Proven eCommerce copywriting techniques to maximize sales

eCommerce is a multi-trillion dollar sector with prospects of getting bigger.

When the global coronavirus pandemic hit in 2019, online shopping didn’t just expand—it exploded.

Years later, it became clear that this isn’t just a passing trend; it’s the future.

However, despite its convenience, selling online isn’t all sunshine and happy sales.

Unlike physical stores, customers may be unable to touch or try your products in person.

As such, they rely on two things: visuals and, most importantly, your words.

If what they see and read doesn’t grab them on the spot, they’ll turn to another brand.

This is why mastering eCommerce copywriting is an essential skill for anyone serious about winning in the digital marketplace.

Now, this goes beyond outlining your product’s features and hoping for the best.

Rather, you want to craft a persuasive text that makes your customers feel good, solves their problems, and drives them into action. 

So, the million-dollar question is, how do you write an irresistible eCommerce copy that speaks directly to your audience and produces results?

This expert-led guide discusses techniques, examples, and tips to help you transform that sweet product description into one that sells. 

What is eCommerce copywriting?

eCommerce copywriting is the art of captivating and converting casual shoppers into buyers with words.

The idea is simple: you want to craft a persuasive, engaging text that sells products, tells a brand story, and ultimately ranks well on Google.

Think of an effective copy as the voice of your online store, whispering a few words that guide customers toward making a purchase. This skill is significant in reducing cart abandonment and boosting user retention.

However, our fast-paced world leaves little room for users to delve into details. So, there’s a great need to capture attention right from the first word. 

As you do so, you want to offer more than just catchy texts in your copy.

Endeavor to highlight your products’ perks while connecting emotionally with the audience.

This will go a long way in ensuring they see value in your offerings and will ultimately be spurred to make a purchase. 

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10 effective copywriting techniques for eCommerce business

As a digital business owner, your success depends on grabbing your audience’s attention and driving them into action.

Notably, copywriting is the bridge that turns interest into sales. As we’ve noted, it goes beyond just putting words on your website. 

Rather, you want to craft messages that will speak to your customers directly and influence their buying decisions.

So, how do you achieve that successfully?

Here are ten effective copywriting techniques you should try implementing in your company. 

1. Know your audience

Your copy is only effective when you understand your audience.

Therefore, before you start brainstorming that perfect catchphrase, ask yourself: who exactly are my customers? What problems do they need to solve? What motivates them to purchase?

Finding the answers to these questions (and more) can help you tailor your messages to their desires and needs.

So, create buyer personas that represent different segments of your audience.

They should include personal details like age, interests, shopping habits, and pain points.

Let’s assume you sell vegan skincare products. You should emphasize the “cruelty-free” aspects that align with your buyers’ values regardless of their demographic.

2. Tell a compelling story

Storytelling isn’t just for kids during their bedtime; it’s a powerful tactic in eCommerce copywriting.

Users connect with stories because they evoke emotion, and this feeling drives them to purchase products.

Consequently, as you write product descriptions or landing pages, weave a narrative that places your customer as the hero who solves a problem by using your product.

Here’s what we mean: 

A client struggles to find the right solution to a peculiar need (the conflict).

When other options fall short (rising action), that’s where your product steps in (the climax), providing the perfect fix.

As such, the user hasn’t just solved a problem with your offering; they’ve also found a way to thrive (the resolution).

That’s precisely the idea an effective copy plus storytelling brings to your audience: spurring them to make a purchase.

3. Keep it simple

A wordy, complex ad doesn’t sell; it confuses.

To keep potential buyers engaged, use simple language that’s easy to understand.

Certainly, you don’t want your customers needing a dictionary to determine why they should buy from you.

Before displaying that copy, read it aloud to see if it flows naturally.

If it sounds like a lump in your throat, your customers will probably feel the same. Keep sentences short and punchy, and focus on clarity.

In addition, filler words dilute your message. Terms like “world-class” or “market-leading” sound vague. Instead, be specific and factual.

For example, rather than saying, “Our chairs are world-class,” go with, “Our office chairs offer lumbar support and are used by over 150,000 offices nationwide.”

Specific details build credibility.

Since many online shoppers skim, make your copy scannable.

Break it into bullet points, and use formatting to highlight key details—like free shipping or discounts. The most effective descriptions are short and to the point.

So, cut the fluff, focus on clarity, and ensure every word guides your customer toward hitting “Buy Now.”

4. Highlight benefits, not just features

Shoppers often care less about a product’s technical features and more about how it will improve their lives.

That’s why it’s crucial to prioritize benefits over features in your copy.

Instead of getting bogged down in the specifics, focus on how your product can make a real difference for your customers.

