How To Create Copy That Sells With User Insights & Testing

Create Magnetic Ecommerce Copy With User Insights & Testing

Your copy has the power to make or break a sale. It's the bridge between your products and your potential customers, and it can be the difference between a fleeting visitor and a loyal brand advocate. 

But writing copy that really hits the mark and converts requires more than just clever wordplay. It demands a deep understanding of your audience, a strategic approach, and a commitment to continuous optimization.

In this guide, we'll take a look at the details of how to write magnetic ecommerce copy. We'll explore why your copy is so crucial, dissect the elements of high-converting product descriptions and page content, and reveal how you can leverage user insights and rigorous A/B testing to take your copy to the next level. 

Why Does Your Copy Matter?

Your ecommerce copy is often the first point of interaction between your brand and your target audience. 

It's your chance to grab their attention, pique their interest, and persuade them to choose your products over countless others. 

Here's why investing in great copywriting is non-negotiable:

1. Drive Targeted Traffic: Compelling copy helps you attract the right people to your store. By strategically adding relevant keywords and writing meta descriptions that stand out in search results, you can draw in shoppers who are most likely to convert.

2. Engage & Educate: Once visitors land on your product pages, your copy takes the lead in keeping them engaged. By showcasing benefits, addressing pain points, and providing helpful information, you can build trust, overcome objections, and guide shoppers towards a purchase.

4. Differentiate Your Brand: In a crowded ecommerce landscape, your copy is a powerful tool for setting your brand apart. A distinct voice, tone, and messaging strategy can help you forge a unique identity and create a memorable shopping experience that keeps customers coming back.

5. Boost Conversions & Sales: Ultimately, your copy has a direct impact on your bottom line. By persuasively articulating your products' value, creating urgency, and nudging hesitant browsers to take action, you can dramatically improve your conversion rates and drive more sales.

Take Bellroy, for example. This brand sells wallets and bags, but their copy goes beyond just describing product features. 

They use storytelling and emotion to connect with their audience, highlighting how their products can simplify and improve people's lives. As a result, Bellroy has built a loyal following and a strong brand identity.

Here’s an example of how Harry’s, a personal care company for men, makes their audience feel like they’re the hero of the brand story.

The Difference Between Good & Bad Copy

Not all copy is created equal. While good copy turns heads and converts, bad copy can leave your visitors confused, disinterested, or worse - heading straight to your competitors. 

So, what separates the cream from the crop? Here are three key characteristics of good ecommerce copy:

1. Use Emotion Words Strategically

The most impactful copy doesn't shy away from tapping into emotions - both positive AND negative. Using the full range of human feelings strategically is important for catching attention and motivating action.

By highlighting the risks or consequences of not taking action, you can create a sense of urgency and motivate shoppers to buy. Phrases like "don't miss out," "limited time offer," or "before it's too late" can be highly effective when used judiciously.

However, it's not all about leveraging negative emotions. Stirring up positive feelings can be just as impactful. Emphasizing the benefits, showcasing social proof, and painting a vivid picture of the desired outcome - that appeals to the aspirations and excitement of your audience.

The key is striking the right balance for your brand and buyers. Finding that sweet spot between opportunity and risk, between excitement and reassurance. 

2. Keep It Concise & Consequential

Attention spans are short, and online shoppers are often in a hurry. Good copy gets to the point quickly and makes every word count. It focuses on the most important benefits and outcomes, using clear, concise language that's easy to scan and digest.

3. Demonstrate Trust & Credibility

In an age of skepticism and information overload, building trust is essential. Good copy establishes credibility through elements like social proof (customer reviews, testimonials), trust badges, and transparent policies. By showing that others have bought and loved your products, you can alleviate doubts and instill confidence in potential buyers.

Take this product description from Aesop as an example:

Resurrect rough, ruined hands with this balm of miraculous power. Twice daily, massage a small amount into clean hands, rubbing well into cuticles and dry, parched skin.

In just a few sentences, Aesop tackles the reader's concerns (rough, damaged hands), provides a solution (a miraculous balm), and offers clear instructions. The copy is succinct, evocative, and benefit-focused.

In contrast, bad ecommerce copy often suffers from:

  • Focusing on features instead of benefits
  • Using jargon or overly technical language
  • Lacking proof points or credibility indicators
  • Failing to create a sense of urgency or motivation

To write copy that works, you must understand your target audience's needs, wants, and pain points. Thorough user research and customer feedback analysis can provide invaluable insights to guide your copywriting strategy.

