Want to sell more products from your ecommerce store?
One of the “glass ceilings” you might run into along the way is the quality of your copy. You might be driving high-quality traffic, and have an awesome product, but your copy just isn’t resonating with your target market in the way it needs to.
Not to worry.
In this guide, we’ll give you 10 copywriting tips for ecommerce that you can implement right away — we’ll even show you examples of each tip from the real world.
Let’s dive in!
This first tip is a bit more about the structure of how you sell your ecommerce products… but it matters for your copy as well.
And the tip is SUPER important.
Most people think about their ecommerce store like a brick-and-mortar store — you can browse all their products on a storefront and choose what you want to buy.
That works…
But ONLY for people who are loyal customers.
You don’t think twice before you go to your favorite local clothing store to pick out some new pants… right? But I bet you DO think twice before buying pants from a new online store you’ve never purchased from before.
That’s why, when you’re selling to new customers, it’s better to just focus on ONE PRODUCT than it is to show them your entire storefront.
Use a “sales funnel” instead of just sending them to your website.
That’s where ClickFunnels comes in.
With our software, you can create BOTH an ecommerce storefront for your loyal customers…
…AND sales funnels that sell individual products…
(Plus, we now integrate directly with Zendrop so you can source and dropship your products!)
We do this with the books we sell.
Instead of sending people to a library of all of our books (we have several), we send them to a sales funnel that offers just one book to solve their one problem.
When you’re running ads, it’s far better to add clarity and specificity by offering just one product to one group of people.
You can click below to join our “One Funnel Away Challenge” where we’ll teach you exactly how to build ecommerce sales funnels that convert like crazy.
Join The Ecom One Funnel Away Challenge Now!
Let’s face it: your headline is your first (and sometimes only) chance to grab a potential customer’s attention.
You’ve got mere seconds to make an impression. So, how do you make those seconds count?
The answer: craft headlines that clearly communicate the benefits of your product or service. Don’t just tell customers what your product is – tell them how it’s going to improve their lives.
Take a page out of Casper’s book. This mattress company doesn’t waste time with vague promises or flowery language. Instead, they get right to the point with their headline:
“The Best Bed for Better Sleep”
See what they did there?
In just six words, Casper tells you exactly what you’re getting (the best bed) and what it’ll do for you (give you better sleep). It’s clear, concise, and focused entirely on the benefit to the customer.
This headline works because:
When crafting your own headlines, ask yourself: “What’s in it for my customer?”
Then, communicate that benefit as clearly and concisely as possible. Remember, you’re not just selling a product – you’re selling a better version of your customer’s life.
Keep this image in mind whenever you’re writing copy for ecommerce…
Alright, let’s talk about giving your copy some serious oomph.
You know those words that just grab you by the eyeballs and refuse to let go? Those are power words, my friend, and they’re your secret weapon in the battle for customer attention.
Power words are like the spice rack of copywriting.
They add flavor, zest, and that extra kick that turns bland copy into a mouth-watering feast for the eyes. But more importantly, they tap into your customers’ emotions, making them feel something about your product.
Want to see a master class in using power words? Look no further than Dollar Shave Club:
“Our Blades Are F***ing Great”
Now that’s how you make an impression! Let’s break this down:
As you know, in copywriting every word matters.
You’re not just reading about razors; you’re intrigued, maybe even a little shocked, and definitely curious about how great these blades really are.
When you’re writing your own copy, sprinkle in some power words that align with the emotions you want to evoke.
Selling luxury products? Try words like “exclusive,” “premium,” or “elite.”
Offering a solution to a problem? Go for “revolutionary,” “breakthrough,” or “game-changing.”
Here’s a list of 30 power words you could sprinkle in your copy…
Remember, the goal isn’t to stuff your copy with as many power words as possible. It’s about choosing the right words that resonate with your audience and make them feel something.
Your customers aren’t just buying a product – they’re buying a solution to a problem. And if you want to make sales, your product descriptions need to speak directly to those problems, or as we like to call them, “pain points.”
Think about it: what keeps your customers up at night? What frustrates them? What do they wish they could change about their lives?
These are the questions your product descriptions should answer.
Let’s look at a company that nails this approach: Bellroy. Their product description for the “Hide & Seek” wallet doesn’t just list features – it addresses common pain points head-on:
“A slim all-rounder with classic good looks and clever hidden storage for extra bills, coins or business cards.”
