Content, content, content. Itâ€™s an essential part to any eCommerce store. Yet, it isÂ often done misguidedly. Many store owners often not even realising that poor content is the culprit to their low conversion rate.
Quality product copy can transform eCommerce conversion rates and increase search traffic drastically â€” creating a compelling opportunity for all you savvy eCommerce store owners.
Essentially the main goal of web copy is to get a visitor to perform an action. In the case of getting them to make a purchase there are two objectives that your copy needs to achieve â€” firstly, you need to anticipate the needs of your visitors so that you can convince them that your product is right for them â€” and secondly, you need to convince them that your company can be trusted to provide those excellent products.
Persuasion and creating trust might be difficult to achieve with words alone, but it’s not impossible.
In this article, weâ€™ll give you some key tips that will hopefully help you learn how to create distinctive and appealing copy that sells.
The Ground Rules
Here are a few basic rules to keep your writing as simple and readable as possible.
Opting for a combination of paragraph and bullet points can be great for simplifying content and effectively communicating key product details and benefits.
As an obvious way to establish trust â€” if your copy has spelling and grammar mistakes visitors may think you careless and incompetent, and wonâ€™t invest the time and money on your products.
Avoid Bulky Content
Long sentences and bulky paragraphs are usually hard to digest, therefore visitors are less likely to take the time to read it. Make copy as simple and specific as possible, only putting the information that is needed to make the decision.
Avoid Jargon, Fancy Words & Meaningless Phrases
Using irrelevant and elaborate language will either sound like youâ€™re trying too hard or lead to confusion. Achieve clarity by using simple, concise and well-known copy that will aid, not hinder a visitor’s decision.
State the Obvious
If a customer is uncertain about any of the purchasing details they wonâ€™t buy your product. You want to state the obvious and put all unique selling points at the forefront.
Write in active voice. Itâ€™s clearer and makes it easier to persuade your visitors to buy your products.
Avoid these simple mistakes and always ensure that your website achieves its potential.
Copy on product pages are a vital tool to building trust and persuading visitors to purchase from you, so why not take advantage of it? Having no copy can have a worse effect on visitors than having slightly badly written copy.
With different writers and no defined tone of voice, it is very easy to lose consistency across all pages. Every page, down to the checkout page, should all be written in the same tone.
Donâ€™t exaggerate in order to make the product more desirable, this will cost your website authenticity and trust. It is important to keep product descriptions primarily informative and not overwhelm your visitors.
Stick to Convention
Consumers have built-in notions of how to shop from their collective experience across thousands of websites. Using creative wording that is contradictory to this can have negative effects when a visitor wants to make a purchase. Stick with the humble â€œadd to basketâ€.
Forgetting about SEO
To achieve the most from your copy incorporate primary target keywords in such a way that they aid your message or credibility.
Use vivid, useful and powerful product images that strongly reinforce your copy. This will make an impression on your visitors, keep them on your site and convince them to buy your product.
Writing great product copy can make a big difference. Use these tips when working on your eCommerce copywriting strategy and you will create a better and more persuasive experience for your visitors.
Not convinced? Learn about Significant Objects: How toÂ transformÂ insignificant objects into significant ones.
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