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The Anatomy Of High-Converting Copy

So, what goes into a high-converting product description or ecommerce page? While the specific ingredients may vary depending on your industry and audience, there are several core elements that the best copy often includes:

1. Catchy Headlines

Your headlines should be attention-grabbing and focused on the primary benefit or outcome your product delivers. They're often the first (and sometimes only) thing a visitor will read, so make them count.

For instance, Death Wish Coffee's headline, "The World's Strongest Coffee," immediately grabs their audience's interest and sets their product apart.

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2. Customer-Centric Descriptions

Your product descriptions should be all about your customer. Focus on how your product will improve their lives, solve their problems, or help them achieve their goals. Use "you" and "your" to speak directly to the reader.

Brandless excels at this, using mouthwatering descriptions like, "Sweet and tarty, with a lemon peel that tastes like it was picked fresh off the tree."

3. Clear CTAs

Use action-oriented language and create a sense of urgency to motivate visitors to take the desired action, whether it's making a purchase, signing up for a newsletter, or engaging with your brand. 

MeUndies, an underwear subscription service, uses CTAs like "Get 20% Off" and "Become a Member" to drive conversions.

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4. Social Proof

Include customer reviews, testimonials, and trust badges to build credibility and minimize perceived risk. 

BrightLocal found that 79% of consumers trust online reviews as much as personal recommendations.

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5. Scannable Formatting:

Break up your copy with short paragraphs, bullet points, and subheadings to make it easy to scan and digest. Use bold or italicized text to highlight key benefits or information.

Brands like Amazon are well-known for their effective use of bullet points to highlight key product features and benefits.

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Measuring the Impact of Your Copy

Of course, creating high-converting copy is an ongoing process, not a one-time event. To ensure your efforts are paying off, you need to continually measure your copy's performance and gather insights from your target audience. Here are some key metrics to track:

  1. Conversion rate: The percentage of visitors who take a desired action, like making a purchase or subscribing to a newsletter.
  2. Click-through rate (CTR): The percentage of visitors who click on a specific link or CTA.
  3. Bounce rate: The percentage of visitors who leave your site after viewing only one page.
  4. Average order value (AOV): The average amount spent per customer order.

According to Shopify, the average conversion rate across industries is 1-2%. That said, conversion rates will vary immensely based on your vertical, products, and the price of what you sell. Take benchmarks with a grain of salt.

An “ideal” conversion rate is a conversion that’s higher than the one you currently have - Raphael Paulin-Daigle, founder of SplitBase

By consistently monitoring these metrics, you can pinpoint areas for improvement and optimize your copy accordingly.

Using A/B Testing To Drive Maximum Success

A/B testing is a powerful tool for validating the impact of your ecommerce copy and driving ongoing optimization. By comparing two versions of a page or element, you can determine which variant performs better and make data-driven decisions.

Some key variables to test:

  • Headline phrasing and length
  • Benefit statements and value propositions
  • Social proof elements and placement
  • CTA wording, design, and placement
  • Product description length and format

To run effective A/B tests:

  1. Start with a clear hypothesis based on data and user insights
  2. Create two or more distinct versions of the element you want to test
  3. Split your traffic evenly between the each version
  4. Run the test for a full sales cycle to account for any fluctuations
  5. Analyze the results and implement the winning version
  6. Rinse and repeat with new elements and hypotheses

You can learn more about how to properly run A/B tests in our ecommerce testing guide.

By regularly testing and refining your copy, you can unlock new growth opportunities and stay ahead of the competition.

The testing trifecta

Summing Up

If you're not creating persuasive copy, you're leaving money on the table. 

Copy that captivates your audience, drives conversions, and boosts your bottom line is no longer a luxury—it's a necessity.

Achieving ecommerce success through copy optimization is an ongoing journey that requires dedication, a data-driven mindset, and a willingness to adapt. By keeping your finger on the pulse of your audience's needs and consistently refining your approach, you can unlock the full potential of your online store and build a sustainable, thriving business.

But you don't have to go it alone.

Our experts at SplitBase are here to help. We'll work with you to uncover valuable insights about your customers and find the best ways to improve your website.

Whether you need optimized post-click landing pages to reduce customer acquisition costs, a conversion-focused Shopify store redesign to boost AOV and sales, or an in-depth site-wide optimization and A/B testing program to convert more visitors into customers – we've got you covered.

Interested? Reach out to us today for a free consultation and start seeing real results for your business.