sales copy

Ecommerce product descriptions: tried & tested advice

I really enjoyed reading Graham’s article about great ecommerce product page copy last week. It set me thinking all afternoon and all night.

Ecommerce is an area I spend most of my time working in, both on my own ecommerce websites, and my clients’ ecommerce websites.

While a lot of the people that contributed to Graham’s article represent ‘the big boys’ of ecommerce and online marketing, I wanted to share my personal experience with writing ecommerce copy.

My operations are a lot smaller than those of the contributors to Graham’s article, but at the same time my experience is just as important to ‘the little guys’ out there, running ecommerce websites on a shoestring budget.

You don’t necessarily have to add amazing functionality to your product pages in order to make sales. Perfect the copy and you’ll be well on the road to success.

20 inspirational examples of product page copy

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…

What makes great ecommerce product page copy?

Product page copywriting is vitally important, but seems to be overlooked by some ecommerce sites, which simply plonk the standard manufacturer’s descriptions on their pages. 

Paying attention to product page copy can help improve conversions rates, as better copy can be more informative and persuasive.

It can also help your site to stand out in the search results over competitors who have paid less attention to their product descriptions. 

I’ve rounded up some examples of great product page copywriting here, but first some views from the experts on the essentials for effective copy…

Five great examples of product page copywriting

While product page design has improved in the past few years, an often neglected area is sales copy. 

A common mistake is to simply place the manufacturer’s product descriptions on pages. While this approach is easier, a more personal touch and unique tone of voice can help your product pages stand out and really sell the benefits of products. 

I’m going to explain why good sales copy is so important, and look at some examples where retailers are getting this spot on…