If you run an e-commerce site or sell your products online, you need the right words and copy to ENTICE your customers not only to browse but to buy.
When do you use copywriting on your e-commerce site?
Customers who come to your site are looking for solutions to their problems. They have a set of predetermined requirements and preconceptions that you will be able to help them with.
Hence, they should be able to understand what they are going to get when they visit your site.
Using the correct language and jargon will help to ensure your customers stay on your site and eventually convert their interest into sales.
The Landing Page
You only have ONE chance to make a good impression. Once they leave, they won’t come back! The front page of your site is very crucial and the words that you use here will give your visitors the impression that they are welcomed as well as the ease of finding the products they want.
Your intention here is to avoid your customers leaving. Use strong copy that communicates what you are selling and what your customers could potentially enjoy.
Products and Categories
Be clear and concise. Your customers need a good reason to buy from you. They have no way of enjoying a real shopping experience like touching or testing the product.
Communicate to your customers why they should buy from you. Words like ‘Warranty’ and ’14-days Free Return’ will have a lot of weightage that can influence their buying decision. Another thing to note here is that you must not flush your readers with every information possible.
Know their need and then talk about how your products will satisfy that needs. You only need to tell your customers what they need to know.
Then, there is the category of products (and their sub-categories). Be extremely clear about this. Your customers should know where the products are and in which category they can find them.
Your company
There must be a section ‘About Us on your website. In most cases, 2 to 3 short paragraphs will be enough. Tell a story.
- Paragraph 1 – Who you are, history and founders
- Paragraph 2 – What you sell and how you sell them (online, delivery, etc)
- Paragraph 3 – Your promises to the customer (warranty, returns, quality, etc)
This will give you a clear indication of what information to provide in this section. Ensure that you provide contact information too.
The FAQs sections
A lot of e-commerce sites overlook this or even ignore it but customers come to your site wanting to find out some very crucial information. They want to be able to know where to send a defective product.
Shipping and delivery are one of the most searched information on e-commerce sites but a lot of them do not have sufficient information on this.
Carefully craft the questions and answers in this section so that your customers are aware. Use simple and straightforward language like:
- Do you ship to Singapore? Yes, an additional shipping fee of $15 will be charged for delivery to Singapore.
- Do you charge for returns? No, all returns are free-of-charged and borne by us.
Customers who read such statements will be happier, more confident and have no doubts about buying from you.
Email communication
Your business will surely be sending daily (or 2 to 3 times daily) newsletters, mailers or promotions to your customers via email.
Make sure that you use the same and consistent language style in your emails.
The first impression in an email is vital because it will determine if the customer will read or won’t even open your email.
Phrases like “Here’s your Coupon!”, “Win an iPhone!”, “Sale Alert” and such will attract their attention. Ensure you have what you are promoting in your mail.
One of the biggest hurdles business owners face is to try to entice users to any call to action in emails.
Besides that, use your email communication for customers who abandoned their carts during their visit, reminding them that you know they left and trying to find out why!
Ads on social media
When it comes to advertising, you need to ensure that the copy you use whether it is on Google, YouTube or any other social networks is consistent.
Use copy that complements visuals that are captivating. You want your viewers to stick around long enough to watch your ad so that they will buy from you.
You want them to click on the Ad they saw on Facebook because there were words that attracted them and then land on your page to look for something you said you were selling.
Ultimately, be consistent with the design of your ads and the page on your website so that they know they have come to the same location as the one they clicked.
In the meantime, make sure you use similar colors and visuals too.
Contact us if you need to outsource your copywriting task, we are always there to help.
