Copywriting for ecommerce is a difficult task. Getting people to buy your goods without seeing, touching, or trying it was supposed to be difficult.(product features)
Certain strategies and principles, however, have been demonstrated to work. You also don’t need to be a salesperson to encourage visitors to your online store to make a purchase. It makes no difference if you’re selling a $9 picture frame or a $499 washing machine.
Regardless of your specialised market, the advice and best practises listed below can help you succeed. When your copywriter produces his version, you’ll either learn how to create eCommerce product descriptions or at the very least provide informative critique.
We’ll start right now with the most typical blunders made by eCommerce merchants.
You should avoid these 5 Shopify product description blunders (product features)
Using phrases like “this product is of very high quality,” “is the best,” and “is simply fantastic.”
These terms are overused to the point of absurdity. Furthermore, they are ambiguous and do not adequately define the product. Provide solid justifications for why your product is worth paying for.
For example, rather than just stating that the shoes you sell are of great quality, explain why. Because the shoes in your store are handcrafted, leather-based, and constructed using the Goodyear Welting method.
Using jargon and niche-specific terms that others may not be familiar with
If you offer white goods (refrigerator, washing machine), or other technological products, you may find yourself in a similar predicament. Even if you manage a makeup store, you shouldn’t solely focus on each item’s ingredients.
Explain why that particular technical aspect (or element) is significant and why it should be taken into consideration.
Including the manufacturer’s description, i.e. the product’s raw facts (product features)
True, manufacturers provide information on their products. But initially, they provide all merchants the identical information. Second, the particulars are usually just basic product information (colors, size, dimensions).
Copying product descriptions from the websites of competitors(product features)
“A decent product description has already been added by my competition. I also sell similar items. Why waste time and money writing descriptions from the ground up? “All I have to do is copy them!”
A similar thinking causes you more harm than good.(product features)
The worst-case scenario is that Google will notice that the copy on both sites is identical. It will then recognise that you have a duplicate version on your site, and you will be penalised.
Another advantage is that your visitors will recognise that your description is identical to one they saw on another website. And you’ll miss out on the opportunity to stand out, making you appear to be a generic copycat.
Copying and pasting the same copy across several product pages
Your store may only have 7-8 product categories, but thousands of product products. Creating a unique description for each and every item can be time-consuming and expensive.
However, if the same language appears on multiple pages, you already know how Google will treat your pages. Find the duplicates and make them pay a penalty.
To avoid this, you can ask Google not to index duplicate copy pages by blocking them.
As a result, you’ll be allowed to reuse the same material across several pages, but Google won’t display prohibited pages in search results.
So, how do you develop product descriptions for eCommerce that convert browsers into buyers?
Here are some guidelines and tips for writing product content for Shopify product descriptions:
Keep in mind who you want to sell to.
Who are your visitors, and who are the people who are most likely to purchase your product? Is your product aimed at men or women, young or old, and why would it make them feel better?
Knowing your buyer personas will aid you in determining the best writing style and vocabulary to use.
Assume you manage an online fashion company that specialises in sequin evening gowns. To begin, perform a poll and market research to determine who is most likely to wear gowns that are comparable to yours. Are you a woman between the ages of 20 and 45 or older? What are the reasons for their preference for a comparable outfit? What are the terms they use to describe their decision?
The more information you can get from and about your potential clients, the better you’ll be able to produce persuasive copy.
Use a friendly, conversational tone.
Though conversing with tourists isn’t the same as conversing with friends, a little politeness won’t kill your business. Writing in the second person, i.e. utilising terms like we, you, your, and yours, is the finest option.
Concentrate on the advantages, but don’t overlook the features.
Features are nothing more than facts. Benefits and outcomes are what encourage consumers to purchase your goods.
Make sure your copy is optimised for organic search results.
You want your product pages to appear in Google searches for the keywords you’ve chosen. Throughout eCommerce copywriting, it’s best to incorporate your main keyword in the URL, product title, and content.
You can use the same term up to 2-3 times in your description, depending on how long it is.
Another thing to think about is focusing on long-tail keywords. It will be significantly more difficult to rank a page that targeting the keyword “smartphone.” You have a better chance of ranking and driving quality traffic when you target specific keywords (“smartphone Xiaomi Redmi Note 7,” “smartphone Samsung Galaxy M20”).
Improve your text’s readability.
The appearance of your writing is more crucial than the content you write. People notice the structure first, skim the text, and then read the text (if they decide to).
You can communicate the most interesting message on the globe. However, if your sentences are longer than 20 words and your paragraphs are longer than 10 lines, your text will lose its impact.
Your sentences should be no more than 15-20 words long. Make your paragraphs 2-3 lines long and use short, uncomplicated language. Include bullet lists and bold fonts to draw attention to key words.
When should you use short descriptions?
Short descriptions are most effective in three situations:
Your visitors will believe you if your brand reputation is good, and they won’t need many explanations regarding the quality.
If you’re selling a product with no technical aspects and your customers are well-versed in it.
You won’t instruct your visitor what to do with a t-shirt, for example. However, you’ll most likely discuss how much light an LED bulb produces and how useful it is for everyday use.
If your product is inexpensive and visitors are willing to “take a chance” on it, even if they don’t know much about it.
For low-cost products, potential customers usually don’t want a lot of information and explanations. Only a few phrases with a few features may be sufficient to persuade them to purchase.