Storytelling in Product Descriptions Means More Conversions

5 minutes read
Did you know there are over 26 million eCommerce sites worldwide - with more created every day? They won’t all be selling exactly what you offer, but that’s still a lot of competition. So, it’s all about standing out (for the right reasons) and pipping your online neighbours to the post.

Let’s start with why product descriptions matter:

87% of customers feel product content is the most important factor when deciding to purchase an item online, as they cannot physically see, feel, or smell the item.

87% of consumers are unlikely to make a repeat purchase if they don’t see accurate product descriptions.

85% of shoppers said that product information and pictures are important when deciding which brand to buy from.*


Are you sitting comfortably?

So how do you stand out from the crowd? Through the art of storytelling. Storytelling in product descriptions has emerged as a powerful tool to captivate audiences and supercharge conversions. We’re delving into why and how storytelling can double your conversion rates, transforming lurkers into loyal customers.

The Power of Storytelling in eCommerce

We’re bombarded with countless choices online, so standing out isn’t just a goal; it’s sink or swim. Storytelling in product descriptions offers a unique way to engage customers emotionally, making your products more than just items to purchase – they become stories to partake in. Research indicates that storytelling can increase the perceived value of a product by up to 2,706% – that’s a pretty impressive figure and underlines the impact of a well-crafted narrative.

Why Stories Resonate

Human brains are wired to respond to stories. They help us make sense of the world and connect with it on a deeper level. When a product description transcends mere specifications and taps into emotions, it creates a bond with the customer. This connection is what turns a casual browser into a committed buyer.

The Link Between Storytelling and Conversions

But how exactly does storytelling translate into higher conversions? It’s all about differentiation and perceived value. A compelling story sets your product apart in a saturated market, making it memorable and desirable. What’s more, when customers feel an emotional connection to a product, they’re more likely to justify the purchase, leading to higher conversion rates.

Crafting Compelling Product Stories

Creating an engaging product story is both an art and a science. Here are key strategies to elevate your product descriptions through storytelling:

1. Understand Your Audience

The first step in storytelling is knowing who you’re talking to. Understand your audience’s desires, fears, and aspirations. This knowledge allows you to craft stories that resonate with them personally.

2. Highlight the Journey

Every product has a story – where it comes from, how it’s made, or the people behind it. Sharing this journey adds depth and authenticity, making the product more than merely an object but part of a larger narrative.

3. Emphasize Benefits, Not Just Features

While features are important, benefits create an emotional pull. Instead of just listing the attributes, explain how the product improves lives. This approach turns the description into a relatable story in which customers can see themselves.

4. Use Evocative Language

The power of words cannot be overstated. Use language that evokes imagery and emotions, painting a vivid picture in the customer’s mind. This sensory experience makes the product more tangible, even in the digital space.

5. Create Relatable Characters

If applicable, incorporate characters or personas your audience can relate to. This technique personalises the experience, making the product relevant to the customer’s own life story.

6. Be Authentic

Authenticity is key in storytelling. Customers can quickly sense when a story feels forced or insincere. Keep your narratives true to your brand’s voice and values.

Paving the Way

Many brands have harnessed the power of storytelling in their product descriptions with undeniable success. Here are a few of our favourite examples:


One of the world’s largest consumer brands has masterfully integrated storytelling into every facet of its communication, both online and offline. The brand doesn’t just sell a beverage; it sells moments of happiness, shared experiences, and universal connections. Through innovative technologies like Augmented Reality (AR), Coca-Cola brings its stories to life, creating immersive experiences that resonate deeply with consumers. Their narratives often evoke nostalgia, joy, and a sense of global community, making each sip of their product more than just a drink – it’s part of a larger, shared human story.


On the other hand, SPANX, founded by Sara Blakely, leverages the power of personal storytelling. Blakely’s journey to becoming the world’s youngest self-made female billionaire began with a simple yet relatable problem: the right undergarment to wear under white trousers. Her solution, cutting the feet off control top pantyhose, was not just innovative product development but also a narrative that many women could relate to. This personal story of ingenuity and problem-solving is at the heart of SPANX’s branding, turning its products into symbols of empowerment and self-confidence. By sharing these authentic experiences, SPANX connects with its audience on a personal level, making each product more than an item of clothing; it’s a part of Sara’s story and, by extension, theirs.


Renowned for its affordable and innovative furniture (and meatballs), Ikea utilises storytelling in its product descriptions to create a sense of warmth and practicality. Their narrative approach often paints a picture of everyday life, inviting customers to envision how IKEA products can fit seamlessly into their homes and lifestyles. By emphasising simplicity, functionality, and the joy of home-making, IKEA’s stories transform ordinary furniture pieces into essential components of a cosy, well-lived life, enhancing the customer’s connection to their products.

Overcoming Challenges in Storytelling

While the benefits are clear, crafting compelling product stories is an art.

1. Balancing Information with Engagement

The key is striking a balance between informative content and engaging narratives. Too much of either can dilute the impact.

2. Maintaining Brand Consistency

Make sure your storytelling aligns with your brand’s overall voice and ethos. Consistency strengthens brand identity and trust.

3. Evolving with Customer Preferences

As customer preferences change, so should your stories. Stay attuned to trends and feedback to keep your narratives fresh and relevant.

The Future of eCommerce Storytelling

Storytelling in product descriptions is more than a trend; it’s the future of eCommerce. In a digital landscape where emotional connections are paramount, storytelling can be the difference between a missed opportunity and a loyal customer. By harnessing the power of narrative, brands can not only double their conversions but also build lasting relationships with their audience.

The journey of storytelling in eCommerce is evolving, with endless possibilities to explore and refine. As a content marketing agency, we understand the nuances and potential of storytelling. We’re not just selling products; we’re crafting experiences, one story at a time. 

Need help giving your product descriptions a new lease of life? We’ve written compelling descriptions for products across many different industries, from home furnishing brands to Speedo and more, so get in touch today.