Words have the power to make or break a sale in this fast-paced world of online shopping. 87% of consumers consider product content to be extremely or very significant when making a purchase, highlighting the importance of effective ecommerce copywriting.
Ecommerce copywriting is an essential skill for any online retailer. It’s not just about describing your products; it’s about persuading your customers to take action, whether that means making a purchase, signing up for a newsletter, or sharing your content.
In this blog, we’ll learn about ecommerce copywriting, key elements of effective ecommerce copy, our proven strategies for effective ecommerce copywriting, ecommerce copywriting guidelines by page type, our guide to avoiding common mistakes in ecommerce copywriting, and examples of successful ecommerce copywriting.
What is Ecommerce Copywriting, and Why Does It Matter for Your Online Store?
Ecommerce copywriting is the practice of writing text specifically for online retail platforms to sell products or services. This form of copywriting consists of a range of content types and aims to convince potential customers to make a purchase. Key aspects of eCommerce copywriting include:
- Product Descriptions: In-depth write-ups that explain the main features, benefits, and more about a product and its USP.
- Category Pages: Text that describes the types of products within a category, helping to guide customers to the items they seek.
- Landing Pages: Copy designed to capture the attention of visitors and convert them into buyers, often associated with specific marketing campaigns.
- SEO Content: Strategically written text that incorporates keywords to improve the website’s visibility in search engine results, driving more traffic to the eCommerce site.
- Email Marketing: Persuasive content for email campaigns aimed at engaging customers, promoting products, and encouraging repeat purchases.
- Ad Copy: Short, compelling text for online advertisements, such as Google Ads or social media promotions, designed to attract clicks and conversions.
- Blog Posts: Informative and engaging content related to the products or services offered, which can help build brand authority and drive traffic through SEO.
The primary objective of e-commerce copywriting is to convert visitors into customers. Compelling copy can highlight your products’ unique selling points, build trust, and guide customers through the purchasing journey.
Key Elements of Effective Ecommerce Copy
1. Headlines:
Headlines are the first thing a potential customer sees. A strong headline can capture attention and convince readers to explore further.
Tips for Writing Effective Headlines:
- Keep it clear and concise.
- Use numbers or statistics (e.g., “10 Ways to Improve Your Skin”).
- Create a sense of urgency (e.g., “Limited Time Offer”).
- Include a keyword for SEO purposes.
2. Product Descriptions:
Detailed and persuasive product descriptions are key to informing and convincing potential buyers.
Features vs. Benefits:
While features describe what a product is or does, benefits explain how it improves the customer’s life. Emphasising benefits makes the product more appealing.
Examples:
- Bad Example: “This is a red wool sweater.”
- Good Example: “Stay warm and stylish with our luxurious red wool sweater, perfect for chilly winter days.”
3. Calls to Action (CTAs):
CTAs are prompts that encourage users to take a specific action, such as “Buy Now” or “Add to Cart.”
4. Placement and Phrasing:
Place CTAs prominently on product pages and use action-oriented language. For example, “Shop Now” is more compelling than “Learn More.”
5. Customer Reviews and Testimonials:
Integrating social proof into your copy can significantly impact purchasing decisions. According to BrightLocal, 92% of consumers read online reviews, and 84% trust them as much as personal recommendations.
Our Proven Strategies for Effective Ecommerce Copywriting
Utilising our vast expertise, we’re here to provide you with proven strategies for creating engaging e-commerce copy that connects with your audience and delivers impactful outcomes.
1. Know Your Audience:
Understanding your target audience is crucial for tailoring your copy to their needs and preferences.
- Buyer Personas:
Creating detailed buyer personas can help you write more targeted and effective copy. Include demographics, interests, pain points, and buying behaviour.
2. SEO Best Practices:
Optimising your ecommerce copy for search engines can drive more traffic to your site.
- Keywords:
Conduct keyword research to identify terms your target audience is searching for. Use these keywords naturally in your product titles, descriptions, and headings.
- Meta Descriptions:
Write concise and compelling meta descriptions (around 155-160 characters) with a primary keyword and a clear call to action.
3. Storytelling:
Incorporating storytelling into your ecommerce copy can create a deeper connection with your audience.
- Brand Story:
Share your brand’s story, mission, and values to build a loyal customer base. For example, if you sell eco-friendly products, tell why you started your business and your commitment to sustainability.
Ecommerce Copywriting Guidelines by Page Type
1. Homepage
The homepage is often the first impression a visitor gets of your online store. It should immediately convey your brand’s value proposition and guide visitors toward taking action.
