Importance of Copy Writing in e-Commerce Business

An e-commerce business is all about leaving a long-lasting impression on your customer’s mind. And Web Copy plays a crucial role when it comes to leaving a lasting impression; be it bold, quirky, or cute. The type of copy forms the base of your brand. It is also equally important when it comes to conveying the product description. The customers are always curious in knowing how a product works. But unfortunately, many e-commerce sites focus on optimizing the design and layout; and forget about the important aspect of it and that is copywriting. This results in poor conversion rates.

How does Copywriting Affect Conversion Rates?

Copywriting is a skill through which one can:

• Inform customers about the products, features, and services
• Evoke actions from the visitors
• Form a customer-client relationship for a better value to the business

There's a famous example in front of us where the changed copywriting for sales page increased conversion rates up to 103%. And the example is of Encyclopedia Britannica.

Hence, we can conclude the fact that there is a direct connection between copywriting and conversion rates. The better the copy; better are the conversion rates, be it a product description or landing page.

Copywriting for Persuasion

Products and services come with their own unique set of features and benefits. The only thing to do is highlight them for making a great description. For example, people might not be interested in buying a normal kind of wool. But if you say that it is ‘no-itch’ wool then it might sell itself. So, the mere usage of ‘no-itch’ goes a long way in persuading visitors for taking actions.

It is also in the best interest to humanize your e-commerce platform through compelling content. This means showing the uniqueness of your brand personality in your copywriting. It will create a positive vibe for your brand and people will feel better when doing business with you.

Copywriting for Trust

Gaining trust among visitors and customers is not an easy task for any e-commerce business. A business needs to develop a trust in making a reliable and secure purchase, as well as making them assured that the product they are buying is going to satisfy them. The only answer for developing a trust is a great copywriting. And one way to achieve this is by providing testimonials. Although they are written by the customers, they form a great piece of information and source to rely on for the potential customers. 

A survey on product description suggests that a majority of the customers are influenced to make a purchase through quality content and descriptions only. Around 79% of customers never make a purchase if they find information incomplete or inconsistent. So, when it comes to an e-commerce, customers always crave for reliability and that is only achieved through quality copywriting.

Copywriting for Search Optimization

Search engines can make an e-commerce business soar higher and higher. But it can also break a business and it all depends upon the quality of content. Here is an illustration:

“Keywordstuffing is bad for SEO. Why is keyword stuffing bad for SEO? Because search engines are too smart to fall for keyword stuffing; keyword stuffing is an SEO trick that doesn’t work. Avoid keyword stuffing for better SEO”. 

A keyword is over-used in the above paragraph. Never over-stuff a site with such keywords as it reduces the readability of the content. It may or may not help a business to rank higher but it definitely forms a bad impression. Such phrases and content are sure shot ways to lose many of your customers. Also, search engines follow some other metrics too to rank your website and that is through backlinks. One can achieve organic links toward a site through a good copywriting.

Another potential threat for an e-commerce business can be duplicated content. Search engines always filter out such content to make sure the search result pages are filled with unique documents. The catch is to write well-formed, unique products descriptions for better results.    

Takeaway:

Apart from design, look and feel, the quality of content and copywriting plays a crucial role in the success of an e-commerce business. One only needs to focus on creating unique pieces of copywriting.