Driving conversions is imperative for ecommerce businesses to succeed online. But what converts a browser into a buyer – compelling copy or high-quality images?
The truth is you need both. In this article, we’ll explore tips for optimizing copy and visuals on your ecommerce site to boost conversions.
Write Copy That Speaks Directly to Your Customer
When writing product descriptions and other copy, imagine you’re explaining to a friend why they’d love this particular item. Use “you” and “your” a lot to make recommendations feel personalized.
Adopt a Conversational Tone
Most people enjoy shopping online, so don’t kill that thrill with using stiff, overly salesy language. Write product descriptions, guides, and other copy in a casual, friendly way. Phrases like “this would be great for your needs” help connect with customers.
Share Relevant Examples
Include use cases, stories, and examples tailored specifically for your products and customers. This builds trust and rapport.
Structure Copy for Quick Scans
Let’s be honest – most people skim and scan on product pages rather than read every word. Make key details stand out with:
- Bold key product features and benefits
- Use bullet points for features/specs
- Write in short paragraphs – no more than 2-4 sentences each
- Leverage descriptive headers like “Top Reasons You’ll Love This”
Break Up Long Descriptions
Big blocks of text are daunting. Divide details into bite-sized sections of 300-500 words for easier skimming.
Write Clearly and Concisely
Use simple language people can grasp quickly. Steer clear of excessive adjectives and keep it brief.
Optimize Images to Showcase Products
Photos make a huge impact on product pages. Make sure yours convince customers to add that item to their cart with elements such as:
High-Quality Product Photos
- Multiple angles to see the entire product
- Model your product in natural lifestyle scenarios
- Apply Zoom functionality to inspect details
- Utilize image editing and filters
Page Speed Optimization
- Compress larger files without sacrificing quality. As mentioned in previous articles, I recommended using WebP to accomplish this.
- Use 72dpi resolution for web
- Leverage CDNs to distribute images globally
Place Images Strategically
- Place a hero image above the fold that grabs attention
- Try to use no more than 5-8 images. Any more can decrease page loading speed.
- Align images with relevant sections of description
Drive Urgency With Limited Time Offers
Another copy strategy I would recommend is through time limitations. Time limited sales compel customers to act now instead of leaving your site. Some examples include:
- Countdown timer on products or promotions
- Flash deals that expire in X hours
- Limited inventory wording like “Only 5 left!”
Scarcity Appeals Through Selling Out
- Mark sold out products clearly
- Note popularity with badges like “Site’s Bestseller”
- Prevent losing sales by providing waitlists
Reduce Cart Abandonment With Optimized Checkout
Losing sales because your purchase process is a pain? Here are some tips:
- Pre-fill info like name, email, address
- Allow guest checkout without requiring account creation
- Offer option to recover abandoned carts via email
Remove Needless Fields
Don’t ask for unnecessary input that frustrates customers. The more you ask, the higher chance they’ll leave. Only include essential info, like:
- Name, email, shipping address
- Billing address if needed
- Payment method
- Minimal marketing opt-ins or account creation
Continuously Test and Improve Conversion Rates
Leverage data to refine your site for higher conversions. Some things for you to look at:
- Page views vs purchases – see poor performers
- Traffic source – double down on what works
- Cart abandonment – identify checkout pain points
- Customer feedback – see what people actually struggle with
With compelling copy, quality visuals, and frictionless purchase process – you can boost ecommerce conversions where others may lose them.
Key Takeaways
- Write friendly product copy with “you” and “your”
- Break up long descriptions into scannable sections
- Optimize images – quality, speed and relevance
- Add urgency with limited-time offers and scarcity
- Reduce cart abandonment by simplifying checkout
- Constantly test and refine using data insights