Would you like to know how to get more of your eCommerce store’s visitors to buy your stuff?
Of course you do. After all, if you just had the perfect answer to the question “how do I get people to buy my stuff?”, you could literally scale your business infinitely and make enough money to retire in Panama tomorrow, drink 12 margaritas a day and eat lobster for breakfast, lunch and dinner.
And if you’re like me and most of my readers, you don’t believe every guru that comes your way and tells you that you can finally achieve “financial freedom” in the next seven minutes.
I’ll whisper you a secret: There’s a part of your store that you probably haven’t done much work on (and you don’t have to, but more than you did), that could be the key to the door to success.
What I want to talk about today is something that gets overlooked by most eCommerce stores. There’s 6-figure businesses that completely ignore this, even though they could easily bump up their sales literally overnight.
If that sounds like something you would like to be able to do, keep reading.
What I’m talking about is the copy on your store. Most importantly, the product descriptions. You get the best results for relatively little work out of them (or you can hire someone like me to do it)
I think that copy should be much more prominent in eCommerce communities. It’s crazy how many stores see their conversions and sales double after working on their copy and yet, only few talk about it.
And to start things off, here’s three things that you can use to make your product descriptions convert like crazy.
1. The reason MOST eCommerce copy doesn’t convert.
Nobody buys a 12MP sensor. People buy when you tell them they can take sharp pictures they can print out, put on the wall and relive their last vacation on the beach when they look at them.
In your product descriptions, focus on making the benefits as specific as possible for your readers.
This doesn’t mean you should omit the facts. They need to support the benefits as proof. But without a benefit attached to it, just spewing out facts won’t sell much. It’s super easy to do this.
Make a list of facts of your product and think of a benefit each fact creates and connect those two in a sentence.
Like the example I gave you above:
Fact: 12MP sensor
Benefit: Photos can be printed without being blurry
Potential bit of copy: A 12MP sensor ensures every picture can be printed without loss of quality. Hang the prints on the wall and relive the sand of Thailand’s beaches trickling through your toes anytime.
This is proven. This was the first thing I learned as a copywriter.
And isn’t the bit of copy above much more persuading than “Sensor: 12MP”?
Try this technique and see the results in your bank account. Or don’t, and watch your conversion rate stay mediocre.
2. Give gifts and sell more without spending more money
If you’re selling something that has other things attached to it or just comes with something else, position it as a gift. This has been proven to increase conversion repeatedly. Let me give you an example: Imagine you sell a pair of sunglasses that comes with an etui.
In your product description or title, you put “incl. etui” or something similar. Seems obvious, right?
Well, you’re most likely wrong. At least if you want to sell a lot of those sunglasses. You’re almost guaranteed to get better conversion rates and more sales if you position your etui as a gift.
Which sounds more enticing?
“For our new pair of sunglasses, we’re giving away a free etui which would otherwise cost $X. XX”
Not too hard to answer, I guess.
If selling more of those sunglasses (or whatever you sell) is one of your goals, you should look what products in your online store include something you could position of a gift.
Plus, you can connect this with the previous strategy and tell your readers about the benefit of the etui.
“For our new pair of sunglasses, we’re giving away a free etui which would otherwise cost $X. XX. You’ll never have to worry about your shades being in danger when you’re traveling.”
If you can do this with one or more of your products, you’re almost guaranteed to make more money on those products. If you want your products to sell, you should use it whenever possible. If you don’t and your competitor hires a copywriter, that’s no good news for you. Because that’s one of the things that copywriter will do (if you’re good).
3. One place for all your (basic) research needs
If you want people to buy what you sell, you need to give them what they want. But before they can have that, they need to know that you have what they want. Not too hard of a concept, is it?
But to let them know that you have what they want, you need to figure out what it is that they want.
And the simplest way to do that is to go to Amazon, search for similar products and check out the reviews there. People there will tell you everything you need to know to write basic copy (that can still skyrocket your sales if done right).
The reviews will tell you what problems they used to have, how it solved them and what their problems are.
Pro tip: The highest value reviews for you will be the 3 and 4 star reviews. Many 5 star reviews are just “it’s great, I love it!” and many 1 star reviews are “arrived two days late and broke in the mail.”
Use those buying reasons people cite in there to find benefits in your product that match them.
How to jumpstart your eCommerce store without working
Of course, these 3 tips were just a little peek into the world of copywriting. Still, I think they can help take almost any eCommerce store to the next level.
There’s much more to read up on and much more experience to be gained than just reading this one article.
If you want someone who’s seen conversion increase by double-digit numbers and sales double in a matter of days to take care of all that for you, you might want to book a free consultation with me here to see if I can help you.
The link above will take you to a page where you can book a completely free one on one call with me where we can figure out if I can help you. It’s easy and free.
I hope that you got something out of this article and that you will use the tactics I’ve outlined to put money in your pocket.
After all, that’s our goal in business, right?
Anyways, stop letting all the online stores with good copy get all the sales and conversions, leaving no customers for you! Start using my strategies to beat your competition.