Your product doesn’t need to be the best in the world to gain traction in the marketplace. But without compelling copy, you may find that your audience isn’t aware of your product’s many benefits, or simply isn’t interested in purchasing it.
A well-written, compelling user experience (UX) description will go a long way toward convincing potential customers that your product is exactly what they’re looking for. It can also boost your conversion rate by allowing you to respond more effectively to customers who visit your website. Although the perfect UX description might sound like an oxymoron (a description that’s both compelling and excellent), you can actually write an effective one.
In this article, you’ll discover the essential components of a great UX description, including how to write each element, as well as the advantages of including one in your marketing efforts.
The Basics Of A Great User Experience Description
The basics of a great UX description are similar to those of a well-written product review: a short introduction to the product, a summary of the benefits, and a conclusion that ties the entire description together. However, a UX description is different from a product review in three important ways.
Firstly, a great UX description will contain more descriptive language and fewer marketing words. Secondly, it will focus less on the features of the product and more on the value that it provides. Thirdly, a great UX description will include the customer’s point of view and not just the product’s.
Each of these three elements will be discussed in more detail below.
The Introduction
The introduction of a UX description is similar to that of a product review, and as such, should be short and to the point. However, the introduction of a UX description should also include enough information for the prospective customer to understand what the product is and why they might need it. As with a product review, the introduction should include a short overview of the company, the people behind it, and the reason the product was created.
The introduction should also include basic information about the product’s features and its competitive analysis (if applicable).
Some great introduction examples include:
- Insightful, yet succinct. Here, you’ll learn about the many benefits of the Segway Personal Transporter. In six short paragraphs, you’ll discover how this product can make your life easier. At the end of the introduction, you’ll learn that the Segway is a Swiss company that’s been around since 1967 and is highly reputable.
- The introduction to this product review is equally as useful as the actual product itself. In just a few short paragraphs, you’ll discover how the Apvivor AB5 kettlebell can help you with your strength training, improve your stamina, and boost your metabolism. In addition, you’ll learn that this product is ideal for anyone who wants to take their training to the next level. Finally, you’ll learn that the product is made in Germany and is designed to blend in seamlessly with your existing kitchenware.
- This introduction to the MaxiBasket product description is an example of effective product marketing through copy. In just a few short paragraphs, you’ll learn about maxiBasket’s unique design, how it works, and the many reasons why it might be appropriate for you.
- These product descriptions from NutraSweet are an excellent example of well-written product reviews for bloggers and content creators. In under 10 minutes, you’ll learn about the product, including its purpose, composition, and key ingredients. Finally, you’ll learn about the company’s history and the people behind it, including the co-founders and the man who started it all, Dr. John Harvey Kellogg.
- This product review from CNET is a great example of an effective user experience description. In just a few short paragraphs, you’ll learn about the product, its purpose, and how it works. In addition, you’ll learn about its key features and advantages. Finally, you’ll learn about its drawbacks and how well it stands up to customer review.
- This article from Mental Floss is an excellent example of a well-written, comprehensive review of a children’s book. In under 10 minutes, you’ll learn about the book and what inspired the author to write it. Finally, you’ll learn about the key differences between the hardcover and the paperback versions.
- The product review from Tech Radar is an informative article that teaches the reader about the many features of the HP TouchPad. In just a few short paragraphs, you’ll learn about the product, its competitive analysis, and the many reasons why it’s great for consumers. From there, you’ll proceed to the next section, which is a summary of the product’s key features.
- This detailed Amazon review of the L’Oréal Elétif Elidel Spray provides lots of information about the product, its uses, and how it functions. Additionally, you’ll learn a lot about the reviewer’s personal experience with the product, as well as the reasons why other customers might want to purchase it. This is valuable information for any prospective customer.
- This in-depth review of the Dr. Praeger’s Arthritis Pain Reliever from NHS Choices is another informative example of a UX description. In just a few short paragraphs, you’ll learn about the product, its purpose, and the various forms of arthritis it can help. You’ll also learn about its ingredients, side effects, and warnings. In addition, you’ll learn about the science behind its analgesic effects and what makes it different from other similar products.
The Summary
The summary of a UX description is similar to that of a product review, and as such, should be short and to the point. However, unlike a product review, the summary of a UX description should include more details about the product’s features and competitive analysis (if applicable).
Some great summary examples include: