eCommerce copywriting

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Do You Want To Use eCommerce Copywriting To Boost Sales?

Are you using eCommerce copywriting to craft search engine-friendly and persuasive content for your brand?

Will your copy build trust and communicate your brand promise?

There are many ways you can keep visitors engaged on your website, but there is only one method that is more effective than anyone you can think of.

And that is crafting a persuasive eCommerce copy.

But no matter how great your website design and other marketing elements are if you do not have persuasive product copy, none of them matters.

In this article, you will learn about proven e-commerce copywriting principles that will help you engage, entice, and persuade your target audience to make a purchase.

And most importantly, how you can replicate these principles to generate leads and boost sales.

Let's get started.

What Is Electronic Commerce (e-commerce)?

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E-commerce is the online buying and selling of goods and services and the electronic transfer of money and data to complete sales.

E-commerce is also known as electronic commerce or internet commerce.

In some cases, it can become a replacement for brick-and-mortar stores. But in reality, some businesses choose to maintain both.

Today, you can buy almost anything online. E-commerce operates in the following traditional types of models:

Business to Consumer (B2C): B2C e-commerce is the most popular e-commerce model and refers to the process of companies selling products and services directly to consumers.

B2C e-commerce refers to online retailers who sell products and services to consumers.

An example of B2C e-commerce is when you buy clothes from Amazon.

Business to Business (B2B): B2B e-commerce, also known as business-to-business electronic commerce, describes online order transactions.

Most wholesale transactions are usually business-to-business.

On the other hand, transactions at the retail level are most often business-to-consumer (B2C).

Direct to Consumer (D2C): D2C e-commerce means that a brand sells directly to its end customer.

That means that the end-user buys the products or services without going through a retailer, distributor, or wholesaler.

Consumer to Consumer (C2C): C2C e-commerce is a business model where consumers sell goods or services directly to each other.

Etsy, and Fivver, have made consumer-to-consumer sales easy.

Consumer to Business (C2B): C2B e-commerce is a business model where an individual sells his services or products to a business organization.

C2B encompasses influencers offering exposure, photographers, consultants, freelance writers, etc...

What Exactly Is Copywriting?

Copywriting is the art and science of writing words that sell your products or services and convince prospective customers to take action.

The purpose of copywriting is to persuade people to take determined action.

Such action could be to subscribe to a newsletter, buy a product or service, sign up for something, or any other type of conversion.

Wikipedia defines Copywriting as "the act or occupation of writing the text for advertising or other forms of marketing.

The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action".

Copywriting is a text form of salesmanship. It is just like hiring somebody to reach all of your customers.

However, while a sales team contacts customers one at a time, a copywriter reaches all of them at once.

It could be through billboards, magazine ads, sales letters, blog posts, and more. Now:

What Is ECommerce Copywriting?

E-commerce copywriting refers to any copy created for an online store.

The main goal of e-commerce copywriting is to explain clearly the benefits of your products.

In doing so, your e-commerce copy has to be interesting, engaging, and persuasive.

Also, the copy promotes the voice of your brand and persuades your readers to make a purchase.

The type of copy prepared by eCommerce copywriters includes product descriptions, ad copies, headlines, category pages, promo offers, landing pages, email newsletters, and Ebooks.

From the definition of e-commerce copywriting, you can appreciate why the copy on the site is one of the first things to grab your attention.

A successful e-commerce copy educates shoppers about its products or services.

The E-commerce copy includes the About Us page.

And the text that notifies customers about the status of their orders.

It also includes any copy used to market or promote the online store.

Benefits Of Ecommerce Copywriting

Well-crafted e-commerce copywriting has many benefits.

And these benefits are the reasons why you should give attention to the quality of your e-commerce copywriting.

When you nail your copywriting, you boost your online store conversions.

You also get more sales, help more customers, rank higher on search engines, and build a stronger brand.

Here are other benefits of quality e-commerce copy:

#1. e-commerce Copy Generates More Sales

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A well-crafted e-commerce copy has a profound impact on your bottom line.

Having said that:

Writing a winning sales copy is not easy to create.