For instance, if you're selling a high-tech blender, skip the wattage specs—no one gets sold on numbers alone! Instead, explain how quicker, healthier smoothies can simplify their morning routine. Now, that’s a benefit they can relate to. 

Similarly, if your clothes are made from 100% organic cotton, don’t just mention the material. Emphasize its perk: “Crafted from 100% cotton to provide a soft, breathable fabric perfect for all-day comfort.”

The bottom line? Always answer the question, “What’s in it for my customers?”

Focus on how your product enhances their life, and you’ll have them hooked in no time.

5. Use action-oriented language

You want to make sales, right?

Therefore, your copy must spur your customers to make a purchase without thinking twice.

Hence, employ verbs in your sentences and use persuasive language that encourages your visitors to make a move. 

For example, rather than saying, “Our shoes are available in different colors,” you can use “Choose your favorite color and step out in style.”

Sounds actionable, right?

Furthermore, you can take it up a notch by sprinkling action words like “Discover,” “Explore,” or “Join” in your copies to focus users’ attention on one goal: making a purchase.

It’s also vital to utilize personalized calls to action (CTAs). So, instead of going with the generic “Buy now,” you can try “Get yours today!” This phrase is more relatable and personal to your clients and can increase your conversion rate.

6. Mirror your customers’ language

Another simple technique is to use the same language as your customers.

How can you make that happen?

It transcends focusing on your customers’ native tongue and implies replicating the tone, words, and phrases they use online.

This instantly builds trust, as they will feel your brand truly understands them.

Wondering how to get in sync with their lingo?

Take a cue from recent customer reviews or interviews regarding your products.

If, for instance, your buyers often describe your offerings as “revolutionary” or “game changer,” don’t hesitate to use those exact words in your copy.

‍7. Incorporate social proof

Social proof, such as online reviews and testimonials, can be a powerful addition to your arsenal.

According to reports from Spiegel Research Center, customers are about 270% more likely to purchase a product with five reviews than one with none.

This proves that users trust other consumers’ opinions more than a brand’s self-promotion.

So, as you create that compelling copy, feature real customer feedback, star ratings, or user-generated content (UGC) on product pages.

Then, use phrases like “Join 20,000+ happy customers” or “See why others love our products” to build credibility. This makes it easier for visitors to trust your brand.

8. Use numbers and data for credibility

Nothing builds credibility like numbers. It offers undeniable proof that your offering delivers results. So, back up your copy with concrete facts and figures to make it sound convincing. 

For example, instead of saying your hi-tech blender (earlier example) is “popular,” back it up with real stats such as, “Over 50,000 customers agree our product makes their lives easier.”

Surely the number catches the eye and gives your claims more weight. 

And here’s a pro tip: write your numbers as digits (say 50,000 instead of fifty thousand); they are easier to spot and grab skimmers’ attention easily. 

9. Create urgency with FOMO (Fear of Missing Out)

When you hear the words “Hurry while stocks last” or “limited stock available,” especially during discount sales, you’re moved to hit the “Buy Now” button.

You want to give your customers the same feeling during the checkout process.

As such, you should implement time-sensitive offers, flash sales, or countdown timers to encourage prospects on the fence to make a quick purchase decision.

However, be careful not to overuse this tactic, as it may soon lose effectiveness. Hence, be strategic about it.

11. Understand your brand’s tone of voice

A key aspect of writing eCommerce copy is to align it with your brand’s unique voice. This should reflect the personality and values your business showcases to your target audience.

Think of it as a persona you embody that your clients can relate to.

If you’re a luxury brand, your copy should exude exclusivity and elegance.

Every word should convey how premium your products are and make potential users feel they’re investing in something truly special.

So, before tapping your keyboard or writing on that vision board, ask: What tone matches my brand? Is it speaking the language of the audience I want to reach?

As you figure out your brand voice, ensure consistency across all touchpoints, including your website, emails, or social media.

11. Prioritize SEO

Besides crafting engaging content for your online visitors, you want to optimize for search engines.

‍eCommerce SEO (Search Engine Optimization) helps improve your website’s visibility and drive organic traffic.

By conducting keyword research, you’ll find which terms potential customers use to find similar offerings.

Then, incorporate them naturally into your copy and improve your chances of ranking higher in search engine results. However, be careful not to overstuff your copy with keywords.

Focus on creating high-quality, user-friendly content, and let SEO work in the background to support your efforts.

12. Keep it fresh

Your eCommerce copywriting isn’t a one-time deal; it’s an ongoing process.

So, you’ve got to update and refresh it regularly to stay relevant and engaging.

This tip is important as the digital markets and customer preferences evolve. The words that worked a few years ago may no longer appeal to today’s audience.

Use customer reviews, feedback, and surveys to identify any new selling point that might have emerged. This ensures your words stay up to date and continue to speak directly to your target audience’s needs and desires.

