If you write ecommerce product copy, chances are most of your day is spent creating and editing content—or dousing the copy-related fires that flare up on a busy retail website.
I’m guessing you had little free time this week to trawl your RSS, Twitter and Pinterest streams for work-related content.
Not to worry, I’ve got you covered.
Check out the following five posts. I think you’ll find them highly relevant to you, the ecommerce copywriter. You’ll notice two posts cover mobile marketing. Think mobile is not relevant to your work? Read on…
5 must-read posts for ecommerce copywriters
- Ecommerce Copywriting: The Guide to Selling More
Good product descriptions can increase conversions by 30-100%. This post tells you how to write them with super tips on:
- Creating copy with the right mix of informative and engaging content—i.e., features and benefits.
- Formatting descriptions. Almost 80% of users scan a page before reading. The most effective product copy includes a combination of concise copy—painting mental pictures and using story elements that trigger emotional response—and bullet points packed with features/benefits that let customers grab the salient info they need.
- Copywriting best practices: active voice, use of short words/sentences and avoidance of clichés.
- Establishing credibility by showing—rather than telling. Subtextual elements that establish credibility: a good-looking, well designed site, trick-free navigation and copy that uses perfect grammar, spelling and usage.
- 8 Ways to Optimize Your Product Detail Pages
This Demandware post gives you a solid overview of the essential elements of an effective product page. You’ll read about design and user experience tips, insights on customer-pleasing rich media techniques, copywriting best practices—and more.
- Welcome To “Less is More” Marketing.
Pop quiz: What do customers really want—more engagement with your brand or an easier, simpler and faster user experience? The answer may surprise you. While many brands agonize over content marketing, “they’re spending less and less energy making their own websites and platforms easier and faster for consumers to navigate,” notes Mitch Joel. Fact: For every second a customer is forced to wait for a page to load, your company’s conversion potential drops seven percent. “Consumers are unforgiving,” says Joel. “They want efficiency and speed… not a cool Facebook page.” Ouch.
- Want to engage mobile users? Defer Secondary Content.
Jacob Nielsen—the godfather of Usability—gives you the lowdown on mobile content. Don’t worry copywriters, you don’t have to ditch your long copy. But you do have to designate that longer copy as secondary content. Learn why in this post.
- Mobile SEO Best Practices
Still trying to ignore mobile? Pull your head out of the sand stat. By 2013, browser-based phones will outnumber ye olde computers, according to a new report from Gartner. A few more facts:
- 46% of Americans own smartphones.
- Smartphone users are more likely to buy from retailers with mobile-optimized sites.
- When faced with mobile site difficulty, 40% of consumers said they will go to a competitor’s website, and 19% said that a negative mobile site experience leaves them with a very unfavorable impression of the company.
- Nearly 60% of respondents use Facebook via their mobile device to read updates of organizations, brands or events.
Get ready for mobile now–starting with this post.
What are your ecommerce copywriting best practices?
Were these posts helpful? Can you think of other suggestions, tips and insights on creating ecommerce copy? Please share in comments.