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

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 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…)

You’ve finally done it: after weeks, maybe months of planning, design, brainstorming, and proofreading, you’ve put together a fantastic website for your product or service, complete with a flawless landing page and a stellar layout. Yet, all your site statistics show that the second visitors arrive at your page, they’re leaving just as quickly or rarely staying long enough to appreciate your comet tail cursor or listen to the entire midi of Lady Gaga’s “Applause.” Brace yourself, because the fault may lie with you—or at least with the way you’ve set up your page.

Rocking Out the Wrong Way

Image via Flickr by Paul Sableman

If you want to force your customers to click right away from your site, there’s one thing that will guarantee it: loud music. Whether it’s a discordant midi version of your favorite song or the latest brokenhearted ballad, loud music sends people running. Surely you’ve experienced the sudden shock of visiting a page, only to have your speakers blaring at you unexpectedly. People don’t like loud surprises; they’re scary. Remember, this is your landing page, not a rock concert. (more…)

Content and page copy are crucial to a successful landing page. They are becoming even more important as 2014 continues. You don’t want to have the same boring copy as everyone else. You need to make sure that you copy stands out, and that it’s engaging enough to keep people on your page. Because of this, you should consider some of the copy tips for this year.

1. Change Your Wording

Image via Flickr by Alby Headrick

One of the first steps to enhance your copy is to take a fresh look at it, whether the original copy was written five months ago or five years ago. Even if the majority of the copy doesn’t need to be changed, a fresh set of eyes can help you find mistakes and problem.

Get rid of repetitive wording. Do you find that you use the word “great” a lot? For example, you may find that you say you have a great product and it does great things for the customer. This should be changed immediately. The variety of words you use helps not only the flow of the copy, but it will also keep the reader on the page longer. If you can’t think of new wording on your own, consider hiring a copywriter or using a thesaurus. (more…)

Grabbing the attention of your visitors is the only way you’re going to keep them on your landing page long enough to get an email address or a sale. One of the biggest questions when creating a landing page is how to do this. Having awesome headlines will help get people’s attention.

Be Upfront With Information
Image via Flickr by miheco

One of the reasons people may leave your site is because your headlines are confusing. If what you’re saying in the headline doesn’t make sense with the rest of the page, people will get frustrated and leave. Because of this, you need to be upfront. Don’t try to cloak what you’re saying with riddles. Because most people skim articles and websites, you need to tell readers what they need to know right away. They’ll stop and read the page if the headlines tell them the basics of what they need to know. (more…)

Around the holidays we like to remind our readers of a little advice that could double your conversion rate this holiday season. Is it better to wish your guests a “Merry Christmas” or “Happy Holidays”?

The results are in:

  • 64% prefer “Merry Christmas”
  • 31% prefer “Happy Holidays”
  • 5% are unsure

Let’s keep in mind that this is simply results from an obscure American poll. Sure, a solid majority of Americans prefer you to say “Merry Christmas”. But does it really matter on your marketing? Should you put “Merry Christmas” on every page? Maybe on banner ads? What about emails? Or should you say it at all? (more…)

Your unique selling proposition (USP) is important to your brand, your audience, and your sales. Without a USP, visitors to your site may compare you to your competitors and say that you’re the same, or even worse, that your competition has a better product. So, how do you come up with a USP and what do you offer that makes your product the best?

Product Confidence

Image via Flickr by Lodeez

If you don’t believe in your product, neither will anyone else. Make sure that you are 100 percent behind what you’re selling. While this doesn’t give you a USP in and of itself, it can help you come up with one. Let’s be honest, it’s unlikely that you’re the only one selling the type of product or service you offer. So, set yourself apart. The best way to start is by believing in what you offer. (more…)