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6 e-commerce copywriting tricks you can master right now

E-commerce copywriting tricks you can master right now

E-commerce copywriting tricks you can master right now

Although copywriting always has a commercial aspect to it, e-commerce copywriting means writing copy for e-commerce websites.

So, naturally, the primary purpose of your writing becomes: influencing maximum number of people so that they purchase from your website.

Main topics covered in this blog post are

A great difference between an online and off-line store is that in an online store, when someone comes to shop, they are alone and unassisted.

It is your words that do all the selling.

Your copy is the salesperson.

Frankly, there is no hard-and-fast rule on what effective e-commerce copywriting is because scores of factors are playing together.

One word that may influence one buyer may dissuade another buyer from making the purchase.

Consequently, your copy goes through lots of testing before it can be decided whether it is effective.

What is e-commerce copywriting?

In the context of the Internet, e-commerce copywriting must be able to describe the benefits of your product and at the same time, improve your search engine rankings.

To be an effective e-commerce copywriter, you must be a strong communicator.

You must be able to persuade people with words.

You should be able to understand the psychology of why people purchase a certain product or subscribe to a certain service.

Copywriting for e-commerce websites can be done for your own online store or you can write product descriptions for an Amazon or Shopify store.

Such copywriting can be done for individual products.

You can do copywriting for an e-commerce website at different locations such as the homepage, the landing page, the about us page or the blog.

E-commerce copywriting means writing content for an online store.

It may include writing headlines, product categories, product descriptions, brochure copy or email campaigns.

E-commerce copywriting may also involve writing sales letters, social media posts, and advertisements.

It is one of the most important tools in your marketing bag.

The copy needs to be able to sell.

It must convert and generate leads and then eventually, sales.

What does e-commerce copywriting achieve for you?

Copywriting for e-commerce gives you the following benefits:

  • It helps your brand look unique.
  • It can be a great differentiator.
  • Good copywriting can improve your conversion rate.
  • It can highlight the benefits of your products and services so that it becomes easier for your prospective customers and clients to decide in your favor.
  • It makes the first good impression.
  • You can keep your customers focused throughout the entire sales funnel.
  • Well-written e-commerce copy can improve your search engine rankings.
  • It makes your content shareable.
  • It hits the right tone with your customers and clients.
  • It builds your company’s image.
  • When you tell your brand story, it forms an emotional bond with your readers.
  • It persuades your visitors to take a constructive action.

E-commerce copywriting tricks you can start implementing right now

These e-commerce copywriting tricks will equip you to write effective copy that entices your audience to take a favorable action

1. Create psychological triggers in e-commerce copywriting

Psychological triggers can be

  • Greed
  • Fear of missing out
  • Desire to belong
  • Curiosity
  • Sense of urgency
  • Instant gratification
  • Sense of honor
  • Guilt
  • Hope
  • Familiarity
  • Current fads
  • Proof of value
  • Exclusivity
  • Respect for authority

95% purchasing decisions stem from the subconscious mind.

You are more likely to respond to a piece of copywriting that uses emotional psychology.

An emotional urgency like fear is commonly used by insurance companies and security agencies.

Example of copywriting inciting fear

Example of copywriting inciting fear

The above copy scares you even when you have not fallen victim to a home invasion.

Until we are attacked, we cannot relate to someone who has been attacked.

The above ad makes us feel like a victim and hence, scares us out of our wits.

In the same vein, WordPress uses a sense of authority – “world’s most popular website builder”.

Copywriting asserting authority

Copywriting asserting authority

You certainly want to use the world’s most popular and the most widely used website builder.

In many shopping carts listings, you must have seen “3 items left” – such messages create a sense of scarcity.

2. Create attractive headlines

Headlines are very important in e-commerce copywriting.

A successful headline must satisfy the 4 Us:

  1. Unique
  2. Ultra-specific
  3. Urgent
  4. Useful

The e-commerce product headline must encapsulate the essence of the product, or the item being sold.

Usually when we are talking about headlines it is mostly about headlines for blog posts, articles, or even newsletters.

Headlines are also important for your product listings.

It is the headline that people see the first.

It makes the most important impact.

What should a headline of an e-commerce listing contain?

