Copywriting = Conversion
Introduction
The world is going online, and that includes shopping. We're more likely to buy something online than we are in a store, which means finding the right eCommerce copywriting is essential to your company's success. Luckily, there are some simple rules you can follow when it comes to writing for an eCommerce website or app:
Product Listings
The product listing is a critical part of your eCommerce copywriting. It's the first thing your customers will see, and it should be clear and concise. Include a clear image of the product as well as its description, price, shipping and payment details (if appropriate). The listing should also include the brand name, product number, size/color/material/style—whatever information is relevant to help shoppers make an informed decision.
Homepage Headline
The homepage headline is the first thing that website visitors see, so it's important to make sure it is clear and concise. The headline should draw people in and make them want to read more. This can be achieved by using a verb in the present tense (e.g., "Buy now"), a word that contains an emotion ("Cheap", "Easy", etc.), or a number (e.g., two words like "Free shipping").
Do not use too many adjectives or adverbs, as these can distract readers from your main message of what you are offering for sale on your homepage - this does not mean you should avoid descriptive words entirely though! Just don't go overboard with them: instead of saying “The most comfortable shoes ever made” try saying something like “Superior comfort".
Avoid jargon at all costs because if someone doesn't know what it means then they won't be able to understand why they should buy from you instead of another company!
About Us Page
Your About Us page is your chance to be the hero of your brand. This means it should be a great reflection of who you are, what you do, and why people should buy from you. If a visitor lands on this page, they’re likely interested in learning more about who you are as a business.
To accomplish this goal, make sure that your About Us page has:
A catchy headline that grabs the reader’s attention (examples include “Who We Are” or “What We Do”)
The brief history of your company (a few sentences) that highlights its accomplishments and growth over time (i.e., why it started in the first place)
An explanation of what exactly it is that makes up your business model/service offering so customers know exactly what they’re getting into when they choose to buy from you
Category Page
The category page is where you can learn more about a specific product and the brand behind it. You should use this page to provide information about the product and why customers might want to buy it. You can also use this space to highlight any special promotions or limited-time offers related to the product, so be sure not to miss these opportunities.
To ensure that your category pages are optimized, remember these three key tips:
Describe the product in detail, including any unique features or benefits that set it apart from similar products on the market
Make a clear call-to-action that encourages visitors to add an item from this category into their cart
Include a strong headline so readers will know exactly what they’re getting when they click through
Landing Page
Landing pages are one of the most important parts of your customer journey. They’re where you get to convert visitors into leads and sales, so it’s crucial that they have all the right ingredients.
Here are some things to keep in mind when writing landing page copy:
Keep it simple. The goal of a landing page is to convert visitors into leads or sales, so make sure everything on your page is clear and concise. Don't include too many options or too much text—keep it simple so people know what they're getting into when they click through.
Be specific about what you offer and why users should buy from you (without being pushy). Good landing pages tell people exactly what's in it for them if they decide to buy from you instead of someone else—and how much better their lives will be as result! You want prospects who've been looking around online for hours trying to find what they need; don't make them feel like another generic ecommerce site where nothing stands out from any other shop selling similar products at similar prices with no real reason why anyone should choose yours over theirs...
Shopping Cart Page
The Shopping Cart Page is where you can upsell.
Here, your customers can add additional products to their cart, or they can check out and purchase what they've already selected. In this section of the page, there are two main points to highlight:
The product description. This includes a title that briefly explains what the product is (e.g., “Pilot's Badge”) and an extended description of its features (e-cigarettes have nicotine levels and flavors).
The price. Next to the product description should be its price—a dollar amount or currency symbol (like $5) with no decimal point or cents sign included
Terms of Service
Provide a clear and easy-to-understand explanation of the terms of service.
Include a privacy policy that spells out what information you collect and how you use it, as well as how users can opt out of receiving emails or other communications from your company.
Explain clearly what happens to all the information collected when someone signs up on your website so they know exactly what they're agreeing to by doing so, even if it's nothing at all! This can help alleviate any suspicion or confusion later on down the road when customers start asking questions about who has access to their personal details—or if maybe there was something else going on behind their backs...
Include links so people can easily find out more information about specific topics (like what cookies are).
Testimonials/Reviews Pages
Testimonials are a powerful tool that can help you gain trust, credibility and authority within your audience. They’re also more effective than reviews because they come from real people in your target market.
Think about it: who is more believable than someone who has already purchased and used your product? If they were happy with their purchase, they are likely to recommend you (and not just the product) to others. In fact, according to one study by McKinsey & Company, word-of-mouth recommendations from friends and family have a 20x higher impact on purchasing decisions than advertising does!
A good testimonial page gives customers another reason to buy from you instead of the competition by adding credibility and authority. The goal is for visitors who visit this page will feel compelled enough by what other customers said about their experience with your business that they'll want their own experience with it too!
Your Social Media Profiles
Testimonials are more powerful than a sales pitch.
Testimonials are more believable than a sales pitch.
Testimonials are more credible than a sales pitch, and they’re much more persuasive as well!
Your Newsletter Copy
Your newsletter copy should be different than the copy you use for other content. Newsletters are more promotional than blog posts, so they need to have a clear call to action that encourages readers to take an action immediately. You may want them to sign up for your email list, share the newsletter on social media, or take advantage of a promotion or sale in your store. If you're sending out newsletters on a regular basis (e.g., weekly), make sure each one is relevant and interesting enough that people actually want it in their inboxes every single time—or else they'll unsubscribe and stop opening your emails altogether!
Make sure any links within the email don't bounce back because they're not valid anymore; this will only frustrate readers and hurt your brand's reputation with them. Also make sure there aren't any typos or grammatical errors; nothing turns people off faster than seeing mistakes in official communications from businesses!
eCommerce copywriting is essential to online success.
If you’re serious about online success, your eCommerce copywriting is crucial. Copywriting is the most important part of your website, and it can either turn visitors into customers or lose them completely.
Good copywriting is persuasive and engaging; bad copywriting will make potential customers feel like they’ve stepped through a time machine back to 1995. You need to see yourself as an artist when it comes to writing for eCommerce: you want to paint the picture in their minds of how amazing your products are, so that they go on a journey with you from start (visiting your site) until finish (paying for something). And then repeat!
Conclusion
As you can see, there are many different types of copywriting to consider when it comes to eCommerce. With so much competition online and so many different ways for customers to find what they’re looking for (or not!), it’s crucial that your website has content that is engaging, informative and easy-to-read. If you don’t have a clear idea of what kind of tone works best for your business, then we recommend getting in touch with an expert who can help guide them through this process.
