Writing Product Descriptions That Are Action-Oriented

Studies show the average online shopper spends just 2.6 seconds evaluating a product. In retail? Even less. After testing dozens of product description styles at Obvi, here's what we found that works both online and irl… So we used to be guilty of the classic DTC move: walls of text above the fold. Shoppers didn’t love that. Then we A/B tested everything in between: Long-form content 📚 Minimal text All lifestyle pics Pure product specs But here's the thing - testing alone isn't enough. You need to know what your customer ACTUALLY cares about. Not what you think they care about. We spent months understanding our customers' concerns about supplements: - Safety questions - Expected results - How it fits their lifestyle Key learning → when it comes to your above the fold content, your customer needs exactly 3 things: - What it is (quick description) - Why it matters (core benefits) - How to use it (simple steps) Everything else is probably a distraction. For your PDP → That means a 2-sentence description max, checkmark-style benefits (✓), and super simple "how to use." The real magic? Your image carousel. We mix lifestyle shots with clean infographics. Half vibe, half value prop. This is where your creativity has to shine. And it's not just about looking pretty. Every design choice needs to serve a purpose. 🎯 For retail: Your packaging should pop first, inform second. Same principles, different battlefield. This is where art meets science →  - Research tells you what matters - Testing shows you what works - Creativity makes it impossible to ignore Think hierarchy. Think impact. Think speed. Because whether they're scrolling or shopping IRL, you've got seconds to make your case. Don't waste them on fluff 💎

Most people buy things to fix problems they already know they have. But even more people buy to avoid feeling regret later. Here’s how you can use that in how you talk about your product: Example 1: Product: Daily Planner Typical message: “Helps you stay organized” Better message: “Avoid another month of forgotten goals and missed tasks” Example 2: Product: Portable Blender Typical message: “Make smoothies on the go” Better message: “Stop skipping breakfast just because cleaning a big blender takes too long” Want to write your own version? Start with these three questions: 1. What mistake are they tired of repeating? 2. How does your product help them avoid that? 3. What might they say to themselves a week from now if they don’t buy? This way, you’re not just offering something useful. You’re helping them avoid that “I wish I had...” feeling.

Most product pages don’t Convince. They Confuse. Here’s how to fix that… Most PDPs either drown users in unnecessary text or leave them guessing about critical details. Neither approach works. The key is clarity, empathy, and economy of words. Start by focusing on the end use case. Customers need to see, almost instantly, that this product solves their problem. This doesn’t require paragraphs—just a sentence or two. What’s the benefit? What’s the biggest concern they might have? And how are you eliminating that friction? Think of a seasoned in-store expert. They don’t ramble; they ask the right questions and give precise answers. Your PDP should replicate that experience. Speak directly to your customer’s needs, their anxieties, and their goals. Above the fold, keep it brief. Explain why this product fits into their life and motivates action. Below the fold, you can expand into the details—specifications, materials, dimensions—for those who need more to make a decision. We’ve seen this approach transform PDP performance. One baby clothing brand thrived early on because the founder instinctively knew her audience’s pain points and crafted content that addressed them head-on. As the brand scaled, staying this focused on the customer’s journey became harder—but the principle of clear, empathetic communication never changed. PDPs that connect don’t just sell—they build trust.