Table of Contents
Struggling to get your products flying off the virtual shelves? You’re not alone.
Many ecommerce websites hit a wall when it comes to converting visitors into buyers—and often, the culprit isn’t the product itself, but the words you use to sell it.
Ecommerce copywriting is the secret weapon behind top-performing online stores, and if you’re not getting it right, you’re probably missing out on serious online sales.
In this article, we’ll break down the ecommerce copywriting strategies and techniques that can turn lackluster website copy into powerful, conversion-driving content.
Let’s get started!
What is ecommerce copywriting?
At its core, ecommerce copywriting refers to creating text that informs, engages, and convinces your customers to take action—whether that’s making a purchase, signing up for a newsletter, or clicking on a link.
It’s different from generic copywriting because it’s hyper-focused on guiding customers toward a transaction. Every word, every sentence is crafted to serve a purpose: sell.
Why does copy matter for an ecommerce site?
Imagine landing on an ecommerce site with vague, uninspiring descriptions. You’d probably click away, right?
That’s why a copywriting strategy is the unsung hero of any ecommerce website. It influences buying decisions by making a product or service feel indispensable.
Compelling copy drives conversions by doing a few key things:
- Crafting persuasive product descriptions
- Using attention-grabbing headlines
- Featuring persuasive calls-to-action (CTAs)
Oh, and don’t forget the impact on search engine optimization (SEO). Good copy helps your ecommerce store get discovered by potential customers who are actively looking for what you sell. So yes, your words can make or break your online business.
What are the key elements of high-converting ecommerce copy?
Now that we’ve established why ecommerce copy matters, let’s break down the core elements of writing ecommerce copy that converts.
1. Product descriptions that sell
A product description isn’t just about listing features. It’s about telling a story that resonates with your ideal customers.
Focus on benefits rather than features—what will your product do for the buyer? Sensory language and storytelling can make the reader imagine the experience of owning the product.
For example, Allbirds, the eco-friendly shoe brand, crafts product descriptions that focus on comfort. Their copy emphasizes the feel of the shoe and highlights how the product was developed based on customer feedback.
Pro tip: Address your customers’ pain points in your product descriptions and show them how your product provides the perfect solution.
2. Persuasive headlines
Your headline is the first thing potential customers see. It’s your one shot to grab their attention. Make it count by sparking curiosity, creating urgency, or highlighting exclusivity.
Check out Obvi’s product page as an example. The “Lose 30 Pounds in 90 Days” headline grabs attention and resonates with their audience’s goals.
Pro tip: Test different headline styles to see what resonates most with your target audience.
3. Effective calls-to-action
The goal of a CTA is to drive action. But “Buy Now” isn’t always enough.
Strong CTAs should be clear, actionable, and customer-focused. Try to avoid generic phrases and instead craft unique CTAs that speak directly to the customer’s needs or desires.
AG1 does this brilliantly by using a CTA like “Start Your AG1 Today” on their homepage, tapping into the customer’s desire for instant action and gratification.
Pro tip: Use active language and highlight the immediate benefit of taking action.
4. Social proof and user-generated content
People trust other people. That’s why social proof, like customer reviews, customer testimonials, and user-generated content, is so powerful.
Including social proof builds credibility and reassures potential buyers that they’re making the right choice.
Casper, the mattress company, is a great example, as they use real customer reviews on their product pages, helping to build trust and showing that others are already loving their products.
Pro tip: Display customer reviews or ratings prominently, but don’t overwhelm the customer with too much at once.
5 expert tips for crafting conversion-focused copy
Now, let’s dig deeper into some expert strategies that can take your ecommerce copywriting skills to the next level.
These five ecommerce copywriting tips will help you fine-tune your messaging, ensuring that it not only resonates with your target audience but also drives them to take action.
1. Know your audience
Understanding who you’re writing for is critical. The better you know your target audience, the more personalized and effective your product copywriting will be. Tailor your messaging to fit their needs, wants, and pain points.
