrand emphasizes simplicity and highlights the product’s key features to grab customer’s attention.

We love the product description from BeardBrand’s for Styling Paste: “Beardbrand Styling Paste is now made with the original Beardbrand Styling Balm formula that delivers medium hold and a free-flowing, natural look for your beard and head hair. The flexible, satin finish leaves hair touchable without that hard, stiff, and crunchy feeling.”

• The description talks about the benefits, such as all-day hold without stiffness.
• The text addresses the target audience’s pain points and clarifies benefits.
• The straightforward language without overwhelming technical specs keeps the customers engaged.
• They have also mentioned FAQs, ingredients, and other details.

2. Product Description Example for Clothing

Here’s an example from BackCountry, specializing in outdoor gear and apparel. Rather than listing the features, it uses bullet points to share how each feature can benefit users.

The product descriptions of BackCountry say, “No matter where the day takes us when we have on the Backcountry Venture Classic Flannel Shirt, we are ready for anything. Featuring a soft cotton fabric and a classic button-up style, the Venture Flannel is perfect for outings in town and off the beaten path alike. Dual buttoned chest pockets cover us for small item storage, and the buttoned cuffs round off the classic style.”

Here’s how it benefits –

• The description is easy and clear, providing essential information about the material, fit, and features.
• It focuses on key selling points, such as product comfort and versatility.
• The visual appeal, including high-quality product images, complements the content.

3. Beauty & Skincare Product Description Example

Luxury cosmetic brand Aesop is well-known for its products. A well-structured product description that emphasizes key features and is designed to appeal to the target audiences who prioritize natural and high-quality skincare products.

Aesop describes its Fabulous Face Oil as ” a concentrated hydrating formulation boosted with botanicals renowned for their purifying, balancing, and skin-softening properties.”

• The description emphasizes the natural and plant-based nature of the product, appealing to consumers who prefer clean beauty.
• The use of words like “concentrated,” “formulation,” and “boosted” suggests a luxurious and high-quality product.
• The description clearly outlines the product’s benefits, such as purifying, balancing, and softening the skin.
• The suggestion of using the Fabulous Face Oil with other products demonstrates Aesop’s understanding of skincare routines and their ability to offer tailored solutions and encourage them to explore other products.

4. Product Description Example for Food

Taza Chocolate’s product descriptions, like the one of their spiked eggnog, are designed to appeal to chocolate enthusiasts who appreciate unique, artisanal, and flavor-forward treats.

The description of the product by Taza Chocolate reads, “Get in the holiday spirit with our Spiked Eggnog chocolate disc, which combines rich organic cacao with the warming essence of rum. This limited edition treat is the ultimate stocking stuffer or holiday indulgence, but you better act fast—it’s only available while supplies last!”

• The product description appeals to chocolate lovers seeking new experiences and highlights the unique combination of its unique flavors.
• The mention of a “limited edition treat” creates a sense of urgency and exclusivity.
• “Rich organic cacao” implies a commitment to quality and artistic products, which resonates with customers who appreciate handcrafted, premium chocolates.
• The addition of certification builds an extra layer of trust among the customers and highlights the essential details.

5. Electronics & Gadgets Product Description Example

An example from Bruvi’s product description highlights its all-in-one coffee experience – “Remarkably tastier coffee. It makes coffee, espresso, cold brew, and more. Breakthrough Guilt Free Toss® B-Pods. The Bruvi Bundle includes everything you need to brew better.”

• The “remarkable tastier coffee” underlines the key benefits of addressing coffee enthusiast’s prime concern.
• The description outlines the product’s versatility, sustainability, convenience, and affordability.
• The description is easy to understand, avoids technical jargon, and targets many target customers.

6. Home Goods & Furniture Description Idea

Goodee’s product description: “Searching for a design-forward terracotta pot for your succulents or cacti (or any plant that prefers dry soil)? The Hoff Planter by Bergs Potter would be perfect for showing them off with its simple and refreshing silhouette. Designed by Danish graphical designer Anne Hoff and crafted from the finest Italian clay in a small Tuscan village, this long-lasting pot will look beautiful no matter where you place it – on your windowsill, desktop, or outside on the balcony – and it will look even better with age. Pair with a glazed Hoff Saucer for a playful touch that perfectly reflects your style. This pot is frost-resistant and has a drainage hole to keep your plant healthy. Hoff saucers are sold separately” effectively targets its audience.

• Highlighting the unique features of the pot’s design-forward aesthetic and handmade craftsmanship.
• The description targets plant enthusiasts who appreciate stylish and practical planters.
• It also highlights the availability of different colors, allowing customers to choose the perfect one for their decor.
• Starting the product description with a question is an effective way to engage with customers and quickly relate their needs or problems to what the product might solve or offer.

