Any text or written content you develop for an online store is referred to as eCommerce copywriting. Your writing talents can help bring in more sales in a variety of locations, including headlines, category pages, product descriptions, promotional offers, and landing pages.
The purpose of eCommerce copywriting is to properly describe the benefits of your products while also assisting in the improvement of your online store’s search engine rankings. To be effective, you must be an excellent communicator, persuade with words, promote your brand’s voice, and grasp the psychology of what motivates customers to buy.
5 eCommerce Copywriting Statistics Backed By Machine Learning
While this new research from the 2020 Conversion Benchmark Report does not guarantee higher performance, it does show what forms of eCommerce copywriting tend to perform best statistically.
1. Write at a middle-school reading level.
The simpler your eCommerce copywriting is on landing pages, the better chance you’ll have of converting. Pages with a Flesch reading ease score (FRES) of 60 and above perform best in our machine learning model for eCommerce.
This means your text should be writing at a middle school level. No, you don’t need to read Bridge to Terabithia for copy inspiration; just strive to utilize fewer words per sentence and fewer syllables per word. On the chart above, the text’s level should fall somewhere between “Very Easy” and “Standard.”
2. Test using a click-through CTA.
The data research showed that employing a click-through CTA (such as a button that says “Buy Now”) outperforms getting prospects to fill out a form on the page itself by nearly three times.
It isn’t unexpected — after all, it’s a lot easier to click a button than it is to fill out a form — but it does open up some intriguing options for your inbound marketing plan. Rather than sending ad traffic straight to your online store’s product pages or checkout, try creating bespoke pre-cart landing pages that highlight your products as much as possible (and create a truly great customer experience, first).eCommerce copywriting
3. Build anticipation in your copy.
NRC’s Emotion Lexicon (aka EmoLex) analyzes each page for eight basic emotions: anger, fear, anticipation, trust, surprise, sadness, joy, and disgust.
We noticed that the more words associated with emotions like anticipation and delight are used in eCommerce copywriting, the better the conversion rate. it implies terms like “announcement,” “buzz,” “enjoy,” “enhance,” and “recommend” should be avoided. (This also explains why promotional methods such as customer discounts and free shipping have been shown to increase online sales.)
4. Try to stay under 300 words.
Brevity is said to be the soul of wit, but it could also be the soul of eCommerce copywriting. Our regression analysis indicated that the number of words on your landing page has a consistent effect on eCommerce conversion rates. It appears to approach a breaking point at 300 words, so try to make your pages as brief as possible.
5. Avoid negative language.
Finally, this graph demonstrates that including negativity in your eCommerce copywriting might lower your conversion rate. Most customers appear to want to focus on the benefits of your product rather than the troubles they’re having without it.