Ecommerce Copywriting
I have been focusing a lot on ecommerce copywriting this week. I have donw a lot of research on successful online businesses and the product descriptions are just one of a few important eliments on creating a successful ecommerce website.
Here’s an example of both good and bad product descriptions. Each of them is a combination of informational and marketing copy. Imagine that you’re a small business writing this product description for both new and repeat customers, and you want to maintain a polite, welcoming tone:
BAD: This newest model of the Sock-Saver 2007 is better than ever before! If you liked the Sock-Saver, you’ll love the Sock-Saver 2007. For the last year, we’ve been examining your feedback and implementing it into this great product. Now we’ve brought these changes to you in the form of the Sock-Saver 2007! Save more Socks!
Not only is this description fluffy and poorly organized, but it offers no real information to the potential consumer. What are the upgrades? Why would owners of the Sock-Saver want to upgrade to the 2007 model? Also, there’s no clear tone or audience established, which makes the description seem cluttered and ill-placed.
GOOD: We’ve examined vendor and customer feedback for our most popular product during the past year and discovered that buyers wanted more room in the main compartment, larger drainage holes, and a choice of colors to match a home or business. We’re now proud to present the Sock-Saver 2007. The newest Sock-Saver offers all of the missing sock protection of the original, enhanced with the customer-driven features outlined above. Just stuff the Sock-Saver full of socks, toss it into the washer and dryer, and never suffer from one-sock syndrome again!
If you’re a current owner of our original product, send in a photo of you loving your Sock-Saver for a 15% discount on the Sock-Saver 2007.
Notice how the tone of the example above maintains the company’s commitment to its repeat customers, as well as providing plenty of information for new customers. It carefully outlines the improvements that they’ve made to the product, explains how to use it, and offers a number of incentives for all customers to take action and buy the product. The benefits are clearly outlined in a way that is exciting for the customer, and maintains the tone that the writer has selected for the site.