eCommerce Copywriting (Advanced Guide + Step-By-Step Case Study)
What is the first thing that enters your mind when you hear about ecommerce copywriting? I am guessing that you’re thinking about onpage optimization and product descriptions. But ecommerce copywriting is so much more than that.
Copywriting is done for one goal — to sell. So any activity in your value chain that is geared towards selling and has written content can benefit from copywriting.
In fact, it can help you sell better. You’ll know this when your new copy manage to get you more sales and conversions. With it, you can have some expectations on your income with each traffic you direct to your online store.
Today, you’ll learn about 4 copywriting strategies that can help you sell more products in your online store.
Copywriting Strategy #1: Audience Reflection
Creating an effective copy starts with knowing what to write. The best source of information is your audience — or more commonly known as your customers.
There are many ways to get to know your audience. You can do this in three ways.
Creating a Persona
The first step to audience reflection is creating a buyer persona. A persona is simply an imagined person that represents your ideal buyer. This should contain specific details such as the person’s age, sex, location, hobbies, interests, likes and dislikes and others. On top of all of these, you should also know the specific problems that your product or online store is solving. This should be reflected as a problem of your buyer persona.
Tracking Customer Behavior
Once you have a persona in mind, it is time to investigate. You can do this by tracking customer behavior. In your online store, you can do this by looking at how your customers are acting. Are they leaving their carts? Are they buying over and over again? Does the likelihood of them buying increase when you introduce a promo code? You should take note of all of these behaviors for these can help you in the next strategies.
Conducting Qualitative Research
If mere observation is not enough, you can resort to using some qualitative research methods. This includes interviews, focus group discussions and case studies. With these methods, you get to talk to your customers in a face-to-face manner so that you can address and understand their needs.
Audience reflection is necessary for you to understand who you are talking to. The information that you have gathered here can then fuel the next strategies.
Copywriting Strategy #2: Benefit Harvest
Now that you have a clear idea on who your audience is, it is time to think of the benefits that can match their needs. In this section, I’ll show you how to do that.
Use Qualitative Data
In the previous strategy, I told you that you can conduct interviews, focus groups and case studies on your target market. Once you manage to collect data, it is time to use what you have discovered to create a set of benefits. These will be based on the needs of your target market. So if they need a fast way to order online, you give them a shorter delivery time. If safety is an issue for them, you can have some delivery insurance. This is where you brainstorm on how you can meet the needs of your target audience.
Note: This article was originally published on the OSI Affiliate Blog. To see the whole article you can go here http://www.osiaffiliate.com/blog/ecommerce-copywriting-advanced-guide-step-step-case-study.