Ecommerce copywriting services are more important than ever. Recent estimates suggest that only around 3% of eCommerce website visitors make a purchase. Anyone could view this as a minimal, discouraging number. Conversely, it can be seen as a huge opportunity to drastically increase profits with a very slight percentage increase. One way businesses do this is with the help of eCommerce copywriting services.
Keep reading to understand what kind of impact copy has on an eCommerce site, and why brands prioritize it.
11 Secrets of Ecommerce Copywriting Services
Ecommerce copywriting services do have an edge over those which do not specify eCommerce expertise. The following is just a sample of the many ways in which copy might be improved for retail websites.
Good copywriting is almost as important as a good product.
Why are copywriters who have eCommerce experience held in particularly high regard? Because with great copy, come greater sales. Indeed, in some cases, brands can forgo coming up with a whole new strategy for a product release and just get better copy instead.
Think of any object and a paragraph that details what it is and what it is for. Next, imagine copy that lets the reader imagine using it, gives them ideas, and makes them feel like they must buy it. Few gadgets sell on looks alone.
The entire page is taken into account.
The quality of the text is key, but so is the way that text is broken down and arranged to lay on the page. An eCommerce copywriter will take into account how a retail page is laid out, so they can plot out bullet lists, subheadings, and short blocks of copy accordingly.
Page arrangement and making use of white space is very important to the overall appeal. It takes intention and understanding that only eCommerce copywriters have.
Marrying product features with customer benefits.
Copywriters never assume that the benefits are completely obvious to the reader. Yet instead of just throwing it out there, they tie the features in with the benefits.
For instance, take a dog leash with a padded handle. The copywriter presents the feature (the padded handle) while describing the benefit (will not chafe hands if a dog pulls while being walked). Therefore, the consumer is less likely to dismiss the feature. It jumps out at them as a solution to their problem.
Customers cannot make an emotional connection with impersonal or stale copy. Whatever is happening with a product in a product description or other sales-centered piece, it has to be of the moment. Active voice is one way to accomplish this, but eCommerce copywriters also use powerful words that make a product leap off of the page.
If words are active, they are more likely to inspire action. Such as the simple act of adding an item to a cart.
There are more than just product pages.
Ecommerce copywriters also spend a great deal of time writing mission statements and “about us” pages, as well as the homepage, pages that approach behind-the-scenes content, and more. For shoppers learning about a brand, this is incredibly valuable.
It also provides more space for optimization, which increases product visibility via search rank. Ecommerce writers are never restricted to descriptions; all copy on a retail website could benefit from the expertise of someone with eCommerce experience.
Words to feel, touch, taste, and smell.
Words that play on the physical senses have a great impact on eCommerce copy, whether the reader considers it or not.
A product containing aloe vera gel, for instance, might generate more interest when it is described as “cooling aloe vera gel”. The reader could picture the gel before and knew what it was, but now they can imagine the way it feels on their skin. It was just one word.
The headline says it all.
Of course, pages and products require more than a headline. Even so, a great headline is first on the agenda. When it comes to headlines, eCommerce copywriting differs a bit from other types of copy.
Like other types of copy, the headline is relevant to what is being presented and is unique. But additionally, it must be useful. That means that when a customer reads the headline, they anticipate learning something valuable or getting an expert opinion which helps make a decision.
One audience includes different types of shoppers.
The target audience has many things in common, but this does not mean they all approach online shopping in the exact same way.
Most people are looking to make an informed decision. They will compare a product and its price to others and gather information. Right behind them is a group of impulse buyers, who see what a product or service can do for them, and immediately take advantage. Finally, some shoppers are all about integrity. They want to be sure that the brand is reputable enough to do business with.
The right copy will serve them all.
It reminds readers that the clock is ticking.
A common sales tactic that is still very relevant – urgency. This product will not be around forever, there is limited stock. This price will rise soon. This offer is for new customers only, that deal is for previous shoppers.
Whatever it is, create the idea that only a certain number of people can purchase for a certain period.
There is proof that the product is worth it.
“But don’t take my word for it, just ask thousands of satisfied customers!”
It’s a pretty common refrain in sales copy, one that need not be used today. Today, people like product reviews, case studies, unboxings, instructional/demo videos, and more. Feedback from consumers like them makes it easier to trust what the original copy is telling them.
Ecommerce copywriting is easy.
This one surprises businesses. They do not have to labor over a new in-house hire or worry about whether or not that hire will be capable of yielding the results. Ecommerce copywriting services have at hand a whole pool of writers who know all of the above secrets, in addition to many more.
And because eCommerce copywriting services provide their project oversight, it is never a drain on businesses who struggle to add projects and departments to their current lineup. Services that specialize in eCommerce save brands time and money while boosting conversions.