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…
Red Letter Days
This is a simple but effective example. Each of the product pages has a short description and includes a bulleted list for those (like me) that like to scan read when buying online, before reading the detail if I’m interested in something.
This site entices the foodie traveller with promises of ‘tender meats at a Mexican barbecoa’ and more.
The copy is heavy with adjectives and works hard to sell the gastronomic delights of Mexico.
The copywriting here is helped by the design of the page, which helps visitors to absorb the information on offer.
The copy is also unique, here it talks about the winemakers and the story behind the wine. This is unique, and reinforces the company’s proposition.
I used this site for examples of product page copy before, but it certainly bears revisiting.
It’s unique, amusing, and tells a great story around the product.
A sweater-dress of this magnitude disrupts the order of things. It exposes less than nothing — a hint of calf, ten long fingers — yet the effect is a revelation. And notice how the springy Merino wool holds its shape.
This page shows the story behind the product, in this case a gold ring. It also presents the usual, essential details on shipping and returns.
This hamper site does more than some of its competitors to convey the luxury of the contents, as well as providing a welcome list of the contents.
AO (Appliances Online)
This is a worthy example for presentation of technical data, which is easy to read and scan:
The rest of the page contains some very persuasive copy, and lots of social proof: Facebook likes, reviews etc.
Firebox product pages are always entertaining and this one, for stupidly hot chilli chocolate, is a great example:
It actually warns you not to buy the product, which is a perfect way to get the craziness of the product across:
So just to confirm for anyone in the remotest of doubt – our Instant Regret Chocolate really is extraordinarily hot. The factory didn’t really want to make it. It’s fair to say that it turned out quite a bit hotter than we thought. Still, what is joy without pain?
All Saints doesn’t overdo it and lets the images sell the clothes as much as anything. I especially like the information on the size and height of the model: very useful for potential buyers.
This is an example of polarising, controversial copy. I suspect Wish was pretty pleased when it provoked the usual self-righteous outrage from the Daily Mail and others. Must have been great for sales.
Dyson gets technical when it needs to, explaining the workings of the vacuums, presenting features clearly, and selling the product: ‘removes more dust than any other cylinder vacuum’ and so on.
Vintage Wine Gifts
The formatting and presentations of these product pages could be massively improved, but the copy is splendid, weaving a story around the bottle of port which scores extra points for using Churchill to sell the item.
This is a very well-designed site in general, and the product presentation is particularly good.
Here, the copy describes the items and its features perfectly.
Mr and Mrs Smith
The boutique hotel site gets the tone right, and describes the hotel, its surroundings and its facilities very well. Sprinkling in a little local history always helps too.
Frankly, you should expect some great copy for such a high ticket item, and Cartier dives into history to describe this pendant. It doesn’t overdo it either, keeping it simple and classic.
This hotel site describes and presents the features of the hotel room very clearly, with lots of relevant information and a handy bulleted list for people to scan.
Plenty of other hotels could learn from this detail and presentation.
Often the higher the price, the harder the copy needs to work, so copy for a new Lamborghini does need to inspire people to purchase, though I imagine a test drive or two also helps…
This is a good example of displaying product specifications over a range of products, one which allows shoppers to make an informed decision.
Many art sites don’t seem to do much to describe the paintings or to explain the concept behind the pieces. Here, Degreeart lets the artist explain the concept, the materials used, and the process.
The product copy emphasises the benefits of the product, as well as referencing mentions of the items in magazines and elsewhere, for a little social proof.
It also proclaims the heritage and craftsmanship behind the products::
Something rather special happens when the finest leather passes through the right hands. At Stow, each of our contemporary designs is cut from the highest quality hides and hand-crafted by a traditional leather manufacturer in Southern Spain. Boasting over three hundred years of leatherworking heritage, the skill and expertise provided by the artisans employed here is second to none.