Converting Browsers into Buyers: The Art and Science of Ecommerce Copywriting

Have you ever stopped to wonder how online marketers can convince you to buy stuff? Well, there's a pretty simple answer: ecommerce copywriting. Ecommerce copywriting is the art and science of writing persuasive text that convinces people to convert into buyers.

What is Ecommerce Copywriting?

Ecommerce copywriting is the art of writing persuasive content that converts browsers into buyers. It's also a science because there are certain rules you can follow to make sure your copywriting is effective.

Ecommerce copywriting differs from traditional marketing and SEO copywriting in some important ways:

  • Ecommerce sites have a higher conversion rate than other types of websites--but this doesn't mean that ecommerce copywriting process is easy! If anything, it makes it even more difficult because they need to be optimized for both sales and search engines (which often conflict) while still engaging enough for visitors to stick around long enough for their transaction. You write differently depending on who your audience is (and what kind of product or service you're selling). The copywriting process is different for ecommerce sites than for other types of websites.
  • Ecommerce SEO is different from traditional SEO because it's more about conversion than link building. In other words, you're writing for humans, not search engines. You want to help people find what they're looking for so that they can convert on your website (whether it's making a purchase or filling out a contact form).

However, no matter what type of site you're working with, specific rules apply to all copywriting. These include:

  • Using a conversational tone and avoiding cliches (like "solution-oriented" and "cutting edge")
  • Keeping sentences short and simple (using active verbs whenever possible)
  • Writing for humans, not search engines
  • Using the right words in the right places (so that your customers understand what you're selling)
  • Telling a story that shows why someone should buy from you (and not from your competitors)

Ecommerce Copywriting as a Science

Ecommerce copywriting is a science. It's a process of discovery, one where you're constantly learning new things about your audience and your product. A great ecommerce copywriting process converts browsers into buyers. You need to keep these elements in mind:

  • Research - The best way to learn about your audience is by talking with them directly--and plenty of research goes into finding out what they want from your company and how you can provide it for them. If you don't have time for this step, hire someone who does! They'll make sure that everything else runs smoothly later on down the line when it comes time for testing (see next point).
  • Testing - Once we've completed our research phase of writing ecommerce copy and feel confident about our findings, we can begin testing different options against each other using A/B tests or multivariate tests (or both!). This allows us to test various headlines against each other without risking any major changes being made before all our bases are covered; once one variation has proven itself superior over others under controlled conditions (which usually means having real people respond positively), then those results can be extrapolated outwardly across larger audiences with confidence in their validity.

Ecommerce copywriting is like a science experiment, but instead of test tubes and beakers, we're using words and phrases. Just as a scientist carefully measures and mixes ingredients to create a desired result, an ecommerce copywriter carefully crafts their words to create a desired effect.

Woody product page

Image taken from a Strikingly user’s website

It's like alchemy, but instead of turning lead into gold, we're turning product descriptions into sales. And let's be honest, turning lead into gold is overrated, because who needs gold when you can have cold, hard cash?

Just like a scientist, an ecommerce copywriter must be precise and methodical in their approach. A single word or punctuation mark can make a huge difference in the outcome.

Ecommerce copywriting is also like a game of chess, where every move must be carefully thought out and planned. A well-written product description can be like a knight, strategically placed to capture the customer's attention, while a poorly written one is like a pawn, easily overlooked and forgotten.

Ecommerce copywriting is a science, a delicate balance of precision, strategy, and creativity. It's a game of chess and a game of alchemy, but instead of turning lead into gold, we're turning words into sales, and isn't that the real gold?

Ecommerce Copywriting as an Art

You might be wondering why we would call ecommerce copywriting an art. After all, it's not like we're talking about painting or sculpting here. Well, the answer is simple: there are no hard-and-fast rules for writing great ecommerce copy.

Ecommerce copywriting is not a science--it has more in common with painting than physics. It's all about trial and error, finding what works for your product or service, and sticking with it until you know what doesn't work (which can take years). You must be willing to experiment with different styles before you find one that suits your products/services and target audience(s).

Ecommerce copywriting is like a work of art. It's a beautiful blend of words, phrases, and emotions that, when done correctly, can create a captivating and mesmerizing experience for the customer. Just as a painter carefully selects their colors and brushstrokes to create a masterpiece, ecommerce copywriter carefully selects their words and phrasings to create compelling and persuasive copy.

It's like poetry, but instead of rhyming couplets and stanzas, we're using persuasive language and emotional triggers to paint a picture in the customer's mind of how wonderful their life will be with your product. Poetry is great and all, but who needs Shakespeare when you can have a shopping cart full of goodies?

Natural Shilajit landing page

Image taken from a Strikingly user’s website

Just like an artist, an ecommerce copywriter must be creative and imaginative in their approach. A single word or phrase can significantly impact your customer's buying decision. It's like a game of Scrabble. You'll be stuck with a low-scoring word if you choose the wrong letter.

Ecommerce copywriting is also like a game of Tetris, where every word must be carefully placed and arranged to create a cohesive and attractive message. A well-written product headline can be like a Tetris piece, fitting perfectly in the customer's mind, while a poorly written one is like a misfit piece, easily overlooked and forgotten.

