How to Write E-commerce Copy That Sells
8 Tips for E-commerce Copywriting Success (with Examples!)
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Table of contents
What is e-commerce copywriting, and why is it important?
8 tips to create e-commerce copy that sells
1. Know your audience
2. Focus on benefits, not just features
3. Address objections head-on
4. Create a (subtle) sense of urgency
5. Use persuasive language
6. Check your readability
7. Include clear calls to action (CTAs)
8. Proofread and edit
Key takeaways
- Tailor your copywriting to resonate with your target customers by defining your ideal customer and using persuasive language that appeals to them.
- Highlight how your products or services solve customers' problems and improve their lives.
- Create subtle urgency in your copy and ensure readability to prompt immediate action and enhance the user experience.
What is e-commerce copywriting, and why is it important?
E-commerce copywriting means writing persuasive and compelling content that encourages potential customers to buy from you. This can include:
- Product headings
- Product descriptions
- Landing pages
- Promo offers
- Calls to action (CTAs)
- Social media posts
- Product reviews and testimonials
- Email marketing
- And more
Convincing e-commerce copywriting is important because it ultimately drives conversions and sales. It can help you reach your target audience, appear in Google search results, and build a strong brand reputation. All of this contributes to enticing potential customers and retaining existing ones.
8 tips to create e-commerce copy that sells
Below are my top tips for creating e-commerce copy that drives conversions and sales.
1. Know your audience
The heart of effective copywriting is a deep understanding of your target audience. To show you really “get” them, you need to adjust your language, tone, and messaging appropriately.
Skincare brand Fresh does this really well. The company knows its customers care about the ingredients in its products and want clear information about how it will benefit them. So, Fresh divides its product description into “What it is” and “Why you need it” sections to speak directly to its audience.
To do this in your e-commerce copywriting, follow these steps:
- First, you’ll need to map out who your audience is (and who you’d like them to be).
- Then, tailor your brand tone of voice to that audience.
- Take this information into account when writing your e-commerce copy. For example, if you’re selling luxury watches, use phrases like “exquisite craftsmanship” and “timeless elegance” that speak to the sophistication and quality your audience expects.
Pro tip: A/B test your copy with tools like AB Tasty to see what’s working and what isn’t — and adjust accordingly.
2. Focus on benefits, not just features
While features describe what the product does, benefits explain how those features directly impact the customer's life. For each product feature, ask yourself, “How does this benefit the customer? What problem does it solve?”
Highlight the benefits of using the product in terms of convenience, efficiency, cost savings, time savings, improved quality, enhanced lifestyle, etc.
For example, instead of saying, “This blender has a 1000-watt motor,” say, “Whip up smoothies in seconds with our powerful 1000-watt motor, saving you time and effort in the kitchen.”
Let’s look at another example:
Conquer the trails with our rugged hiking boots. Designed for durability and comfort, these boots feature waterproof construction, grippy outsoles, and cushioned support to keep you going mile after mile. Gear up and embrace the great outdoors today.
3. Address objections head-on
Anticipate and address potential concerns or objections that customers may have about your product. Doing so helps build trust and credibility with your target audience.
A great place to start is in your product descriptions or FAQ section. Here, you should address common objections such as sizing concerns, return policies, or product durability.
For example, if you’re selling high-end skincare products (with a price tag to match), reassure customers that they’re getting value for money by highlighting your satisfaction guarantee or providing testimonials from users with sensitive skin who have had positive experiences.
4. Create a (subtle) sense of urgency
Encourage immediate action by including a sense of urgency in your copy. This can be in the form of limited-time offers or low-stock alerts.
Brooklinen does a great job of adding urgency to its copy, while not being too pushy: “Stock up on select bed, bath, and loungewear styles before they’re gone for good!”
Using “select” to describe the merchandise evokes a feeling of exclusivity, while “gone for good” adds urgency. This all adds up to a user-friendly experience, making it as easy as possible for customers to make a purchase.
5. Use persuasive language
Use persuasive techniques like storytelling, social proof, and emotional triggers to convince customers to buy from you.
A good way to do this is to incorporate sensory language. Check out this tip from our article on How to Convey Emotion in Your Writing.
Using social proof, such as testimonials and customer feedback, is also a great way to convince buyers.
6. Check your readability
Keeping your writing clear and simple can make a big difference in your e-commerce copywriting. Avoid jargon and unnecessary words, and make sure your copy is easy to understand at a glance.
You can do this by checking your copy against the Flesch score rating system, aiming for a grade 6-9 reading level.
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As an example, Happy Socks does a great job of keeping its copy simple yet playful: “Don’t worry, your feet will soon be snug, comfy, and colorful.”
7. Include clear calls to action (CTAs)
Prompt users to take the desired action with CTAs that clearly communicate what they should do next.
Take a look at this CTA from HelloFresh.
Super specific CTAs like “Add to Cart and Get Free Shipping” or “Subscribe for Exclusive Deals” increase the effectiveness of your CTAs by addressing the buyer's needs and desires directly.
8. Proofread and edit
Spelling mistakes can make your copy feel unprofessional.
Use tools like Wordtune to help you achieve clear, crisp copy.
Summary
While effective e-commerce copywriting might seem tough, this guide covers the essentials: understanding your audience, focusing on benefits, addressing concerns, creating urgency, using persuasive language, making text easy to read, including clear calls to action, and checking for errors.
Implement these practical examples and tips, and you’ll be on your way to crafting compelling copy that convinces people to buy your products.
FAQs
How do you write copy for e-commerce?
Writing copy for e-commerce includes detailed product descriptions, landing pages, homepages, calls to action (CTAs), and more. Good e-commerce copy highlights features, promotes offers, and speaks directly to the target audience.
What does an e-commerce copywriter do?
An e-commerce copywriter creates compelling product descriptions, homepages, landing pages, calls to action (CTAs), and email campaigns — alongside social media promotions and offer copy.