How do you turn online visitors into paying customers? One important way to do this is through ecommerce copywriting. Whether you are selling on Amazon, Shopify, your website, or any other online platform, you need to create effective copy that nudges online shoppers to purchase your product. What this means is that your product title, slogans, product descriptions, and any other written content should convert online visitors to buyers and increase company sales.
So how do you create content that gets an online visitor to the checkout stage? Read on as we explore effective ecommerce copywriting tips that connect and convert.
Ecommerce copywriting is any form of text or written content for online stores. This includes category pages, product pages, product descriptions, headlines, landing pages, and any other part of an online store or website that needs written content.
The goal of ecommerce copywriting is strategic and one-directional – sales. Great copywriting clearly explains the benefit of a product or service, engages online shoppers, and nudges them to purchase a product.
To create great copy, you need to understand the psychology of your customers and be persuasive with your words.
For example, consider this copy from Mailchimp. Mailchimp is a marketing platform that helps businesses connect with their audiences. The copy on this landing page effectively defines their value proposition and also describes what customers will gain from using the software.
Customers scroll past hundreds of marketing messages every day. To get the attention of potential customers, you need to create attention-grabbing copy that resonates with them. Here are a few benefits of great ecommerce copywriting:
Great copywriting can establish trust and authority, improve customer relationships and increase conversion and sales. Here are some tips to help you create copy that converts:
1. Understand your audience
2. Find the right voice
3. Create captivating headlines
4. Tell a great story
5. Make your copy simple and succinct
6. Focus on the benefits
7. Use sensory words
8. Address customer objections
9. Include relevant keywords
10. Include a compelling CTA
The first step to creating great copy is to answer the simple question: who are you writing for? You need to understand your audience to create copy that truly resonates with them and compels them to buy your product. To know your audience, you need to carry out research. You can use your company’s market research or carry out polls, interviews, and surveys that help you understand your audience and what kind of copy will grab their attention.
In today’s business world, authenticity is the real deal. Consumers want brands to be real and unique. Your brand voice and tone communicate your brand personality. This is key to creating copy that converts. How do you want your audience to think of you? Playful, formal, elegant, or casual? What tone is right for your brand?
To find the right voice, carry out deep audience research looking at their demographics and psychographics. Imagine your business as a person. How would you imagine they speak to others? Also, consider the price of your product. If you sell a luxury product, your brand voice will be different than if you sell basic products like grocery items.
When customers visit a website, the first thing they see is a headline. Your headline is a significant part of grabbing your customer’s attention and keeping them hooked to your page. This is why a catchy headline is necessary whether you are writing copy for a landing page, email, or homepage. A catchy headline can make a good first impression and even inform a customer’s decision to buy your product right away.
Storytelling is an effective way to evoke positive emotions and connect with your customers. You can tell a story about what your business mission is or how your product has been able to change the lives of your customers. Storytelling will help you build a rapport with your customers and establish trust.
When creating copy, you may be tempted to use complex or too many words which can put your potential customers off. You want to make sure you keep your copy simple and succinct. Avoid using complex words or fluffy sentences. Ensure your language is simple and easy to read. Focus on describing the benefits of using your products most simply. You can search for tools that help you grade the readability of your content.
Whatever the product you are selling on your online store, it is important to focus on the benefits of what you are selling instead of simply stating the features of your product. Customers want to know what your product will ultimately do for them. For example, if you are selling a face wash, instead of just describing the ingredients used, describe how the face wash will leave the skin feeling silky soft, and clean. Use more action verbs and write in the second person language. Also, you want to avoid sounding too ‘salesy’.
Sensory words evoke sight, sound, feelings, and taste. They can create a better perception, captivate your store visitors and help them experience your brand more deeply. So, for example, if you sell food, instead of saying it tastes great, you can use sensory words like ‘creamy’, ‘crunchy’, or ‘spicy’.
Customers who visit your site are usually skeptical about purchasing your product. They want to be sure of the risks involved before committing. You can use your ecommerce copy to clear customer objections and increase conversion rates. This is called risk aversion. This strategy will show customers that the risks are minimal and reduce hesitations. You can use risk aversions like customer reviews, money-back guarantees, or secure payment badges. Include words like “No-risk trial” or “No credit card needed”.
Your ecommerce copy won’t be complete without adding relevant keywords. Keywords are phrases or words customers type into search engines when looking for a product online. Carry out research and list keywords relevant to what you are selling. You can use keyword tools like Ahrefs and Google Keyword Planner. Once done, include these keywords in your copy. Ensure they flow organically with your copy. You want to avoid stuffing keywords as this could make your copy sound unnatural.
And finally, to tie it up, include a compelling Call-To-Action (CTA). A Call-To-Action gives your customers a sense of direction and urgency. Your call to action could be a text hyperlink that customers can click on or it could just be plain text. The idea is to make it visible and compelling. Use authoritative words like “Buy Now” or “Claim Yours Now”. You can also include a sense of urgency in your call to action. For example, you can say “Buy now to secure limited offer”.
The Amazon marketplace is undoubtedly the largest ecommerce platform and online marketplace in the world. Effective Amazon copywriting can attract potential customers, increase sales and grow revenue with Amazon. Here’s how to increase conversion rate on Amazon using effective ecommerce copywriting:
The first thing online shoppers notice while looking for a product on Amazon is the product title. You want to ensure all the products on your Amazon Seller account include product titles that follow the correct format to avoid listing suppression. Capitalize the first letter of each word and include your brand name, model, size, color, and product features. You want to avoid promotional messages in your title. Don’t forget to include relevant keywords for SEO. You can check out Amazon’s Product Title Guidelines here.
The bullet point section on your Amazon product page should focus on providing relevant product information that helps online shoppers make a buying decision. Highlight relevant features and benefits of the product. Write in fragments and be as specific as possible. Ensure your copy is readable, scannable, and free of errors.
Amazon top sellers know that the product description section is the perfect section for you to deliver a powerful sales pitch and increase conversion rate. With 2000 characters, you can describe your product’s best features. Include a powerful Unique Selling Point (USP) and all the information customers need.
Ecommerce copywriting is an art that you can master. Great copywriting can engage potential customers, show them the value of your product and turn online visitors into paying customers. Whether you are a new copywriter or a master marketer, you can include some of the tips mentioned above in your marketing.