This is tip #2 in my 15 Days to More Profitable Ecommerce series. Tip #1 was to get rid of the registration page as part of checkout. I’m publishing a new tip every Tuesday for 15 weeks.
Ecommerce Tip #2 – Punch Up Your Copy
Copy sells. Beautiful pictures, excellent navigation and the smoothest checkout in the world are great, but you still need words to close the sale.
Sadly, the humble words often go neglected in favor of flashier website elements. Take a fresh look at your ecommerce copy and use these tips to punch it up.
- Now 100% Jargon Free! – Cut the jargon. Unless you’re selling to a technical audience, you could be confusing people and losing sales. Take the reading level down a notch and use simpler words.
- Highlight Benefits and Features – This is a direct marketing classic. Sell the benefit–why prospects should need and want this product from you. Features have a place too, but don’t skimp on the benefits.
- Make it Professional - Typos and bad grammar whittle away your credibility. They cause your audience to stumble. Give your site a once over to catch this speed bumps.
- Ask For The Sale – A “Buy Now” or “Add to Cart” button isn’t the only way to ask for the sale. If you’re page goes below the fold, you may want to include other links to purchase.
Tune in next week for another ecommerce tip!
{ 2 comments… read them below or add one }
Looks interesting. I noticed that you said that “Buy it Now” and “Add to Cart” buttons are not the only ways to ask for a sale. What other ways do you recommend? Thanks!
Hi Nate,
I suppose it depends on what you’re selling. You could say “subscribe now”, “start your free trial”, “get free advice”, etc.
The point I was (probably crudely) trying to make was that you have to ask the user to do what you want. If your page is long, make sure your call-to-action is not only at the top of the page.
-Alex