CX Insights

How to Optimize Your Copy for Conversions

High-Converting Product Copy - Usabilla
4 min read

All ecommerce sites have the same core objective – to drive conversions; but getting people to buy what you’re selling isn’t always so easy. Writing clear, considered product copy is one of the best ways to get people engaged on your site and more importantly, keep them there. The more engaged they are, the more likely they are to buy from you.

You can have the most attractive product photos or well-produced online content but if the accompanying text is poorly written or doesn’t provide the information your users are looking for, they are unlikely to feel comfortable buying from you.

Of course, copy alone won’t immediately compel users to make a purchase, but it’s certainly a good place to start. Quality copywriting is an essential component for online success. Below, we’ve outlined some quick and simple tips to ensure the copy on your site is optimized to encourage conversions. 

Use simple language (no jargon)

If people are visiting your site looking for information about you or your products, they don’t want to be confused by unfamiliar language or convoluted descriptions. Keep your copy simple, to-the-point and free of jargon. A good way to do this is to avoid using too many adjectives; try to see if the copy works without any at all! You might realize that they were distracting from the main point. Adjectives also make sentences longer, which in turn requires more effort from your reader. Keep the language you use as simple as possible. 

Be concise

High-Converting Product Copy - Usabilla

It’s no secret that online users are lazy. You’ll be lucky if some of your copy is read, let alone all of it. So with this is mind, it’s incredibly important to get the most important information across as quickly and concisely as possible.

If your users could only read one thing about the product, what would it be? What’s the main benefit of what you’re selling? A good way to implement this is to make use of bullet points. Bullet points break up the key information so that it is as digestible as possible for the reader. It enables you to get your most important information (the USPs/benefits of your product) across quickly, increasing the chance of convincing your user.

High-Converting Product Copy - Usabilla

Product copy from All Saints; a perfect example of how to use of bullet points to showcase USPs in a digestible and readable way.

Write for your ideal customer

A good rule of thumb to approach writing compelling ecommerce copy (and any other kind of copy for that matter) is to write as though you’re speaking to your ideal customer. This is your chance to really capture the attention of the people that are most likely to buy your products or most likely to be nudged along the sales cycle. What features are they most likely to respond to? What is it about your products that ‘speaks’ to them? If users land on your site and are automatically met with what they are looking for, they’ll form a positive impression of your brand and in turn, will be more likely to buy from you.

Show some personality

High-Converting Product Copy - Usabilla

Your customers and potential customers are much more likely to warm to your brand and what you’re offering if you adopt a friendly, personal tone over a corporate, clinical one. This is one of the most effective ways to make a connection with your users and shows them that there is a ‘face’ behind the brand. It’s incredibly important to have a solid tone of voice running throughout your copy; inconsistency or conflicting ‘voices’ in your copy will ultimately leave a negative impact on your users and decrease the likelihood of them making a purchase. 

High-Converting Product Copy - Usabilla

Innocent Drinks make fantastic use of brand personality in their product copy.

Find out what works

Copywriting can differ in style and tone across industries but the fundamentals (should) stay the same. If you’re just in the process of developing your tone of voice or maybe you’re revitalising your existing copy, it’s important to find what works for you. It may be difficult to audit your entire site at once but testing variations of small elements like the bullet points on your product descriptions will help you determine exactly what’s working and importantly, what’s not. Collecting user feedback or conducting A/B testing is a great way to do this. 

Have you seen any particularly good (or particularly bad) examples of ecommerce copy? Let us know in the comments below.





Shopping Cart Abandonment - Usabilla




Lana Miller
Content & Brand Manager at Usabilla.