許多跨境電商賣家忽視產(chǎn)品描述的重要性，但事實上產(chǎn)品描述可以決定產(chǎn)品銷售。消費者可以通過產(chǎn)品描述來獲取更多產(chǎn)品信息，產(chǎn)品描述的好壞也直接會影響店鋪的轉(zhuǎn)化率。因此在產(chǎn)品詳情頁面上選擇正確合適的關(guān)鍵詞、術(shù)語、表達(dá)或圖像驅(qū)動客戶購買尤為重要。

因此下文盤點了八個出色的英文產(chǎn)品描述案例并分析了其文案亮點，幫助所有賣家更好地打造產(chǎn)品爆款文案。如果你想了解更多有關(guān)listing標(biāo)題、描述、圖片、關(guān)鍵詞的優(yōu)化技巧，可觀看視頻教程《亞馬遜爆單第一步：打造滿分的產(chǎn)品listing》。

1、Model Roundup

產(chǎn)品英文描述

AMT brings back BATMAN’S sleek super-plane, the BATWING, from Tim Burton’s blockbuster 1989 BATMAN film. This secret weapon against crime is fully equipped with plenty of the expected gadgets like its dual Gatling guns and front shears. It’s opening canopy reveals more detail like BATMAN’S sighting scope and the Caped Crusader himself in the pilot seat. This release features an updated metal support rod to hold the finish model above its bat-symbol base. All new eye-catching packaging along with updated decals and pictorial assembly guide round out the kit. Joker beware!

文案亮點：客戶共鳴

這款產(chǎn)品是AMT的蝙蝠俠飛機模型。該產(chǎn)品的描述是一個典型的小眾產(chǎn)品文案案例。文案內(nèi)容很好地和喜愛蝙蝠俠的粉絲受眾進(jìn)行了互動。文案中涵蓋了許多細(xì)節(jié)和對蝙蝠俠經(jīng)典的深刻理解，以此和新客戶及老客戶建立融洽而信任的關(guān)系。

2、Hillbilly Stills

產(chǎn)品英文描述：

At Hillbilly Stills we carry some of the best moonshine stills for sale you will find anywhere and our Turn Key Distillery is certainly no exception. This is the perfect whiskey, rum, and moonshine still kit for the serious distiller. Build time as of right now is 4-6 weeks! The boiler included in this still kit comes with a ball valve drain on the bottom and the top opens to a 3'' inch neck. The 3'' pot still easily attaches to the boiler with an included tri-clamp. With the proper permits this moonshine still can make the product of your choice. Whether you’re doing a single run whiskey and rum or a double run for moonshine this still will do the job. Why attempt to build a still yourself when you can purchase your very own professional grade still from Hillbilly Stills that functions as well as it looks? We welcome micro distiller businesses or the most demanding craft distillers to try our moonshine still. You will love this setup, we guarantee.

文案亮點：強調(diào)用戶體驗

酒器品牌Hillbilly Stills的產(chǎn)品描述可以幫助客戶神還原其產(chǎn)品體驗，例如，“無論您是單獨蒸餾威士忌或朗姆酒還是摩閃酒，這款蒸餾器都可以完全勝任（whether you’re doing a single run whiskey and rum or a double run for moonshine this still will do the job）”。該文案還提及購買產(chǎn)品所包含的獎勵項目，這對客戶來說一直是一個很大的賣點。通過描述產(chǎn)品的各種使用選項，買家可以更好地了解蒸餾器的多功能使用。鑒于產(chǎn)品本身獨特有趣，因此Hillbilly Stills不需要在描述中依賴花哨的宣傳。

3、Hot Miami Styles

產(chǎn)品英文描述

*YAS GIRL! Walk in this navy velvet set and expect all eyes on you. Designed with a one shoulder unique crop top and fitted capri pants. *

文案亮點：貼近受眾語用風(fēng)格

女子運動服飾品牌Hot Miami Styles十分明確自己的受眾定位是年輕的時尚女士，所以其以Instagram上熱門的表達(dá)“Yas Girl!”為開頭開啟了其產(chǎn)品描述，以表明其年輕的、Instagram風(fēng)向的時尚精神。因此如果商家知道自己客戶群正在使用的行話、或是談?wù)撍麄兿矚g事物的特殊表達(dá)，那么可以在產(chǎn)品描述頁面中使用它。

4、B. Witching Bath Co.

英文產(chǎn)品描述：

Selected by House Beautiful Magazine as Best For The Bath. Our award-winning Natural Honey Facial Cleansing Bar is enriched with natural skin nourishing extracts, honey and royal jelly. Remove dirt and impurities from your sensitive skin with our all-natural cleansing bar. Our gentle formula is especially designed to help neutralize skin irritations. This therapeutic blend is great for all skin types, especially sensitive or problematic skin, gentle yet effective. Directions: Wet the bar, lather, massage into facial skin, avoiding the eye area and rinse thoroughly. 3.5 oz. bar

