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…)

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…)

The length of a landing page is one of the key factors that will influence how well it converts your visitors, but what length is best? Read on to learn more about the long and short of landing pages.

Short Landing Pages Minimize Scrolling


Image via Flickr by Rob Ellis

Many people who are fans of short landing pages argue that they minimize scrolling. They know that studies suggest 80 percent of fixations occur “above the fold,” or the space that web users can see without scrolling. They insist that minimizing scrolling is even more important as web users abandon their traditional desktop and laptop computers for mobile devices. Statistics suggest that we’d rather not scroll if we can help it, but many landing pages just don’t lend themselves to the short format. (more…)

The Wall Street Journal recently reported a study that showed emotion, more than logic, drives the decision-making process. In Internet marketing, your landing page is the place where your website elicits emotion and converts visitors into customers. How do you design a landing page that provokes an emotional response that drives conversions? Here are four tips to help you create actionable emotions on your landing page.

Understand Your Buyer

groupon
Image via Flickr by groupon

Before you can design a landing page that appeals to your customers’ emotions, you need to know exactly who they are. Look at the demographics of the people who buy your products and services. To drill down, consider using tools like WebEngage.com to conduct surveys about your visitors. Use the demographic and survey data to create one or more buyer personas for your products, and become intimate with them. Understanding who visits your site and who buys your products is an essential first step to creating a landing page that engages visitors and leads to conversions. (more…)

It’s tempting to fill up the white space on your website or landing page. However, unless you’re adding relevant and important information, don’t give in to temptation. In fact, even if it is crucial to your site, it’s even more important to have some white space. This helps the design look great and keeps people on your site. Get rid of the clutter with these steps.

Stay Focused


Image via Flickr by Mark Hunter

There is nothing worse than ending up on a website that rambles. You need to make sure to keep your focus at all times. The copy, call to action, and images should all tie back to your main goal of keeping visitors coming to the site or making a sale. When you cut out text or images that don’t help this focus, you’re going to clear up a lot of space. This has the added benefit of leading visitors where you want them to go, and ensuring that they aren’t confused about your purpose. (more…)