Selling a product online is not as simple as just putting it up on your website and waiting for the sales to roll in. The first step is to create an engaging, informative, and persuasive product description that compels customers to buy. But it’s not always easy to know what makes for effective copywriting.
In this post, we’ll explore the elements of e-commerce copy that work best on shoppers, and how you can use them to craft descriptions that will get your products flying off the virtual shelves!
The Elements That Make for Persuasive Copy
If you want to get your e-commerce site off the ground, it’s time to learn how to write persuasive copy. Persuasive copywriting is the art of convincing readers that your products are not only desirable, but also worth their money. In this post, we’ll explore the elements that make for effective copywriting and what you can do to use them when crafting descriptions that will sell your products.
Understand Your Audience
When writing e-commerce copy, it’s important to first understand your target audience. To do this, you’ll want to take the time to research who they are and what they need. For example, if you are selling maternity clothes, your target audience is pregnant women. This means they may be worried about how their body has changed or what others may think of them. Your copy should offer them reassurance and understanding in a sensitive way that is honest about the reality of being pregnant.
You can also use previous customer reviews to better understand who your customers are and what they want from your products or services. The more you know about who your customers are, the easier it will be to write enticing copy that will attract them to buy from you!
Create a Compelling Headline
Shoppers may only spend a few seconds on a page before deciding whether to keep browsing or click away. In that time, you need to catch their attention with a headline that captures the essence of your product in one sentence.
A good headline should be concise and include any essential information such as price, size, color, or name. For example: “Compact Mini Dishwasher for Small Kitchens”. A concise headline will help shoppers decide if they want to read more about the product.
Offer Benefits, Not Features
When writing your e-commerce copy, one of the most important elements to keep in mind is offering benefits instead of features. When creating a list of features, you want to be as comprehensive and specific as possible. However, when you’re writing a description, it’s best to offer benefits that the customer will receive from purchasing your product.
For example, if you are selling an insole for shoes:
Features: Made from comfortable memory foam and perfect for all types of footwear
Benefits: Memory foam absorbs pressure points and provides arch support
Offers relief from foot pain and prevents injury from overuse
Makes footwear more comfortable to wear for long periods of time
Sell Benefits, Not Prices
One of the most common mistakes that sellers make is trying to sell their products solely on price. This may be tempting as it’s always easier to make a decision when you have a set number in mind, but shoppers don’t buy for the price tag alone.
Instead, show the benefits of your product and list the features that make them worth buying. For example, instead of writing “$50,” say “This top-of-the-line laptop comes with 12GB of memory and a dual core processor for fast processing power.”
This not only tells customers about the product, but also reinforces its value so they know what they are getting. When people are shopping online, they want to know everything about the item before making a purchase–especially if they can’t physically touch it first.
The more information they have at their fingertips, the better chance you have at selling them on your product!
Write Informative Copy
The first step in creating a persuasive product description is to make it informative. To do this, provide customers with all of the information they need to know about your product. Write about everything from the materials used, to the measurements and fit, to the return policy. The more detailed you are, the easier it will be for shoppers to instantly decide whether or not they want to buy your product (and if so, which size).
Conclude with Actionable Call to Action
The ultimate goal of your product description is to drive traffic to your site and increase conversions. The copy should inform the customer about what they’re buying, while also highlighting the benefits they’ll receive by purchasing it. But you can take this a step further by including a call to action at the end of the description that encourages visitors to buy right then and there.
