The power of emotion and logic for improving product descriptions and driving conversions

Julian Byrne - Friday, July 02, 2021

The power of emotion and logic for improving product descriptions and driving conversions


Are you looking to add product descriptions to your new website design or improve your existing descriptions? If so, you might not have known that there’s actually scientific evidence for consumers purchasing with emotion, which they then justify with logic. 


To be convinced to buy from you, then, a customer needs to be emotionally engaged with the benefits of your product and see that the features indicate it to be a logical choice, too. 


There are many ways that you can accomplish this, which we will explore below. 


Use sensory words 


Incorporating words that invoke the use of one’s senses in your product description and website design can encourage consumers to buy a product. This is because sensory words describe how we experience the world – how we smell, hear, feel, or taste something – and thus allow consumers to more easily emotionally relate to a product. 

  • Tactile: Words that relate to touch can be used to describe textures, such as ‘silky’, ‘smooth’, and ‘buttery’, which could be particularly evocative when your website design involves describing foods. 
  • Taste and smell can also be played upon when describing foods or scented products, easily substituting in for boring words like ‘good’ or ‘nice’. Instead of a ‘nice smell’, for example, why not use ‘zesty’, ‘sweet’, or ‘aromatic’?
  • Visual: Words relating to sight are great for indicating shape, colour, or other aspects of appearance; think words such as ‘gigantic’, ‘bright’, ‘sparkling’, and dazzling’. 
  • Auditory: Words that describe sounds are often onomatopoeic – by which we mean, mimicking the sound in words, allowing consumers to really picture the product in action. Think terms like ‘bang’ and ‘sizzle’.  
  • Motion: Using active words or describing movement might further help make your product descriptions more impactful on the reader. Does the product ‘bounce’ or ‘vibrate’? Or perhaps it is ‘jaw-dropping’, ‘shocking’, or leaves you ‘gob-smacked’?

Provide proof of how the product helps the customer 


Consumers truly value the opinions of previous customers and will take their thoughts into account when choosing what they purchase. Therefore, it is essential to prove that your product is consistently good at what it does, bringing your product page to life. 


Social proof might include displaying testimonials, client case studies, or real-life ratings on your product pages.


Bullet point product features 


Any website design specialist will tell you that bullet points are an excellent descriptive technique when done right. Bullet points can facilitate the scanning of a product’s features, which might not otherwise be as exciting to read through as the rest of the description. 


When used effectively, bullet points can also contain keywords relating to your product, allowing for search engine optimisation, thereby helping to boost your chances of being found online by potential customers. 


Write with your target audience in mind


How might your target audience use your product in their day-to-day life? Can it be used in the summer or winter, in the kitchen or bathroom, at home or on the go? 


By applying real-life situations to the writing of your product descriptions, you can help shoppers to more easily envision when, where and how they may choose to use the item. 


Enlist the help of a professional 


For more in-depth and tailored professional advice about your website design, content, and marketing, reach out to Piranha Designs today in Gibraltar, London, Edinburgh, or Spain. 


We’re committed to providing the digital marketing solutions that will help power your brand’s growth throughout the rest of 2021 and beyond. 



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