Ecommerce stores have reshaped the way we shop today. Especially since the pandemic when doorstep delivery became the most convenient option. However, with so many sites offering similar products, finalizing where to buy is somewhat confusing.
While product quality, pricing, and usability matter, the words on an ecommerce site are critical in influencing buying decisions. A well-written heading and product description can turn a casual browser into a confident buyer. On the other hand, if the copy doesn’t explain the product clearly, potential customers are likely to look elsewhere.
In this guide, we will break down everything you need to know about ecommerce copywriting including, its definition, types, how it differs from traditional copywriting, best practices, and common mistakes to avoid.
Read on to learn how to create copy that grabs attention and drives sales!
Ecommerce Copywriting: Key Takeaways
- Connect product features with customer needs.
- Use clear and concise language for easy readability.
- Craft compelling product descriptions that drive action.
- Focus on benefits, not just product features.
- Implement persuasive calls to action (CTAs).
- Keep your copy aligned with your brand voice.
- Optimize copy with SEO-friendly keywords for visibility.
- Regularly test and update your copy for better performance.
What is Ecommerce Copywriting?
Ecommerce copywriting is the task of creating text that persuades online shoppers to make a purchase. Every ecommerce website has it and anytime you visit one of them, you’re being influenced by the persuasive words and information written on the pages.
Unlike traditional advertising copy, which often aims to build brand awareness, ecommerce copy is primarily about driving sales. So, regardless of their place of use i.e. product description, a category page, or an ad, every word counts in converting visitors into customers.
Types of Ecommerce Copywriting
Almost every copy that is intended to drive sales for ecommerce websites and social media pages is considered ecommerce copywriting. However, there are notable differences depending on where they are being applied.
Below are the top ecommerce copywriting types and a short overview of each of them –
Product Pages
Product pages are the core of ecommerce copywriting, as it’s where most customers make their purchase decisions. A well-crafted product page gives customers all the information they need to confidently make a purchase.
Typically, this includes the product name, available variations, key features, benefits, technical details, and more. When a customer lands on a product page, the main headline captures their attention. As they read further, they learn about how the product’s features can solve their specific needs.
Category Pages
A category page comprises all the available product categories you are offering. The copy here should be short, descriptive, and helpful.
Usually, the top headings let you know what the page is about like ‘Product Categories’ or ‘Explore Our Trendy Winter Wears’. There can also be an additional one or two sentences to describe your product types further.
For example, ‘Explore our range of cozy winter jackets designed for every style; stay warm and look great all year long!’
Landing Pages
Landing pages are used for specific campaigns or products. It is heavily popular among small ecommerce businesses, as a single webpage can be used to showcase all your products.
The copy should be laser-focused on a single goal, such as signing up for a discount or checking out a specific trending product.
Checkout Pages
This is the final step of purchasing a product where the user reviews what products are being added to the cart, in what quantity, and pricing conditions including coupons, shipping fee, etc.
So copywriting should be aligned to match the energetic vibe you’re trying to show. Some general examples include –
- ‘Get your items delivered quickly, no more waiting around!’ – refers to fast shipping.
- ‘We offer hassle-free returns on all orders.’- refer to the risk-free return policy.
- ‘Proceed to Pay’- refers to initiating the payment to confirm the order.
Ads Campaigns
Ads are major players in ecommerce marketing, using quick, attention-grabbing copy to make an impact in just a few words.
Focused on special offers or main product benefits, these punchy ads stand out as you scroll social media or browse Google. They generate curiosity, leading you to explore and maybe make a purchase.
Email Marketing
Emails are still highly relevant in the 21st century and remain a powerful way to reach ecommerce customers. From cart recovery reminders to promotions for upcoming deals or special discount offers, email copy needs to be attention-grabbing, personalized, and compelling to click.
Ecommerce Copywriting vs. Traditional Copywriting
There are some distinct differences between ecommerce copywriting versus traditional copywriting regarding their intent, length, and information provided within –
- Intent: Ecommerce copywriting focuses on driving immediate action, like a purchase or sign-up, rather than just building brand awareness. It follows a sales-driven approach like AIDA (Attention, Interest, Desire, Action) to guide readers from interest to action.