Because writing unique product descriptions for hundreds or perhaps thousands of online products can be overwhelming for any online store.

Copywriters also craft a brand voice and come up with clever taglines.

However, e-commerce copy persuades and prompts a potential customer to take action.

And such a predetermined action could be to buy a product, sign up for a mailing list, or register for a webinar.

You can use good e-commerce copy strategies in emails, product descriptions, and social media status updates.

On the other hand, many brands are investing in conversion optimization to generate more leads and sales.

These brands have figured out that it is more effective to convince more of your visitors to become paying customers rather than pay to bring more visitors to your site.

Conversion Rate Optimization (CRO) is the process of increasing the percentage of your website visitors who perform the desired action you want.

And depending on your niche or marketing goals, the desired action you want could mean that a user fills out a form, purchase a product, subscribe or perform some other desired action.

Conversion Rate Optimization (CRO) blends the user experience with accurate scientific testing, with effective results.

#2. e-commerce Copy Educates Customers

One of the most basic tasks of an e-commerce copywriter is to educate your target audience about your products and services.

Educate your customers about your products or services as they exist in the real world.

Also, e-commerce copywriting informs your audience about which problems your product solves and its benefits.

Your challenge as a copywriter is to persuade your target audience why your services or products are a solution to their problems.

You get better results if you write about the benefits of your products or services. On the other hand, demanding without convincing gets you no sales.

#3. ECommerce Copywriting Improves SEO

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Commerce copywriting contains many strategies as general SEO copywriting and helps your website rank well in search engine results.

SEO is used in e-commerce copywriting to drive your target audience to your site.

And when they get to your website, you can convince them to purchase your products. A website copy persuades your visitors to take action.

To drive your readers to your website, you need to garnish your content with your select keywords and SEO copywriting strategies to come out on top of your competitors.

And when you come out on top of your competitors, your copy is easily be found on Google search result pages.

However, search engines need text in other to understand, crawl and rank your site.

With optimized copy that addresses the search intent of your target audience, the search engines rank your copy high on their search result pages.

Once your readers find you, they can take the action you want them to take. Such action could be to contact you, make a purchase, etc. eCommerce copywriting and SEO work hand-in-hand to increase sales and revenue.

#4. ECommerce Copywriting Defines Your Brand

Every contact that your target audience has with your online store defines your brand for them.

Your eCommerce copy is part of the touchpoints. Consistency is key to establishing a brand.

Using high-quality copy and tone of voice consistently creates memorable experiences that your target audience remembers long after the checkout.

The branding messaging should be integrated and reflected in the use of phones to engage with customers.

It should also be seen on what employees wear, the email signature, posts on social media, et cetera.

However, the value of the branding message is in the unique selling proposition of the business's written copy.

this makes it easy for prospects and customers to interact with the brand.

This e-commerce copy helps define your brand and makes it easy for prospects and customers to do business with your brand.

Effective e-commerce brand copy is what makes consumers want your product or services rather than the competitor.

Engaging and persuasive e-commerce brand copy can strengthen the image of your brand and boost your business growth.

How To Create E-commerce Copy That Boosts Sales

A highly successful e-commerce copy impacts the bottom line positively.

Here are some tips that will help you create a successful copy for your online store.

Know your audience

SEO copywriting clients personas

Define your ideal customers and come up with a winning strategy to meet their needs.

That is why your primary goal as an e-commerce copywriter is to define the target audience that you are crafting your copy.

Understanding your target audience makes it easy to write copy that addresses their pain points.

Your target audience is needed in the writing process because it helps you get more specific and focused on their needs.

Customer testimonials are a goldmine for e-commerce copywriters who want to understand their target audience and what keeps them awake all night.

If you do not already have buyer personas, create personas to represent your ideal customers.

These profiles help you to target specific segments of your customer base.

And looking at each segment of your persona, you can speak directly to their beliefs, opinions, interests, and motivations.

Interestingly, people who engage with your products or services share similar interests.

And even at certain times, they share even similar characteristics.

With this insight, you can paint individual customer profiles, including their behavioral data and other vital information.

