Copywriting Tips For Your eCommerce Brand Pages

Quality copywriting increases eCommerce conversion rates. There, we said it. And, yes, that’s where everyone says “Duh! Captain Obvious.”

If you’re not a seasoned writer, those words may elicit a bit of fear. But, we urge you to fear not. Copywriting can be accomplished with a little creativity and some great advice. So, you’re in luck. In this article we’re going to provide you with some copywriting tips for your eCommerce brand pages.

First, let’s talk about the logistics of copywriting. At its simplest, it is simply writing. But, to truly increase your conversion rates, consider this definition of quality copywriting:

Copywriters take text and use it to inform audiences and move them to engagement. The copy defines brands and describes products. Copywriters play a vital role as they create the language that drives consumers.

Copywriting drives website visitors to action.

We want you to know that you don’t have to be a great writer to be a good copywriter. But, you have to understand marketing to be a good copywriter.

The first tenant of marketing says, “Your product or service is far less important than its ability to fulfill your customers’ needs.” What’s this mean? It means your customers don’t care about you. They simply care about how your product can help them, make them happy or make their lives easier. (more…)

Holiday eCommerce Planning How To Create A Shared Holiday Promotion Calendar

Savvy eCommerce and online marketers know it’s time to start planning for the holiday eCommerce rush.

With the holiday season quickly approaching, a shared holiday promotion calendar is the best way to get all of your staff on board and on the same page as you dive into holiday eCommerce marketing.

A Forrester Research study earlier this year reported that the eCommerce industry is steadily growing, faster than expected. A previous report from 2010 didn’t expect the industry to top $300 billion until 2017. Yet, by the end of this year, the industry is projected to reach nearly $334 billion in consumer spend.

With nearly half of shoppers taking care of their holiday shopping online, September is the perfect month to start your holiday eCommerce planning. In this article, we’re going to talk about how to create a shared holiday promotion calendar.

Arrange to Share

Promoting your business for the holidays is a huge task. When you factor in email, social media, pay per click, content creation and blog writing, you’ve got a big work flow to put together and manage. The best way to execute your holiday promotions is with a shared calendar.


7 Landing Page Optimization Mistakes Ecommerce Companies Make

As an eCommerce site you most likely employ many tactics to increase your traffic. With more than $3 billion spent on paid search alone, you might think that increasing traffic to your site is the best way to increase revenue.

It’s just one way.

Many eCommerce sites overlook the landing page. They spend so much time focusing on driving traffic, social media and page rank, that they forget the landing page. That’s got to change.  The landing page is one of the most important ways to increase your revenue.

According to econsultancy, for every $92 spent acquiring customers, sites only spend $1 converting them. Let’s examine this lopsided stat. This study says that sites spend nearly $100 getting people to their site, but then they only spend $1 to keep them there. The odds they’ll stay? We’d say not too well.

Let’s clarify the landing page. A landing page doesn’t mean only your home page. A “landing page” is any page on your site that visitors can “land” on. Thus stems the importance of optimizing every “landing page” on your site.

We’re going to talk about seven landing page optimization mistakes eCommerce companies make and through this discussion, help spread the word about the importance of landing page optimization.

Mistake #1:  The Mismatched Headline

Suppose you are selling men’s fishing boots, and you’ve created a Google Ad. Your ad headline says, “Looking for Men’s Shearling Fishing Boots?”


Essential eCommerce Industry Stats For Page Speed

The world we live in is fast-paced and constantly on the move. Our ever-evolving electronic world has trained people and increased their desire for getting things immediately. They want what they want when they want it. Patience left long ago with the land-line.

If your eCommerce site doesn’t load quickly, you will lose conversions and thus revenue.

People like fast sites. Google likes fast sites. If your site is notoriously slow to load, it’s time to get off the fence and do something about it.

In this article we’re going to touch on essential eCommerce industry stats for page speed. Because fast sites do better than slower ones, we’ll talk about stats relevant to you. Then, we’ll dive a little deeper and give you some tips on improving page speeds.

How Fast is Fast Enough?

According to Strangeloop, the typical eCommerce site takes nearly five seconds to load usable content for the site visitor. They tested load times of the top 2,000 retail sites, and they noted the average site takes up to 10 seconds to load. (more…)

Poop Pigeon Kid Feature

Disappointment Sucks

I was recently privileged to speak at the Velocity Conference in Santa Clara this year. My presentation was on the topic of Conversion Rate Optimization applied to your entire organization.

One of the points was focusing on process, not results. (I’ll discuss that in a future post). An example I used was recent post by Which Test Won that shared how some site got a 972% increase in engagement by making the form longer. Reasonable hypothesis IMO.

My point was simple: Unrealistic expectation creates disappointment. “Expectation is the root of all heartache”, William Shakespeare.

Here’s that section of the talk in a nutshell:



I love Which Test Won. It’s a great place to get ideas and knowledge of what other have tried and succeeded and failed at. I highly recommend it! But… When someone posts that they got a 972% increase in engagement by increasing the length of a form, that is only going to produce disappointment. Imagine your boss reading those results and then later in the afternoon you report to her that you just completed a round of tests and got a very respectable 7.8% increase in conversions over a 30 day period with over 25,000 conversions tested. Her reaction is not going to be great. Your success will feel like a failure. You’re going to feel like you got crapped on, when the company should throw a raging house party for YOU, at YOUR NEW HOUSE they just bought you! “Surprise!” That won’t happen with unrealistic expectations. (OK, it won’t happen at all. But you get the idea.)

