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E-commerce copywriting?

by adambeazley
2 replies
I have a question for all of you copywriting gurus.

How would you approach copywriting for a e-commerce website, with multiple physical products. Do you think the typical long sales copy that you would find for an internet marketing product would be as effective for a physical product in an e-commerce site?

Just curious about the approach you would take...
#copywriting #ecommerce
  • Profile picture of the author Cherilyn Woodhouse
    To put it simply, my experience says that long copy doesn't work as well with catalog style e-commerce sites. Long form copy works best when the customer has few options to choose from. On a site like yours, I'm assuming you have dozens of products, each with a few options.

    All you can do is optimize your design, optimize your copy (even though you keep it short), and shorten your shopping cart process as much as possible.

    Then again, you could just follow the golden rule and test, test, test!

    - Cherilyn
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    Take your product from idea to profit in less than 90 days! Work with me to develop and implement a step-by-step plan for success!
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  • Profile picture of the author Loren Woirhaye
    You'll want to establish an over-arching theme that ties
    the product offerings together. If you are working for
    a client who is throwing products into the store willy-nilly
    this could be something of a challenge.

    With stores either people see the sort of thing they came
    looking for or they don't. SEO is over-rated in most cases
    but it is a factor with some niches you'll want to pay
    attention to.

    Make the order process friendly. Give every detail about the
    product. Size, weight, color - and so forth in the description.

    It's an art. Read Herschell Gordon Lewis's stuff - he's one
    of the top catalog writers and I don't think e-commerce is
    really that different.
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