  • The name of the item
  • The most compelling reason to buy it
E-commerce headline displaying convenience

E-commerce headline displaying convenience

The headline above shows convenience.

No reason to visit the neighborhood mall every month.

Your favorite clothes are delivered to you every month.

An ultra-specific headline

An ultra-specific headline

The above headline is quite specific.

The sleepwear is “good in bed” whether you look at it from the point of view of looking good or for comfort.

3. Keep your language simple

E-commerce copywriting is not the right place to show your language prowess.

Use very simple, straightforward language.

Example of simple language used in e-commerce copywriting

Example of simple language used in e-commerce copywriting

In the description above, just observe how simply all the highlights are presented.

The Solo Stove Lite is lightweight, cooks for 1-2 people, you can use wood or twigs, it generates little smoke, and it is made of stainless steel.

In the description there is not a single word you don’t understand.

In simple language the writer explains that the stove can be carried on a picnic or a hike without much fuss.

There is no need to carry fuel.

Why is it important to use simple language in e-commerce copywriting?

When people reach the product listing, they are at a very crucial stage.

They are about to buy.

They are about to place an order.

Even a small distraction can send them away.

Hence, it is important to use simple, precise words that convey the true essence of your product.

The main features.

The convenience it provides.

The overwhelming reason to buy it.

Another example of using simple language when copywriting for e-commerce

Another example of using simple language when copywriting for e-commerce

Above is another example of using simple language to describe great features.

The e-commerce copywriting above draws parallels between “Before Basecamp” and “After Basecamp”.

Although Basecamp is a heavily technology company, you can read in the description that there is no technology jargon.

They have simply explained what problems people may face when they don’t use Basecamp and then what are the advantages once they start using it.

In e-commerce copywriting, it is super important that you avoid wordy sentences, highlight more benefits than features, and use lots of action words such as “Buy Now” or “Download Now”.

4. Tell success stories

Success stories in e-commerce copywriting can be testimonials or positive comments made by customers and clients.

They can also describe someone who has used a product and immensely benefited from it.

Success stories are relatable.

They are not just claims made by the company.

The product or service is used by a real person and then that real person describes his or her experience.

Here is how the flow of an e-commerce success story goes:

  • The customer or the shopper is your hero.
  • They were facing an overwhelming problem.
  • For a fairly long time they were looking for a solution.
  • The problem had reached its peak and the situation was dire.
  • Then they came across your product.
  • They were swayed by the benefits and features.
  • They purchased it.
  • Now they are living happily ever after.

You may like to read James Patterson’s storytelling advice to hook readers

5. Use persuasive words when copywriting for e-commerce

Persuasive words can supercharge your e-commerce copywriting but for them to be effective, you need to know for whom you’re writing.

You may like to read Content writing: why is it important to know your audience?

Examples of using persuasive words:

  • Easy to install.
  • Exclusive offer just for you.
  • Free for a limited period.
  • Get it right now.
  • Outstanding results guaranteed.
  • You are going to love it.
  • Best software in its category.
  • 500,000 people trust us with their money
  • The offer expires in three days.
  • A bargain that will be foolish to miss.
  • A powerful way to optimize your website.
  • Win exciting prizes.
  • Deadline fast approaching.
  • The offer ends soon.
  • Verified investment opportunities.

6. Optimize e-commerce copywriting for SEO

I have always believed that search engine optimization is about using the right language and presenting the information in its correct form.

When optimizing your e-commerce copywriting for SEO make sure that the main headline or the title of the product listing contains the right keyword.

Will people be searching by the name of your product or the benefit that it delivers?

Suppose you’re selling an SEO analytics tool.

The name of your SEO analytics tool is Zolo.

You can write a headline like

Zolo – the only SEO analytics tool you will ever need


Zolo – the complete SEO analytics tool

or even better

SEO analytics tool – improve your search visibility in 2 weeks

Although the name is missing, you can use the name in the description.

These are easy e-commerce copywriting tricks that you can start implementing even in your ongoing project.

5 reasons why you should start a blog for your e-commerce store

5 benefits of publishing an e-commerce blog
5 benefits of publishing an e-commerce blog

Want to improve search engine rankings of your e-commerce store? Want to supercharge your conversion rate? You must start an e-commerce blog.

If you’re wondering why you should start an e-commerce blog, you will find your answer here.

