Want Higher Product Descriptions? Tackle Emotion, Logic

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Product descriptions increase conversions. Neuroscience confirms that people buy with emotions and justify the purchase with logic. Hence, buyers need to know the benefits to make an emotional decision and the features to make a logical decision. There are many ways to accomplish both goals.

Let’s look at examples.

Sense words

Sensory words describe how we experience the world: taste, touch, smell and sound.

Let’s consider the Milk Bar, a dessert shop. It uses a lot of sense words to describe its cakes. The screenshot below shows “silky”, “sweet”, “thick”, “spicy” and “buttery”. All of them increase the emotion of wanting to eat!

Almost all product descriptions, apart from food, could benefit from sensory words.

Screenshot of the product page of the strawberry cake

Milk Bar uses sensory words to describe its cakes. This example shows “silky”, “sweet”, “thick”, “spicy” and “buttery”.

Social proof

Testimonials, reviews, and other methods of social proof can liven up a product page. Consumers value the opinions of other buyers. Reading about someone else enjoying a product can be the deciding factor when you hit the “Add to Cart” button.

Indented lines

The following description of The Weekend Tee Dress at Everlane starts with features. But features tend to be less exciting than benefits. Placing bullet features makes scanning easier. Everlane follows the bullet list with a benefit-focused paragraph.

Screenshot of the product page for The Weekend Tee Dress

The description for The Weekend Tee Dress places features as bullet points, followed by a useful paragraph.

Real world

Let buyers imagine when, where, or how they use your product in their daily life. Descriptions can help.

In the example below, The Botanical Candle Co describes a “greenhouse scented” candle as “a bright and uplifting choice for kitchens …”. This can help users envision the candle in their kitchen and potentially fill the room with joy while they prepare a meal.

Screenshot of the product page for Greenhouse Scented Candle

The Botanical Candle Co describes a greenhouse scented candle as “a bright and uplifting choice for kitchens …”.

We also see an example of this above at The Weekend Tee Dress at Everlane. The dress is “an easy choice for warm days. Trust us – your weekend won’t know what hit it. ”This can help the shopper imagine getting dressed on a warm summer Saturday before rushing to a coffee-to-go and a few errands.

images

Thumbnails of images convey what the product looks like and are extremely useful for scanning the page. Adding text overlays to images is a common practice to highlight key benefits and features of the description.

The following example applies to an eye cream from ISDIN. The first thumbnail contains two text symbols: “Same formula” and “Cool ceramic applicator”. I wrote the copy. I knew the product had recently been redesigned, which is why I added the new feature (“Ceramic Applicator Cooling”), but reminded the audience that it was “the same formula”.

Screenshot of the product page for ISDIN eye cream

Overlaying text in images is a common practice to highlight key benefits and features of the description. In this example, “Same Formula” and “Cool Ceramic Applicator” are highlighted.

The second thumbnail highlights the main benefits of the eye cream. Keep this inviting by using the present tense (“reduced”) instead of the future tense (“will reduce”). Also, keep it concise.

Screenshot of the product page for ISDIN eye cream

Emphasize the main advantages in the present tense (“reduced”) instead of the future tense (“will reduce”).

Thumbnail three contains Social Proof: user statistics that back up the claims made. If you don’t have statistics, try a user review or testimonial.

Screenshot of the product page for ISDIN eye cream

This text overlay is user statistics that support the claims being made. If you don’t have statistics, try a user review or testimonial.

Thumbnail 4 highlights a new feature.

Screenshot of the product page for ISDIN eye cream

The highlighting of a new function (“New Cooling Effect Applicator”) is a helpful text display.

The final thumbnail will contain a simple list of the key ingredients in the product formulation, similar to “what’s in” or “how it works”.

Screenshot of the product page for ISDIN eye cream

The final thumbnail of the image will have a list of key ingredients, similar to “what’s in it” or “how it works”.

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