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Crafting captivating e-commerce copywriting isn't just about stringing together sentences. It's about triggering emotions, addressing concerns, and, ultimately, driving conversions.
Sounds like a lot to balance, right?
I’ve worked in content marketing for the past decade, and I know that good e-commerce copywriting isn’t the easiest to come by. Often, brands struggle with readability and knowing how to appeal to their target audience.
In this article, I share my top tips for crafting excellent e-commerce copy — from using persuasive language to creating a sense of urgency to convince potential buyers. Plus, we’ll look at examples of brands that have cracked the e-commerce copywriting code. Dive in to discover how to transform your e-commerce copy into a powerful sales tool!
What is e-commerce copywriting, and why is it important?
E-commerce copywriting means writing persuasive and compelling content that encourages potential customers to buy from you. This can include:
- Product headings
- Product descriptions
- Landing pages
- Promo offers
- Calls to action (CTAs)
- Social media posts
- Product reviews and testimonials
- Email marketing
- And more
Convincing e-commerce copywriting is important because it ultimately drives conversions and sales. It can help you reach your target audience, appear in Google search results, and build a strong brand reputation. All of this contributes to enticing potential customers and retaining existing ones.
8 tips to create e-commerce copy that sells
Below are my top tips for creating e-commerce copy that drives conversions and sales.
1. Know your audience
The heart of effective copywriting is a deep understanding of your target audience. To show you really “get” them, you need to adjust your language, ton, and messaging appropriately.
Skincare brand Fresh does this really well. The company knows its customers care about the ingredients in its products and want clear information about how it will benefit them. So, Fresh divides its product description into “What it is” and “Why you need it” sections to speak directly to its audience.
To do this in your e-commerce copywriting, follow these steps:
- First, you’ll need to map out who your audience is (and who you’d like them to be). To do this, check out our guide on creating your ideal customer profile.
- Then, tailor your brand tone of voice to that audience — and yes, we have a guide for that, too!
- Take this information into account when writing your e-commerce copy. For example, if you’re selling luxury watches, use phrases like “exquisite craftsmanship” and “timeless elegance” that speak to the sophistication and quality your audience expects.
2. Focus on benefits, not just features
While features describe what the product does, benefits explain how those features directly impact the customer's life. For each product feature, ask yourself, “How does this benefit the customer? What problem does it solve?”
Highlight the benefits of using the product in terms of convenience, efficiency, cost savings, time savings, improved quality, enhanced lifestyle, etc.
For example, instead of saying, “This blender has a 1000-watt motor,” say, “Whip up smoothies in seconds with our powerful 1000-watt motor, saving you time and effort in the kitchen.”
Let’s look at another example:
3. Address objections head-on
Anticipate and address potential concerns or objections that customers may have about your product. Doing so helps build trust and credibility with your target audience.
A great place to start is in your product descriptions or FAQ section. Here, you should address common objections such as sizing concerns, return policies, or product durability.
For example, if you’re selling high-end skincare products (with a price tag to match), reassure customers that they’re getting value for money by highlighting your satisfaction guarantee or providing testimonials from users with sensitive skin who have had positive experiences.
4. Create a (subtle) sense of urgency
Encourage immediate action by including a sense of urgency in your copy. This can be in the form of limited-time offers or low-stock alerts.
Brooklinen does a great job of adding urgency to its copy, while not being too pushy: “Stock up on select bed, bath, and loungewear styles before they’re gone for good! All items are final sale.”
Using “select” to describe the merchandise evokes a feeling of exclusivity, while “gone for good” adds urgency. Brooklinen’s copy also includes transparent communication of sale policies (“All items are final sale”).
Additionally, Brooklinen makes it straightforward for users to find their perfect set of sheets by highlighting the filter options through a closeable pop-up. Plus, the banner offers 15% off site-wide as a nice sweetener.
This all adds up to a user-friendly experience, making it as easy as possible for customers to make a purchase.
5. Use persuasive language
Use persuasive techniques like storytelling, social proof, and emotional triggers to convince customers to buy from you.
A good way to do this is to incorporate sensory language. Check out this tip from our article on How to Convey Emotion in Your Writing:
Using social proof, such as testimonials and customer feedback, is also a great way to convince buyers. Let’s take a look at an example:
To add social proof to your e-commerce copywriting, collect testimonials through third-party sites like Trustpilot, use your social media channels to ask for feedback, or send out email campaigns with a survey after a customer has made a purchase.
6. Check your readability
Keeping your writing clear and simple can make a big difference to your e-commerce copywriting. Avoid jargon and unnecessary words, and make sure your copy is easy to understand at a glance.
You can do this by checking your copy against the Flesch score rating system, aiming for a grade 6-9 reading level.
You can also quickly see your copy’s readability score using the Hemingway Editor — which offers suggestions on improving your writing, too.
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As an example, Happy Socks does a great job of keeping its copy simple yet playful: “Don’t worry, your feet will soon be snug, comfy, and colorful. Slip into some real nice, colorful socks, perfect for any foot.”
The copy works because it avoids jargon and overly flowery language, describing the product with easy-to-understand words like “nice,” “comfy,” and “colorful.”
7. Include clear calls to action (CTAs)
Prompt users to take the desired action with CTAs that clearly communicate what they should do next.
Take a look at this CTA from HelloFresh, which is the first thing you see on its homepage:
HelloFresh makes it easy to order a box before going anywhere else on the site. This is sweetened by the introductory offer for the first three months. Plus, the button is specific to the CTA: “Select this box.”
To create effective CTAs in your own copy, avoid generic “Buy Now” buttons and instead try more specific CTAs like “Add to Cart and Get Free Shipping” or “Subscribe for Exclusive Deals.”
You should also focus on personalizing CTAs, as studies show that personalized CTAs convert 202% better than generic ones. That’s because they place the buyer in the middle of the content, directly addressing their needs and desires. Patagonia’s Worn Wear shopfront does this well with CTAs like “Start My Trade In.”
For more information on crafting CTAs, check out our step-by-step guide on creating compelling calls to action.
8. Proofread and edit
This one might seem straightforward, but grammar and spelling mistakes can make your copy feel unprofessional.
Plus, good e-commerce copywriting should be concise. After all, you don’t have much time to convince potential buyers to make a purchase!
Wordtune is a fantastic tool to help you achieve clear, crisp copy.
Simply load your copy into the Editor tool and hit “Shorten” to get suggestions on how to cut down the number of words. Alternatively, you can click “Rewrite” to see ways of making your copy more engaging.
In addition, the Editor’s Notes panel shows you tips on improving clarity and highlights any grammar or spelling mistakes.
Summary
While effective e-commerce copywriting might seem like a tough nut to crack, this guide covers the essentials: understanding your audience, focusing on benefits, addressing concerns, creating urgency, using persuasive language, making text easy to read, including clear calls to action, and checking for errors.
Implement these practical examples and tips, and you’ll be on your way to crafting compelling copy that convinces people to buy your products.
Want to keep honing your e-commerce writing? Learn how to create amazing Shopify product descriptions with our in-depth guide.
FAQs
How do you write copy for e-commerce?
Writing copy for e-commerce includes detailed product descriptions, landing pages, homepages, calls to action (CTAs), and more. Good e-commerce copy highlights features, promotes offers, and speaks directly to the target audience.
What does an e-commerce copywriter do?
An e-commerce copywriter creates compelling product descriptions, homepages, landing pages, calls to action (CTAs), and email campaigns — alongside social media promotions and offer copy.
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