In the e-commerce world, words do matter.
Excellent products and powerful visuals are necessary, but words will help you tell your brand’s stories. Not to mention that it can help you connect with your visitors at a more emotional level. Hence, you get to build a steady customer base.
To build a successful e-commerce website, you could not just skimp on the copy that you write.
So if you want to get more conversions from your copy, you need to be intentional and strategic. In this post, we will show you the eight best practices on how to write a killer copy that converts:
Know your target market
No copywriting tip is useful if you don’t even know who you’re writing to in the first place.
The best product descriptions out there are when you consider your customer persona. Once you’re clear who will be buying your products from the get-go, everything else will fall into place.
A piece of great advice is to speak aloud as you write your product descriptions. Imagine that your ideal buyer has walked right into your brick and mortar store. You can also address your prospective customer directly in your copy by using the word “you.”
Think of your product description as if you’re making a conversation with your prospect. Over time, you’ll be able to do more, and your target audience will feel as if they’re spoken directly to.
This makes your brand more human.
Discover your tone
Over time, you’ll gradually discover your tone when you already know who your target market is. It also helps to know how your prospects speak to each other when recommending your products. Do they speak a particular lingo or slang?
Also, keep in mind that although some of your products might have different target markets, there’s a common denominator, and that’s you and your brand.
Whether it’s funny, professional, witty, sincere, playful, nostalgic, enthusiastic, and so on, the bottom line here is that your company should have a voice.
Make sure that you maintain a consistent tone throughout all your copy and descriptions.
We shouldn’t elaborate so much on this. The “story” is usually how your ideal customer finds a solution to their problem or pain point.
Also, keep in mind that emotions play a major role or impact on buyer’s behavior. Humans make purchasing decisions based on the primal areas of their brains. And powerful storytelling can help stimulate those areas.
So, tapping into emotionally charged narratives could grow the perceived value of a product. A compelling copy will paint a picture of how a reader’s life will be different if they take a particular action.
When making a purchase, they’ll be thinking, “Here’s what you are now, and here’s what you’ll be when you make the purchase.”
How are your customers’ lives now that they’ve started to use your products? Are they healthier? Happier? Less stressed?
Use the insight that you gained on your target market to tell stories that will compel would-be buyers to make a purchase.
Use trigger words
Advertisers have been using the psychology of words to sell products and services to people for a long time. The same principle could be applied to your e-commerce store today.
The trigger words or phrases that you use depend on your goals and the particular action you want other people to take.
You can try testing out different words and phrases in the headline of your homepage, your product descriptions, email subject lines, and so on. And then see how much conversions it can drive.
Keep it simple
The thing is, your audience’s attention span is short. This means that you will not have a lot of time capturing your would-be customers’ attention or entice them to buy. That’s why you must keep your e-commerce copy as short and sweet as possible.
Keep in mind that people nowadays do not have a lot of time reading lengthy paragraphs. All they do is skim and look for particular words and phrases that convince them that they are making the right purchasing decision.
Make it scannable
As we said, readers in the 21st century aren’t really readers. Most of them are scanners. The last thing that they want is wading through blocks of texts that aren’t relevant to them.
So, to improve your readability, you should try breaking your copy into sections. For instance, you can create a section for specs, a section for product benefits, a section for reviews, a section for FAQs, a section for user-generated content, and so on.
This lets visitors jump to whatever area they want, and just pass through the other content that’s not relevant to them. So, it means that you might need to break up your copy into sections, and bullet points.
It might also mean using bigger fonts for more important parts and adding white spaces to these sections. The result? You’ll come up with a clean looking page.
Consistency is key
An excellent web copy should take your prospects and customers into a journey that will ultimately lead to a conversion.
Users can enter a funnel at multiple points, but in the end, they will eventually lead to the same place. These “threads” through the funnel, and you have to be consistent.
Run A/B tests
Finally, when you’re making changes in your product pages, or anywhere else in your site, make sure that you run A/B tests first to know which words and phrases could actually drive conversions.
Before you dive right in, make sure that your copy undergoes rigorous A/B testing. Don’t make any big changes on your site without analyzing first how much this can impact your conversions.
Taking into consideration your customer’s needs is one of the most challenging things that you can do.
But the thing is the more effort that you put in understanding your target audience, their pain points, and the words they use to describe these problems, the more effective you are in creating a copy that will ultimately convert them into paying customers.