As an eCommerce owner, you probably have spent a lot of time perfecting your user experience. Your site’s design is intuitive and your checkout page is quick and painless. For some reason, however, you’re not seeing the conversion rates you expect. If your site design isn’t the problem, it might be time to take a look at your copy.
You’ve probably heard of the term before, but never gave it too much thought. After all, a good product picture and decent design should be enough to encourage visitors to turn into shoppers, right? If you agree with this statement, don’t feel bad. There are hundreds of other eCommerce owners who have thought the same thing.
So what is copy and why is it so important? In essence, copy is the text portion of your site. It covers everything from your product descriptions to your about us page. From this, customers will view your brand as bold, fun, cute or futuristic depending on the copy you choose to convey yourself. They will form an impression of your business based on text. If it’s disjointed, boring or incoherent, your potential customers will quickly lose interest and move on to your competitors.
Great copy does the following:
- Informs visitors about your store’s products, how it compares to competitors and what benefits they can derive from using it.
- Evokes emotions that persuade the visitor to take action
- Fosters a long-lasting relationship by emphasizing how your brand’s values align with the customers’.
This, in turn, boost conversion rate sometimes as much as 4x!
So what can you do to improve your eCommerce copy?
Write for your target personas
You probably already have a target market in mind, but do you have a clear vision of your actual buyers? The top businesses create buyer personas so they can better understand their customer and profile them. Ask yourself, what kind of person are you targeting.
Types of Personas
In general there are four types of personas:
- Logical – this buyer tends to scrutinize and carefully research your company and products and compare it to your competitors in order to get the best deal. Around 40-50 percent of eCommerce shoppers fall into this category.
- Impulsive – these people tend to make quick decisions based on their emotions. Instead of researching, they will focus on the benefits of the purchase. Around 30-35 percent of the shoppers fall into this category.
- Caring – these people care deeply about helping others. They tend to make purchases if they believe it will benefit others as well as themselves. Instead of looking at the product and its features they will look to your About Us section to see how well your values align with theirs. These shoppers make up about 10-15 percent of the whole.
- Aggressive – these customers are hyper-focused on self improvement and hold themselves and companies they buy from to a high standard of integrity. Around 5-7 percent of shoppers fall into this category.
In order to take the first step in improving your copy, you first need to identify the types of customers that come to your site then decide if this is the right audience for your products. Once you’ve got a good idea of the type of audience you want, you’ll need to write for each type. After all, a logical personal will respond differently to your copy versus a caring persona.
Writing for the different personas
Keep these general guidelines in mind when writing for your persona-type:
- Logical – emphasize features and go into detail regarding how your product works and its benefits. Avoid vague or fluff language.
- Impulsive – weave a story about your product and how it will benefit their lives by using strong imagery and power words.
- Caring – emphasize any environmental or social benefits of your product in your product description, mission statement and About Us section.
- Aggressive – show how the technology behind your products can help customers improve him/herself. Also make sure to emphasize your brand’s heritage or history to establish credibility.
Choose your words wisely
Online shoppers have notoriously short attention spans. Studies report most people have an attention span of around 8 seconds. If your copy doesn’t grab their attention immediately, they’ll navigate away. In order to get them invested in your brand, you need to use power and action words.
Power words evoke a strong emotion from readers because they’re not often used in every day conversation. Words like sensational, epic and provocative are examples of eye-catching words. Of course, the trick is to sprinkle these words judiciously in your product description. When done well, it can increase the emotional impact of your copy, turning browsers into customers.
Whereas power words evoke emotion, action words drive people to, you guessed it, take action.
Words like run, act, go are all great examples of action words that not only provide a sense of movement to your copy, it also subtly pushes readers to make a purchase. Like power words, you want to use action words sparingly. Only use them when you want to hammer home a feature or benefit.
Format Your Content
At this point, it’s become common knowledge most visitors don’t actually read everything on a page. Instead, they read the first few sentences from left to right then scan down to the bottom.
In order to make sure customers are able to form a full picture of your company and its products you should follow these guidelines:
- Place the most important information in the first couple paragraphs and the least important further down the page.
- Follow a two-column layout with a product picture to the right and description to the left.
- Use bullet points to direct people’s attention to the most important aspects of your product.
- Use information-rich headers to organize your content so users can immediately scan and find exactly what they’re looking for.
- Integrate keywords into your copy so users can scan it and figure out details of your product.
Edit Your Unique Pages
Many users aren’t just interested in your products. They also want to understand and feel a connection with your company and brand. Your company’s About Us page and blog can go a long way in building up trust between you and the consumer. It might seem like added work, but these pages are just as important to your conversion rate as good product descriptions.
When looking through your pages ask yourself the following questions:
- Does it tell a story? If not, find a way to weave one so visitors can understand how and why your company started.
- Can consumers understand your company’s values? If not, make sure to include them as part of your story.
- Is there a personal connection? Shoppers want to know that there are real people behind the brand. Make sure to include short stories on the various team members along with pictures.
It might seem like a lot of work, but you won’t be able to get the conversion rates you want if you have bad copywriting. Take some time out of your day and map out how you can improve your copy and then make those changes. Don’t be surprised if you see your copy increase in a few months.
Cover image: Source