4 Ways Copywriting Can Boost Your E-commerce Conversion Rates

May 31, 2016
seounity

[Estimated read time: 8 minutes]

Your website’s copy is far more important than you realize.

Besides design, copy forms the foundation of your brand. How you describe yourself and your products leaves a palpable impression on your customers. Whether customers think of your brand as bold, futuristic, quirky, or cute depends largely on your copy.

Web copy is also crucial for conveying product information. Your customers want to know how your product works and how it will change their lives.

Unfortunately, far too many e-commerce stores spend hours optimizing their website’s design and layout but completely skip over the copy.

The result? Poor conversion rates.

The relationship between copy and conversion rates

If you’re running an e-commerce store, a SaaS startup, or a marketing agency, the three of your biggest challenges are:

  1. Informing visitors about the store’s products and their unique features and benefits
  2. Evoking emotions that drive action and persuade the visitor
  3. Fostering a long-lasting relationship by emphasizing the brand’s values (and how they align with their customers’ values)

You’ll realize that you can meet all of these challenges through smart copywriting. In fact, it isn’t unusual for improving a website’s copy to increase its conversion rates by 2x, 3x, or even 4x.

For example:

There is a distinct, direct relationship between copy and conversion rates. Better copy, whether it’s on landing pages or product descriptions, leads to better conversion rates.

The obvious question is: how can you improve your e-commerce copy?

Here are four actionable tactics you can use right away to get better conversions.

1. Write for your target personas

Sketching out a target customer profile based on your brand’s personas will help you craft laser-targeted, high-converting copy.

Nearly all your customers will belong to one or more of these four persona types:

  • Logical persona: This persona type is logical, methodical, and detail-oriented. A customer with a logical persona will carefully scrutinize your offer before hitting the “Buy” button. He will also shop around for better deals. Roughly 40–45% of the audience falls into this category.
  • Impulsive persona: An impulsive persona type is spontaneous, risk-oriented, and optimistic. This persona is more prone to making quick decisions and will focus on the benefits when buying. Roughly 30–35% of the audience would be characterized as an impulsive persona.
  • Caring persona: A caring persona is concerned deeply about the well-being of others. This persona will consider your offer only when it helps others as well. Instead of looking at the product and its features, those having caring personas will also browse through your About Us page to see what kind of company you run. Roughly 15–20% of the population falls into this category.
  • Aggressive persona: An aggressive persona is rational and focused on self-improvement. This persona holds herself to a high standard of integrity and will expect the same from you. Roughly 5–7% of the population has this persona.

How to write for each customer persona

What kind of copy you’ll use for each persona will depend largely on what category the persona falls into. A logical persona type will respond very differently to your copy than an impulsive persona type.

Try following some of these guidelines for your persona-types:

Logical persona

  • Emphasize features
  • Include extensive details, especially of the technology behind your products
  • Avoid fluff and vague language

Example: Take a look at the product descriptions on Canada-Goose.com. This is a brand that sells expensive but high-quality outerwear for extreme cold weather conditions.

canada goose

Canada Goose customers care about the quality and construction of the clothes. The copy reflects this, focusing on features and underlying technology.

Impulsive persona

  • Focus on benefits
  • Use rich imagery and power words
  • Weave a story around your product

Example: Read the product descriptions on the J Peterman catalog. This brand sells the story behind each product.

j peterman

The details are sparse and the copy uses rich imagery and metaphors to appeal to its target audience.

Caring persona

  • Show how your products benefit others, both within product descriptions and on unique pages (About Us, mission statement, etc.).
  • Emphasize the environmental or social benefits of your products.

Example: On Patagonia.com, each product page has a separate section detailing the product’s supply chain. This is in line with Patagonia’s mission statement that promotes sustainable living and environmentally-friendly policies.

pantagonia

Aggressive persona

  • Focus on how the product will help the customer improve himself/herself
  • Emphasize the underlying technology, especially how it relates to performance improvements
  • Focus on your store or your brand’s heritage and history to establish credibility

Example: Most fitness brands fall under this category (see the copy for Keen, a brand of hiking footwear):

keen

The copy lists out the technology used in the shoe and tells the reader how it improves performance.

Ideally, you want to use copy that targets all of these personas on every page. If that’s not possible, you should at least try to figure out the dominant customer persona for each product or category, and use the appropriate copy.

2. Use power words and action words

Staggering. Smashing. Stunning.

These are all examples of power words — words that evoke strong emotions in your readers.

Power words are rarely used in everyday speech (recall the last time you used “staggering” or “sensational” in a casual conversation). This makes them stand out all the more when used in e-commerce copy.

Using power words is the easiest way to elevate your copy beyond the ordinary. A sprinkle of these words can turn boring product descriptions into emotion-generating copy that turns browsers into customers, customers into fans.

See how Firebox uses power words in its product descriptions:

power words

These simple words turn ordinary copy into something far more compelling.

So what are power words like?

Here’s a short list of power words that are particularly useful for e-commerce copywriting tasks.























Amazing

Audacious

Authentic

Backed

Best-Selling

Banned

Breathtaking

Crazy

Caution

Cheerful

Crush

Cheap

Certified

Censored

Controversial

Confession

Dumb

Defying

Delight

Dare

Discount

Exciting

Epic

Eye-opening

Explosive

Extra

Economical

Fortune

Free

Frenzy

Frugal

Forbidden

Faithful

Fearless

Flirt

Grateful

Greatest

Guaranteed

Hack

Happy

Hero

Hope

Hidden

Inexpensive

Incredible

Ironclad

Insider

Joy

Jaw-dropping

Jackpot

Jubilant

Looming

Legendary

Luxurious

Lifetime

Little-known

Magic

Mind-blowing

Miraculous

Massive

Marked-down

Money

Mystery

Naughty

No obligations

No questions asked

Official

Outlaw

Pluck

Provocative

Pummel

Passionate

Profit

Prize

Private

Proven

Protected

Priceless

Risk-free

Remarkable

Rich

Reduced

Researched

Refund

Reliable

Secret

Select

Secure

Savings

Skyrocket

Soaring

Surging

Smashing

Staggering

Stunning

Surprising

Tank

Targeted

Triumphant

Tantalizing

Thrilling

Tested

Unauthorized

Uplifting

Unconditional

Victory

Value

Verified

Whopping

Wonderful

Use action words

Power words evoke emotion, but they don’t drive readers to take action.

For that, you need to use action words in your copy.

These are simply words that describe an action: add, act, take, get, etc.

Let’s take another look at the Firebox product description page:

action words

Action words make your copy sound more energetic and active. They also subtly tell the reader to take some action.

You don’t have to use them excessively. Just pepper them in whenever you want to hammer in a feature/benefit or get your readers to take some action.

Here’s a list of some action words you can use in many different types of copywriting tasks:

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