Think about it: Your product page is often the first real interaction a customer has with your product. So, how do you make that interaction memorable? How do you make your product irresistible?
Creating high-performing product pages requires more than just listing features—it’s about crafting compelling, tailored messages that resonate with the “wants” of your target audience. Effective product page copywriting can improve search visibility, drive sales, and, most importantly, turn random visitors into diehard fans.
In this article, we’ll walk you through the essential elements of expert-level product page copywriting, covering:
Great product page copy starts long before you write a single word. It involves understanding your audience, product, and messaging goals. Before putting pen to paper (or fingers to keyboard), laying a solid foundation is essential for creating product page copy that resonates with your audience. The pre-writing process ensures that your messaging is strategic and targeted, then it will sell on itself. Here’s how to get started:
A buyer persona is a semi-fictional representation of your ideal customer based on real data and market research. For ecommerce merchants, it’s essential to pinpoint who your product is for so your copy, design, and messaging resonate with your audience.
Understanding your target customer helps you:
1. Analyze Your Existing Customers
If you have sales data, use it to identify trends about who is already buying your products.
2. Leverage Social Media Insights
Social platforms provide valuable data about your followers and their behavior.
3. Dive into Customer Reviews
Check reviews of your own products or similar ones in your niche.
4. Competitor Analysis
Study your competitors to identify who they’re targeting.
5. Conduct Keyword Research
Discover the terms your target audience uses when searching for products in your niche.
6. Identify Their Buying Journey
Understand how your customers make decisions.
Name: Eco-Conscious Emily
Gary Halbert, a legendary copywriter, emphasized the power of focusing on benefits—not just features—when selling. His approach involves breaking down features into real-world advantages for the customer.
Here’s how to apply it:
Start by writing down all the facts about your product. Be as thorough as possible, considering every detail that sets it apart. Have at least a dozen written down, but ideally hundreds. For example:
Once you have your feature list, turn each one into a benefit by asking:
For example:
Not all benefits are equally important to your customers. To find the most impactful one:
For instance, if you’re selling noise-canceling headphones:
Facts inform, but emotions sell. Tie your biggest benefit to an emotional outcome. Think about how your product makes your customer feel:
For example:
Many ecommerce shoppers skim through pages. To make benefits clear and compelling:
For example, a reusable water bottle page could feature:
Back up your claims to make the benefit believable. Add:
Emotional engagement is what drives action. Use these techniques to infuse your product pages with excitement:
Example:
Instead of “A stylish jacket for cold weather,” write, “Feel unstoppable on chilly days with a jacket that’s as sleek as it is warm. Effortless style meets ultimate comfort.”
To craft relatable and persuasive product page copy, you need to use the same language your customers do. This ensures your copy resonates and feels tailored to their needs. Here’s how to identify and leverage their language effectively:
Organize findings into actionable categories:
A study by Shopify found that well-optimized product titles can increase CTR’s by up to 30%. Also, Bigcommerce revealed in a survey that 70% of customers are more likely to click on a product with a clear title. It’s not a secret that product titles and headlines are important because it’s the first thing that visitors read. Here are some ways to make your product titles more appealing to customers (and search engines too):
Here’s an example using the search term “hydrolyzed marine collagen peptide powder,” showcasing how to incorporate unique selling points (USPs) to highlight the product’s distinct features and benefits effectively:
The point is that you can reflect your brand identity through product title optimization.
To do so, you need to align your content with the tone and voice of your brand.
It can help you be original, capture your target audience with good humor and creativity, and make your products memorable and recognizable.For example, Lush Cosmetics highlights their product lines with catchy product titles that definitely have a positive impact on their conversions.
Your headline can either leave a great first impression or send your visitors scrolling on to other stores. And what better way to persuade them than to align your message with their goals?
For inspiration, take a look at Obvi’s product page. Their headline, “Lose 30 Pounds in 90 Days,” instantly connects with their audience’s end goal, which is why they would buy the product in the first place.
Optimizing product descriptions is one of the smartest moves ecommerce merchants can make, as they influence a staggering 87% of consumers in their purchasing decisions. Product descriptions that tell a story rather than just displaying features are the key to selling. The secret? They make the entire copy about the shopper. Below, we’ll explore examples of inspiring product descriptions that do just that.
