8 Common Ecommerce Mistakes and What We Learned from Them
December 6, 2024
“What’s your top tip for crafting product descriptions that convert? Share an example of a successful product description and explain why it works.” Here is what 5 thought leaders have to say.
My top tip for crafting product descriptions that convert is to focus on benefits rather than just features and paint a picture of how the product will improve the customer’s life. Use clear, persuasive language that speaks directly to the customer’s needs and emotions, making them feel like this product is the solution they’re looking for.
For example, for a high-end coffee maker, instead of just listing “10-cup capacity” or “programmable settings,” a successful description might say:
“Wake up to barista-quality coffee every morning with our top-rated coffee maker. Designed for the perfect brew, it lets you program your favorite settings so every cup is just the way you like it. With a 10-cup capacity, you’ll have enough to power through even the busiest mornings. Get ready to elevate your morning ritual and savor the best part of your day.”
This description works because it goes beyond technical specs, addressing the customer’s lifestyle and the desire for a satisfying, stress-free morning routine. It taps into the emotional appeal of convenience and quality, making the product feel like a personal upgrade rather than just a coffee maker. This approach can significantly increase conversions by making the customer envision the product’s impact in their life.
Andrew Lee Jenkins, Owner, Andrew Lee Jenkins
My top tip for writing descriptions that convert is to anticipate your readers’ questions and answer them in your product description. Uncovering these questions is relatively easy with online tools like AlsoAsked and AnswerThePublic.
You’ll also find inspiration in the reviews for similar products on your competitors’ sites. The negative reviews will be full of grumbles you can use to your advantage. If your product goes one better and solves these problems, then mention it in your description.
This is a great way of anticipating and handling objections head-on. If you represent a coffee brand and your competitors are criticized for how quickly their coffee goes off, then mention the steps you’re taking to ensure your beans stay fresh for longer.
Mel Healy, Head of Content, Marketing Labs
As an experienced florist, I’ve found that a successful product description combines storytelling with sensory language to create an emotional pull. My top tip is to paint a vivid image that connects with the customer’s desires or memories, allowing them to visualize the product in their life. For instance, instead of just listing flowers, describe the experience they bring.
A successful example I often use might be: “Our ‘Golden Sunrise’ arrangement is a burst of happiness with cheerful sunflowers, gentle roses, and a hint of eucalyptus—ideal for brightening any room with a dash of nature’s sunshine.” This works because it makes customers feel they’re not just buying flowers, but an experience that transforms their space into something special.
The key to this description’s success is its focus on the sensory details, which helps the reader feel the warmth and beauty the bouquet will bring to their environment. When you write with sensory language, potential buyers can almost feel, see, and even imagine the scent of the arrangement, which can be highly persuasive in converting browsers into buyers. It also conveys the unique character of the bouquet, setting it apart from generic options.
Sophie Marasco, Founder, Thanks A Bunch Florist
Share the product/service benefits, not just what it offers/the features, and make it relatable to your target audience. For example, a description of a luxury candle might highlight not just the scent (feature) but how it creates a calming atmosphere for relaxation after a long day (benefit). One successful product description I used for a wellness product focused on how it helps customers achieve better sleep, emphasizing its ingredients’ calming properties and how it could improve overall well-being. This works because it speaks to the customer’s need, creating an emotional connection and driving them to purchase.
Kristin Marquet, Founder & Creative Director, Marquet Media
My top tip for crafting product descriptions that convert is to focus on the customer’s perspective by addressing their needs and the benefits they care about most. Instead of just listing features, paint a picture of how the product solves a problem or enhances their experience. For us, this often means highlighting the creative possibilities of our custom air fresheners, emphasizing the ease of customization, and reinforcing the quality of our materials.
Including phrases that evoke the sensory appeal, such as the fresh scent or unique shapes, also helps create an emotional connection. By blending practical details with a bit of storytelling, we make the description both informative and compelling, which ultimately drives conversions.
Nick Campion, Digital Operations Manager, Make My Freshener
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