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8 successful eCommerce copywriting examples 

When it comes to eCommerce, copywriting is the unsung hero of conversion.

It’s not just about describing the product—it’s about selling an experience, forging a connection, and making shoppers feel they need to hit that “Buy Now” button. 

Thus, let’s dive into eight examples of top brands that created lasting impressions on their consumers via excellent copies.

You can take a cue from these case studies and apply their approach to your business.

1. Rolls-Royce: the quiet powerhouse

In 1958, Rolls-Royce released one of the most memorable print ads in automotive history. The copy’s brilliance lies in its simplicity:

“At 60 miles an hour, the loudest noise in this Rolls-Royce comes from the electric clock.” 

This ad conveyed luxury and precision by focusing on one specific feature, letting readers imagine the serene experience of riding in this automobile. 

This subtle approach sets the company apart from competitors. It wasn’t about speed or its powerful features but about the quiet elegance of its design. This brand positioned itself as more than just a car, but the pinnacle of engineering and class.

2. Nike: believe in something

Nike’s “Just Do It” is iconic in its own right.

However, the 2018 ad featuring Colin Kaepernick took the brand’s storytelling to new heights.

The ad’s powerful copy tackled a divisive issue head-on, reflecting the company’s boldness in standing by its values.

“Believe in something. Even if it means sacrificing everything!” 

While the campaign was polarizing, it struck the right chord with Nike’s core audience. The brand took a stand, aligning itself with the belief in something greater than profit: social justice.

The result? After the ad’s release, Nike gained over $6 billion in market value.

3. KFC: the perfect apology

When KFC ran out of chicken in the UK in 2018, it was an inevitable PR disaster.

However, the company turned it into an opportunity with a brilliantly crafted apology ad campaign. 

“FCK!” 

The copy simply rearranged the brand’s letters paired with a bucket of chicken to admit its mistake. This self-deprecating approach endeared the brand to its audience.

The witty, edgy copy hit the right note, salvaging the brand’s reputation and generating positive publicity. 

4. Heinz: pass the Heinz

Sometimes, less is more. Heinz’s minimalist 2017 campaign, originally pitched by Don Draper on Mad Men, cleverly displayed ketchup-less fries, burgers, and steaks. 

“Pass the Heinz!”

This reverse product placement was a bold choice.

The ad showed no actual product, just the implication of what was missing. The campaign tapped into people’s emotional connection with Heinz as an essential condiment.

The result? The company achieved 2.6 billion media impressions and $50+ million in earned media. 

5. Norwegian Airlines: Brad is single

When Brangelina, the celebrity couple, split in 2016, Norwegian Airlines quickly capitalized on the moment. It advertised low fares to Los Angeles with the cheeky copy: 

“Brad is single!” 

This ad was a perfect example of timely, relevant copywriting that didn’t need much context to resonate. It brilliantly tapped into major pop culture events of its time and used humor to attract attention without over-explaining.

The company demonstrated that being quick on your feet in advertising can pay off significantly.

6. Oatly: self-referential humor

Oatly, the Swedish oat milk company, made waves when it entered the US market with a series of self-aware, witty ads. Its outdoor campaign featured lines like: 

“Look! A poster trying to get the attention of someone who might be interested in a barista edition oat milk.” 

Oatly’s tone was playful, irreverent, and refreshingly honest. By openly admitting its intentions, it broke the wall between the advertiser and the audience.

The result? The campaign generated buzz, cutting through the clutter of conventional ads and winning over a new generation of consumers. 

7. Lexus: targeting drivers of its competition

Lexus is a brand known for its sophistication, and its copywriting is no exception.

In 2015, the luxury automaker’s crafted text aimed directly at drivers of its competitors, such as Audi, Mercedes, and Range Rover, via cameras and image recognition technology. 

As a driver passes by a specialized billboard, it displays a targeted message such as: 

“Hey, white Evoque, it’s never too late to cross over!” 

This hyper-targeted, clever messaging not only caught the attention of drivers but also created a sense of exclusivity. It gave the brand a cutting-edge reputation while also maintaining its luxury appeal.

This ad campaign further showed how innovative copy, paired with modern technology, can capture attention and spark interest in a competitive market.

8. Avis: we try harder

Avis, the car rental company, faced a challenge in the early 60s: it wasn’t the market leader.

But instead of shying away from this fact, this automobile enterprise turned it into a strength. 

“We try harder!”

This 1962 campaign, with the simple slogan, became a masterclass in positioning.

The company acknowledged that it wasn’t the number one company, but its commitment to excellent service and customer satisfaction made it stand out. 

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4 benefits of eCommerce copywriting

A great and effective eCommerce copy is crucial for the success of your business, especially in a landscape filled with generic content. It shapes your brand’s identity and builds lasting customer relationships.

