5 Ecommerce Copywriting Mistakes That May Affect Your Sale
Five e-Commerce Copywriting Mistakes to Avoid
In the rush to create search engine optimized pages, it’s easy to forget that eCommerce copywriting, at its heart, is meant to sell. High web traffic means nothing if you have a low conversion rate. The best way to create e-commerce content is by leveraging the skills of e-commerce copywriting services. The experienced team at CrewMachine has pulled together five mistakes common to beginner e-commerce copywriting efforts.
1) Too Much Emphasis on Product Features
While it’s important to include product specifications in any product description, the key to driving conversions is a strong emphasis each feature’s benefits. In other words, a list of features is much less effective than a clear explanation of how the buyer will benefit from those features. Consider the difference between, “this baby stroller has 360-degree swivel wheels” and “this stroller’s 360-degree swivel wheels offer great traction and steering control, ensuring a safe and smooth ride for your baby.” The second version encourages the reader to imagine the benefits of the feature.
2) Meaningless Phrases
Always be sure that your words add value to your e-commerce copywriting. What does, “world class” or “industry leader” really mean? It’s possible that these descriptors are apt, but more often than not they’re used as filler text and don’t give the buyer any useful additional information. If your product really is world class, back up that assertion with a statistic such as, “ranked third in its field by the industry association.”
3) Adjective Overdose
Be judicious with the use of adjectives. “This relaxed, romantic bedding set has a unique look, contemporary yet classic, that adds a touch of royal luxury to any room.” That sentence gets long and awkward to read, and there are so many images (some of them conflicting) that the reader gets confused. Relaxed and royal? Probably not. When you’re trying to paint an image for the reader, a clear vision is important.
4) Tone Deafness
Knowing your ideal customers gives you an edge when it comes to addressing them. Are they looking for a straightforward factual tone or will they appreciate aspirational language that conveys a particular mood? Neither of these is wrong unless it’s matched with the wrong customer. Don’t be afraid to play with your language as long as you let your ideal customer and your brand message guide your tone.
5) Fixating on Price
While the price must be listed, it doesn’t have to be the focus of your product description. Practically speaking, prices can change and you don’t want to update your product descriptions more than necessary. In terms of persuading a buyer, though, the focus should always be on the product’s features and benefits. Those convey the real value of the purchase and too much discussion about pricing gives the impression of a hard-sell approach, which tends not to work in an e-commerce setting.