Examples of Great Product Descriptions and What You Can Learn From Them

Effective product descriptions aren’t just important – they’re integral to increasing conversions and growing sales. Here are 10 examples of great product descriptions to inspire you.

Great product descriptions don’t just happen.

The best ones are carefully considered and formed; informative; and accurate.

In other words there’s a lot of thought, research, testing, and revision that goes into crafting the perfect product description.

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If you haven’t paid much attention to the quality of your product descriptions or never had to think much about how to describe what you’re selling, this post is for you.

Because as the world reels from lockdowns and purchase behaviours adapt, your small business will inevitably need to find alternative revenue streams. One such avenue could be turning to online sales to supplement offline sales initiatives.

Meanwhile, if you already have an online store, now is the time to consider what you need to do to optimise and improve your product descriptions to increase online shop conversions.

To help you get started, I’ve compiled some stand-out product descriptions* from around the web to inspire you!

*Note: The inclusion of brand names does not imply nor constitute endorsement, recommendation, or support of any of the linked information, services, products, or providers of any of the products included in this list.

Product Description Examples

Morihata: HA KO paper incense

Great product descriptions don't leave room for doubt.

What’s an indicator of excellent copy? When the product description alone makes you want to buy something you don’t actually need and didn’t even know you wanted. That’s exactly what happened to me while browsing for bath towels on Morihata.com.

Here’s what makes this description great:

  • It doesn’t just say that this a new form of incense – it shares some interesting background about how this product came to be and what you can expect from it. This added detail is great because it doesn’t assume the reader knows what this is and how to use it.
  • The description gives you ideas where to use this product and more importantly, how to use and care for the product safely.
  • They’ve made sure you know that this also makes a great gift, which is a nudge to purchase this again in the future for special occasions.

Takeaway: When you’re selling something new, different, or innovative for its category, make sure the description has all the information needed to convince the reader to give the product a try. Don’t leave room for doubt.