There has never been a better time to be an online seller.
New ecommerce shops pop up in hundreds every day, and if you sell products in a saturated niche —standing out can be a challenge.
Now, if we consider that attention is the most precious currency on the Internet, holding it for longer may easily give you an edge over other shops selling similar products.
To keep things simple, I won’t be focusing on SEO here. SEO is a whole different topic, and although you shouldn’t ignore it, the rule of a thumb is that a well-written, user-friendly content will always trump robotic, keyword-stuffed text.
In this post, I’ll show you how to create content so that it translates to more sales and a lower website abandonment rate.
- Start with your audience. No matter how great (you think) your product is, it’s not what you want the spotlight to be on. Successful shops know their buyers’ persona(s) inside and out and make sure to craft their message accordingly. So before you start writing copy, do your research first. Leave no stone unturned. Uncover your prospects’ hopes, desires, their ideal version of themselves as well as their pain points, and obstacles on their way to purchasing.
- Show your products’ benefits, not features. This also ties back to your audience and how their life will change when they use your products.
- Less adjectives, more verbs. Adjectives, when used in excess, weaken your message, and they sound try-hard. Like you’re trying too hard to show how cool something is. Instead of saying “this product is X, Y, Z” because it has this or that, say “thanks to X,Y or Z you will be able to , which means X, Y, Z”.
- Use FAQs. It’s a very effective way to answer many of your audience’s objections upfront. The good news is also that you don’t have to fret too much over the copy there.
Start by listing out around ten questions that regularly show up in your customer support inquiries, such as shipping and returns information.
- Avoid using large blocks of text. Now, I will tell you a secret you already know. People don’t read all of your stuff. They only skim. So make your copy skimmable and break up paragraphs for eye-relief. Use bullet points and keywords in your copy. Adding keywords such as size and price will help them scan your page faster and will also benefit your SEO.
So that would be the bare bones of it. If you have consistent traffic coming to your website and implement all those changes, it’s quite likely that you’ll see your conversion rate go up.
Now, here’s the next step you might consider…
If you’ve got that weird feeling that you’re leaving money on the table because people skip past your emails/ads and you want an extra set of trained, brown and charming eyeballs to look at your stuff—I might be the guy you want to schedule for a free copy-audit.
You can book it here: https://calendly.com/oscarolczakcopywriting/30min
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