Product descriptions are important - but you already know that, or you wouldn't be here. What you're interested in is learning what makes some product descriptions better than others. We've collected examples of 10 high-converting product descriptions, and explain what they do differently in order to make the sale.
Anorak Online
With their Buzzy Bee bags, Anorak gets straight to the point when it comes to emphasizing their conservationist message. Each bag purchased helps support the Bumblebee Conservation Trust, a cause that customers can feel good about. Plus, the product description does an excellent job of explaining how the bag solves customer pain points and describing the product's features. Pair that with a super cute bumblebee-inspired design, and you've got a winner.
Key Takeaway: Give your customers a reason to feel good about their purchase and they'll be more likely to buy.
Oransi
Oransi's HEPA air purifier product description is organized by bullet points for easy readability, and does a great job of describing the product's benefits. The description includes a link to an authoritative study ranking their product the most effective, and also tells the customer what rooms the purifier is best for. Even more importantly, it recommends that users seeking to remove smoke odors use a different product altogether - a great strategy to meet customer needs proactively. By steering customers towards the product they actually need, they've taken an important step towards building a happy and loyal customer base.
Key Takeaway: Don't be afraid to direct customers to the product they actually need - they're counting on your expertise!
Bulletproof Diesel
Bulletproof Diesel is in the business of building unstoppable trucks. As with any automotive products, there can be a lot of confusion regarding parts, models, compatibility, and more. Bulletproof Diesel does a great job of tackling these issues in their product descriptions by including easy-to understand charts and diagrams, like this diagram of a diesel engine. By showing the customer exactly what part is being discussed (and how it fits into the larger engine), Bulletproof Diesel helps customers avoid confusion and order the right part the first time. When writing product descriptions, there's no rule saying that you can only use words - if it helps, include images, video, or whatever else it takes to get your point across.
Key Takeaways: If your product is complicated, explain it as clearly as possible - even if that means using images or videos.
Tiny House Coffee
Tiny House Coffee does a great job of blending their company's mission directly into their product description, giving them the type of authenticity that can't be faked. This coffee is purchased from friends made while the founders were serving in the Peace Corps, and every bag sold helps build schools for the very community that inspired this small coffee business in the first place. The product description and photography both focus around the Nicaraguan families that the coffee is directly purchased from, an an informal "It kind of tastes like..." flavor profile help describe the coffee without getting snooty about it. If your company is built around authenticity, don't be afraid to get a little personal in your product descriptions - people prefer doing business with people that they feel like they know.
Key Takeaway: Reinforcing your company's unique mission and values in your product description gives you authenticity that can't be matched.
Bushsmarts
Bushsmarts does a great job of explaining the benefits of a product the average camper never knew they needed - the Bear Star. The Bear Star makes it easy to hang your food out of reach of bears, which any experienced camper will tell you is very important. The true value of this product description lies in the testimonial from Canoe Roots Magazine, who vouch that this product makes it much easier to hang your bear bag without needing to tie rope around a rock and throw it over a tree limb. (As someone who has brained themselves with a rock trying to do exactly this, the author can testify to the 'pain' part of this pain point). If you're describing a product that your audience is unfamiliar with or wasn't aware that they needed, make sure to emphasize how useful the product is in the product description. Plus, an expert testimonial never hurts!
Key Takeaway: When selling a product that the customer is unfamiliar with, make sure to explain what pain point it solves.
Urban Outfitters
Urban Outfitter does a great job of describing the indescribable - Brownie the Happy Poo Emoji dog toy. Urban outfitter blends humor and credibility into this product description, giving the reader a laugh while emphasizing that this toy has been a favorite for over 10 million BarkBox subscribers. By catching the reader's interest with a joke and then building credibility, this product description does double doody.
Key Takeaway: Making the customer laugh can be a great way to capture their initial interest - just back it up with a little credibility after.
CB2
Instead of listing out the features, CB2 weaves it into the beautiful prose that is their product description. The product description does an excellent job of capturing the history of these striking curtains, while also giving a detailed description of how each is hand-made. Next, they wrap it up by describing how it will complement almost any room or color palate, and how the curtains provide privacy without looking or feeling heavy. Finally, they emphasize the exclusivity of the product by letting the customer know that these are a CB2 exclusive. For fashion-forward shoppers, uniqueness is important - there's nothing worse than getting a hot new product and then seeing it everywhere the very next day.
Key Takeaway: Emphasize the uniqueness of your products, but don't forget to also describe their usefulness.
FAB
Fab's minimalistic teapot speaks for itself - and the product description lets it. This description matches the minimal design of the product by emphasizing the subtle elegance of this teapot, and avoids lengthy descriptions of its aesthetic that might over-sell its simple design.
Key Takeaway: Match your product descriptions to your product aesthetic. If your product is simple, your product description shouldn't be complicated.
Pottery Barn
Pottery Barn does an excellent job of explaining the benefits of their product in this description. By emphasizing the product's weatherproof, rustproof, quick-drying materials, they've addressed most customers' key concerns when it comes to outdoor furniture. For functional, everyday products, spend some time identifying the most common questions asked about its usefulness, and answer them in the product description. Sometimes your customers are just as concerned with function as with form, so don't make them click through to an FAQ form or read a ton of reviews to get the information they need.
Key Takeaway: Answering common customer concerns in your product description can help make the sale.
Mimoco
This Star Wars-themed USB drive from Mimoco is meant for a niche audience, and its product description shows it. This product description is meant for fans of the series, and doesn't bother explaining the inside jokes and references to clueless nerf-herders. By speaking to their audience in a language they understand, they reinforce their niche credibility. Plus, this product description does a great job of reinforcing how in-demand this product is, and makes the customer want to capture this hard drive before some other bounty hunter picks it up first.
Key Takeaway: Don’t be afraid to niche down and speak to a small audience. If the reader doesn't get the reference, they probably weren't going to buy the product anyway.
Conclusion
Writing a good product description starts with getting a good understanding of who you’re selling your product to. As you’ve seen in many of these examples, the descriptions are targeted at certain people. Highly targeted descriptions are more likely to convert visitors into buyers if it speaks to their interests or solves their problems.
If you're selling online, product descriptions are only part of the puzzle - check out our in-depth guides on how to start an online store. We cover everything you need to know when selling online, start to finish, without all the fluff. Just real-world walkthroughs, useful tools, and tons of hands-on guidance from folks who actually do this for a living. Happy selling!