Online brands struggle most when they can’t communicate value. If you’ve been trying to figure out how to increase conversions on your e-commerce site, you might be in the same situation. The browser that doesn’t feel like a product is “worth it” will never become a buyer.
And when it comes to eCommerce, the formula is pretty simple: no buyers = no business.
So how do you create desire for someone shopping online? How do you bridge the gap for the personal that can’t walk into a physical store to see the product for themselves? Copywriting.
Unlike traditional retail, online stores are open 24/7! That means your store should always be poised to convince and convert.
As ecommerce grows into the preferred shopping method for consumers around the world (thanks Amazon and Alibaba!), it’s more important than ever that you optimize your online store to actually turn that traffic into customers.
But if you’re struggling with sales, you might be making some common mistakes that keep online retailers just like you from maximizing profits.
You’re drafting copy for your online store, scribbling feverishly, typing away but you’re still unhappy.
Something’s just not right. And it’s showing in your sales. So you start over, and then over again.
You have a great product so it should be easy.
But how do you describe it?
How do you position your e-commerce site to draw complete strangers in and persuade them to make a purchase? And how do you do all of this while balancing the right keywords so things still read like an actual story and not SEO soup?
The name of the game is attention.
Shoppers are flooded with new information on almost a minute by minute basis. When they’re online, having a vast number of options makes the decision process more difficult.
So that’s why you’re here, to bring them relief from Internet overload.
You want your e-commerce site to be like one of those much needed sign posts on a long road trip: “Hungry? Juicy burgers, 2 exits away.”
Let’s start with a story (read on, you’ll thank me later).
Imagine that you’re at the mall.
You’ve just been hit by hunger– that insatiable, ‘must-eat-now’, God please don’t let me pass out in public kind of hunger. So you’re reluctantly heading to the food court, thinking about how you’ve done so well this week with your meal planning so of course you deserve a cheat day.
But then you look up at the signs and see a ton of options. Something needs to happen NOW! How do you choose?
Let’s pause right here and think about your customer. At some point in their journey they might come across one of your competitors and think “maybe I should get this instead”.