In offline stores, many skilful salespeople make the closure pitch (bottom-of-the-funnel sales) possible by convincing and persuading buyers to buy the products from their store. But what about online stores? How can e-commerce businesses make the end closure possible?
As there is no human interaction between the buyers and sellers as in the offline store it can be done through content that is easily perceivable and convincing enough to give buyers a strong reason to buy the product from your store. This is what we call as e-commerce copywriting.
So, let us understand better what exactly is.
What is e-commerce copywriting?
Copywriting is a way of writing through which you write content in such a manner as to persuade the targeted audience. In advertising and marketing, it plays a vital role in impressing your targeted audience to take certain actions like signing up for membership, adding the product to your cart, or even purchasing the product.
How is Copywriting different from Content Writing?
While both work the same thing i.e. “to write” but the approaches are different. Content writing involves creating awareness of the products by educating the audience. In contrast, copywriting involves writing in such a way that the audience will be pleased and convinced to take certain actions whether it might be purchasing a product, booking an appointment, quoting a service, etc.
Why is copywriting important in e-commerce businesses?
In an e-commerce business, there is no real and actual human interaction between buyer and seller involved who would inform the visitors in such a way that will lead to a closure pitch (selling the product) by converting the potential visitors into real customers.
So how do we convince these potential visitors to become real buyers?
Through Copywriting.
The Compelling Copy of your product is written in such a way that will lead to higher conversions.
For e-commerce business copywriting is written for the landing pages of categories, product descriptions, sales special offers and promotional web pages like hot deals to grab the attention of the visitors.
What are the Benefits of copywriting?
- When done properly copywriting gives a higher ROI
- Leads to boost sales.
- Helps to connect with your customers
Tips for writing a good copywriting product description
1. A catchy headline
Before the buyer reads the product description he will first read the product heading. A catchy and descriptive headline with “Call-To-Action”, “Benefits” And “Offers” should be written so that the buyers will get a crux from the first glance about the information of the product. Use the on-page SEO optimisation techniques by using the relevant keywords in the headline. Keep it short and up to the point.
2. Highlight the USP
To write a persuasive copy first you must convince the buyers with reasons like, how your product stands out in comparison to your competitor’s products. Things like eco-friendly, organic, Energy Efficient, Made In India, and many more such things should be highlighted so that the buyers can come to know about your business values and whether the vibes match with them.
3. Highlight your targeted audience’s pain points
To sell the product to someone (buyers) first we need to understand why would “we” buy the product. Understanding your target audience’s pain points and what they are looking for will be more effective in writing a good product copy.
Let’s take an example, to better understand the above two points. Let’s say our product is “coffee”
Start your day with a strong cup of coffee ☕ that not just wakes your physical body but also mentally by awakening your mind through its aromatic fragrance.
The coffee beans are organically farmed in the fields of Coorg without harmful pesticides and chemicals used to harm your body. The Arabica beans are then roasted to 1800 Celsius which perfectly enhances the flavour to wake your mind.
Had a long, rough day? Don’t worry!
Have a sip of freshly brewed coffee that will make you forget your worries for some time so that you can enjoy the moment of your healing time of solitude.
4. Highlight the benefits rather than the features
Knowing about the features of the product is important but, just informing the product features won’t lead to conversion. To lead conversion you must highlight the benefits the buyer would get after purchasing the product. Let’s take the above example of coffee the highlighted benefits will be
- Improves metabolism
- Relieves constipation
- Uplifts moods
- Helps to reduce type 2 diabetes
- Helps reduce the risk of cancer
- Low in calories
By highlighting the benefits, buyers from different aspects like Weight Watchers, health conscious, health issue related buyers can make a deal to purchase the product.
5. Keep the length of the description appropriate based on the nature of the product
Keep your copy at the proper length. It shouldn’t be essay-type big enough that the buyers will not be bothered and avoid reading it, and it shouldn’t be too thin enough that the buyer won’t get the information about the product.
Use short paragraphs of not more than 3 sentences and make a separate paragraph to highlight each product feature. Understand where you need to elaborate and where you need to be straightforward.
For high-end products, the buyer wants to know every minute detail about the products before making the purchasing decision so make sure to maintain readability throughout the text and you cover everything.
For low-end and mid-end products it’s good to keep it short and quickly scannable by covering the “important” points.
6. Add reviews and testimonials to the product landing page.
Reviews and testimonials are the votes given by your customers after buying the product which has a greater influence on making a buying decision. Adding it to the product copy is “like sugar on the top” which will increase the conversions ×20 greater. The best practice is to display the information on how many buyers bought the product in the past recent days, the rating stars, and their comments on the landing page of the product.
7. Show your brand personality by writing tone
It’s common for the buyer to think that all the products are pretty much alike. The benefits, features, and even offers you are offering to your customers can be almost identical with your competitors as well.
Let’s understand with the example we used earlier about “coffee” The benefits and features won’t be any different for my competitors. So how can I stand out in comparison to my competitors’?
The way is through my “brand’s writing style and tone” even though I’m sharing the same product with my competitor. Every writer has his unique style of writing. The way I present my product will differ from the way my competitors present it.
The tone used in the copywriting represents the way your brand speaks and communicates with your customers in other words the personality of your brand. Tone and voice depend on your business type like if you have a B2B business you should use a more professional tone and if your business is B2C then it should be more casual, and friendly.
8. Write copy in active voice
The use of an active voice makes the copy feel more lively and not as boring as academic notes.
9. Make your copy scannable to easily read
A good copy is one which is engaging and easily readable enough. Most of us don’t like to spend a lot of time reading stuff, so making the bullet pointers will make it easy and quick for the buyers to go through the main points and will make the conversion faster.
10. Add a list of relevant adjective
Adjectives describe your product based on its quality. Researching all the relevant adjectives that can be used with your product will help to describe your products more efficiently. In the example we used earlier about coffee, the adjectives can be “aromatic fragrance”, “strong flavour”, and “bitter” as such.
11. Let the buyer feel FOMO (Fear Of Missing Out)
Create an environment where the buyers should feel urgency so they won’t miss out on the opportunity to buy the product. Add call-to-action, timeline, discounts, payment procedure and shipment conditions.
12. Add visually appealing images
Images have a direct impact on the purchasing decision of the buyers. Adding a visually appealing image enhances your copywriting and can explain the products in the form of infographics, videos and much more.
Conclusion
A Compelling Copy helps to increase the conversion and boost sales of the e-commerce business.
