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Earlier on, I published a post looking at best practices for product page copy, now it's time to show some examples of ecommerce sites doing this well. 

In a nutshell, copy should be easy to read and scan, it should sell the benefits of the products and entice shoppers to make a purchase. 

Different approaches will work for different sites, so some of these examples are descriptive, some funny, and some technical...

Red Letter Days

This is a simple but effective example. Each of the product pages has a short description and includes a bulleted list for those (like me) that like to scan read when buying online, before reading the detail if I'm interested in something. 

Intrepid Travel

This site entices the foodie traveller with promises of 'tender meats at a Mexican barbecoa' and more. 

The copy is heavy with adjectives and works hard to sell the gastronomic delights of Mexico.

Naked Wines 

The copywriting here is helped by the design of the page, which helps visitors to absorb the information on offer. 

The copy is also unique, here it talks about the winemakers and the story behind the wine. This is unique, and reinforces the company's proposition. 

J Peterman

I used this site for examples of product page copy before, but it certainly bears revisiting. 

It's unique, amusing, and tells a great story around the product. 

For example: 

A sweater-dress of this magnitude disrupts the order of things. It exposes less than nothing — a hint of calf, ten long fingers — yet the effect is a revelation. And notice how the springy Merino wool holds its shape.

Bottica

This page shows the story behind the product, in this case a gold ring. It also presents the usual, essential details on shipping and returns. 

Virginia Hayward

This hamper site does more than some of its competitors to convey the luxury of the contents, as well as providing a welcome list of the contents. 

AO (Appliances Online)

This is a worthy example for presentation of technical data, which is easy to read and scan:

The rest of the page contains some very persuasive copy, and lots of social proof: Facebook likes, reviews etc. 

Firebox

Firebox product pages are always entertaining and this one, for stupidly hot chilli chocolate, is a great example: 

It actually warns you not to buy the product, which is a perfect way to get the craziness of the product across: 

So just to confirm for anyone in the remotest of doubt - our Instant Regret Chocolate really is extraordinarily hot. The factory didn't really want to make it. It's fair to say that it turned out quite a bit hotter than we thought. Still, what is joy without pain? 

All Saints

All Saints doesn't overdo it and lets the images sell the clothes as much as anything. I especially like the information on the size and height of the model: very useful for potential buyers. 

Wish.co.uk

This is an example of polarising, controversial copy. I suspect Wish was pretty pleased when it provoked the usual self-righteous outrage from the Daily Mail and others. Must have been great for sales. 

Dyson

Dyson gets technical when it needs to, explaining the workings of the vacuums, presenting features clearly, and selling the product: 'removes more dust than any other cylinder vacuum' and so on.  

Vintage Wine Gifts

The formatting and presentations of these product pages could be massively improved, but the copy is splendid, weaving a story around the bottle of port which scores extra points for using Churchill to sell the item. 

Bellroy

This is a very well-designed site in general, and the product presentation is particularly good. 

Here, the copy describes the items and its features perfectly. 

Mr and Mrs Smith

The boutique hotel site gets the tone right, and describes the hotel, its surroundings and its facilities very well. Sprinkling in a little local history always helps too.  

 

Cartier

Frankly, you should expect some great copy for such a high ticket item, and Cartier dives into history to describe this pendant. It doesn't overdo it either, keeping it simple and classic. 

Sea Breeze

This hotel site describes and presents the features of the hotel room very clearly, with lots of relevant information and a handy bulleted list for people to scan.

Plenty of other hotels could learn from this detail and presentation. 

 

H.R. Owen

Often the higher the price, the harder the copy needs to work, so copy for a new Lamborghini does need to inspire people to purchase, though I imagine a test drive or two also helps... 

Apple

This is a good example of displaying product specifications over a range of products, one which allows shoppers to make an informed decision.  

Degreeart.com

Many art sites don't seem to do much to describe the paintings or to explain the concept behind the pieces. Here, Degreeart lets the artist explain the concept, the materials used, and the process. 