- Headline and Subheadline: Communicate what your store offers and why it’s unique.
- Value Proposition: Highlight the main benefits of shopping with you (e.g., free shipping, high-quality products, excellent customer service).
- Visuals: Use high-quality images or videos to capture attention.
- CTAs: Include clear CTAs to guide visitors to important sections, such as product categories or special promotions.
Homepage Example: Amazon
- Headline: “Your One-Stop Shop for Everything”
- Subheadline: “From everyday essentials to unique finds, discover it all on Amazon.”
- Value Proposition: “Fast, free delivery on millions of items with Prime. Exclusive deals and discounts.”
- Visuals: High-quality images of diverse product categories, dynamic video content featuring popular items and deals.
- CTAs: “Today’s Deals,” “Best Sellers,” “Shop by Category”
(Amazon Homepage Preview)
2. Category Page
Category pages help visitors navigate through your products and find what they want. The copy should be informative and help customers quickly understand the types of products available.
- Category Description: Briefly describe the category and the types of products it includes.
- SEO Keywords: Incorporate relevant keywords to help search engines index the page.
- CTAs: Use CTAs to encourage visitors to explore individual products or filter options.
Category Page Example: Sephora
- Category Description: “Explore our wide range of skincare products, from cleansers to moisturisers, tailored to all skin types.”
- SEO Keywords: “Skincare, moisturisers, cleansers, anti-aging products.”
- CTAs: “View All Skincare,” “Filter by Skin Type,” “Top Rated.”
(Sephora Category Page)
3. Product Page
Product pages are where the actual conversion happens. The copy should be detailed, persuasive, and focused on the product’s benefits.
- Product Title: Use a clear and descriptive title that includes relevant keywords.
- Product Description: Highlight the key features and benefits, and address any potential objections. Use bullet points for readability.
- Social Proof: Include customer reviews and ratings to build trust.
- CTAs: Use strong CTAs like “Add to Cart” or “Buy Now” to encourage immediate action.
Product Page Example: Warby Parker
- Product Title: “Durand Eyeglasses”
- Product Description: “These classic frames are crafted from hand-polished cellulose acetate. Available in multiple colours and prescription options. Includes scratch-resistant lenses and free adjustments.”
- Social Proof: “4.8 stars from 1,200 reviews. ‘These are the best glasses I’ve ever owned!’ – Sarah T.”
- CTAs: “Add to Cart,” “Try at Home for Free.”
(Durand Eyeglasses CTA)
4. E-Commerce Blog
An e-commerce blog can drive traffic, engage customers, and improve SEO. The content should be valuable, relevant, and aligned with your brand’s voice.
- Topic Relevance: Choose topics that are relevant to your audience and products.
- SEO Optimization: Use keywords naturally throughout the blog to improve search engine rankings.
- Engaging Content: Write in a conversational tone, provide useful information, and include visuals like images or infographics.
- CTAs: Encourage readers to explore products, sign up for newsletters, or share the content on social media.
E-commerce Blog Example: REI Co-op Journal
- Topic Relevance: “Cold Weather Hiking Tips”
- SEO Optimization: Keywords like “tips for cold-weather hiking,” “hiking gear,” and “cold-weather hiking.”
- Engaging Content: Write in a conversational tone, provide useful information, and include visuals like images or infographics.
CTAs: “Check Out Our Winter Hiking Gear,” “Subscribe to Our Newsletter,” “Share This Article”
(Example of CTA for Blog Readers)
By following these guidelines and tailoring your copy to the specific needs of each page type, you can create a more engaging and effective ecommerce experience that drives conversions and builds customer loyalty.
Our Insights for Avoiding Ecommerce Copywriting Mistakes (Learned by working with 100+ Brands)
Drawing from what we’ve learned through our experiences, we’re here to help you navigate the pitfalls often encountered in ecommerce copywriting.
Avoiding these common errors and using proven strategies can help you craft convincing and customer-focused content. This approach drives conversions and promotes brand loyalty.
1. Excessive focus on product features:
- Mistake: Simply listing product features without highlighting the benefits to the customer.
- Example: Instead of solely highlighting a smartphone’s technical specifications, focus on how those features enhance the user experience. For instance, Apple emphasises how its iPhone camera captures stunning photos rather than just listing megapixels and lens specifications.
(Example of Apple Focusing on Features and their Benefits)
2. Not being specific:
- Mistake: Using generalised terms that lack credibility and fail to provide specific information about the product.
