sales copy

Ecommerce product descriptions: tried & tested advice

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.

20 inspirational examples of product page copy

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…

What makes great ecommerce product page copy?

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…

Five great examples of product page copywriting

While product page design has improved in the past few years, an often neglected area is sales copy. 

A common mistake is to simply place the manufacturer’s product descriptions on pages. While this approach is easier, a more personal touch and unique tone of voice can help your product pages stand out and really sell the benefits of products. 

I’m going to explain why good sales copy is so important, and look at some examples where retailers are getting this spot on… 

E-tailers need to do more to sell big ticket items

Online retailers can do a lot more to help sell their products online, by using better product descriptions to convince customers to buy, and providing better quality product photos, especially in the case of more expensive items.

A post by Katie Lee on the Telegraph blog yesterday asks the question: ‘Why is shopping online still so terrible?’, and based on the headline, I was prepared to defend e-tailers, as there are some excellent e-commerce sites around, and most have improved over the last year or so.

While the title may be a bit of a generalisation, there are some good points about the quality of sales copy on product pages, and the poor quality of product photos. I’ve been having a look at some examples where retailers could do a lot more to sell expensive items…

Tips for improving landing page headlines

A quality landing page is one that reinforces ‘conversion intent’. To achieve this, you need to consider the mindset of your visitor and provide enough information to persuade them to convert, as well as taking care to avoid any unnecessary distractions.

I recently found this list by Online copywriter Nick Usborne, who we interviewed a few weeks ago, with seven tips for improving landing page headlines to increase conversion rates.

Here are a few of Nick’s tips

Q&A: Nick Usborne on writing sales copy for websites

Nick UsborneNick Usborne has been a copywriter for thirty years, and worked on direct mail campaigns before moving exclusively online in 1997. He has just written a guide to optimising online sales by writing better copy.

He believes that this is an area where many e-commerce sites have plenty of room for improvement. In his new e-book, he talks about how websites could use proven sales copywriting techniques to improve their conversion rates.

I’ve been speaking to Nick about why he feels that some sites need better copy, and the challenges of online copywriting…