Notonthehighstreet.com

The product copy emphasises the benefits of the product, as well as referencing mentions of the items in magazines and elsewhere, for a little social proof. 

It also proclaims the heritage and craftsmanship behind the products::

Something rather special happens when the finest leather passes through the right hands. At Stow, each of our contemporary designs is cut from the highest quality hides and hand-crafted by a traditional leather manufacturer in Southern Spain. Boasting over three hundred years of leatherworking heritage, the skill and expertise provided by the artisans employed here is second to none.

Which other sites are creating excellent product page copy? Please share your examples below...

Graham Charlton

Published 3 December, 2013 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

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Hannah Poulton, Head of Multi-Channel Communications at Principality Building Society

Shouldn't AO be Appliances Online, not Accessories Online?

almost 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Hannah - you're right. Fixed now, cheers.

almost 3 years ago

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Tim Cross

Very interesting reading. We have tried to make the copy on our Plymouth Tea site stand out - the use of famous names such as Mayflower and Drake for our blends helps but based on the examples above we could probably do more. Very useful thanks.

almost 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Tim I think the copy is good, though perhaps the formatting and presentation could be improved.

almost 3 years ago

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Tim Cross

Thanks Graham. Any quick tips? We try to test the changes we have made, ultimately looking at conversion rate - but we have some way to go.

almost 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Tim I guess testing will tell you more than I could. I prefer to see some formatting to break up text, perhaps highlighting of key points, or bullet lists to show product features.

almost 3 years ago

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Julian Wright

Great article and examples. We need to help customers make informed decisions.Too many sites have over cluttered product pages with basic or unhelpful copy.
One of my current favourites is bestmadeco.com , which makes the product the hero with clear pictures and detailed copy.
Often supported by examples of the products being used and tested by the team on expeditions. All of which re-enforces the brand's heritage credentials.

almost 3 years ago

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Jonny Brown

Interesting piece, thanks for posting. Would love to see a similar piece but based on best practice B2B website product pages. I think they present a greater challenge to balence a simple clear proposition lead messgae with the technical detail required to aid the buyer.

almost 3 years ago

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Carolyn

Some really interesting examples here - I like the ones that incorporate storytelling with a back story.

almost 3 years ago

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Sarah Louise Dean, Head of Social Media at Dynamis

I really love this Graham - would love to see All Saints using a size 10-12 model at some point (you never know).

Bellroy is a find - I had not heard of it before. Although I am trying to work out whether they are using the correct version of 'discrete'. I suppose if they mean 'separate' bills then fine, but I fear they mean 'hidden'.

I also recommend made.com - they put a lot of tailored product info on their pages, show price comparison with High street prices and include a small photo of a staff member advocating the product.

almost 3 years ago

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Tim Cross

@Graham - We will see if we can implement some changes to the text formatting to break up the text as you suggest. Thanks!

almost 3 years ago

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Andy Hook

@ Jonny

Don't know if it's an example of best practice but I like Policy Bee's approach. They do B2B business insurance which is quite technical, but the website copy is easy to read and quite relaxed.

almost 3 years ago

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Lisa George

Thank you for a most interesting and useful article - it's made me look at my website through different eyes.
Going to have to work on my development skills!

almost 3 years ago

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Paul Laycock-Sullivan

Nice article Graham. I’m the online copy manager for www.very.co.uk and I’m always pleased to see recognition of the benefits of inspirational and informative copy.

My aspiration is for Very to be the best in class for retail in terms of enhanced copy. We are working hard to achieve this, which is quite a challenge given that we launch over 40,000 products a year across an incredibly wide range of product categories.

If I’d add anything to your article it would be that its obviously very important that online copy helps product rank highly on Google and is persuasive in terms of boosting sales, less obvious is that it has tremendous value in terms of reducing returns.

It can also act as a USP for your site, for example one of the ways we employ it is to give style advice ' Buy these items together/Complete the look' to increase the basket size.

over 2 years ago

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