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.
- How to Optimize Your Product Pages for Conversion
Product pages are end-of-funnel content. Traffic landing on these pages tends to be highly qualified, arriving from opt-in email or pages on your site. This Crazy Egg post tells you how to make the most of product pages by nipping checkout anxiety, including “trust signals,” upsetting 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. - The Future of Mobile Commerce: 10 Trends, 37+ Stats & Three Case Studies from Shopify.
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.
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