It only takes mere seconds for someone to decide whether to swipe right on Tinder.
Your website is no different!
Users spend an average of 5.59 seconds glancing at a website’s content. The saying “Don’t judge a book by its cover”, in this case, might not hold true.
Snap judgments are a real thing, especially for e-sellers. That’s why the first impression moment in eCommerce truly counts. You don’t have a second chance to grab visitors’ attention with boring text!
Good words get visitors’ “matches”, then make them fall head over heels for you, and pave the way for a “promising relationship” with your business.
In the competitive world of eCommerce, good copywriting helps you stand out. In this comprehensive guide, we’ll take you through the art of eCommerce copywriting that sells.
Get ready to unlock the incredible power of words!
What is eCommerce copywriting?
eCommerce copywriting, in its simplest form, refers to using words to sell products on your eCommerce sites. It includes things like headlines, product descriptions, category pages, offers, landing pages, and more.
The eCommerce copy should do things like:
Inform and educate web visitors
Share your unique value proposition and brand identity
Propel them to take action and make a purchase
Ultimately, eCommerce copywriting aims to stimulate sales conversions. Thereby, it goes beyond mere product descriptions. It’s an art and a bit of science to emotionally engage with potential customers, and convince them to click the “Add to Cart” button.
When science meets art, the magic of words happens!
Why is eCommerce Copywriting So Important?
For eCommerce sites, written copy is king. It has been proven that products with good wording convert at least 30% more.How magical is that?Remember that potential customers cannot touch, smell, or see your product in the flesh. In the absence of physical interaction, your copy creates magical touchpoints. Your readers may not know their problems and desires until your copy helps them understand. Copywriting empowers potential customers to envision how it feels to own a product and how their lives will become easier. The right words can address customers’ pain points, trigger needs, and convince them to click buy or sign up. Last but not least, your copy plays an important role in sharing your brand personality and long-lasting values that resonate with your customers.
Effective copywriting plays a pivotal role in the success of an eCommerce business. It seamlessly weaves in relevant keywords that resonate with the target audience’s search preferences. Additionally, well-written copy maintains a high degree of relevance to the products or services on offer. Its primary objective is to provide valuable information, including intricate product descriptions, benefits, and practical solutions to prevalent issues.
Therefore, it’s crucial to maintain strong copywriting, especially on key web pages. Each page within your overall eCommerce strategy serves a unique purpose, and your copywriting should align with those functions.
Homepage
Your homepage serves as the welcoming face of your brand, leaving a lasting impression on all who visit. Whether they are first-time or repeat visitors, your content should impress them and guide them through an unforgettable customer journey.
Kokada’s homepage copy carries a straight-forward message that focuses on its unique selling points and benefits.
Product Page
This is a space for explaining what a product is and why it’s worth purchasing. 20% of failed purchases are due to a lack of relevant information in product descriptions. That’s why good copy for a product description comes into play to enhance user engagement and boost conversion rates.
Meowmeowtweet product description gives a sense of trust by providing comprehensive details about its components, and allows customers to envision the refreshing sensation when applying it to their faces.
Landing Page
A winning landing page is a dream of every marketer for converting leads like crazy, and it’s vital to nail the well-crafted copy. When it comes to landing page copywriting, every word counts – from your headline, offer description, benefits, and call-to-action… with the ultimate goal of generating leads.
Whether you are sending a promotion, a business proposal, or simply trying to reach out to potential customers via email, captivating copy can save your message from the trash folder. The goal of email copywriting is to create an email that not only stands out in a crowded inbox but also motivates the recipient to take the desired action.
Social media posts
On average, people spend nearly 2.5 hours per day browsing social media. That’s a treasure trove of potential customers. By crafting compelling copy in your social media posts, you can entice them away from their feeds and towards your online business.
Advertising
The success or failure of advertising often hinges on copywriting. A captivating concept and carefully chosen words can be the game-changer that sets brands apart.
Uncover the secret sauce for the success of your online business with lessons from GemAcademy. GemAcademy has got you covered with diverse content, including blogs, tutorials, webinars, and courses in partnership with experts and Shopify apps. Learn through practical courses and hands-on case studies to boost your online business.
GemAcademy is a knowledge hub for page building and eCommerce.
Tips on how to write copy that sells
Users will read about 20% of the text on the average page. They like scanning. So, craft your copy with care to keep your potential customers hooked until the end. Here are some tips that you might need.
Speak your customer's language
The first and foremost step before crafting copy is knowing who you’re writing for. A deep dive into buyer personas helps you better understand the motivations behind purchasing decisions, and then create the right messages that hit the spot.
