How To Make Your eCommerce Copywriting Sales-Ready | How To Fine Tune Your eCommerce Copywriting

eCommerce Copywriting
Fine Tune Your eCommerce Copywriting

How To
Fine-Tune Your eCommerce Copywriting

When it comes to eCommerce copywriting, there are many disputes among copywriting experts.

Some experts claim that you should keep your landing pages quite short, others say that you need to create extra-long landing pages with all the details to describe your product exactly.

However, nobody really knows what works best - So what should you do?

First of all, you can A/B test different strategies. But that would take too much time. Besides, in the end, you don't really know whether the things you are going to interpret are right or wrong.

So in this post, I will give you a few pointers to help you align your eCommerce copywriting. These are based on facts and figures that have proven themselves over the years.

But... as hard as it sounds, in the long run, you'll have to A/B test your landing pages A/B to find out what works best for you.

What’s eCommerce Copywriting?

First of all, let’s talk about what’s eCommerce copywriting. To find out, we first need to define copywriting?

Copywriting is the art of writing a text (on web pages) that sells your product and convinces potential customers to take action.

Copywriting means writing a promotional text on web pages.

But what’s eCommerce copywriting?

eCommerce copywriting refers to the entire text of your online store. This means that all your headlines, product pages, product detail pages, category pages, or banners are all places where copywriting should be used.

The goal of eCommerce copywriting is to sell your product through the text or words you write on your product pages, banners, and so on.

To achieve this goal, you need to have strong communication, show the customer the benefits of your product and understand what motivates potential customers to buy the product.

For example, Apple’s landing pages are a great example of awesome copywriting - Just take a look at the landing page of the new iPhone 11. You will notice that they communicate the customer benefits very strongly.

5 Tips To Make Your eCommerce Copywriting Sales-Ready

1. Emphasize benefits over features

Whenever it comes to copywriting, you need to show the readers the benefits of your product. Most writers tend to write about technical details. However, customers want to hear about their advantages.

Marketing giant HubSpot created a comprehensive article on the topic benefits vs. features that you should check out.

Also, famous copywriter David Ogilvy, known as the “father of advertising” utilized this strategy.

In his famous Rolls Royce Ad, he created the headline “At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock".

This headline clearly communicates the benefit of driving a Rolls Royce - to drive a highly comfortable car.

2. Write simple language

Using simple language is uber important. Every time you try to sound important if you want to sell something, you’ll only annoy your potential customers.

Try to use a simple language so that everybody can easily understand you and you can get your message across.

Furthermore, most internet users are scanners, which means they will only scan your copy and don’t read it word by word.

If you don’t use simple language, you will annoy these kinds of internet users. Accordingly, they will head over straight to one of your competitors.

The average American has a readability level equivalent to a 7th/8th grader (12 to 14 years old) - I think this is much lower than you expected.

So the next time you write a new description for your product’s detail page, make sure to use simple language.

There’s also an online tool that you can use to check the readability of your copy.

3. Use words associated with joy and anticipation

Unbounce analyzed over 15,000 eCommerce landing pages to find out what works best.

In their 2020 conversion benchmark report, they found out that landing pages that use more words associated with joy and anticipation see higher conversion rates.
conversion rates
Source: Unbounce 2020 Conversion Benchmark Report

So the next time you write copy, make sure to use both types of words - anticipation words and joy words.

Remember - emotion leads to action and action leads to sales.

However, not every emotion leads to sales - Negativity leads to a lower conversion rate.

Unbounce found out that marketers who use negative words to point out the problem their product solves tend to have low conversion rates.

4. Make your copy scannable

As mentioned before, most web users scan your content and don’t read it word by word.

I don’t know why it is like that - perhaps because reading from a screen takes 25% longer than reading from a paper.

However, if you want to get your message across to more people, you need to make your copy scannable.

How can you achieve this?

There’s one simple trick - use a lot of white space.

White space or negative space supports the reader with reading your content.

Just take a look at this:
Doesn't have white space

Now take a look at this section from my article on how to get reviews on Amazon:
How to get reviews on Amazon
How to get reviews on Amazon

What’s easier to read for you?

I know it...

The second one.

5. Focus on titles and headings

Whenever you write copy for your online store, focus on your titles and headlines.

Here’s a famous quote from world-class copywriter David Ogilvy:

“It follows that unless your headline sells your product, you have wasted 90 percent of your money…”

Keep in mind that the headline is the most important part of your landing page. Most people will share a landing page or/and blog post only because of the headline.

If your headline sucks, nobody will read the rest of your content and all the hard work you put in into your copy is going to be wasted.

Famous marketer Neil Patel claims that a change of a headline within an email copy increased their campaign performance by 46%.

Great copy can help you close more sales. If you don’t master copywriting, It will be ten times harder to grow your business in the long run.
However, to find out what works best for your website you need to do A/B testing in the long run.
The same strategy can work great for somebody and not for you.

Author: Moritz Bauer is the creator of smartminded - a blog teaching you how to succeed on Amazon.

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