Bellroy doesn’t waste time with unnecessary details. They cut straight to what matters most to their customers: a wallet that’s slim, functional, attractive, and cleverly designed.
When writing your own product descriptions, start by listing out all the pain points your product solves. Then, craft your copy to directly address these issues. Use phrases like:
Follow these up with how your product provides the solution.
Be specific, be empathetic, and most importantly, be honest. Your customers will appreciate the straight talk, and your sales numbers will thank you.
Ever noticed how you suddenly want something more when you think it might not be available for long? That’s the power of scarcity and urgency at work, and it’s a copywriting tactic that can seriously boost your conversions – when used ethically, of course.
The key here is to create a sense of FOMO (Fear of Missing Out) without resorting to sleazy tactics or false claims. You want your customers to feel a gentle nudge, not a manipulative shove.
Let’s look at how Booking.com masterfully employs this technique:
“Only 2 left on our site”
This simple phrase does a lot of heavy lifting:
Booking.com isn’t lying or manipulating – they’re simply informing the customer about the current situation.
This transparency actually builds trust while also encouraging quicker decision-making.
Here are some ethical ways you can implement scarcity and urgency in your copy.
Remember, the goal is to give your customers a reason to act now, not to trick them. Always be honest about your offers and deadlines.
False scarcity can seriously damage your brand’s reputation.
Used correctly, scarcity and urgency can be the gentle push your customers need to go from “thinking about it” to “adding to cart.” So, how can you ethically create that sense of “now or never” for your products?
Getting your ecommerce store to rank high on search engines is crucial for driving traffic and increasing sales.
However, optimizing your copy for SEO should never come at the expense of readability and user experience.
Balancing SEO and compelling copy can be challenging but is essential for success.
Here’s a quick guide on how to do it.
1. Keyword Research:
2. Incorporate Keywords Naturally:
3. Optimize Key Areas:
4. Maintain Readability:
5. Add Internal and External Links:
6. Monitor and Adjust:
REI does an excellent job of optimizing their product pages for SEO while maintaining readability and user engagement.
For instance, on their page for hiking boots, they use keywords naturally in the product title, descriptions, and bullet points highlighting features and benefits. They also include customer reviews and Q&A sections, which are rich in user-generated content and keywords.
By optimizing your copy for SEO without sacrificing readability, you can attract more visitors to your ecommerce store and convert them into loyal customers.
People are naturally inclined to follow the actions of others, especially when they’re uncertain about a purchase. This is where social proof comes into play.
By showcasing testimonials, reviews, and user-generated content, you can build trust and credibility with your potential customers.
Here are some tips…
1. Highlight Positive Customer Experiences
Share testimonials that are specific and relatable. Highlight how your product solved a problem or improved a customer’s life. Real stories resonate more with potential buyers.
2. Showcase Reviews Prominently
Display star ratings and written reviews on your product pages. Reviews provide valuable insights and help potential customers feel more confident about their purchase.
3. Leverage User-Generated Content
Encourage customers to share their experiences on social media using a branded hashtag. Feature their photos and stories on your website to create a sense of community and authenticity.
4. Include Expert Endorsements
If you have endorsements from industry experts or influencers, prominently display them. Their authority can lend credibility to your product and reassure potential customers.
Glossier effectively uses social proof by featuring customer reviews and user-generated content on their product pages.
For instance, on the page for their Boy Brow product, you’ll find a wealth of customer reviews, before-and-after photos from real users, and even Instagram posts showcasing the product in action. This strategy not only validates the quality of their products but also builds a community around their brand.
By strategically using social proof and customer testimonials, you can build trust and encourage potential customers to take the plunge and make a purchase.
When shopping online, customers can’t touch, taste, or smell your products. That’s where sensory words come into play.
Sensory words engage the reader’s imagination, allowing them to visualize and even “experience” the product.
By tapping into the senses, you can evoke emotions and create a stronger connection with your audience.
Here are some tips!
Describe the Look and Feel: Use vivid adjectives to paint a picture of your product. Instead of saying “soft blanket,” try “luxuriously plush blanket.”
Incorporate Taste and Smell: If applicable, describe flavors and aromas. For example, “aromatic, freshly ground coffee beans” is more evocative than just “coffee beans.”