Remember: It is not the most creative copy that wins. The customer-centric one does.
You can build your buyer personas by using data from research, surveys, interviews, feedback…
An ideal persona template should include psychographic and demographic data, like age, gender, location, interests, buying habits, and the specific problems your product or service can solve for them.
To get more insights, you can dig down into these questions:
– Desires: What do your customers want to achieve? How do their lives get easier with your product?
– Pain points: What do your customers want to avoid?
– Challenges: What struggles do your customers have?
– Concerns: What makes them reluctant to buy your products?
Once you speak the same language with your customers, you’ve got them on board.
Discover how the Factor Formula captivates their audience on their website. They provide loads of useful info and use visuals effectively. They also focus on customer reviews and before-and-after photos to build trust with their audience.
The Factor Formula's homepage
Tell, not Sell
Persuading customers to fall in love with your product is not as simple as saying “Buy me”. Hard selling can push potential customers away. Instead, let’s take a more gentle approach.We love to hear stories. According to human psychology, people tend to absorb and remember stories better than facts and stats. So do your customers. In fact, copy that deploying storytelling can boost your conversion rates by up to 30%.Storytelling humanizes your brand. Stories help simplify abstract concepts and complex messages, making them more relatable. When someone listens to storytelling, visual appears in their mind. Stories can bring back memories, evoke empathy, and help customers see themselves reflected. By storytelling, you are connecting deeply with your potential customers, and at the same time, showing them your authenticity and enthusiasm.Try to paint a unique picture of your product, like the journey your founders grew the team, the behind-the-scenes stories, and how your products solve a problem or bring joy and excitement.But telling a story isn’t enough. As the ultimate goal of copywriting is to drive conversions, you need to tell a story that resonates.Here’s how The J.Peterman Company, an online clothing shop for men, takes their audiences to indulge in their brand story.
The J. Peterman Shirt with a captivating storytelling description
Unlike other fashion outlets’ descriptions, every The J. Peterman Shirt’s item has its own story, described in a unique and personalized way that accentuates disctint personalities and personal tastes.
It may not sound like they’re selling clothes, but actually, they did it well.
Perfect your headlines
Good content alone is not a ticket to the CTR (click-through rates) you want. 8 out of 10 people only read the headlines. That’s why your headlines are crucial in capturing visitors’ interest. Lengthy, jargon-filled headlines can be skipped, but too-short ones aren’t better. The best ones are concise and direct, conveying your message effectively. Here are some quick tips for a stellar headline.
Don't be afraid to go negative
Research has shown that headlines with negative terms drive more clicks, while positive ones gain less engagement. One reason is that the overuse of superlatives (such as best, fastest…) in marketing has led to skepticism. Negative terms are more likely to be considered authentic and genuine.Here are some examples:– “Avoid These 10 Common Mistakes in Your Next Marketing Campaigns” – “Why Your Website Isn’t Attracting the Traffic You Want”– “5 Reasons Your Social Media Strategy is Failing
Use numbers
These headline formula are old but gold. Headlines with numbers are irresistible as they give the impression that the content will be concise, getting to the point, and respectful of readers’ time.
Quick and easy to read – that’s important in today’s busy world.
Some examples of Headlines with Numbers:
– “12 Proven Methods for Achieving Your Goals”
– “5 Quick Tips to Improve Your Writing Skills”
– “4 Fast Ways to Boost Your Productivity”
Focus on Benefits Over Features
By focusing on benefits, you address the customer’s primary concern: “What’s in it for me?”. People will question about what it will do for them, they don’t care much about what it is.
Rather than merely listing the features of a product or service, let your copywriting illustrate how these features will solve a problem, meet a need, or improve the customer’s life.
Though all relate to features, this approach resonates more profoundly with potential customers, as it speaks directly to their experiences and desires.
Ultimately, highlighting benefits fosters a deeper connection between the brand and the consumer, improving conversion rates and customer loyalty.
Fluxies show how their products can satisfy customers.
Fluxies offers a range of period pants and underwear. They are one of the great instances of how copywriting can satisfy customers. Fluxies has proven how powerful copywriting can meet customer needs by highlighting the environmental and financial benefits. In their statement, Fluxies proudly states, “Together with our customers, we’ve already prevented over 40 million disposables from ending up in landfills”.
Add urgency
FOMO pushes customers to take action promptly. Urgency in eCommerce copywriting is a psycho-backed tip that boosts conversions. Visitors are persuaded to believe that buying now is the best option for them.
Urgency can be communicated through limited-time discounts, countdown timers, stock scarcity…
These words can foster a sense of urgency
– Hurry!
– Last chance.