The e-commerce space is quite crowded. With websites like Shopify and Rackspace it’s even easier to start an e-commerce website within a few days without knowledge of programming or HTML.

According to this UNCTAD report, Covid-19 has led to a surge in e-commerce business. Due to multiple lockdowns all over the world, almost everyone ordered from home. Even those who were reluctant to purchase stuff online, started doing their shopping from online retail stores. The share of e-commerce in the global retail trade rose from 14% in 2019 to 17% in 2020, according to the same UNCTAD link.

Starting an e-commerce blog enables you to carve a space for yourself on this crowded terra firma.

Data from IBM’s US retail index shows that the Covid-19 pandemic has accelerated the shift towards digital shopping roughly by 5 years. The non-essential purchases in the conventional, brick-and-mortar department stores declined by 75% in the second quarter of 2020.

It is not just the big e-commerce websites like Amazon.com, JD.com or Walmart e-commerce that have taken a huge proportion of the e-commerce business. There have been thousands of startups all over the world in the wake of not just the Covid-19 pandemic, but also to leverage the fast-changing consumer dynamics. I was recently reading about a new startup called Dukaan (colloquial for a neighborhood shop in India) that came up during the Covid-19 lockdown when the founders realized that the local shopkeepers were no longer able to sell their products even to the traditional customer base. Hence, they built a platform for traditional shop owners to sell their products using the platform. There are hundreds of such examples.

Naturally, the competition has increased. Whereas the bigger e-commerce websites don’t rest on their laurels and spend millions of dollars to maintain their visibility and push their products in front of their customers, smaller e-commerce websites need to rely on search engine optimization, content marketing, and social media marketing to get their share of the pie that is already being shared by thousands of others.

E-commerce blogging can be a big weapon in your arsenal.

There are multiple benefits or advantages of starting an e-commerce blog.

Why do you buy from Amazon.com? It is a known brand. You have already purchased from it scores of times, in my case, even hundreds of times. You know it’s return policy. More or less, you have had a good experience when it comes to addressing your grievances and you know that you can rely on the company in case you don’t receive the product you have ordered or if you have received a faulty product.

Amazon.com doesn’t have to convince you. You are already convinced. It has been on the landscape of e-commerce for more than 20 years. It doesn’t need to win your trust.

But if you’re a small e-commerce website people hardly know, you need to win their trust. All the attributes that are assumed about Amazon.com, you need to establish them.

You need to convince people that not just their money is safe with you, in case they face a problem, you’re going to be there for them. Lack of trust is a big problem among the prospective e-commerce customers because they don’t know you yet. They don’t know whether it is safe to spend their money on your website.

Recently my wife purchased a kurti from an unknown online retail store that sells women’s garments.  The piece of clothing cost double than what such a piece of clothing would cost on Amazon, but my wife liked it so much, that she bought from this website. It was a complete set containing upper and lower garments.

They sent the wrong color. They sent just the upper garment. When we called them, no one picked up the phone. Our email to their support elicited no response. We found that there are lots of negative reviews and feedback on Twitter about the company.

Such companies make it harder even for those e-commerce websites that mean to serve their customers well. This is an unnecessary hurdle created on the way of the well-meaning companies.

Blogging can fill this gap. It can familiarize people to your presence. It can establish a space of trust. Being a small e-commerce website, through your blog, it is easier to engage your customers at a personal level.

This Hubspot report says that e-commerce websites that publish a blog get 55% more traffic than those that don’t. Further, e-commerce websites that publish blogs get 97% more inbound links, and have 434% more pages indexed by Google.

Listed below are 5 reasons why as an e-commerce website you should publish a blog.

1. Blogging improves search engine rankings of your e-commerce website

Although a major part of your business comes from repeat customers (a universal trend among e-commerce websites) if you are an e-commerce store, in the beginning, you need to be found on major search engines like Google and Bing.

Before buying people look for information. For that they use a search engine like Google. They want to read about the product. They look for reviews. They look for opinions. They try to find the ratings.

In terms of improving your search engine rankings through an e-commerce blog, think about your own e-commerce store. It may be unique. It may be quite different from a bigger retail store like Amazon.com. Maybe you’re selling just 10 to 15 items, or even less. You need to educate people about the benefits of purchasing those items from your website. This you can achieve through regular blogging.