- Example: Instead of claiming a product is “innovative” or “world-class,” provide concrete details and specifications. For instance, Casper’s mattress descriptions include specific information about materials, dimensions, and sleep benefits, helping customers make informed decisions.
(Example of Casper Focusing on Mattress Features)
3. Too dense and poorly structured descriptions:
- Mistake: Presenting product descriptions in large blocks of text that are difficult to read and understand.
- Example: Break up product descriptions with bullet points, shorter paragraphs, and subheadings for improved readability. Outdoor Voices uses concise, well-structured descriptions with bullet points to highlight key features and benefits of their activewear products.
(Example of Outdoor Voices Focusing on Key Features)
(Example of Outdoor Voices Focusing on Details)
(Example of Outdoor Voices focusing on Fabric Details)
(Example of Outdoor Voices Focusing on Fit)
4. Failure to support product claims vs. over-use of factual information:
- Mistake: Failing to provide evidence to support product claims or overwhelming customers with too many facts.
- Example: Strike a balance between providing evidence and engaging storytelling. Patagonia effectively combines factual information about product materials and features with compelling narratives about sustainability and outdoor adventures to connect with environmentally conscious consumers.
(Example of Patagonia Focusing on Sustainability)
(Example of Patagonia Focusing on Material Details)
5. Failure to recognize mathematical literacy:
- Mistake: Not leveraging the concept of mathematical literacy to frame discounts and promotions in a compelling way.
- Example:
- Bad: Simply offering a “20% off” discount on products.
- Good: Highlight the value customers gain by framing the discount in a more tangible way. For instance, instead of just offering “20% off,” Ulta Beauty uses promotions like “Buy 1, Get 1 50% Off.” This approach encourages customers to purchase an additional item by making them feel like they’re getting a significant discount on the second item, thereby increasing the perceived value of the deal and prompting more purchases.
By reframing discounts in a way that emphasises added value or tangible rewards, you can make promotions more appealing and effective at driving sales.
(Example of Ulta focusing on Buy1, Get1 Offers)
6. Lack of persuasion:
- Mistake: Failing to use persuasive language to compel customers to take action or make a purchase.
- Example: Use persuasive language to highlight the benefits and urgency of promotions. For instance, Glossier uses phrases like “You deserve it. A special offer just for you and your first order.” This not only makes the customer feel valued but also creates a personalised and compelling incentive for them to make their first purchase immediately.
(Example of Glossier using Persuasive Language)
By avoiding these common ecommerce copywriting mistakes and following best practices, you can create compelling, persuasive, and customer-centric content that drives conversions and builds brand loyalty.
Examples of Successful Ecommerce Copywriting
1. Warby Parker: Warby Parker’s copy is friendly and approachable, often including playful language and customer stories. Their “Home Try-On” program is described in a way that emphasises ease and fun, reducing the friction of buying glasses online.
- Key takeaway: Use playful, approachable language and emphasise customer experience to reduce purchase friction.
2. Airbnb: Airbnb’s listing descriptions are crafted to make potential guests feel at home before they even book. They often include phrases like “Feel at home anywhere you go” and “Book unique homes and experiences,” emphasising the unique and personal experiences travellers can expect. This persuasive language helps build excitement and assurance in booking through Airbnb.
- Key takeaway: Highlight unique experiences and create a sense of belonging to motivate customers to take action.
These examples illustrate how using persuasive, engaging, and relatable language can effectively compel customers to take action, thereby increasing conversions and sales.
Conclusion
Mastering ecommerce copywriting is essential for turning potential visitors into loyal customers and can significantly boost your online sales. Remember, the key is to focus on your audience’s needs, use SEO best practices, and avoid common mistakes like overly dense descriptions or an excessive focus on features.
Ready to boost your ecommerce copy and drive more sales? Contact us today to learn how our expert copywriting services can transform your online store!
FAQs
How does copywriting increase sales?
Copywriting increases sales by persuasively communicating product benefits and driving action through compelling messaging.
What are the tricks of copywriting?
Key copywriting tricks include understanding the audience, emphasising benefits, using persuasive language, and incorporating social proof.
How do you write a powerful sales copy?
Write powerful sales copy by understanding the audience, highlighting benefits, using persuasive language, and including a solid call to action.
What are the rules of 3 in copywriting?
The rule of 3 suggests that presenting information in threes makes it more engaging, memorable, and persuasive in copywriting.
