The success of your ecommerce business depends on so many factors. The task of designing an interactive e-store comes with thousands of other tasks like web development, product photography, editing, cataloging, backend management, creating a product sales copy, backend management, taxes, product packaging, shipping and handling, inventory management, etc.
The sales copy of the product is usually not given much importance. But, believe us, for ecommerce, the look of the product brings sales, but a product copy is the only one that brings potential buyers to your store.
Here, we are sharing the most common copywriting mistakes that our experts came across.
Plagiarised Product Copy
Mostly, when it comes to creating product descriptions, sellers search for the product, copy some of the information from the web and add it to the product descriptions. It is the most common copywriting mistakes, especially the case with the resellers in the market. The copied content of the products not only assure the viewer that the content is duplicate but also de-ranks your website in the SERPs. The plagiarised content brings a lot of negative impact on your web-store, in terms of SEO.
If you’ve also tried this tactic to fasten your work of updating and managing your catalog, you can always undo or edit it. Research your product, think about the benefiting factors and update your sales copy. If you are unable to understand the information that must be added, ask your friends if your product copy gives all the necessary information or not.
Over Wordy Product Copy
When you are creating the product copy, it is often advised to give all of the details about the product. It can surely make your product copy look over wordy. A descriptive product copy is undoubtedly beneficial from the perspective of SEO. So, there are sellers that explore everything about the product and create long product sales copies. But, bear in mind that no one loves to read so many details about any product.
Well, your customers are at your store to buy the product and not to read a blog. One of the vital issues is, your customers want all the details, but still don’t want to read lengthy descriptions.
To make your product sales copies interactive, list the information that you must include in your product listings. Select the product details that can be displayed with the help of graphics or product images. In the product description section, add the features that are extremely necessary for your customers.
If you already have a detailed product copy, read it as a buyer and eliminate all those points that you find not much necessary to mention.
Duplication of your Copy
Another common practice we observed with the ecommerce websites is, they copy the content of the similar products of their store. It happens when a seller is selling numerous products in the same category.
In the case of ecommerce sites, every web page is treated individually. So, the content copied across the same website will also be considered plagiarised. It can de-rank your site. A similar product copy can work well for the product variations of the single SKU, but not for numerous other products in the same category. We advise you to create multiple variations for the product copy based on the material of the product. In case you don’t find it interesting; you can connect with the copywriters to do so.
Features Over Benefits
When creating the descriptive yet educational product sales copies, sellers add all of the product features. This distract the attention of the customers, and they follow other sites. When seeking for the products, the customer has a problem, and your product can be a solution.
To be the solution of customer’s concern, you need to focus on the benefit of the features that your product exhibits. If you are selling a mobile phone with a battery of 4100 mAh, mention the number of hours that it can last for. If you are selling a sweater, tell about the shelf life of the yarn.
By highlighting the selling points of your product in the sales copy, you can alter your buyer’s decisions.
Too Many Adjectives
You want to impress your customers by focusing on all the good points of your product, we get that. But, don’t add unnecessary adjectives to your product descriptions. Customers never search with the search term “Adorable Lehangas” rather, you can add “Floral Lehangas for Marriages”. Such phrases in the title or product descriptions make your product listings more approachable. Adjectives often add a vague feel to your listings. It merely shows that you aren’t well aware of your target audience or just trying to add a different tinch to your listings.
Overdoing SEO
“The product sales copy is all about the right keywords.” Some of the businesses take this line too seriously and stuff all the connecting keywords to their product copies. It is the common misconception among the companies with little know-how of digital marketing. They consider that more will be the keywords, higher will be chances of acquiring a better rank in SERPs.
But, remember that you are writing the product descriptions for your customers and not for the search engines. The effectively created product copy is capable of bringing visitors to your store. So, please don’t overdo SEO on your sales copies.
Based on the points mentioned above, check the copywriting mistakes that you have made while updating your products. Fix them and check how compelling your ecommerce copy looks.