- Length: Ecommerce copy is generally shorter and to the point. While traditional copy may focus on storytelling, ecommerce copy emphasizes on clarity to avoid overwhelming the reader.
- Information: Ecommerce copy highlights product features and their benefits. The goal is to show how a product can solve a problem or improve the customer’s life. On the other hand, traditional copywriting talks about a broader aspect of that product.
7 Best Practices of Ecommerce Copywriting
These seven best practices will help you craft compelling copies that not only attract attention but also convert visitors into loyal buyers.
1. Understand Customer’s Pain-Points
Effective copywriting begins with a deep understanding of the customer’s pain points. Ultimately, what matters most is how well the product solves their specific problem.
When shopping online, websites that speak directly to your needs capture your attention. A powerful headline, an engaging product description, and a checkout page that answers your questions can make all the difference.
That’s why the industry’s best copywriting experts suggest using customers’ own words in product descriptions. A real, authentic language spoken by one of their own helps people connect with the product right away. Here’s an example to better understand this practice –
Before: Memory Foam Pillow for Neck Support and Comfort.
After: Wake Up Pain-Free with Our Memory Foam Pillow.
2. Connect Features With Benefits
An ecommerce product comes with a list of features for its users to experience. That’s why it’s important to link every feature to its corresponding benefit, making it clear to potential consumers why your product is the ultimate solution they need—leading them naturally to choose your business.
For example – Imagine that you’re selling waterproof Bluetooth speakers online. Draw this feature to the advantage of the users by saying – Take it to the beach, poolside, or use it in the rain without worrying about water damage.
Connecting features with their benefits has a powerful impact on influencing users to make an immediate purchase. Consumers often don’t fully understand all the features of a product, and even if they do, they may not realize how each feature adds value to their experience.
By clearly connecting features with their benefits, you help users visualize how these features can make their tasks easier or more enjoyable.
This way, when users see how a product can solve their problems or enhance their experience, there’s a higher chance they will buy it, driven by curiosity to see if it truly delivers on the promise.
3. Throw In Convincing Details
To excel in ecommerce copywriting, you need to master the art of convincing customers that your product is the best choice in your market.
While storytelling can help users relate to the product and its benefits, specific details like the number of existing customers or positive reviews can build legitimacy and win their trust.
Showcasing how many people have already chosen your product reassures potential buyers, making them more confident in their decision to purchase.
Add details that make the product more desirable to help build trust. Include specifics like materials, number of users, sizing, and even how the product is made, if relevant. For example – ‘Handcrafted with genuine leather, our wallets are designed to age beautifully over time.’
4. Keep It Simple
As mentioned earlier, the core difference between ecommerce copywriting and traditional marketing lies in how they are delivered.
Traditional copywriting tends to be more elaborate, sometimes coming across as complicated or dull. Ecommerce copywriting, on the other hand, should be clear, concise, and easy to understand.
While some business owners prefer creative or out-of-the-box copy, this approach only works for certain niches with a specific audience. For most ecommerce businesses, using overly complex or abstract copy can confuse potential customers.
So it’s important to keep things simple and straightforward to ensure your message is easily grasped.
'Landing pages with clear and concise copy witness a 27% higher conversion rate.'
- Jeremy Mac
5. Align With Brand’s Voice
Having a consistent tone and voice is crucial for building a strong brand identity. The language you use shapes how customers think about your brand.
Each brand has its own unique style; some are lighthearted and playful, while others maintain a professional, serious tone. This approach isn’t one-size-fits-all but each brand’s voice should match its unique offerings and audience.
For instance, luxury brands benefit from an elegant and refined tone, which expresses exclusivity and quality. Imagine an online jewelry store using casual, humorous language in its product descriptions. Whereas, a formal, polished style would reinforce the sense of luxury.
As a copywriter, it’s essential to understand and reflect your brand’s personality in every piece of content. Keep the tone consistent across all platforms regardless if it’s for ads, website pages, or product descriptions.
6. Remember the SEO Perspective
In ecommerce, visibility in search results is essential for reaching potential customers. If you run an online store selling exotic plants, ranking higher for keywords like ‘flower plants’ increases your chances of attracting visitors. The higher your ranking, the more likely people will click and potentially make a purchase.