Blogging in itself is search engine friendly. Assuming that you update your blog regularly (1-5 times every week) Google crawls and indexes your e-commerce website with greater regularity because it expects to find fresh content. The Google crawler is engineered in a manner that it is constantly looking for fresh content, and even the Google ranking algorithm prefers fresh content over comparatively older content.

Make sure you choose the appropriate blog post titles that include the names of your products and their features. For example, if you sell ladies garments, you can publish something like “How to choose the best evening gown for the upcoming spring ball?” Or something like, “How we can help you if you’re not satisfied with our delivery”.

If you regularly publish a blog, people come to your website regularly. Research has shown that before buying, people need to come to your website for at least 4-5 times.

Regular blogging also gets you back links which are important for your SEO as well as wider visibility. Other bloggers and online publishers may link to useful posts from your blog. Also, blog posts are shared on social media with greater regularity.

2. Regular blogging establishes you as a thought leader

Trust matters a lot when it comes to shopping on an e-commerce website. Trust, coupled with familiarity. Familiarity comes from regular visibility. Trust comes from regular exposure to your knowledge, experience, and good advice.

Remember that having an e-commerce website doesn’t always mean having an online retail store where you list scores of products. Even if you’re selling one e-book, it is an e-commerce website, and to make people buy your e-book from your e-commerce website, you need to establish your presence among them as an authority figure.

3. Build a community of loyal customers around your e-commerce blog

The very nature of a blog makes you attract people who are interested in reading what you have to say. If you publish interesting and useful content on your e-commerce blog, they keep track of your blog. They leave comments. They respond to other visitors’ comments. They feel connected to your community. When they feel connected, they show their connectedness by following the footsteps of the community. If many of your community members buy from your e-commerce websites, the others will too.

4. Publishing targeted content is cheaper than advertising

Organic search engine rankings don’t just increase your search engine visibility, they also reduce your reliance on online advertising.

A problem with online advertising, especially when you are spending money on a PPC campaign, is that you pay for every click. Whenever someone clicks your link on Google, for example, and if the link is not a part of organic search results, you pay for that click. Whether the person buys from your website or not, you spend money on the person for visiting your website.

Being an e-commerce website with multiple items in your catalog, you may need to bid on multiple keywords. For example, if you want to draw traffic for, let’s say, 50 items in your e-commerce catalog, you will need to pay for individual clicks for all those 50 items. On an ongoing basis. You can easily guess how much money you will end up spending.

With blogging, the only money you’re spending is the money that you pay to your content writer. If your listings begin to appear in organic search results, whether you get 100 clicks or 1 million clicks, you don’t pay anything. All the traffic is free.

Also, inbound traffic – people coming to your website when they come across your content on Google and other websites – always converts better than the traffic that you get through advertising. This is because when people come across your relevant content, they decide on their own to come to your website. Knowingly or unknowingly, they are aware of why they are coming to your website. This makes it easier for them to decide in your favor when they need to buy something, and you offer it.

5. An e-commerce blog builds you are broadcasting platform

What is a broadcasting platform? It is a place where people come to read about your views, get to know about your products, and display interest in your ideas and opinion. With regular blogging for your e-commerce website, you can generate massive amounts of traffic within a couple of years. Something to the tune of 2-3000 visitors every day.

This gives you the ability to broadcast your side of the story in case some dispute happens. You will have a ready-made audience with you. You won’t have to depend on other websites to tell your side of the story. In case something tarnishes your image on the Internet, you can immediately take corrective measures by publishing an explanatory blog post on your e-commerce blog.

Should you publish an e-commerce blog on your own website or use third-party blogging platforms?

I strongly suggest that you publish a blog under your own e-commerce website. This way you completely own your content. All the traffic that you generate comes to your own e-commerce website.

There are certainly some benefits of publishing your e-commerce blog on a high traffic website like Medium (or LinkedIn), but then you will be diluting your traffic as well as search engine benefits. You may start an e-commerce blog on Medium, and you may get visibility faster, but most of the visibility belongs to the Medium platform. Whereas, from the beginning itself if you start publishing your blog on your own e-commerce website, it may take a while to build traffic and presence, but by the time you have built an audience, you will have your own strong presence.