文案亮點：專業(yè)性

作為一款直接上臉使用的面部產(chǎn)品，該產(chǎn)品的描述詳細(xì)、清晰且專業(yè)。除了產(chǎn)品功能作用，其描述還幫助客戶了解產(chǎn)品的使用方式。值得注意的是，其描述十分注重語法的正確性，畢竟沒有消費者愿意購買一款描述文案夾雜非正式語法和拼寫錯誤的產(chǎn)品。

5、Custom Biogenics

產(chǎn)品英文描述：

Custom BioGenic Systems V5000-AB/C Isothermal Carousel Liquid Nitrogen Freezers offer liquid nitrogen storage temperatures without liquid nitrogen contact. Liquid nitrogen is stored in our patented jacketed space in the wall of the freezer. This technology offers safe dry storage for your samples. With no liquid nitrogen in the storage area the risk of cross contamination and the safety risks associated with the handling of liquid nitrogen are greatly reduced. Our built in carousel can be safely rotated with an external handle, there is no need to reach inside the freezer and our square lid opening won't restrict access to square racks. All Isothermal Carousel freezers use our time tested and reliable 2301 controller with a dual temperature display, autofill and many additional features. Custom BioGenic Isothermal Carousel Liquid Nitrogen Freezers have an industry best temperature gradient that averages -193°C inside the storage area.

文案亮點：簡明扼要、詳略得當(dāng)

對于主營復(fù)雜高科技設(shè)備的賣家而言，務(wù)必確保在產(chǎn)品說明中提供所有相關(guān)信息。 Custom Biogenics就是一家的產(chǎn)品文案就是科技類產(chǎn)品的描述典范，其文案確保客戶能夠獲得充足的關(guān)于冷凍機信息，避免和其他產(chǎn)品產(chǎn)生混淆。

但值得注意的是，該產(chǎn)品的描述并非長篇大論，而是很好的控制在了150字，在描述中簡明扼要地列出了規(guī)格、產(chǎn)品使用和維修等關(guān)鍵信息，基本等同于產(chǎn)品用戶使用手冊。

6、Oransi

產(chǎn)品英文描述：

-Clean the air of Allergies, Dust, Asthma, Bacteria, Pollen, Mold Spores, Pet Dander

-Rated #1 in Only Comprehensive University Study for the Performance You Need

-Room air purifier removes 99%+ of Airborne Particles

-Best for Bedroom, Office, Living Room, Basement

-Lightweight and Easy to Move

-Activated carbon filter for light odors and gases

-For smoke removal you are better going with the EJ air purifier

-Max also available in 220V/50 for international markets

-What's included: 1 Max HEPA Air Purifier / 1 Complete set of filters / User's Manual.

文案亮點：易于閱讀

Oransi不僅以易于閱讀、輕松捕獲要點的格式列出產(chǎn)品的關(guān)鍵信息，還提供了非常實用的問答部分，客戶可以直接在頁面上獲得產(chǎn)品基本問題的答案。

7、The Sausage Maker

產(chǎn)品英文描述

With the proper ingredients, success comes naturally. Here's everything you need to make a distinctive tasting sausage stick that will be sure to tingle your taste buds. Comes with complete instructions.

Kit consists of:

? Dried Sausage Sticks Seasoning

? InstaCure Powder #1

? Hickory Liquid Smoke

? Collagen Casings (19 mm)

Makes 25 Lbs.

文案亮點：打造愉悅的閱讀體驗

從香腸的質(zhì)量和種類來判斷，Sausage Maker已經(jīng)毫無疑問成為了肉店和肉類愛好者的首選供應(yīng)商。客戶在查看詳細(xì)的產(chǎn)品信息時，會很喜歡文案輕松活潑的風(fēng)格，并產(chǎn)生一種愉悅感。 Sausage Maker的產(chǎn)品描述是典型的信任感和樂趣感兼具的案例。

8、Game Bibs

產(chǎn)品英文描述：

Cheer on your favorite red and white team in eye-popping style with these red & white striped game bib overalls! Each pair is made of 100 percent cotton for a comfortable, breathable fit regardless of the weather and includes easily adjustable shoulder straps for fans with long torsos. Whether you’re on rickety bleachers on a Friday night or trying to get on television at the Sunday morning tailgate, our red & white striped game bibs will make you stand out in the crowd and leave an impression. These particular bib overalls are also great as casual Clauswear for any Saint Nicks who might be taking in a game during the holiday offseason!

文案亮點：利用UGC內(nèi)容

作為時裝品牌，Gamebibs的產(chǎn)品描述并沒有花費大量筆墨渲染其豐富多彩的產(chǎn)品系列的和優(yōu)質(zhì)精選面料。相反，其產(chǎn)品描述展示了真實的上身效果，添加了真人試穿衣服的效果，作為對客戶有參考價值的案例幫助其更好的選擇產(chǎn)品。這不是每個電商網(wǎng)站都可以在產(chǎn)品描述中使用的策略。事實上，UGC（user generated content，用戶生成的內(nèi)容）對大多數(shù)賣家而較難系統(tǒng)地生成并加以應(yīng)用。但如果商家品牌有一定的影響力并且吸引了一定的社交狂熱粉，那么這些客戶對產(chǎn)品描述中的UGC內(nèi)容而言一定是珍貴的資源。

（編譯/雨果網(wǎng) 郭匯雯）