Let’s quickly take a look at four major advantages it offers.

1. It helps differentiate your brand

As billions of dollars flow into the eCommerce sector, you can expect the competition to be fierce.

So, your ability to stand out often depends on how well you communicate your value proposition.

If your copy clearly explains why your offering is better than the competition’s, potential clients may notice it.

Therefore, an effective one helps cut through the noise, showcasing how your product stands apart in the crowded digital marketplace.

2. A great copy builds stronger customer relationships

Building lasting relationships is another perk an effective copy brings. It turns one-time transactions into ongoing partnerships by giving your brand a voice that feels relatable and genuine.

It further humanizes your brand and establishes a recognizable voice with which your clients can connect. 

While purchasing decisions are often logical and data-driven, tapping into your customers' emotions can boost more sales.

A great copy shows that you understand your clients’ needs, desires, and pain points.

Therefore, they are more likely to trust you.

This leads to repeat purchases and ultimately deepens their connection with your brand. 

3. It boosts sales and conversions

Indeed, this is your primary goal, and copywriting is an effective eCommerce tool for achieving that.

If done right, it can shorten the time users spend exploring options and guide them through payments. 

In addition, a well-crafted copy allows customers to quickly find the information they need, helping them make confident decisions without confusion.

Essentially, it reduces friction in the buying process and ensures a smooth shopping experience.

4. It defines your brand identity

A strong brand identity is crucial in the online space; it reflects your company’s values, expertise, and vision.

Copywriting is essential in shaping this identity by explaining who you are, what you stand for, and why you matter.

For instance, many businesses sell specialized products with not-so-clear specifications that the average customer may need help to grasp.

In such situations, a clear and compelling copy helps present your business as a reliable ally that understands its client’s needs and offers appropriate solutions.

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How to write a copy for eCommerce?

Writing an eCommerce copy involves defining and researching your audience, identifying patterns, and defining messaging and layout. Here’s a breakdown of how to do so effectively.

1. Define your audience and segments

Understanding your audience is your first step in writing a copy for eCommerce.

You must target the right person and at the right time. Break down your customers into segments like:

• Cart abandoners: Identify users who don’t complete their purchases due to certain barriers.
• New users: Discover what made them choose you and any frustration they experienced during checkout.
• Repeat customers: Analyze purchasing habits and which products complement each other.
• Inactive shoppers: Evaluate their lifetime value and reasons for disengagement.

Being specific about your segments helps you tailor your copy more effectively.

2. Research your audience

Once you’ve identified your segments, it’s time for in-depth research.

Engaging with your audience will reveal what resonates and help you curate an excellent copy.

Here are some methods you can try.

• Conduct interview: Talk to your sales and support teams for insights into customer pain points. You can also reach out to select customers for direct feedback, possibly offering a small incentive.
• Surveys: Utilize on-site and customer surveys to gauge how your audience responds to different copywriting styles.
• Review analysis: Analyze testimonials from third-party sites to note your customers’ likes and dislikes.

3. Identify patterns

As you research, it’s time to look for recurring themes.

So, pay attention to:

• Key phrases and words that stand out
• Common pain points
• Your audience’s language

This will help you craft messages that resonate with your customers’ experiences.

4. Define your messaging and layout

Now, transform your research and patterns into actionable words.

Create a messaging hierarchy that prioritizes key points based on frequency in your research.

Then, outline how each message will appear on your page.

This structure ensures clarity and focus, making navigating and engaging with your content easier for visitors.

By following these steps, you’ll create a copy that informs and compels readers to take action, thereby turning casual browsers into actual buyers.

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Perfect your copy and boost sales with Stenn

What an insightful guide! As we’ve explored, eCommerce copywriting is an elegant skill that blends creativity with strategy.

While it may seem like a bunch of catchy headlines, it requires you to connect with customers on a deeper level.

Great copy reflects your audience’s desires, addresses their concerns, and spurs them to hit that “Buy Now” button.

Mastering this skill requires digging into customer insights. Survey your audience, chat with loyal buyers, and check third-party sites to see what they say about your brand. It can be an exhausting process.

However, once you get it right, you’ll build a strong customer relationship and experience massive sales.

With the holiday season just around the corner, it’s time to up your copy game and fill your shelves.

Thanks to our revenue-based financing (RBF), we’re here to provide the funding you need for the busiest shopping period.

This option is a game-changer if you need to run a winning inventory management strategy or last-minute marketing boost. 

Interestingly, we adjust your repayments based on sales.

So, you don’t have to stress if you’re facing slow months, possibly after the holidays.

Ultimately, you can focus on capturing more buyers with your killer copy while we handle your funding.

‍Partner with us today, and let’s boost your business sales.