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Buy me, buy me, buy me!!!
Not what you want to hear. Sure it’s implied, but as soon as even the most straightforward of online purchases becomes that much more brazen, that’s when us consumers start to rethink our behavior.
So what makes for great ecommerce copywriting? What’s the difference between a quality product listing and a boring list of specs? Does it even matter?
Surely product copy is all about manipulation or at best, gentle coercion?
As content marketing becomes more and more vital to every industry, the ability to create quality copy, even for ecommerce has become a crucial skill. It’s a key way to market your brand and a fantastic way to separate yourself from similar competitors selling the same product.
Your excellent copy and the different ways you can use it can also make your brand more trustworthy and foster a deeper sense of loyalty.
Here are five fantastic examples of copy from around the ecommerce world that will hopefully inspire you. For more advice, check out Graham Charlton’s post on what makes great ecommerce product page copy.
In my last article, I asked whether Booking.com is the most persuasive website in the world.
Now I want to provide more insights on how it is delivering content on a crucial page in the browsing journey: the hotel detail page.
If you’d like to read more about the persuasive techniques used on the search results page, take a look at my article titled Booking.com improving conversion with best practice persuasive design.
With more than half of its traffic coming from mobile, House of Fraser has today launched a redesigned version of its site with the emphasis on the user experience for touch screen devices.
This marks a change in strategy for the company: designing for the mobile customer now comes before desktop or laptop.
I've been looking at the various sections of the new site...
I really enjoyed reading Graham’s article about great ecommerce product page copy last week. It set me thinking all afternoon and all night.
Ecommerce is an area I spend most of my time working in, both on my own ecommerce websites, and my clients’ ecommerce websites.
While a lot of the people that contributed to Graham’s article represent 'the big boys' of ecommerce and online marketing, I wanted to share my personal experience with writing ecommerce copy.
My operations are a lot smaller than those of the contributors to Graham’s article, but at the same time my experience is just as important to 'the little guys' out there, running ecommerce websites on a shoestring budget.
You don’t necessarily have to add amazing functionality to your product pages in order to make sales. Perfect the copy and you’ll be well on the road to success.
Earlier on, I published a post looking at best practices for product page copy, now it's time to show some examples of ecommerce sites doing this well.
In a nutshell, copy should be easy to read and scan, it should sell the benefits of the products and entice shoppers to make a purchase.
Different approaches will work for different sites, so some of these examples are descriptive, some funny, and some technical...
Product page copywriting is vitally important, but seems to be overlooked by some ecommerce sites, which simply plonk the standard manufacturer's descriptions on their pages.
Paying attention to product page copy can help improve conversions rates, as better copy can be more informative and persuasive.
It can also help your site to stand out in the search results over competitors who have paid less attention to their product descriptions.
I've rounded up some examples of great product page copywriting here, but first some views from the experts on the essentials for effective copy...
Copywriting is just one of the elements that combine to make up an effective ecommerce product page.
The product description needs to be informative and sell the benefits of the item, while also being concise enough to retain the customer’s interest.
Copywriting also goes some way to contributing to a brand’s identity, as the tone and type of language used will impact how customers perceive the site.
To show the extent to which the quality of copywriting varies among major retailers I’ve pulled together nine examples of product descriptions for the same pair of Levi 510 skinny jeans.
Ecommerce sites can use urgency in various ways, through showing low stock levels, encouraging people to buy quickly for faster delivery, or by using email to pull customers into sales.
The tactic can work as it forces the customer to make a faster decision about the potential purchase, based on this new information.
So, here are 15 examples of the use of urgency by online retailers...
Every ecommerce site needs video, which helps drive interest and engagement from consumers, but how do you know if videos actually bring any money to the bottom line?
As a general rule, shoppers love videos, since they show off products in a way that still images can’t.
But how can site owners know if all the work they’re putting into videos is actually generating a return on investment?
Great product imagery can do a lot to improve online retailer's conversion rates by showcasing products in the best possible light, and highlighting key features for shoppers.
When used well, they can also educate shoppers about a product, and a more informed customer is less likely to return items bought online.
Here I look at 15 ways to improve product imagery, with lots of great examples from ecommerce sites...
In the varied world of ecommerce no two product pages are exactly the same, though there are a number of features that many sites have in common.
We previously looked in detail at the kind of tools retailers should consider including to help boost their conversion rates, including product videos, large images and user reviews.
And in this post I’ve tracked down 10 retailers that have excellent product pages for one reason or another. None of them is perfect, however each has several features that make them examples you can learn from.
Much has been said about mobile over the years. Every marketer, brand manager or head of multichannel knows that it’s key to capturing customers on the move.
Over the years, retailers in particular have been developing and re-developing their mobile channels in an attempt to provide as quick and seamless an experience as possible.
But what is it that shoppers actually want from a mobile experience?
Once every six months we ask a group of shoppers to assess a selection of the top rated retail apps and mobile sites on the market, telling us what they like and what they don’t like throughout the mobile shopping customer journey.