By Digital
Product descriptions are important for ecommerce success. So once you see a terrific one take notice, study from it, and attempt to enhance your individual product element pages.
In a current article, KISSmetrics, the analytics platform, described not having a product description as a crucial search engine marketing error, to not point out what an excellent product description does for the patron attempting to determine whether or not or to not make a purchase order.
This week, I got here throughout two compelling ecommerce product descriptions that I imagine can train us about promoting our merchandise on-line.
Greenback Shave Membership: Use Humor to Have interaction
Greenback Shave Membership Doesn’t promote difficult merchandise. The truth is, practically any fellow who shaves his face — and even bearded males usually trim across the edges — already has a reasonably good concept of what a razor is and does.
With this in thoughts, one would possibly assume that Greenback Shave Membership could be tempted to jot down a bland, reasonably direct product description like, “Designed to provide you a detailed shave.” Whereas this might not be the worst product description ever written, it might not essentially have interaction or inform the shopper both. Are there, for instance, razors designed to not offer you a detailed shave?
The Greenback Shave Membership makes use of product descriptions to tell and entertain consumers.
The Greenback Shave Membership’s web site takes a special tact. The product description is clearly supposed to entertain, not inform. The product is a twin-blade shaver that many, if not most, consumers will already perceive. Right here is the ensuing product description.
The Humble Twin retains it easy, wielding nothing however fact. It’s like your previous highschool health club, earlier than the category of ‘62 alumni donated $1 million and rebuilt it into a contemporary coliseum. Wasn’t it higher again then? No matter. For those who’re a twin blade man, then that is the enterprise. And maaan is it low cost.
Along with the entertaining copy, Greenback Shave Membership consists of a number of advantages related to the Humble Twin.
- 2 chrome steel blades.
- 5 cartridges per 30 days.
- A very good primary shaver, for guys who dig simplicity and precision.
- Lubricating strip soothes the pores and skin.
- A shallow pivot head contours the face.
- Dependable — that is the ’82 wagon that begins when the temp’s beneath zero.
The lesson the Greenback Shave Membership can train us is that product descriptions, significantly for easy-to-understand merchandise, might be entertaining and interesting. We are able to additionally see that having an inventory of specs permits us latitude within the prose portion of the outline.
GORUCK: Reveal Technical Prowess and Use Video
GORUCK has a special problem. Its major product, a rucksack, is known equally to a twin blade shaver. However GORUCK’s model of this primary product prices $295, which is ten instances as a lot as some opponents. So GORUCK must reveal, if you’ll, technical superiority. It wants to indicate consumers why its rucksack is price each penny.
Whereas GORUCK makes use of a wide range of completely different advertising techniques, together with some useful occasions like GORUCK Challenges, it additionally does an excellent job of describing its merchandise on website.
For example, the product description for the GORUCK GR1 has 4 sections.
First, on the high of the web page there’s a easy part that calls out a few of the GR1’s primary options, together with that it holds 26 liters of stuff and it’s constructed to carry a 17-inch Apple MacBook Professional.
GORUCK has a primary product info part on the high of its product element web page.
The following part of the web page features a brief, prose description of the GR1 and a video.
The GR1 is GORUCK’s unique and most versatile rucksack. Consider it as a dayruck or minimalist in a single day ruck that protects a laptop computer (or a hydration bladder) with power. Comfy in cities, warzones, when rucking to coach, and at our Occasions, GR1 is our hottest piece of substances.
“GR1 works nice at GORUCK Gentle, The Problem, Heavy, and Choice.
The GR1 video exhibits consumers seemingly all the things there’s to know in regards to the rucksack.
The video is six minutes lengthy and walks the patron by way of most each facet, profit, and benefit the GR1 has to supply. It’s a clear show of technical superiority.
The third part of the product description web page is a collection of lists enumerating the GR1’s major options, its laptop computer or hydration compartment, and the way it may be utilized in GORUCK occasions. Here’s a pattern.
- Constructed within the USA of military-grade, extremely water resistant supplies.
- Two compartments: one foremost, one laptop computer/hydration subsequent to your again.
- Fundamental compartment opens flat, inner pocket format permits for optimum group.
- 17″ tall bombproof compartment subsequent to your again is additional bolstered to securely take a laptop computer or hydration bladder into fight.
- Exterior slant pocket gives fast entry to keys, snacks, and different small gadgets.
- 2” x 3” VELCRO® on entrance lets you customise GR1 with the patch of your selection (patch will not be included).
- GR1’s low profile makes it an excellent assaulter’s ruck (homes and doorways are smaller abroad). Whereas rucking, this implies the burden stays nearer to your again, which is the popular method.
- Opens flat for straightforward packing and most group — this can be a function present in Particular Forces medical rucks.
- Shoulder straps are additional padded to hold heavier hundreds extra comfortably.
- Designed to take a seat excessive in your again, inserting a lot of the weight on the shoulders and again (the popular method when rucking as a result of these are giant muscle teams).
- 3 rows of exterior and inner MOLLE webbing sized to suit a GR1 Area pocket and different MOLLE pleasant equipment.
- Scars Lifetime Assure: Ruck Arduous, Play Arduous.
This content material could also be useful to consumers, however collectively it additionally makes an impression. The amount of options makes the GR1 looks like one thing particular.
Lastly, on the backside of the product description column, GORUCK has a desk of product particulars, which the corporate has labeled “Specs.” Among the content material is duplicated from one other part, however nonetheless GORUCK is giving its prospects info in nearly any type that buyer might think about.
GORUCK as a specification part on the backside of the product element web page.
The lesson right here is actually threefold. GORUCK is (a) offering its consumers with good product info in a number of codecs, (b) utilizing numerous product element to reveal technical superiority and (c) utilizing a video as a part of its product description. Take into account one or all of those approaches for technical, high-end merchandise.
