Online Marketing
July 10, 2020
If you are here it is because you have an e-commerce or you are considering having one, and you have realized one thing: you have no idea what to put in the product descriptions, on the home page, in the about us…
As we told you a few days ago, there is a discipline within digital marketing that focuses on the texts on your website and makes them your salesperson 24 hours a day.
And what discipline is this? None other than one with a name that seems rather peculiar when you hear it for the first time: copywriting or persuasive writing.
Before we begin, if you are wondering what copywriting is, we invite you to take a look at the article where we reveal what copywriting is, its differences with blog writing, what services it offers and what its work is based on .
And if you already have everything clear, let's get to work.
Our intention is that when you finish reading this, you will have a better understanding of how copywriting will help you with your e-commerce texts and see some examples of good practices in online stores with copywriting to inspire you.
And without further ado, let's get started !
What is e-commerce copywriting and why is it necessary?
One thing we have already learned: copywriting seeks to get a person to take action .
And in an online store, obviously, this action will mainly be adding products to the cart and ending up buying .
But to get there, you first have to have “conversed” with the customer. You have to have explained to them what they are going to get from your product, what benefits they will get from solving their problem, giving them security in the purchasing process…
In short: give him everything in a pre-packaged form, take him to the shopping cart by the hand, and basically, be with him throughout the entire process as if he really had a person at his side.
And now you're probably thinking: "Well, okay, but I'm planning to write down everything that the product includes so that the client already has an idea of what it does."
To which we say: ERROR!
If we talk about the product sheets , where you describe it, please do not just stick to the characteristics.
A person doesn't buy from you because your TV is UHD 8K, 7680 x 4320 pixels, Quantum Processor 8K, HDMI. In fact, most people don't understand what brands mean with all these jargon.
A person buys this UHD 8K TV from you because with this TV they will be able to watch their favorite movies and series with excellent image quality where they will be able to appreciate all the details of color and texture, and they will feel as if they were in a movie theater instead of in their dining room. The user experience will be brutal.
As you can see, it's not so much about features, but about explaining the benefits through these features .
This was just one of the many examples of why you need to have a copywriter on your side. Here are more reasons in case we haven't convinced you yet.
Reasons to do copywriting in your e-commerce
#1 Define who you are
Use your e-commerce copy to introduce your brand to the world.
Defining who you are through copywriting goes beyond writing a few paragraphs describing your company.
E-commerce copy is used to create a personality for your brand and products through tone and good choice of words .
#2 Helps boost sales
E-commerce copywriting is one of the easiest key elements to implement to have a direct impact on increasing sales of your products.
If you don't believe us, check out this post to see how the conversion rate (of sales) increased just by changing the call to action button.
#3 Helps identify your customers/target audience
Do you know who your ideal client is?
Well then, it is extremely important that the text on your website is focused on attracting that customer base .
And, above all, it should try to solve a problem that is unique to that target audience.
#4 Inform your customers
When a customer visits your online store, they should leave with more information than when they arrived.
And guess what: the best way to communicate with customers is through copywriting .
You need copy to accurately describe your products, belgium telegram data to give customers a sense of your company's history and why you exist, and to let them know the logistics of ordering from you (how much shipping costs, when orders are shipped, what they need to do if they want to return their items, etc.).
#5 Improve your store's web positioning
And if you also want to position your e-commerce and have it appear in the first search results, there is a specialty within copy that focuses on this.
It's called SEO Copywriting, and it's the bomb!
Examples of good copywriting practices for e-commerce
And now that you know a little more about the potential of copy in online stores, we leave you with a couple of examples so that you can see in real format how good copywriting works in your e-commerce.
The Beautiful Carmela
This natural cosmetics e-commerce is a great example of how to incorporate all the power of copy to boost your sales.
If we go to the page of one of their products, for example the Body Treatment Spray First , we can already see the benefits that come from the fact that it is in spray format. It then mentions how your skin will look with its ingredients, and finally that you can take it with you wherever you want.
Additionally, and very importantly, below we find a description of each type of ingredient that makes up the product, relating each ingredient to the benefit it offers.
In this way we ensure that the text is not only filled with characteristics, but we also include what they do for the person.
We also love the section where they explain how to apply the product , and also some extra tips telling you what other products you can use it with.
This way they create a feeling of support throughout the entire page, as if you had your own saleswoman advising you. And the fact that they mention the products that go well with the Body Treatment is a great idea for cross-selling .
Copywriting for e-commerce in La Bella Carmela
La Bella Carmela is a great example of copywriting for e-commerce.
The Best Orange
The Serra family, with their store “La Mejor Naranja” was awarded as the best online food store in Spain a few years ago. And we are not surprised.
It has descriptions of all its products, where for example, in the case of papayas and avocados, they explain where they come from, how they are shipped, what properties they have... In other words, you go to the website to buy fruit to make juice and you end up leaving with a master's degree in fruit knowledge.
But what has caught our attention about La Mejor Naranja is the carefully crafted Who We Are that they have.
We love how well they have told their story : they have managed to connect with the reader about their know-how, a family business and an adaptation to new technologies.
That's right!
Copywriting for e-commerce at La Mejor Naranja