7. Health & Wellness Products

Google’s Fitbit product description, “Boost your routine with our #1 fitness tracker. Now with our most accurate heart rate, plus Google essentials like Maps, Wallet, and YouTube Music controls,” effectively demonstrates a health and wellness product.

• The description highlights specific features, such as heart rate monitoring, built-in GPS, and sleep tracking, that appeal to health-conscious consumers looking for fitness solutions.
• Each feature is paired with clear benefits, showing how it can enhance customers’ fitness journey.
• The tone encourages users to take charge of their health, creating a positive and empowering atmosphere that resonates with fitness enthusiasts.
• It addresses common concerns of fitness enthusiasts, such as accurate heart rate monitoring, tracking exercise, and accessing health insights.
• The call to action directly appeals to customers to purchase from the Google store.

8. Software & SaaS Products Description Ideas

Miro’s product description is a good example of SaaS products – “Innovate faster with Miro, the Al-powered visual workspace. Bring teams together and quickly go from big ideas to execution with a workspace that leverages Al at every stage.”

• It clearly states that it’s an AI-powered visual workspace for collaboration and innovation.
• The description mentions specific features like templates, diagrams, and mind maps.
• Including customer testimonials and case studies demonstrates social proof, building trust and credibility with potential buyers.
• The language and tone are easy to understand, highlighting its benefits and appealing to customers to take action, such as “Sign up free.”

9. Product Description Example for Shoes

A product description example from a footwear brand, Camper: “Beige leather men’s baskets with elastic laces, PU footbeds, and TPU outsoles. A Camper Icon that evolves with every season. Peu is functional simplicity inspired by walking barefoot. It is 360-degree stitched and built with a Strobel construction technique, guaranteeing unmatched flex and durability under any conditions.”

• The description not only highlights the features but also the benefits it offers to its customers. It emphasizes details like “modeled after the shape of the foot” for comfort and “barefoot walking” for a natural feel.
• Using different sections like “features” and “product care” keeps the main description concise, allowing interested buyers to explore more information.
• The description uses words like “comfortable” and “fashionable,” suggesting it targets individuals who prioritize comfort and style.

10. Product Description Example for Fashion Accessories

Let’s check out Prev’s product description example – “Inspired by hexagons, the strongest and most efficient structure of nature. With its minimalist yet striking line, specially designed Prev buckles and internal roof stitches; every line, corner, curve and seam emphasizes the symmetry and elegance that exists in nature. It is an ideal companion for daily needs with its elegant size, durable material, strong magnetic closure, adjustable shoulder strap, two pockets inside, one of which has a zip fastening, and cotton inner lining. Comes with custom-designed dust bag and hexagon box. Made with plant-based leather obtained from apple waste.”

• Since prev shop specializes in vegan leather, the product description specifies it made with plant-based leather obtained from apple waste.
• Including the material information, care guide, and shipping details provides some extra information to the customers.
• The description highlights its design, size, durability, adjustable shoulder strap, and other features.
• The back story behind the design creates a bit of emotional connection with the audience.

11. Pet Products Description Example

Here’s an example of a pet product description from Forthglade: “We make our good-for-gut-health duck cold pressed dry food by taking quality, natural ingredients and doing as little to them as possible before they reach your dog’s bowl. These bite-s…”

• The description gives a brief overview of the product’s grain-free formula, which is ideal for dogs with sensitive stomachs.
• Power words like “good gut health” and “hypoallergenic” address the common concerns that pet owners have about their dog’s digestion and allergies.
• Upon clicking the”read more,” the description expands to provide comprehensive details.
• Words like “bursting with goodness,” “easily digestable,” and “tail-wagging good” create a positive image of the product.
• The product features, like cold-pressed and the specific protein source described in the description, differentiate the product from its competitors.

12. Education & Online Courses

Here’s an example from Futurelearn- “Discover key skills and practical tools to create engaging online learning experiences.”

• Unlike the product descriptions highlighting the features, the course description focuses on the outcomes learners will achieve after completing the course.
• The title itself, “How to Create,” uses action-oriented language to emphasize the learning process and skills gained.
• The clear CTA “Join Course” or “Join Today” encourages learners to sign up.

Conclusion

Writing a product description for your eCommerce site isn’t just about listing features and benefits. It’s a chance to connect with your customers and show them how your product can solve their problems and stand out from the competitors.

If you don’t have time, you can also consider using a product description template that provides a guideline to create your product description. These examples and proven strategies can help you write a great eCommerce product description for your ideal customer with all the relevant information.