For copywriting, there isn’t much scope left other than placing well-researched keywords throughout your product page, checkout, category pages, etc. so that it can get picked by the search engine as the most relevant result. However, it doesn’t mean you should deliberately inject keywords in places where they aren’t necessary.
Keep the headings concise while containing the main keyword (If possible). Next, use answer-like keywords like ‘flower plant price’ or long tail keywords like ‘large flower pot planter’ in the description section by keeping the meaning intact.
7. Analyse and Experiment
If you haven’t heard the phrase ‘refreshing web copy’ before, it is the process of updating your website’s copies over time. Regularly research, edit, and update your copy to include upcoming trends and ensure your messaging stays relevant and engaging.
Also, optimize your email campaigns, try A/B testing different email versions with various user groups, and track their performance.
Analyze the results to see which tone, offers, or language suits best with your audience. Most importantly, you can use this data to re-organize your strategy and improve future campaigns.
Common Mistakes in Ecommerce Copywriting
Copywriting is an earned skill that takes time to develop, so making mistakes is a part of the process. Here are some common mistakes you should avoid when it comes to ecommerce copywriting –
Unnecessary Information
Do not bombard customers with too much information, especially technical details, as they can overwhelm them. Stick to the essentials, and if more detail is needed, consider adding a ‘Learn More’ button on the basics of the products or to a FAQ section.
Excluding CTAs
Every product page and ad should have a clear call to action, like ‘Shop Now’ or ‘Get Yours Today.’ Without a clear CTA, customers will hesitate or abandon purchasing the product near the very end.
Whenever this happens, all your efforts in customer acquisition and increasing conversion rate will fall flat.
Frequent Adjectifications
Using too many adjectives like ‘amazing,’ ‘awesome,’ or ‘incredible’ can make the copy sound forced or untrustworthy and can also affect your search engine results.
Instead, let the product features speak for themselves and only include words that are relevant and necessary in explaining your product.
Lack of SEO Best Practices
Ignoring SEO rules can make it harder for your products to be found online. Remember to use relevant keywords in descriptions, headlines, and even alt text for images.
Ignoring the Design Aspects
How the copy looks and appears on the page also affects readability. Avoid long paragraphs, use bullet points for lists, and make headings clear and prominent to make it easy on the eyes.
Focusing Solely on Features
Listing only product features without explaining their benefits can leave customers unsure of why they should buy your product. Detailed features describe what a product offers, while benefits highlight how those features add value to the customer.
Inconsistent Tone
If your brand tone is playful on one page and overly formal on another, it can make the shopping journey inconsistent and depthless. Remember to stay consistent with your brand’s voice and tone across all pages and platforms.
Wrapping Up
Copywriting goes beyond just describing a product; it’s more about connecting a product’s features with the customer’s needs.
A well-crafted tagline can instantly catch a browser’s eye and turn curiosity into confidence. While learning the basics of ecommerce copywriting is essential, mastering it takes ongoing research and experimentation.
Keep your copy concise and relevant. Put yourself in the customer’s shoes and highlight how product features meet their needs. Provide convincing details rather than one-sided praise. Most importantly, test different versions of your copy to see which performs best.
Welcome to the world of ecommerce copywriting, where a simple tagline is enough to bring sales!
Frequently Asked Questions (FAQs)
What is an ecommerce copywriter?
An ecommerce copywriter creates engaging, customer-focused text for online platforms, like product descriptions, ads, and emails, to catch potential shoppers’ attention.
They use SEO and maintain a consistent brand voice to increase visibility, build trust, and encourage purchases, ultimately helping the brand grow.
What are the 4 C’s of copywriting?
The four C’s of copywriting are –
- Clear: Ensure the message is easy to understand.
- Concise: Keep the copy brief and to the point.
- Compelling: Grab the reader’s attention and drive action.
- Credible: Build trust by being honest and transparent.
What is the major difference between a soft sell copy and a hard sell copy?
Soft-sell copy is subtle and focuses on building a relationship and trust, often aiming to inform or engage without pressuring the reader to make an immediate purchase.
Whereas, hard-sell copy is direct, urgency-driven, and focuses on prompting an immediate action or purchase.