Velocity Conference Jon Correll Presentation

It’s a simple point. If you’re tasked to make changes and run tests, and then show those results to people with unrealistic expectations, you’re not going to be successful, as failure is part of the process. You need to embrace failure and love learning.
I’m not even going to go on a rant about showing these conversion rate “increases”, that are really more a point to the significance, not the true relative increase. If I did rant about that, then I would have to start the post with why I’m a hypocrite in discussing it, as I have done the same.

Back to the “I Hate Which Test Won?” story…

(the day after my presentation) (more…)

eCommerce Industry Stats For Mobile And Mobile Marketing

Tech analysts predicted that mobile Internet usage would overtake desktop usage by 2014. We’re well past that tipping point now as shown in a July 2015 study.

This study’s year to-date data shows a consolidation with mobile digital media time in the United States significantly higher at 51% compared to desktop usage at 42%.

What does this mean for your eCommerce business? In the simplest turns, if you’re not reaching your audience effectively on their smartphones and providing a good user experience, you’ll miss out on business.

A Shopify study shows us that mobile traffic to eCommerce sites is at more than 50%, while desktop traffic to eCommerce sites sits just below mobile traffic. Shopify says mobile traffic is now the “default” way people shop eCommerce stores.

Let’s explore eCommerce industry stats for mobile and mobile marketing. We’ll review studies and make a case for the importance of a mobile-friendly eCommerce site.

Why the Rise in Mobile Traffic to eCommerce Sites?


10 Copywriting Tips And Techniques For eCommerce Homepages

We talked about copywriting tips for your eCommerce product pages in a previous article, so this time, we’re going to talk about writing for your homepage.

And, we’re going to put a little spin on it. Not only are we going to discuss 10 copywriting tips and techniques for eCommerce homepages, but we’re going to discuss how to do it tactfully and without sounding like a marketing tactic you learned in school.

You know what I’m talking about. It’s those times when – even though you are an honest, genuine person – your copy starts sounding like a sleazy, cold call.

We think it’s important for your homepage copy to reflect your company and its ideals. For example, if you’re selling women’s perfume, you want to be truthful and descriptive with your copy. You want to evoke a feeling, a smell, and a reason to purchase.

You want to write honest copy that sells, right? Here are ten copywriting tips and techniques for your eCommerce homepage that will attract customers and keep them moving through your site.

#1: Write Winning Headlines

Six to 12 words, that’s all that stands between you and a higher click-thru rate. David Ogilvy says, “On average, five times as many people read the headline as read the body copy.”


shopping cart abandonment

For many years, shopping cart abandonment has been a growing problem for eCommerce retailers.

According to the Baymard Institute, the average documented online shopping cart abandonment rate is 68.53%.

Translated into simpler terms, that means nearly 70 out of 100 people who fill their shopping carts on your website never come back to finish their purchase. When put this way, that percentage is staggering.

While shopping cart abandonment is the bane of eCommerce retailers, it can also provide an opportunity.

With billions of dollars’ worth of merchandise abandoned in online shopping carts, about 60% of that may be recoverable. For shrewd eCommerce sites with some ingenuity, you can turn abandoned carts around to your advantage.

In this article, we’re going to discuss essential eCommerce industry stats for abandonment and what you can do to turn the negative into a positive.

Would your revenue increase if you retained some of those abandoned carts?


How eCommerce Companies Can Do Surveys And Questionnaires Onsite

How do you know if your website is meeting your customer’s needs? Ever wondered if they’d like to see certain kinds of products featured on your eCommerce site? How about your customer service – do people like it?

These questions and many more can be answered right on your website by your website visitors and customers.

Offer surveys and questionnaires to get useful information about your eCommerce site and its products.

Surveys and questionnaires can increase your customers’ loyalty because they feel like they are part of the process. By asking their opinion, they have buy-in because they’re either helping you solve a problem or tooting your horn.

The best way to understand what your website visitors are feeling is to survey them.

According to Survey Monkey, every month more than 30 million people complete their surveys. With at least that many people online completing surveys, it’s time you took advantage of this great fact-finder.


Copywriting Tips for ECommerceWhat should I say? How much should I say? How much is too much? Or, for that matter, too little? Who’s my audience? Will they understand what I’ve written? What format works best?

But, wait, I’m not a creative writer! Help!

If you’ve ever muttered these questions to yourself while pouring over your eCommerce product descriptions, than this article is for you. If you’re struggling to write copy that converts, this post is also for you.

Let’s discuss 10 copywriting tips and techniques for eCommerce product pages.

Your job is to create a vivid picture in the shopper’s mind. Your picture must be tantalizing and clear, so much so that the shopper imagines holding the product and using it.

Take a step into the multi-faceted world of creating writing. You are equal parts prose writer (vivid descriptions) and journalist (just the facts, please). A combination of the two creates winning product pages that convert.

Tip #1: Go Back to the Five Ws

You remember these, right? Many of us were taught way back in grade school to use the five Ws when writing or describing something. It’s also a trick of the astute eCommerce writer. Let’s use these five Ws to craft persuasive product descriptions. (more…)