Evoke Sounds: Use words that suggest sound, like “crisp” for a snack or “whisper-quiet” for a fan.
Engage Touch: Describe textures vividly. Instead of “comfortable chair,” say “ergonomically designed chair with a velvety smooth finish.”
Lush is an absolute masterclass on this.
They excel at using sensory words to describe their products. Take their “Sleepy” body lotion, for example:
“Dip into a dream painted in brushstrokes of gentle oat milk and lavender flower infusion. Made with comfortingly-sweet tonka absolute, Sleepy body lotion features gentle lavender flower to hush your thoughts ready for a peaceful night’s sleep. A malty, floral scent lingers on the skin and conjures up visions before twilight.”
This description is rich with sensory words that help customers imagine the soothing experience of using the lotion. Words like “gentle,” “lavender,” and “peaceful” create a vivid sensory impression that makes the product irresistible.
By using sensory words effectively, you can make your products come alive in the minds of your customers, making them more likely to feel a connection and make a purchase.
Storytelling is a powerful tool in copywriting because it helps create an emotional connection with your audience.
People are more likely to remember and resonate with stories than with plain facts or features. By weaving narratives into your copy, you can make your brand and products more relatable and memorable.
Patagonia, the outdoor clothing and gear company, masterfully uses storytelling to connect with their environmentally conscious audience.
For example, in their article about saving the Hoh River, they share the journey of Marie-France Roy, a professional snowboarder who works on habitat enhancement.
The story follows her adventure and efforts to protect the river’s ecosystem, emphasizing Patagonia’s commitment to environmental conservation.
From the narrative:
“Marie crouches and points to the fry. ‘There are more of them,’ she whispers. ‘The water’s so clear…’ Resting six inches deep in a tiny side pool of Washington state’s Hoh River, the piscine youth senses our presence and plays it cool. It’s a wild fish, learning to survive here in Olympic National Park before making its way to the Pacific Ocean. Hopefully, in a few years it will return to the Hoh to spawn.”
This story resonates with Patagonia’s target audience by aligning with their values and showcasing a real-life example of someone making a difference with the support of Patagonia products.
By telling stories that resonate with your target audience, you can create a deeper connection with them, making your brand more memorable and trustworthy.
Here are some tips for how you can craft your story.
Know Your Audience: Understand the values, desires, and pain points of your target audience. Tailor your stories to resonate with their experiences and aspirations.
Highlight Real Experiences: Use real customer stories or scenarios that your audience can relate to. Authenticity is key.
Create a Hero: Position your customer as the hero of the story, with your product being the tool that helps them overcome challenges or achieve their goals.
Keep it Simple and Relatable: Your story should be easy to understand and relate to. Avoid complex plots or jargon that might alienate your audience.
Incorporating numbers and statistics into your copy is a powerful way to build credibility and persuade your audience.
Concrete data provides tangible evidence that can make your claims more convincing and your product more trustworthy.
For Example…
Concrete Evidence: Numbers provide specific, quantifiable evidence that can substantiate your claims. Instead of saying “many people,” you can say “95% of customers.”
Builds Trust: Data-backed statements can help build trust with your audience, as they perceive your brand as more transparent and reliable.
Simplifies Complex Information: Statistics can distill complex information into easy-to-understand figures, making your message more impactful.
Here are some different ways you can use numbers and stats to improve your ecommerce copy…
Highlight Key Metrics: Use key metrics that are relevant to your audience. This could be customer satisfaction rates, product efficacy, or sales figures.
Be Specific: Avoid vague numbers. Specific statistics, such as “80% increase in efficiency,” are more persuasive.
Use Visuals: Graphs, charts, and infographics can make numbers more engaging and easier to digest.
Cite Sources: Always cite credible sources for your statistics to enhance their validity.
Casper does this by sharing how long they’ve been in the industry and how many people recommend their products.
Effective ecommerce copywriting is essential for driving sales and building customer trust.
Focus on understanding your audience to create personalized and relevant messaging. Highlight the benefits of your products to show why they matter to customers, rather than just listing features. Keep your language clear and concise to ensure your message is easily understood.
By applying these principles, you can craft compelling copy that engages, persuades, and converts, ultimately enhancing the customer experience and boosting your ecommerce success.
Click below to get expert help building your ecommerce store and funnel!
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