A great example of this is Bubble Skincare. They know their youthful audience inside and out, often using casual language and slang to create a connection. This approach makes their brand feel relatable and speaks to their customers in a way that feels authentic.
2. Use simple, conversational language
When in doubt, keep it simple. Jargon and complex sentences can turn customers off. Write as if you’re talking to a friend—clear, friendly, and to the point.
Warby Parker nails this with their fun, approachable copy. They explain their products and processes in a way that’s easy to understand without sounding overly technical.
3. Focus on customer benefits
People don’t care about what your product does, they care about what it can do for them. Shift your focus from product features to benefits.
Slack is known for this. Instead of talking about its many features, Slack emphasizes how it helps teams communicate more efficiently.
4. A/B testing your copy
Testing different versions of your ecommerce copy can significantly boost conversions. Run A/B tests on headlines, descriptions, and CTAs to find out what works best.
For instance, you might test a product description that focuses on emotional benefits against one that highlights technical features to see which resonates more with your customers.
Similarly, experimenting with different CTA styles—such as “Buy Now” versus “Get Yours Today”—can give you insight into what drives users to take action.
5. Leverage emotional triggers
Emotions drive action. Whether it’s FOMO (fear of missing out), excitement, or security, tapping into emotional triggers can elevate your copy.
For example, creating a sense of urgency with phrases like “Limited Stock” or “Only a Few Left” can leverage FOMO.
Highlighting joy or excitement through product descriptions can make the experience of owning the product feel more desirable.
SEO for ecommerce website copywriting
Crafting persuasive ecommerce copy is just one part of the equation. To truly maximize your ecommerce potential, your copy needs to be easily found by search engines—and that’s where SEO comes into play.
Let’s explore how SEO copywriting can boost your visibility and drive more conversions.
1. The role of keywords
To rank well in search engines, your copy needs to include relevant keywords. But it’s a balancing act—you don’t want your copy to sound robotic or keyword-stuffed.
The key is to research the terms your potential customers are actually searching for—these could be specific product names, common questions, or phrases that describe a solution to their problem. Tools like Google Keyword Planner or SEMrush can help you identify these relevant keywords.
Once you’ve pinpointed them, integrate them strategically into your product descriptions, category pages, and blog content.
2. Meta descriptions and titles
Meta descriptions and titles may not be visible on your page, but they play a huge role in click-through rates (CTR). Write them to be compelling and concise, encouraging users to click on your link in search results.
Your meta title should include primary keywords and be concise—ideally under 60 characters—while still accurately reflecting the content of your page.
The meta description should provide a brief but enticing overview of what the page offers, staying within the 160-character limit. Use this space to highlight key selling points, unique benefits, or a call to action that encourages users to click through.
3. Optimizing for voice search
As the use of voice search continues to grow with virtual assistants like Alexa, Siri, and Google Assistant, optimizing your ecommerce copy for voice queries has become more important than ever.
Voice searches tend to be longer, more conversational, and often in the form of questions. People are more likely to say, “Where can I buy eco-friendly running shoes?” rather than typing “eco-friendly running shoes” into a search bar.
To optimize for voice search, consider incorporating more natural, conversational phrases into your copy. Focus on answering specific questions your customers might ask aloud and use long-tail keywords that reflect this behavior.
Ecommerce copywriting mistakes to avoid
Even the best ecommerce copywriters can make mistakes. Here are some common pitfalls to avoid to ensure your copy is as effective as possible:
1. Overloading with information
One of the biggest mistakes for ecommerce brands in copywriting is overwhelming potential customers with too much information.
While it’s important to provide details about your products, overloading the product pages with excessive text can deter readers, making it hard to find the key points that matter.
Shoppers typically skim through pages looking for quick insights.
Tips to avoid this mistake:
- Use concise, clear language that communicates the essential benefits of your product.