– Offer ends soon
– Clearance.
– Limited time.
– Don’t miss out.
Exploring Topaz’s website can ignite customers’ sense of urgency. With messages like “Limited Sizes left in stock” and enticing discounts, it’s hard to miss the call to action that drives visitors to act swiftly.
Visuals are the cherry on top of the cake with your website copy. They grab attention and add character to your copy.
Puns can be transformed into clever infographics, and whimsical tones can be boosted with cartoon-like images or playful fonts.
To maximize the impact of your message, it’s important to align your visuals strategically with your words. This creates a one-two punch of text and visuals that keeps your audience engaged and reinforces your brand identity.
When it comes to creating a page design that aligns perfectly with your copy, a page builder like GemPages can be your go-to choice. Its intuitive drag-and-drop interface and extensive customization options make it easy to design a page that not only looks great but also effectively communicates your message.
GemPage helps users build their page with no coding skills
Copywriting Don’ts
Don’t use jargon or buzzwords: Avoid using jargon or buzzwords that can confuse or alienate your audience. Instead, opt for plain and simple language that you would use in a conversation with a friend.
Don’t use extra words: Convey your message using precise and straightforward words. No need to add unnecessary fluff.
Don’t overuse adjectives and adverbs: While they can add depth and description to your writing, overusing them can make your copy feel exaggerated or insincere. Strike a balance by using them sparingly and purposefully.
Best copywriting formulas to use
Whether you are crafting copy for advertising, landing pages, or blog posts…, eCommerce copywriting employs proven formulas to enhance sales for any kind of content.
AIDCA
AIDCA offers a modern twist on the traditional AIDA model. It keeps your product at the forefront with a clear call to action.
– Attention: Begin by capturing attention with something remarkable like a compelling headline or striking image.
– Interest: Once you have their attention, generate curiosity by presenting statistics, stories, and other evidence.
– Desire: Demonstrate how your product or service can benefit readers, evoking a desire for it.
– Conviction: Further solidify their desire with proof elements such as testimonials, social proof,, ratings/reviews, money-back guarantees, and relevant case studies…
– Action: Lastly, seal the deal by encouraging specific action, whether it’s making a purchase, signing up for a newsletter, or contacting for more information.
DIPA
DIPA addresses these specific needs:
– Discover: Guide visitors in uncovering the problem and understanding how your product can solve it.
– Identify: Identify the reader’s problem. Show that you understand their struggles, and make them feel like they’re not alone.
– Present: Present your product or service as the solution to their problem. This is where you show how your offer can solve their issues.
– Action: Call to action. Encourage the reader to take action right away, whether it’s buying a product, signing up for a newsletter, or any other action that benefits your business.
PAS
The PAS framework is a straightforward yet highly effective approach, including three key steps:
– Problem: Identifying a problem that your readers are experiencing. By highlighting their pain point, you show your audience that you understand them and their needs.
– Agitate: Describing the consequences or implications of the problem in vivid detail.
– Solution: Present your product as the solution to the problem, demonstrating how your offer resolves the problem.
It’s important to note that there is no “magic” formula for writing eCommerce copy, and you can adapt the framework to suit your specific campaign or brand identity.
Copywriting is the backbone of a successful online business strategy. An eCommerce CEO may not be a great web copywriter, even when you understand your business the most, it’s not certain you know how to deliver to customers in the right and effective way.
With the advice and strategies we’ve gone through above, you can enhance your eCommerce business and ensure your message resonates with potential customers. Write in your own words and see an increase in conversion rates, and ultimately, sales.
Not just copywriting, GemAcademy also offers you tons of eCommerce lessons that will fulfill the puzzle of your business picture. Join millions of global entrepreneurs to not miss any chances of rocking our business games with our golden tips!
About GemAcademy
GemAcademy is a premier knowledge hub for storefront optimization and achieving overall E-commerce success. In collaboration with industry experts and leveraging cutting-edge Shopify applications, GemAcademy offers a diverse array of content in various formats, including insightful blogs, intuitive tutorials, comprehensive webinars, and educational courses.
The Ultimate Guide to eCommerce Copywriting That Sells from A-Z (with Examples)
It only takes mere seconds for someone to decide whether to swipe right on Tinder.
Your website is no different!
Users spend an average of 5.59 seconds glancing at a website’s content. The saying “Don’t judge a book by its cover”, in this case, might not hold true.
Snap judgments are a real thing, especially for e-sellers. That’s why the first impression moment in eCommerce truly counts. You don’t have a second chance to grab visitors’ attention with boring text!
Good words get visitors’ “matches”, then make them fall head over heels for you, and pave the way for a “promising relationship” with your business.