Ecommerce copywriting is an art, a delicate balance of creativity, imagination, and strategy. It's a game of Scrabble, a game of Tetris, and a game of poetry. Still, instead of rhyming couplets and stanzas, we're using persuasive language and emotional triggers to paint a picture in the customer's mind of how wonderful their life will be with our product. Isn't that the real masterpiece?

Benefits of Ecommerce Copywriting

Ecommerce copywriting is a powerful tool that can help increase sales and boost your brand's online presence. Here are eight benefits of the ecommerce copywriting process:

1. Increased conversions

A well-written product description can make your product more appealing to customers, leading to increased conversions and sales. A great ecommerce copywriting is like a salesperson that never takes a break.

2. Better SEO

Ecommerce copywriting can also help improve your search engine rankings. By incorporating relevant keywords and phrases into your product descriptions and headlines, you can make it easier for customers to find your products through search engines. It's like having a secret weapon to help customers find your products.

3. Brand Building

The ecommerce copywriting process can also help build your brand's voice and personality. By consistently using a specific tone and language, you can create a more memorable and unique brand experience for your customers. It's giving your brand a personality.

4. Highlighting Unique Features

Ecommerce copywriting can highlight the unique features and benefits of your products, which can set them apart from competitors. You have a spotlight on your product's best features all the time if you have great ecommerce copywriting.

5. Address Customer Objections

Ecommerce copywriting can address any potential objections a customer might have about your product. By addressing common concerns, you can increase customer trust and reduce the likelihood of cart abandonment.

Inspire Organics product page

Image taken from a Strikingly user’s website

6. Creating Urgency

Ecommerce copywriting can also be used to create a sense of urgency and scarcity. By highlighting limited-time offers or limited stock, you can encourage customers to make a purchase more quickly.

7. Cross-Selling Opportunities

Ecommerce copywriting can suggest complementary products to customers. By highlighting how a specific product can be used in conjunction with other products, you can increase the overall value of the customer's purchase.

8. Improved Customer Experience

The use of ecommerce copywriting can improve the overall customer experience. By providing clear, concise, and accurate information about the product, the customer can make an informed decision, which will lead to a positive experience and increase the likelihood of repeat business.

Ecommerce copywriting can provide many benefits for your online business. From increasing conversions and improving SEO to building your brand, addressing customer objections, and creating urgency, ecommerce copywriting can help you achieve your business goals.

The E-commerce Copywriting Process

Ah, ecommerce copywriting, the art of making words sell stuff. It's like being a wizard, but instead of spells, you're using sentences to cast a spell of persuasion on your customers. The process of ecommerce copywriting can be broken down into a few simple steps.

Here's your quick ecommerce copywriting 101:

1. Research

Before you start scribbling away, you need to know your audience and your product inside and out. This means researching both your target market and your competition. You'll want to know what kind of language and tone resonates with your audience and what kind of messaging and product features your competitors are highlighting. This step is like being a detective, gathering clues to help you solve the case of the perfect copy.

2. Headlines

A good headline is like an excellent first impression. It's essential to catch the customer's attention. Your headline should be clear, compelling, and accurately reflect the content that follows. Your ecommerce copy is a catchy pick-up line, but instead of trying to woo someone into a date, you're trying to lure them into reading your product description.

3. Product Description

This is where the magic happens. Your product description should accurately and creatively describe the product's features and benefits while addressing any potential objections a customer might have. It is your sales pitch, but you're writing it down instead of giving it in person.

4. Call to Action

Once you've convinced the customer that they need your product, you must tell them exactly what to do next. This could be something as simple as "Add to Cart" or "Buy Now." It's like the final push to seal the deal.

5. Optimization

The final step is to optimize your copy for search engines and readability. This means adding keywords, using subheadings, and breaking up blocks of text to make it easier to read.

And there you have it, the ecommerce copywriting process in a nutshell. Now go forth, and make your words sell like hotcakes!

Ooops! Not yet. We're almost done with our ecommerce copywriting guide, but where do you employ great ecommerce copywriting?

Use Your Awesome Copywriting Skills for Your Strikingly Simple Store

Ecommerce copywriting is like a secret sauce for Strikingly's Simple Store. It's the magic ingredient that can take a plain online store and turn it into a mouth-watering ecommerce experience.

Think of Strikingly's Simple Store as the bread and ecommerce copywriting as the butter. Sure, the bread is great on its own, but the butter takes it to the next level and makes it irresistible.

beauty INU product page

Image taken from a Strikingly user’s website

Just like how a delicious sandwich needs the perfect amount of butter, Strikingly's Simple Store needs just the right amount of ecommerce copywriting. Too little, and it's dry and bland. Too much, and it's overpowering and overwhelming. But get the balance just right, and you have a winning combination that customers will keep coming back for more.

Ecommerce copywriting is the perfect complement to Strikingly's Simple Store. It takes an already great platform and makes it even better by providing customers with the information they need to make informed purchasing decisions and providing a compelling and memorable brand experience.

Wrapping Up!

We hope this post has given you a better understanding of ecommerce copywriting. The most important takeaway is that it's not just about writing words on the page--it's about connecting with your customer.

You want to speak directly to their needs, show them how your product will solve those needs, and then get them excited enough about buying from you that they make an actual purchase.