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Conversion - Understanding Leads to Wanting

Lesson 4 from: E-Commerce Copywriting: The Key to Conversion

Carrie French

Conversion - Understanding Leads to Wanting

Lesson 4 from: E-Commerce Copywriting: The Key to Conversion

Carrie French

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Lesson Info

4. Conversion - Understanding Leads to Wanting

Lesson Info

Conversion - Understanding Leads to Wanting

now that we have covered volume and credibility. It's time to move on to the end goal. In my opinion, conversion holds the most real world real dollar value for e commerce brands in a nutshell? The end goal of sales copy is to explain what the brand or product is, how it works, why it's special and why the customer needs it. This vital information leads to understanding which then shifts to wanting engaging content. Also keeps customers onto the page longer and creates a stronger link with the product through a more memorable comprehensive shopping experience. If you provide more details, it's easier for shoppers to consider the product and compare it to others if they're shopping around between similar options, ideally, site content and descriptions will put the buyer at ease and build trust simply by answering questions even before the customer has to ask at this point, let's shift over to the document with supplementary writing exercises. We'll practice this together. Look at produc...

t photos with minimal written content or ask a friend for an unbiased opinion what question needs to be answered in order to feel completely familiar and comfortable with the product. What relevant questions are the biggest initial hurdles in this case. I'm planning to write for a massage gun. These two images here show what's included and a general description of how it's used. But that's it. I wrote a huge list of all of the questions I could come up with that. I think a buyer might want to know. Some are really obvious like are there different speed and intensity settings? Does it have a massage pattern? Do the attachment heads serve a special purpose? Others are more comparative, like how does the quality compare to a professional massage and how does the price compare? Many are based on utility. Like is it rechargeable? And if so, how long does it charge? And how long does the charge last? How heavy is it? Is the device quiet? You can scroll through the rest of the list and honestly there are likely some more questions that I didn't even get to. Obviously your description will not answer all of these questions and many of them are incredibly specific but it's good to get exercise to get inside the mind of your buyer. You have to really think circles around the product in order to better understand everything that could and should be explained now it's your turn. You can pause the lesson here and I would like you to list all of the questions that you can think of for this heated massage pillow when you're done, click play and we will continue on to discuss what information needs to make it into the actual content for the optimal conversion rates. Welcome back, I hope that you enjoyed the exercise and got to practice your skills. We have one last concept to cover in this chapter, compelling sales copy will convert buyers who are on the fence For that reason, I tried to write my content with two distinct audiences in mind. Number one shoppers who are looking for an answer to a question that is holding them back from purchasing, they might be stuck in their heads saying, wow, that dress is stunning. But will the fabric hold up? I wonder what it's made out of. Number two shoppers who need a secondary reason to validate the sale. They might be trying to convince themselves wondering something like hmm, that kitchen gadget looks super useful. I would probably use it a lot right. I wonder if it does more than just chop. Now that we're clear on the three main values of sales, copy those of course being volume, credibility and conversion. The next step is to take a deeper dive into the two main types of content. In the next chapter we will discuss website page content selling the brand itself and product description content that is selling a specific product. Both need to be fulfilled in order to boost credibility. No matter how many products you have, whether that's one listing or large curated collections, consistent descriptions are essential. The same is true for the quality of website content. You can get by with a single scroll style landing page or build a comprehensive site with nested menus, but the copy has to be balanced in order to create a deep, compelling, believable brand. Now, you know how to get inside the mind of your buyer together. We have practiced asking questions and pulling out the most important information for the product. In the next chapter, we're going to dive into website content strategy.

Class Materials

Bonus Materials with Purchase

Writing Exercises
Key Points Summary