One of the most untapped resources when it comes to e-commerce is quality copy and product descriptions – both of which can skyrocket your conversion rate. You will find that most sellers and retails use the same text for their products or none at all – relying instead on flashy images to do their work for them. Although this may work in the short-run, the results are greatly improved if you create unique copy for each product.
Since the customers can’t actually access the product as they would in a physical store, it is up to you to engage them and establish trust with your descriptions. You are their eyes and ears in this case and you need to use that to achieve some much-needed competitive advantage. Let’s see how you can do that.
Be Careful with Formatting
One of the ways you can improve customer engagement is by presenting your product descriptions using bullets point and short, punchy paragraphs. That way, you optimize your content for the manner in which it will be consumed, since as much as 80% of the people don’t actually read the content. They simply scan it, looking for info that they need. Breaking your copy into paragraphs will not overwhelm them with too much text, and you can place key bits information about every product inside those bullet point for maximum effect.
Keep it Simple
It’s tricky to write content for the web because you only have a dozen or so seconds to capture readers’ attention which is why you should avoid long and convoluted sentences. Also avoid using redundant words and clichés. For instance, “in order to” should be replaces with a simple “to”. Also, if you use too much jargon in your copy, the readers won’t have a clue what you’re on about, and they won’t buy your product. Use simple, direct, and concise copy. Write using active voice. Keep it simple and you can’t go wrong.
Avoid Obvious Mistakes
For example, if you don’t have any copy to go along with your products, that is by far the biggest mistake. Also, using a tone that is inconsistent will not help you establish trust because your website won’t look professional enough. Also, whatever you do, do not exaggerate the actual properties of your products. You can promote them aggressively, but you cannot lie about them. This is also true when writing content for an audience in specific location where you have to take into account cultural differences, as well.
The way to establish trust with your potential customers is to have crystal-clear copy. Once you have achieved that, you’re golden. Make sure that all of the steps regarding the ordering process, shipment, and the return process are clearly laid out. If any of those in unclear, they won’t buy your product. Even if you think it’s obvious, it may not be for users, so be sure to write it down.
Going the Extra Mile
Your content should be informative, but not boring. Engage your readers by providing them with a healthy mix of specs and intriguing copy. Don’t just throw out vague descriptions and expect them to fall for it. Always describe each of the features in a way that demonstrates their application and what the readers stands to benefit from using them. Throw in some concrete numbers that will support your claims. Once you have done all of that, you can look forward to increasing their response.
Don’t Forget SEO
You need to think about how your content will reach the audience, and you cannot do that without SEO. A good rule of thumb would be to hire an SEO specialist to do some keyword research, so that your copy shows up on the first few pages of Google Search. After that, you can hire a copywriter to write copy for your website integrating the keyword that were researched by an SEO expert.
Never rely on just copy from the manufacturer’s website. Provide your audience with your own fresh take on the products, and use that to drive your conversion rate up by as much as 50%! Following these simple, yet effective tips, you will be able to turn your e-commerce website into a legitimate source of revenue.
Kate Simpson is a professional writer and editor. She provides dissertation help at Assignment Masters where she is a senior content creator for various projects including editing team.