15 Amazing Product Descriptions

According to Statista, there will be roughly 2.14 online shoppers by 2021! For eCommerce entrepreneurs, this means amping up on marketing strategies to meet demands. Fortunately, there are several ways to entice potential buyers — product images, user-friendly systems, and the most crucial of all — product descriptions. 

OneSpace claimed that incomplete product descriptions have let down 98 percent of shoppers. And any eCommerce store owner knows the least they want their potential leads to do is abandon their carts. In fact, OptinMonster says the number of shoppers who abandon carts could soar up to 78 percent! 

With all these in mind, your eCommerce store must have complete and captivating product descriptions. Read on as we tell you how to write a product description. Plus, we’ll also show you 15 of the most effective product descriptions from various brands. 

How to Write a Product Description 

Writing product descriptions is no easy feat. But here are some pointers to help you stay on track:

• Think of your buyer persona. This will enable you to use words, jargon, or terminology that will resonate with your audience. 
• Explain the benefits. Mentioning product features isn’t enough. The customers want to know what’s in it for them. To do this, think of your buyers’ pain points and go from there. 
• Make unique product descriptions. You have to make sure no product descriptions are the same. Or else, your customers will feel you don’t offer a vast array of product choices. 
• Communicate using your brand’s voice. Make sure you stay consistent with your branding. If you have a casual branding, keep your product descriptions casual. On the other hand, if you have a formal branding, tighten up the language. 
• Use powerful words. Powerful words create a sense of want and evoke emotion. Check this link for the best ones to use. 
• Use bullet points. Always make your product descriptions digestible by using numbers, bullet points, checkmarks, or icons.
• Optimize for search engines. The only way people will see your products is if you optimize them for SEO. Make sure you target the right keywords and include them in your description.

15 Examples of Effective Product Descriptions

1. Nintendo Switch

Nintendo’s product descriptions start with action verbs. If you notice, there are several action verbs in the first paragraph. “Play,” “dock,” “undock,” and “keep playing.” These sum up what a customer can do with their Nintendo Switch, subtly telling them to try it for themselves.

2. Hot Miami Styles 

The brand displays a brief sentence to describe the dress in totality, followed by a bulleted description of the product specifications. It works because it’s concise yet informative.

3. Acer Monitor

This product description example of an Acer monitor might be too concise. However, for the willing buyer, these descriptions are everything they need to make them decide. The company states every essential information — from the width, height, angles, display, and more.

4. Palace Skateboards

Thrashers have always been stereotyped as the little punks who always get into trouble. And Palace Skateboards has emanated that in their product descriptions in a vulgar, brash, and cool way.

5. Firebox Tea

Firebox has a way of incorporating humor into their somewhat unique wares. Here’s one for their tea product. At first, you’ll instantly think the branding is too serious. However, the fun copy matches even the unusual product name. 

6. Firebox Speaker 

Firebox is a brand who knows how to communicate with their target market. For this particular example, you can seemingly hear a salesperson asking you, “What do you fancy today?” or “Stressed? You?” Overall, Firebox knows how to keep their copy light, fun, and engaging by directly addressing the buyers. 

7. Kallo 

We’ve never read a product description for condiments that’s interestingly creative. This example sounds like it came straight from a children’s storybook. Kallo incorporates creative storytelling in almost all their products. For a product as mundane as an onion stock cube, I’d have to say this copy would make me want to order some! 

8. Dollar Shave Club

As mentioned in one of the tips above, making your product copy digestible will compel buyers to read from start to end. Instead of writing a massive chunk of sentences, the Dollar Shave Club uses checkmarks to emphasize each line. Plus, they make sure to incorporate some fun while they’re at it, which are almost the last two lines in their product descriptions. 

9. BMW 

BMW has outdone itself by addressing urgency in its headline. Aside from a compelling headline, its clever use of superlatives like “perfect,” “powerful,” “extremely,” and “dominate” could be the driving point (pun intended) for buyers to click the CTA button. 

10. Nulaxy Bluetooth Adapter 

There’s a reason why this product earned an “Amazon’s Choice” badge. The images are high-quality, and the copy is sufficient. The product descriptions highlight the different adapter features, starting from the best down to the safety functions. Putting the headings in all caps also creates an additional structure on top of the numbered list.

11. Brooklyn Candle Studio

Contrary to the typical bulleted product descriptions, Brooklyn Candle Studio’s product copy comes in paragraphs. Nonetheless, they are never overwhelming nor annoying to skim through as the tone is elegant and straightforward, matching the brand’s voice.

12. Nike 

Apparel and shoe companies like Nike ensures that they provide a size guide in their product descriptions. This is recommended to allow a seamless buying experience and avoid product returns.

13. Pro-Master Smart & Simple

This leather punch hole deserves a spot on this list because of its friendly and relatable copy. First, it mentions a few pain points such as an old useless belt, blisters from doing repetitive tasks, and being slowed down from adding extra holes to leather materials. Then the brand positions its product to resolve all those pain points, which is a brilliant strategy.

14. Oxford Shop

Always write product descriptions with your buyers in mind. This one is from Oxford Shop for their Stretch Travel Shirt. They emphasize one of the biggest dilemmas for business people when traveling — a wrinkled shirt! Then they present their product and assure that travelers won’t be having that issue.

15. Old Spice 

When it comes to hilariously excellent copy, Old Spice emerges on top. This one is for their Pure Sport Deodorant. The brand claims that even if customers stand in the blast radius of a nuclear bomb, this deodorant will not stop working! If that won’t urge you to buy this product, we don’t know what will.