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10th September 2020

12 Secrets of E-Commerce Copywriting

The importance of e-commerce or retail copywriting cannot be overstated. According to recent estimates, only 3% of people who visit e-commerce websites end up making a purchase, which is a worryingly low stat. But don’t worry, there are some practical things you can do. For example, one established way to get this figure up is to employ a company that specialises in retail copywriting services.

Let’s discuss the 12 key secrets of e-commerce copywriting that will boost your conversion rates. 

 

  • Understanding the Importance of Retail Copywriting

 

Effective copywriting always leads to increased sales. Sometimes, the best way for companies to re-strategise in a certain area is to come up with a better standard of copywriting piece of trying other drastic measures.

Copywriting is able to drive profitability, increase ROI (Return on Investment), and help you achieve all your business goals by persuading your target audience that your products will solve their problems.

 

  • Layout Matters 

 

The quality of the copy is crucial for successful retail copywriting. However, it’s also important to know how to arrange it strategically on the page. An e-commerce copywriter will note how a typical retail page is laid out and plot out bullet lists, headings, and subheadings accordingly. It’s important to make good use of white space as well to enhance the overall appeal of the copy. 

 

  • Associating Features with Benefits

 

Good retail copywriters not only highlight all the features of the product; they also associate them with the ease they bring to the customer. For example, when highlighting deep pockets on a garment, the copywriter will put this in context for the reader – and make it relatable by selling the product’s particular benefits. In this case, it could be letting people know that the pockets will help ensure that they’ll never lose their car keys or wallet. So, they’re much less likely to dismiss the feature as it offers a solution to a common problem. 

 

  • It Should Be at Middle-School Reading Level

 

This one’s very important to consider because writing great copy is about connecting with the greatest number of people. If retail copywriting is written in a considerably high-level language that is only understandable to adults and over, it would be omitting a major group – teenagers. Copywriting that has a Flesch Kincaid reading score of 60 and above is likely to perform the best for e-commerce.

 

  • Breathe Life into Your Writing 

 

Stale copywriting does not allow the reader to connect on an emotional level. A way to make your copy more appealing is to use the active voice; everything has to be in the moment. Active words are likely to stimulate action. E-commerce copywriters also tend to use powerful words that make products leap off of the page. 

 

  • Retail Copywriting Goes Beyond Product Pages

 

E-commerce copywriting isn’t limited to just product pages. Instead, retail copywriters also prepare attractive ‘About Us’ pages as well as concise mission statements that spell out the brand’s business strategy. Basically, the more the shoppers can learn about the brand, the better. 

Moreover, more pages mean more space for SEO, thus improving the brand’s visibility in Google’s search results. All of the copywriting content on an e-commerce website should employ the services of a retail copywriting agency

 

  • Play with the Physical Senses

 

This might seem insignificant in copywriting but it affects the reader’s decision on a subconscious level. A reader might not even acknowledge these words but they do play a major role in enhancing the performance of e-commerce copywriting.

For example, a retail copywriter could say, ‘The silky, smooth texture of the XYZ cream.’ This string of words is enough to appeal to the readers’ sense of touch. They can imagine how it would feel on their skin through these textural words.  

 

  • A Great Headline Always Works 

 

A great headline for sales copy is one that makes shoppers stop in their tracks. As well as being relevant to the product being presented, it should also be unique and useful. The reader should look forward to learning something new that will help them make their decision. For example, ‘Are You Still Having Bad Hair Days?’ certainly makes for an interesting starter for some copy on hair gel. 

 

  • A Single Audience Comprises Diverse Shoppers

 

A single target audience might share a lot of similarities, but the same cannot be assumed of the way they approach online shopping. An average audience is made up of three kinds of people: information gatherers, impulse buyers and integrity affirmers. Information gatherers will evaluate a product and its price in comparison to another and collect the necessary information. Impulse buyers will just read the benefits of the product or service and take advantage without delay. Lastly, integrity affirmers will want to find out the reputation of the brand before considering doing business with them. Standout retail copywriting caters to all of these. 

 

  • Time Is of the Essence 

 

Urgency is a very common sales technique that has been in use for ages – because it works. Merely letting the client know that the product won’t be around for long and it’s their only chance to buy it often does the trick.

 

  • Proof of the Product’s Credibility 

 

You might have come across this phrase on a lot of retail pages: But don’t take our word for it, just ask our happy customers!’ People prefer to read reviews of the products they’re interested in or watch their unboxing or demo videos. This sort of feedback makes them more likely to trust the brand.

 

  • Limit the Word Count

 

Sometimes, a lengthy description can get in the way. While it’s important not to undersell a product, the opposite also stands. Make sure not to overwhelm the reader with too much detail. Just cover the essential points and let the images and testimonials do the talking. 

These 12 tips will make your e-commerce copywriting shine. Writing copy like this is all about selling the key virtues of a product or service and connecting with your customers on an emotional level. Do that and you’ll be well on your way to making that next sale!

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