With such profiles in place, it is easy to target a group of similar customer profiles for your copywriting needs and strategies.

When you finally write your copy, pay attention to and use influential words to get your readers to take action.

Use storytelling

Storytelling is simply a chronicle of your brand and its products.

In other words, it is everything that you tell readers about you, your brand, your products, and your services.

For a successful e-commerce copy, use the irresistible selling power of stories to illustrate your brand values and enrich the user experience.

Storytelling helps you to connect with your target audience and humanize your brand.

It humanizes the interaction with your readers by putting a face to the people behind the campaign.

Stories can be powerful psychological shortcuts to trigger human attention, memory, and persuasion.

Why storytelling is important for your e-commerce store

It helps your copy cut through the noise.

About 79 percent of people scan instead of reading every word.

Storytelling helps you cut through the information noise.

Storytelling helps your brand build relationships with your audience

Great stories strengthen your bond with your audience.

It helps to define your core set of beliefs. For instance, Nike uses storytelling.

They associate their brand with star athletes. They sell you not just the features, but also the feeling you get by wearing them.

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Stories are motivational

The beauty of a great story is that it motivates people to take action more than a standard sales pitch.

Therefore, before you weave your story into your copy, think about what you want your audience to feel and what action you want them to take at the end of the story.

Stories can be used on your homepage, about us page, product pages, and even across your social media accounts.

Avoid wordy sentences in your e-commerce copy

A wordy sentence is hard to read and harder to rank with search engines.

But how do you know when a sentence is wordy?

Wordy sentences use too many unnecessary words that clutter your copy. Good copywriting is simple and direct.

It uses simple words to convey the same meaning. Wordiness takes away from clarity.

According to William Strunk and E.B. White in “The Elements of Style.”

“A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts.”

Focus on the benefits of your e-commerce copywriting

Does it shock you if I told you that your customers do not care about your business?

They do not.

Even more shocking, your brand evangelists do not care about your brand.

They only care about how it benefits them — especially when spending their hard-earned money.

So, do not fool yourself. Your e-commerce copywriting should be about the benefits.

Benefits are the good things that will happen for your customers for using your product or service.

A feature is what your product or service is. And a benefit is what users can do or accomplish with it.

eCommerce features Vs benefits

In the iPod example above, the 1 GB of MP3S is the feature - what the iPod is.

The 1,000 songs in your pocket are what the benefit is - what you can do with the iPod.

As you can tell, most folks do not care if your iPod has 10 GB. All they want to know is how those features will benefit their lives.

In other words, the 1,000 songs in their pocket get them to buy the iPod.

Use action words in your copywriting.

Action words are verbs.

They are words on your copy that motivate potential clients to take the desired action.

An action verb is a verb that expresses something that someone did, does, or will do clearly and concisely.

In e-commerce copywriting, action words are powerful and persuasive words that show your reader what action to take.

Using action words in e-commerce copywriting ensures that your writing is clear and concise.

And that makes it easy for your copy to be understood and impactful.

Action words appeal to the senses, emotions, and feelings.

They add interest and value to the copy and deepen the connection. However, action words gain strength and power when they are as specific as possible and create a mental picture for the reader.

Use action words when writing benefit statements and calls to action. Action words impact the meaning of a sentence.

Integrate keywords in the e-commerce copy.

The primary purpose of E-commerce copywriting is to create copy for shoppers.

It has the right keywords for search engines.

But with over 200 Google ranking factors determining a website's ranking in a Google Search Engine Results Page (SERP), you also need to know where and how to use those keywords.

With each e-commerce copy, you can target specific keywords.

When done correctly, they get you higher rankings and bring in more organic traffic.

Google Ads Keyword Planner is great for basic research.

Other tools like Ahrefs, Answer the Public, and Keyword Surfer can also be used for research and finding relevant keywords.

Complementing your e-commerce copy with a strong content marketing strategy (like a blog) draws in more organic traffic from search engines. Use bullet points for product pages.

Organizing your copy into bullet points makes your product page easier to read and scan.

Bullet points are for short, understood pieces of information about your product.