In the competitive world of eCommerce, good copywriting helps you stand out. In this comprehensive guide, we’ll take you through the art of eCommerce copywriting that sells.
Get ready to unlock the incredible power of words!
What is eCommerce copywriting?
eCommerce copywriting, in its simplest form, refers to using words to sell products on your eCommerce sites. It includes things like headlines, product descriptions, category pages, offers, landing pages, and more.
The eCommerce copy should do things like:
Ultimately, eCommerce copywriting aims to stimulate sales conversions. Thereby, it goes beyond mere product descriptions. It’s an art and a bit of science to emotionally engage with potential customers, and convince them to click the “Add to Cart” button.
When science meets art, the magic of words happens!
Why is eCommerce Copywriting So Important?
eCommerce Pages that Need Copywriting
Effective copywriting plays a pivotal role in the success of an eCommerce business. It seamlessly weaves in relevant keywords that resonate with the target audience’s search preferences. Additionally, well-written copy maintains a high degree of relevance to the products or services on offer. Its primary objective is to provide valuable information, including intricate product descriptions, benefits, and practical solutions to prevalent issues.
Therefore, it’s crucial to maintain strong copywriting, especially on key web pages. Each page within your overall eCommerce strategy serves a unique purpose, and your copywriting should align with those functions.
Homepage
Your homepage serves as the welcoming face of your brand, leaving a lasting impression on all who visit. Whether they are first-time or repeat visitors, your content should impress them and guide them through an unforgettable customer journey.
Product Page
Landing Page
A winning landing page is a dream of every marketer for converting leads like crazy, and it’s vital to nail the well-crafted copy. When it comes to landing page copywriting, every word counts – from your headline, offer description, benefits, and call-to-action… with the ultimate goal of generating leads.
Email
Whether you are sending a promotion, a business proposal, or simply trying to reach out to potential customers via email, captivating copy can save your message from the trash folder. The goal of email copywriting is to create an email that not only stands out in a crowded inbox but also motivates the recipient to take the desired action.
Social media posts
On average, people spend nearly 2.5 hours per day browsing social media. That’s a treasure trove of potential customers. By crafting compelling copy in your social media posts, you can entice them away from their feeds and towards your online business.
Advertising
The success or failure of advertising often hinges on copywriting. A captivating concept and carefully chosen words can be the game-changer that sets brands apart.
Uncover the secret sauce for the success of your online business with lessons from GemAcademy. GemAcademy has got you covered with diverse content, including blogs, tutorials, webinars, and courses in partnership with experts and Shopify apps. Learn through practical courses and hands-on case studies to boost your online business.
Tips on how to write copy that sells
Speak your customer's language
The first and foremost step before crafting copy is knowing who you’re writing for. A deep dive into buyer personas helps you better understand the motivations behind purchasing decisions, and then create the right messages that hit the spot.
Remember: It is not the most creative copy that wins. The customer-centric one does.
You can build your buyer personas by using data from research, surveys, interviews, feedback…
An ideal persona template should include psychographic and demographic data, like age, gender, location, interests, buying habits, and the specific problems your product or service can solve for them.
To get more insights, you can dig down into these questions:
– Desires: What do your customers want to achieve? How do their lives get easier with your product?
– Pain points: What do your customers want to avoid?
– Challenges: What struggles do your customers have?
– Concerns: What makes them reluctant to buy your products?
Once you speak the same language with your customers, you’ve got them on board.
Discover how the Factor Formula captivates their audience on their website. They provide loads of useful info and use visuals effectively. They also focus on customer reviews and before-and-after photos to build trust with their audience.
Tell, not Sell
Unlike other fashion outlets’ descriptions, every The J. Peterman Shirt’s item has its own story, described in a unique and personalized way that accentuates disctint personalities and personal tastes.
It may not sound like they’re selling clothes, but actually, they did it well.
Perfect your headlines
Don't be afraid to go negative
Use numbers
These headline formula are old but gold. Headlines with numbers are irresistible as they give the impression that the content will be concise, getting to the point, and respectful of readers’ time.
Quick and easy to read – that’s important in today’s busy world.
Some examples of Headlines with Numbers:
– “12 Proven Methods for Achieving Your Goals”
– “5 Quick Tips to Improve Your Writing Skills”
– “4 Fast Ways to Boost Your Productivity”
Focus on Benefits Over Features
By focusing on benefits, you address the customer’s primary concern: “What’s in it for me?”. People will question about what it will do for them, they don’t care much about what it is.
Rather than merely listing the features of a product or service, let your copywriting illustrate how these features will solve a problem, meet a need, or improve the customer’s life.