Ever thought a cooler could sound exciting? Turns out, with the right words, even the dullest products can grab attention and spark curiosity. And Bison Coolers does this perfectly.
Their product description excels by addressing customer pain points upfront, such as unreliable gear, and positioning the cooler as a durable, premium solution. It uses customer-centric language, highlighting key benefits like lasting durability, ease of use (“no need to add ice every couple of hours”), and specific capacity details (“holds 42 cans or 65 lbs. of ice”).
Trust is reinforced through features like U.S. manufacturing and “Certified Bear Proof,” which add credibility and appeal to outdoor enthusiasts. By blending technical features with relatable benefits, the copy effectively connects with its audience.
We all know that triggering emotions is a guaranteed way to get people to buy. But with awesome copywriting, you can make any product trigger emotions. A great example is The Giant Carrot Body Pillow with a product description that starts with this unique statement, “You don’t need, you need a carrot.”
It immediately grabs attention and sets a fun, lighthearted tone. This approach makes the product feel quirky and personable, appealing to someone looking for something unique or whimsical. Including a personal backstory about designing and crafting the carrot pillows since 2012 makes the product feel handmade and special.
Take Welly as an example. Instead of focusing on features like “48 flexible bandages in a tin,” they highlight the problem (stay on through playtime) and the solution (extra-long bandages that stay put): “With three vibrant patterns, these bandages stay on through playtime and help adventurers wear bumps and cuts with pride.” This approach connects emotionally with the customer’s frustration.
But does this mean abandoning feature lists? Not at all. Features like weight, capacity, or specifications are critical decision points for certain products, such as water filters for camping. However, these details work best as supporting information after benefits have been established.
The key is to lead with benefits that solve consumer pain points and use specs to reinforce the product’s value.
Supporting content is the bridge between a customer’s curiosity and their confidence to buy. By addressing concerns, showcasing value, and building trust, these sections can significantly enhance conversions while delivering a seamless shopping experience. Here’s how to write compelling copy for these sections:
Merchant example: Dr. Squatch’s FAQ section is a standout example of clear and shopper-focused content. It addresses common concerns like shipping deadlines, product differences, and promotional discounts in a simple, easy-to-navigate format. Seasonal questions, like holiday shipping cutoffs, create urgency, while branded elements like the “Sudisfaction Guarantee” build trust.
Merchant example: Pizza oven brand Gozney enhances its product page by showcasing a wealth of information, including the diverse range of meals customers can create using their pizza oven. This approach not only highlights the oven’s versatility but also inspires potential buyers by demonstrating its practicality for various cooking needs.
Merchant Example: Alo Yoga showcases photos of real customers wearing their products, creating a sense of the “perfect fit” while inspiring shoppers with styling ideas for their puffer jackets.
Merchant Example: Energy drink merchant Sneak Energy tells their brand story on their product page in the tone of voice that their ideal customers speak.
Merchant example: Glamnetic offers a comparison chart on why their magnetic lashes set them apart from other similar brands.
Once you’ve nailed the copywriting on your product page, you’re half way to driving more conversions and sales for your brand. The other half of the conversion equation is expert-level design that builds trust and affinity for your brand.
Shogun is equipped with the design tools you need to build compelling product experiences.
The visual editor in Shogun is where you can create designs that tell the story behind your products. There are many elements that enable limitless creation, including snap-to-grid content positioning to create any layout you can imagine. All without the need for marketing teams to tap resources from the development team to create new pages.
If custom coding is required, Shogun supports the use of custom code through the Custom Elements feature to enable the use of Javascript, HTML, CSS and more to create layouts from scratch.
Shogun saves marketing teams time with reusability. All page sections, custom elements, or even entire pages can be saved and accessed later when creating new pages. This means you only need to create once, and in the future you can use what you’ve created as a base to spin up pages and product experiences quickly.
The AI Text feature in Shogun helps ecommerce marketing teams get that first draft of copy on the page–speeding up the time to publish ahead of important campaigns with tight launch deadlines.
Never let writers block stand in the way again.
It’s never a good idea to rely on generic product page copy to convert a diverse group of shoppers that are browsing your pages. Shogun makes it easy to create custom versions of your product pages based on many different site visitor attributes, including:
A product page that is tailored to the site visitor’s needs and preferences is much more likely to convert–even if you have savant-level copywriting on the original version. That’s the power of personalization!