- Break up text with bullet points and subheadings, making it easy for customers to scan and find what they need quickly.
- Focus on visual elements like product images or infographics to complement the copy.
2. Focusing only on features, not benefits
Another common mistake is writing product descriptions that focus exclusively on features.
Features describe what a product is, but customers are more interested in what the product does for them—its benefits.
When copy is too feature-heavy, it can alienate customers who don’t see how the product solves their problems or meets their needs.
Tips to avoid this mistake:
- Shift the focus to benefits by answering the customer’s question, “What’s in it for me?” For every feature listed, explain how it benefits the user.
- Use emotional and sensory language to connect with the customer on a personal level.
- Think in terms of the pain points your product solves and communicate that directly.
3. Ignoring mobile optimization
A large portion of traffic comes from mobile devices for ecommerce stores, so ignoring mobile optimization is a critical error.
Text-heavy landing pages that aren’t formatted for mobile can be difficult to read, leading to higher bounce rates and lost sales.
Mobile users expect a streamlined experience with copy that is easy to read and interact with on smaller screens.
Tips to avoid this mistake:
- Keep paragraphs short and use headings and bullet points to break up text for mobile readability.
- Ensure CTAs are prominent and easy to tap on mobile screens.
- Test your site on mobile devices regularly to make sure your copy and overall layout work well across various screen sizes.
FAQ
How do I become an ecommerce copywriter?
To become a professional ecommerce copywriter, start by building a strong foundation in copywriting and digital marketing. Familiarize yourself with the ecommerce landscape, focusing on how copy influences consumer behavior. Create a portfolio that showcases your ability to write product descriptions, landing pages, and email marketing copy. It’s also essential to stay updated on SEO best practices, as many ecommerce businesses rely on organic traffic. Networking with industry professionals and joining freelancing platforms can help you land your first ecommerce writing gigs.
How do I start online copywriting?
Starting in online copywriting involves honing your writing skills and understanding the nuances of digital marketing. Begin by studying the basics of good ecommerce copywriting, SEO, and content marketing strategy. Choose a niche, such as ecommerce or tech, and create sample pieces that demonstrate your copywriting strengths in that field.
What are some great copywriting tips for an online store?
When writing copy for an online store, always focus on the benefits of your product rather than just listing its features. Customers want to know how the product will solve their problem or improve their life, so make that the center of your message. Incorporating social proof, such as reviews, testimonials, or user-generated content, is also essential. This builds trust and gives your customers confidence in their purchase decisions.
Wrapping up
For ecommerce brands, words are a sales force. With the right approach to product descriptions, headlines, CTAs, and SEO copywriting, you can significantly boost sales.
By learning from our expert tips and real-world ecommerce copywriting examples, you’re well on your way to writing ecommerce copy that not only informs but converts.
Now, it’s time to put these strong copywriting skills to work!
Migration has never been easier
We made switching a no-brainer with our free, white-glove onboarding service so you can get started in the blink of an eye.
What should you do next?
Thanks for reading till the end. Here are 4 ways we can help you grow your business:
Boost conversions with proven use cases
Explore our Use Case Library, filled with actionable personalization examples and step-by-step guides to unlock your website's full potential. Check out Use Case Library
Create a free OptiMonk account
Create a free OptiMonk account and easily get started with popups and conversion rate optimization. Get OptiMonk free
Get advice from a CRO expert
Schedule a personalized discovery call with one of our experts to explore how OptiMonk can help you grow your business. Book a demo
Join our weekly newsletter
Real CRO insights & marketing tips. No fluff. Straight to your inbox. Subscribe now
Share this article
Written by
Nikolett Lorincz
Nikolett is the Head of Content at OptiMonk. She is obsessed with content marketing and loves creating educational content for ecommerce store owners. She truly believes in the importance of quality over quantity.
You may also like
- Posted in
- Marketing
Product updates: September Release 2024
