In 2021, US consumers spent $87.78 billion shopping online in eCommerce stores. At the same time, the average eCommerce site converted less than 5% of customers. Think about that.
* Updated 09/12/2024
Over $87b in purchasing in one year, and 95% of site visitors bought nothing. The possibilities are truly mind-blowing! So, how can eCommerce sales and customer conversions be increased?
The answer is in strategic copywriting for eCommerce.
This article will help you understand what copywriting for e-commerce is and why you need it. We’ll also show you how to do eCommerce copywriting right to increase sales.
Copywriting for eCommerce involves creating persuasive text for an online store. It is a significant part of eCommerce marketing. E-commerce copywriting tells website visitors to do something, e.g., buy a product, check out something new, or join your email list.
Online retailers should use E-commerce copywriting for their eCommerce landing pages, headlines, blog posts, email marketing, and other marketing collateral.
Good eCommerce copywriting will educate the consumer about a product’s intended usage and articulate how it will enrich the purchaser’s life after purchase.
The copy in the above image immediately tells potential customers that the brand makes meal kits that’ll eliminate the stress involved in preparing meals. It’s simple and effective.
Effective copywriting for eCommerce is instrumental in increasing sales because it makes for a smooth eCommerce journey. With excellent copywriting, you move visitors through the sales funnel, convert them into customers, and build solid customer relationships.
Here is a sample sales funnel the average customer will go through.
By moving customers through the funnel with excellent copy, you can reduce acquisition costs spent on Google Ads, Facebook ads, or other promotional eCommerce posts.
Here are a few tips to follow to perfect eCommerce copywriting that drives sales.
73% of people skim through website content or blog posts instead of consuming them thoroughly. Writing headlines that jump out to your target audience is essential. When creating your headlines, consider the following:
Point out the relevant things: Whatever it is you want the customer to know the moment they enter your website or whatever information matches user intent, that is what you should put in the headlines.
For example, during the holidays, most eCommerce stores want their target audience to buy their products as gifts for their loved ones, so they write copies that reflect that. Allbirds has done that perfectly here.
Grab attention: Tell the target customer about a new product or a discount you are offering. Be direct. You can also do it by saying something that connects with the shoppers emotionally or using sensory words.
Matt’s Cookies has a short and sweet copy on their eCommerce landing page above, backed up by the image, which makes you want a cookie as you read it. Attention-grabbing copy like this helps you engage more potential customers, as more people will instantly be intrigued when they land on your page.
You don't have to be an experienced copywriter to do these, but if you still need help creating catchy headlines, a little help from a title generator can set you on the right path. These tools are especially significant if you are trying to write catchy blog headlines.
A brand’s tone of voice is the mood you create with your target customers through words on your website, social media posts, blog posts, or email marketing. It conveys your brand's message and personality.
Mastering your brand's tone of voice is critical for eCommerce copywriting because it helps build trust and gives your brand a human touch. 88% of respondents in an Edelman survey say buying from brands they trust is essential. So you want to win your customers’ trust with a consistent brand voice.
Here are a few things to consider when determining your brand tone of voice:
Your values and mission: Your tone of voice has to align with what your brand set out to do in the first place. You begin reaching other people who believe in the same things from this.
Your target audience: How you speak to a teenager differs from a young professional or a senior. For teenagers, you may use the trendiest slang. For people in their 20s to 40s, you may use plain language with some pop culture references.
It is vital to research your audience. It's also important to know your user’s intent. You want to be sure your words convey the right message, so aim to create copy in the voice of your prospective customer.
AYR is an excellent example of an eCommerce shop with a distinct brand voice. They’re just super cool and all about simplicity. They’ve opted for casual and conversational language as it suits their brand.
Following good copywriting for eCommerce creates a distinct image that your audience will connect with and become more emotionally attached to as a result.
A common misconception for startup founders is that they can find their tone of voice “later.” You should know and wholeheartedly live and breathe your brand voice before applying for a business license. This way, you can start using your brand voice right from the start and keep it consistent as your brand grows.
A great story tells why you started the business, what you aim to achieve, and what your product does for your ideal customer.
Dove does this beautifully by creating empowering campaigns, writing empowering copies, and making powerful social media posts. They create an emotional connection and positively impact their audience so that they stay for life.
Warby Parker is known for celebrating people who push for their goals. The people often achieve these goals while wearing Warby Parker glasses, thus connecting with other glasses wearers who face similar struggles. These people then become social proof, increasing sales and creating a positive impact.
Telling your brand or customer story gives prospects a wealth of knowledge about your brand.
The fear of missing out is a real thing. E-commerce copywriters implemented it for this brand and increased online sales by 27.1%.
Creating a sense of urgency works because it pushes consumers to make decisions quickly. It tells the consumer that buying now rather than later is the best option, thus leading to faster and higher conversion rates.
Establishing a sense of urgency does not require experience in sales. You can incorporate urgency by telling your audience how many products remain in stock. E.g., “only a few left in stock” can be put next to a pair of pants on your app or website.
Doing so tells the customer that if they don’t buy now, the shirt they like may not be available by the time they return.
A countdown timer showing how long till the end of Black Friday sales is another eCommerce trend that establishes a sense of urgency in customers, thus increasing online sales. You can also communicate urgency to customers via email marketing.
When you create a new product that can do lots of cool things, it may be tempting to list all its features in the product description. The thing is, that doesn’t create a good user experience.
Instead of focusing on all the cool things your product can do, your eCommerce sales and customers should explain how the product helps.
Shift your focus from product features and describe how the product can help your customers. You can include features in a separate tab as they did.
If you are not an experienced copywriter, this may be hard, but a good rule is to think, “I am the customer. How does this product resolve my needs or pain points?” That will give you some ideas on how to emphasize the benefits of your product to increase eCommerce sales.
Copywriting is a delightful digital marketing tool that can help eCommerce stores make more sales. To improve this valuable skill, we highlighted five tips.
Ensure you are writing strong, clear headlines. Tell people what problem your business solves. Next, find your brand voice. It will give your business personality or differentiators.
Telling a great story helps your target audience connect to you emotionally, leading to loyalty and continuous purchases. Finally, establishing a sense of urgency helps your customers understand why they need to buy now, and emphasizing benefits shows how your products can help them.
Follow these tips and see higher dwell time, engagements, and sales—happy copywriting.
Austin Andrukaitis is the CEO of ChamberofCommerce.com. He's an experienced digital marketing strategist with many years of experience creating successful online campaigns. Austin's approach to developing, optimizing, and delivering web-based technologies has helped businesses achieve higher profit, enhance productivity, and position organizations for accelerated sustained growth.