They provide a buyer with a summary of what the product is. Also, what it does, and what is in the price.

Having said that:

Do not put every detail of your product in bullet points. Instead, focus on the most important for the customer to know.

By looking at the features in the bullet points, shoppers can decide very quickly if they want to study the product more.

By studying the features shown, a shopper can move on to the detailed description.

The shopper could also go to the customer reviews section. She can also return to the search results.

Other benefits of bullet points are:

  • Easier to read on mobile devices. 
  • They provide a better user experience than a big block of text that takes up the entire screen. 
  • Display more important components as customer questions arise. More visually appealing, adding whitespace and breathing room to your page.

Stop Making These E-Commerce Copywriting Mistakes

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E-commerce copywriting mistakes are common. But there are common e-commerce copywriting mistakes you must avoid.

They include lack of persuasion, not explaining benefits, lack of specificity, lack of social proof, not speaking to your target market, not supporting product claims, and not using concise descriptions.

Let's explain what these mistakes are: Lack of persuasion persuasive e-commerce copywriting techniques are specific methods used to convince a reader, to take a predetermined action.

Conversely, a copy that lacks persuasion would not convert.

Why is persuasion needed in copywriting?

According to a 1970 experiment, people respond better to persuasive language.

The result of the experiment shows that the words you use in your e-commerce copywriting determine whether your customers are persuaded to take action or not.

To get the results you want, make your sales copies stand out.

In other words, use persuasive language that tells customers why you are taking a certain action.

Or why you need them to do what you're asking them to do.

Talking about the product and not explaining the benefits Major e-commerce copywriting mistake that some copywriters make is writing more about the features of a product instead of the benefits.

What's the difference between the features and benefits of a product?

Features are the characteristics of your product or service.

You could also look at a feature as a part of your product or service. On the other hand, a benefit is a positive impact the product or service has on your customer.

Benefits are the reasons customers buy the product or service.

Your customers are more interested in the solutions the product offers than the product features and specs.

As far as your products or services are concerned, they want to know what is in them for them.

They want to know how your products and services meet their needs or solve their problems.

Therefore, when writing your eCommerce product specifications, always highlight the benefits the user or the potential buyer gets from buying and using the item.

Benefits outline what the shopper will gain from paying for the product.

Let’s look at the Amazon Kindle:

Amazon Kindle

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A selling feature of the Amazon Kindle above is that it weighs less than six ounces. What is the benefit of such weight to the user?

The benefit of that feature to the user is the comfort the user experiences when holding it for extended periods.

Another feature is the kindle is that it uses electron ink.

The benefit is that the user can easily read in both bright sunlight and dark rooms.

On themselves, the weight and the kind of ink are not compelling enough to get consumers to buy it unless they understand the benefits of those features.

Make no mistake about it, your prospects must be able to identify what’s in it for them if they are to purchase the Kindle.

Not being specific to generalized product descriptions: 

Avoid using generalized product descriptions in your e-commerce copy because such statements lack credibility. 

Using generalized sales talk shows that you have no evidence that supports the claims you've made in your sales copy.

For instance, using generalized sales talk phrases like “simply the best”, “world-class”, “innovative”, and “market-leading” do not drive conversions.

However, write your product descriptions in the natural language and the way your target customer speaks.

Take a look at the language your customers use in the reviews they write. Whether on your website or online store like Amazon.

Another source of product description ideas is from your customer service support team.

Pull language from the actual questions customers ask.

The language people use on Quora when they talk about similar products will give you an idea about the language to use in your product description.

When you approach your e-commerce product description with this mindset, your product naturally appeals to your customer.

The other copywriting services we provide include:

Wondering if you should keep copywriting in-house or outsource it? Get the answers here. Get answers to our frequently asked copywriting questions here.

Are you ready to start your eCommerce copywriting?

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About Anaconda Marketing

Our team of professional copywriting experts has always had a way with words and an ability to reel people in with great storytelling. We craft SEO optimized persuasive, authentic, and stimulating copy. And our copy connects with your target audience across all platforms and delivers the results you want.

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