Though all relate to features, this approach resonates more profoundly with potential customers, as it speaks directly to their experiences and desires.
Ultimately, highlighting benefits fosters a deeper connection between the brand and the consumer, improving conversion rates and customer loyalty.
Add urgency
FOMO pushes customers to take action promptly. Urgency in eCommerce copywriting is a psycho-backed tip that boosts conversions. Visitors are persuaded to believe that buying now is the best option for them.
Urgency can be communicated through limited-time discounts, countdown timers, stock scarcity…
These words can foster a sense of urgency
– Hurry!
– Last chance.
– Offer ends soon
– Clearance.
– Limited time.
– Don’t miss out.
Exploring Topaz’s website can ignite customers’ sense of urgency. With messages like “Limited Sizes left in stock” and enticing discounts, it’s hard to miss the call to action that drives visitors to act swiftly.
Include visual
Visuals are the cherry on top of the cake with your website copy. They grab attention and add character to your copy.
Puns can be transformed into clever infographics, and whimsical tones can be boosted with cartoon-like images or playful fonts.
To maximize the impact of your message, it’s important to align your visuals strategically with your words. This creates a one-two punch of text and visuals that keeps your audience engaged and reinforces your brand identity.
When it comes to creating a page design that aligns perfectly with your copy, a page builder like GemPages can be your go-to choice. Its intuitive drag-and-drop interface and extensive customization options make it easy to design a page that not only looks great but also effectively communicates your message.
Copywriting Don’ts
Don’t use jargon or buzzwords: Avoid using jargon or buzzwords that can confuse or alienate your audience. Instead, opt for plain and simple language that you would use in a conversation with a friend.
Don’t use extra words: Convey your message using precise and straightforward words. No need to add unnecessary fluff.
Don’t overuse adjectives and adverbs: While they can add depth and description to your writing, overusing them can make your copy feel exaggerated or insincere. Strike a balance by using them sparingly and purposefully.
Best copywriting formulas to use
Whether you are crafting copy for advertising, landing pages, or blog posts…, eCommerce copywriting employs proven formulas to enhance sales for any kind of content.
AIDCA
AIDCA offers a modern twist on the traditional AIDA model. It keeps your product at the forefront with a clear call to action.
– Attention: Begin by capturing attention with something remarkable like a compelling headline or striking image.
– Interest: Once you have their attention, generate curiosity by presenting statistics, stories, and other evidence.
– Desire: Demonstrate how your product or service can benefit readers, evoking a desire for it.
– Conviction: Further solidify their desire with proof elements such as testimonials, social proof,, ratings/reviews, money-back guarantees, and relevant case studies…
– Action: Lastly, seal the deal by encouraging specific action, whether it’s making a purchase, signing up for a newsletter, or contacting for more information.
DIPA
DIPA addresses these specific needs:
– Discover: Guide visitors in uncovering the problem and understanding how your product can solve it.
– Identify: Identify the reader’s problem. Show that you understand their struggles, and make them feel like they’re not alone.
– Present: Present your product or service as the solution to their problem. This is where you show how your offer can solve their issues.
– Action: Call to action. Encourage the reader to take action right away, whether it’s buying a product, signing up for a newsletter, or any other action that benefits your business.
PAS
The PAS framework is a straightforward yet highly effective approach, including three key steps:
– Problem: Identifying a problem that your readers are experiencing. By highlighting their pain point, you show your audience that you understand them and their needs.
– Agitate: Describing the consequences or implications of the problem in vivid detail.
– Solution: Present your product as the solution to the problem, demonstrating how your offer resolves the problem.
It’s important to note that there is no “magic” formula for writing eCommerce copy, and you can adapt the framework to suit your specific campaign or brand identity.
Final thoughts
Copywriting is the backbone of a successful online business strategy. An eCommerce CEO may not be a great web copywriter, even when you understand your business the most, it’s not certain you know how to deliver to customers in the right and effective way.
With the advice and strategies we’ve gone through above, you can enhance your eCommerce business and ensure your message resonates with potential customers. Write in your own words and see an increase in conversion rates, and ultimately, sales.
Not just copywriting, GemAcademy also offers you tons of eCommerce lessons that will fulfill the puzzle of your business picture. Join millions of global entrepreneurs to not miss any chances of rocking our business games with our golden tips!
About GemAcademy
GemAcademy is a premier knowledge hub for storefront optimization and achieving overall E-commerce success. In collaboration with industry experts and leveraging cutting-edge Shopify applications, GemAcademy offers a diverse array of content in various formats, including insightful blogs, intuitive tutorials, comprehensive webinars, and educational courses.
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