Copywriting for online stores

ECOMMERCE A positive online shopping experience is not just about having a store that is technically flawless and has lots of pictures. Product descriptions are just as important. Trusted Shops provides tips on how to write successful texts. The text in an online store replaces the direct communication that the customer would experience when visiting a store: Is the salesperson serious? Humorous? Competent? Enthusiastic? Are they convinced by their own products? This information determines whether a visitor becomes a customer. A store (offline or online) must first sell visitors its expertise and authenticity before it can sell them goods. And an online visitor recognizes this expertise by what he sees, but above all by what he reads. On the homepage, on buttons, next to the products. All these texts replace the consultation or sales talk.Customer orientationIf you want to write a description, you should first ask yourself the following questions:- Who is the typical customer?- You or you: how should the customer be addressed (also in e-mails and on the phone)?- Why is the customer interested in the product?- What does he hope to gain from the product?- What added information value can be offered to the customer in the store?After answering these questions, the first thing to do is to gather as much information about the product as possible. It is worth looking at the competition and the supplier/manufacturer. However, not all product information is directly relevant for the customer. It must therefore be filtered and structured. A selection should therefore now be made: What is very relevant and what is less relevant - from the customer's point of view. This is not easy for many store operators, as they are much more familiar with the subject matter than most customers. Nevertheless, it is one of the basic requirements for a good product description.AuthenticityAs store operators often speak "their own language" - i.e. use technical terms and brand names - it is important to make sure that you use terms that are commonly used by customers. Good product descriptions speak to the customer in "their language". What this language and tonality looks like for a store depends entirely on the (typical) customer in question. For example, a tattoo accessories store has a completely different tone of voice than a bridal fashion retailer.good product descriptionA salesperson naturally knows all the details about the product inside out. But just as it is not enough for a good sales pitch to simply "rattle off" the product details, the product description should not just be a list of information. A good product description consists of at least two sections: an emotionalizing part that also inspires "product newcomers" for the product and a part with detailed information in which the "product connoisseur" can quickly find out about the parameters that are important to him. This is the best way to address the two success factors of a good sales pitch in the product description: The first step is to get the customer excited about the product. The second step is to reassure the customer that the details are right.Perfect mix: emotion plus informationThe emotionalizing part is where most of the work is done. The customer almost always buys not just a product, but a story, an added value that goes beyond the product. And it is precisely this story that must be contained in a good text. The informative part, which must present the core features of the product, e.g. as a list of all relevant product information, should also anticipate any customer questions that may arise and answer them.Ideally, there is only a little text next to the product photo: the emotionalizing part in one or two sentences and the core features of the product in a list. All other details can be displayed in a tab ("Details") or further down the page.