8 Product Description Best practices for e-commerce success

In the competitive world of e-commerce, creating product descriptions that appeal to customers is the key to success. We gathered insights from eight e-commerce managers and CEOs, sharing best practices, from highlighting your product’s unique benefits to leveraging social proof. Immerse yourself in the wisdom of these industry experts to enhance your platform’s appeal and increase sales.

• Highlight the unique advantage of the product
• Turn descriptions into stories
• Include sensory language
• Use customer reviews to create concise descriptions
• Focus on emotional value and clarity
• Create a sense of urgency
• Choose simplicity and transparency
• Use social proof

Highlight the unique advantage of the product

The key to a compelling product description is to highlight your product’s unique selling point (USP) in a way that speaks directly to your customers. For example, instead of saying “We ship worldwide,” make it more specific and impactful with a statement like “We ship worldwide within 4-7 days.” This makes the benefits clear and tangible, helping customers understand exactly what to expect.

It’s also important to focus on how your product will improve the lives of your customers. A great product description answers the question, “How will this product improve the customer’s situation?” This approach helps you establish an emotional connection with your audience, making your product more accessible and desirable.

Additionally, make sure that each product description is unique and that its variations target different sets of keywords. This helps avoid duplicate content and ensures better SEO performance by optimizing for multiple search terms. Compelling, keyword-optimized descriptions not only attract customers, but also increase your visibility in search results.

Kelly Hez
E-commerce Manager, iBoost Online

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Turn descriptions into stories

In my experience, a key practice that significantly drives sales on our e-commerce platform is turning product descriptions into living stories. Instead of simply describing the specifics of our high-end garments, we walk our customers through the craftsmanship process, highlighting the handcrafted designs, sustainability, and captivating aesthetic appeal these pieces bring.

For example, when describing a ball gown, we would highlight the inspiration behind the design, pointing out the careful selection of sustainable fabrics, handmade embellishments and the painstaking hours of meticulous work that went into production. This powerful storytelling technique not only details the specifics of the product, but also provides captivating context that emotionally connects the customer with the product, strengthening their purchase decision and engagement. Use this “story-driven” approach to product description to create compelling narratives about your products and see your customer interactions skyrocket.

Abhi Madana
Co-founder and creative director of Amarra

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Include sensory language

An important tip for writing compelling product descriptions is to focus on how your product solves a problem or improves a customer’s life, rather than just listing features. I always try to paint a picture of what the product can do for them, whether it’s a sofa that turns the living room into a cozy meeting space or a desk that increases productivity. I also include sensory language that appeals to emotion and imagination, such as “soft, luxurious material” or “elegant, modern design.” This approach drives sales by helping customers connect with your product on a personal level.

Chris Putrimas
General Manager of Teak Magazine

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Use customer reviews to create concise descriptions

We use customer reviews, emails and communications with our representatives to create product descriptions that provide the details our customers need to make better purchasing decisions. Buyers want short descriptions, without unnecessary bells and whistles, so our content is short and to the point, containing information that can really be useful to them. It helps customers find the products they need faster, providing a better shopping experience. The result for us is great feedback and an increase in returning customers.

Shelley Grieshop
Marketing Associate/Writer at Totally Promotional, Totally Promotional

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Focus on emotional value and clarity

At The Alloy Market, we don’t just appraise jewelry; we offer lasting memories to our clients who want to place their works in the right place. Our descriptions go beyond a list of features to focus on how each piece that holds a special place in our customers’ hearts can achieve the highest possible value in today’s market.

We provide a transparent breakdown of each item’s value and payout structure, so customers feel confident and well-informed. We pride ourselves on offering top payouts and personalized service, making you feel valued and trusted every step of the way. This approach not only increases sales, but also builds a deeper, more meaningful connection with our customers, strengthening loyalty and encouraging repeat business.

Ramon Khan
CMO and co-founder at Alloy, The Alloy Market

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Create a sense of urgency

Focus on benefits, not just features. It’s important to show how your product improves a customer’s life or solves a specific problem, rather than just listing technical details. For example, instead of saying, “This water bottle holds 24 ounces,” try saying, “Stay hydrated throughout the day without having to refill frequently.

Use storytelling to make your product relatable and connect with your customer on a deeper level. Tell us a little about how the product was created, who it’s for, or how it’s used in real life. This helps the customer imagine themselves using it and creates an emotional connection. For example: “Inspired by weekend hikes, this jacket is designed to handle unpredictable weather while staying comfortable.”

Create a sense of urgency or scarcity by mentioning limited availability or special offers. A simple line like “Only a few pieces left in stock!” or “Get it before it’s gone!” can motivate customers to act quickly instead of waiting. This gentle nudge can make a big difference in increasing conversions.

This approach keeps things natural and speaks directly to the customer’s way of thinking, encouraging them to feel connected to the product and motivated to make a purchase.

Rayan Osseiran
Co-founder and CEO of Lamia

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Choose simplicity and transparency

In my experience running the successful e-commerce platform Eyeglasses.com, I have found that emotional storytelling is effective in creating compelling product descriptions. Instead of listing just specifications, we weave stories around the brand – where the design came from, the craftsmanship behind it, and the lifestyle the brand represents. For example, when we sell Ray-Ban Wayfarer glasses, we’re not just talking about acetate frames and polarized lenses, but we’re bringing to life the image of classic Hollywood icons strolling down Sunset Boulevard.

Moreover, simplicity and clarity are of great importance. Customers appreciate clean, clear and concise descriptions with bulleted specifications that help them make decisions quickly. Use layman’s terms wherever possible – not everyone knows the difference between progressive lenses and bifocal lenses. Finally, using our pioneering virtual try-on technology, we offer “visual descriptions” that enable customers to experience what a product will look like before purchasing, thereby increasing engagement and trust in the purchasing process.

Mark Agnew
CEO and founder of Eyeglasses.com

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Use social proof

In my experience, attractive product descriptions play an essential role in increasing sales on my e-commerce platform, The Trade Table.

One key tip that I find extremely effective is using sensory language. Instead of simply listing features, we describe the experience of using the product. For example, in the case of a particular tankless water heater, we not only mentioned its efficiency, but emphasized the comfort of never running out of hot water during a winter shower. This approach led to improved customer engagement and increased sales.

Secondly, the use of social proof also proved invaluable. In the description of our best-selling kitchen appliance, we included testimonials from satisfied users who shared how it made their cooking faster and more convenient. This increased credibility and made our products recognizable, leading to a surge in purchases. That’s why embedding sensory language and social evidence in product descriptions has significantly increased our e-commerce sales.

Forrest Webber
Owner, Trade Table

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