This little chunk of text on a product page is crucial to your potential customers. Alongside photos and videos, it helps decide whether to buy an item without touching and trying it on. That’s why you must take descriptions very seriously. Below we’ll regard five valuable principles which are in active use by famous brands.

But First, How Does Your Store Perform?

Before we begin, I can’t help but mention that the most significant contributors to the high conversion rate of your website are its performance and UX/UI. Without polishing these parameters, you can’t ensure a superb user experience and, as a consequence, sales.

One of the actionable ways to achieve such goals is to build progressive web apps that are gaining popularity. Check out great PWA examples in eCommerce and other online businesses and test the loading speed of your site to understand weak points.

Know Your Buying Personas As You Know Yourself

Who is your target audience? Get to know your customers by conducting a profound analysis of their preferences, behavior in your online store, solvency, and various demographic aspects. Having such precious insights at hand, your content creators will write far more convincing copy.

Let your tone of voice reflect the nature of the brand and match the values of customers. Mothercare is a lovely example here with its cutest product descriptions ever (see the screenshot below). 

Product description page on Mothercare website
The screenshot was taken on the official Mothercare website

This text:

  • Underlines the core features of the t-shirt: cotton, flashes of neon;
  • Helps to imagine how cool it will be for a child to wear the item: “is perfect for all-day fun.”
  • Gives style advice: this T-shirt matches jeans or joggers and can be complemented with a shirt “for a smarter look.”
  • Communicate with leads in a remarkable manner: conversational, friendly, and funny.

This approach singles out Mothercare among other brands and makes its products memorable and appealing.

What Is the Unique Selling Proposition of the Item?

There are numerous online stores that offer more or less similar products at a glance. How do you stand out from the crowd? Highlight the unique features of every product.

Of course, it’s all about tangible benefits to consumers. So, if you want to boast of technologies, materials, or functionality, link it directly with avail for shoppers.

To be honest, it’s tougher and tougher to find such special traits for every single commodity since competitors can easily apply similar innovations, approaches, models, and so on. Anyway, try to underline wholesome peculiarities of products so that users instantly notice them.

Such traits can be represented either by lists of advantages or a special section. Adidas calls it “Highlights”, as you can see in the screenshot. The USP here is the following: Stan Smith shoes are an iconic model with a long history. Other facts underpin the value of this pair for those who are into conscious consumption and classic outfits.

USP on Adidas website
The screenshot was taken on the official Adidas website

Be Mindful to the Details

Online shopping has become a substantial part of our daily routine. But every time customers visit online stores, they’re a bit stressed out. They have to choose almost blindly, so many tend to order several sizes and colors to try them on. Therefore, the percentage of returns is traditionally high.

In the meantime, a detailed product description could reduce both the levels of returns and anxiety. In the screenshot below, you’ll see how attentively H&M approaches this section of product pages.

Detailed product description on H&M website
The screenshot was taken on the official H&M website

Firstly, you see which size is on the model and how tall she is. So, it’s easier to figure out how this jacket will look on you. Secondly, you see info about sustainable fabrics. Thirdly, you can check out the “True to size” bar to understand whether this thing is oversized or not, according to other buyers. Finally, you can read a traditional description, care info, and customer reviews for a comprehensive picture.

Make It Creative

Who said that you ought to organize a product description block as a couple of paragraphs? It’s completely up to you. There are some examples of brands that create captivating layouts to present a product’s features.

Apple is a flagship in terms of spectacular descriptions. Every product page reminds a full-fledged landing with photos, gifs, videos, and motion graphics. Let’s explore a page dedicated to iPhone 12 (look at the screenshots below).

Layouts
The screenshot was taken on the official Apple website

Each significant trait of the model is located in a separate section with an attractive cover. When you tap the “+” icon, the description itself opens. Inside, you can get acquainted with key advantages and explanations. This page looks gorgeous!

Product description layout for Apple devices
The screenshot was taken on the official Apple website

Certainly, it’s quite costly and absolutely unnecessary to make such presentations for all hundreds/thousands of items in your store. But I’d recommend creating eye-catching layouts for your iconic commodities. This aids in upholding the status of these goods and impress visitors.

Add Social Proof

Allow customers to add their own product descriptions. I mean, reviews. In practice, the presence of such a section makes the overall product page pithier and more persuasive. In fact, positive feedback from shoppers hugely backs up an item, while negative one helps to improve it.

In the screenshot below is an example from Sephora. At the top of the page, users can notice a clickable rating of a particular product with a maximum of five stars. In the review block, there is a table that showcases the number of testimonials with marks from 1 to 5. You can tap on a bar to read, e. g., reviews with five stars.

Social proof
The screenshot was taken on the official Sephora website

Further, there are different filters to find the most relevant feedback from hundreds. Thanks to all these options, it’s handier to make a deliberate purchasing decision. So, take care of navigation to facilitate the searching process for users.

Final Word

Perfect product pages require a lot of attention. Besides the aspects mentioned before, you should think about fonts and SEO principles as well as nearby content like visuals and CTAs. 

But the primary recommendation of this article would be the following: do not underestimate the importance of product descriptions themselves. In the case of online shopping, prospects rely on the facts you give them rather than on their own perception. So, it’s vital to provide them with exhaustive info which is smartly organized and nicely designed.

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