Texts for online sales – are they always effective?

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The e-commerce market is still growing in value, which go along with increasing the earning potential. However, there is one condition – appropriate marketing, which includes content that effectively encourages shopping. Does it exist? To what extent can text support selling through the Internet

Texts for online sales

The main element on which the character of the content depends is the placement of the sales texts.

Large e-commerce platforms of well-known intermediaries, such as Amazon or e-Bay, completely ignore SEO issues. In this case, you can focus strictly on persuasion and direct message.

In the case of online shops, the situations is slightly different, mostly because the content must have an appropriate positioning-friendly structure.

The other variables that influence the reception of the text are:

  • Group of recipients (average educational degree, scale of differentiation, age, gender, needs)
  • Company image (what brand does company’s style look like)
  • Structure of the description (will the content be related to the graphics? Are there any bullet points in the text?)

As complicated as it seems, it is also not so difficult to find some of the constants and basic stats that characterize effective texts for online sales. They can be use in different situation as they remain quite universal and almost always increase conversion rate.

What should the text for online sales contain?

The primary measure that should be applied is language of benefits. In short, this procedure means presenting all the advantages of the purchase.

The potential customer must be informed about the value of the transaction, why is it worth choosing THIS product, etc.

This is the element that forms the basis for the further development of the substantive content. If there is a limitation of the text volume (e.g. due to the limited budget of your client), then the language of benefits is a laconic accumulation of all these arguments that can convince the customer and change client purchasing decision – hence, even in case of short descriptions, it can maintain the effectiveness at a high level.

When you sell online you can not pass by one more measure – CTA (call to action). As the name suggest, it encourage recipients to take some sort of action, which in practice comes down to creating short phrases such as “Do not wait, buy now!”

CTA is especially important in B2C relationships in case of cheap products that might be bought under the influence of emotions or impulse.

Additional strategies are time pressure (e.g. limited edition, last call to buy!), promotions or both (20% discount until the end of the day).

Does selling with the content always work?

If we talk about the effects, it could be said that we stand on a thin ice, as the final results depend on a multitude of factors. However, there is no doubt that the texts for online shops are the basis that allows us to take further marketing action.Text for online sales should:

  • Increase conversion
  • Improve positioning
  • Create brand image

The condition is, of course, unique content of the highest quality (not quick import of the texts from the manufacturer’s website). Remember about the numerous external links and other activities on the website (such as improving UX, increasing its speed, etc.)

Only the sum of these actions carried out on your online shop website significantly increases the chance of success, but it does not guarantee it. The benefits can be reduced by the actions of the competition, as other entrepreneurs may also compete for limited space in the search engine. It is easy to say that the winner is the one who bet on professional approach to elements mentioned above.

Bartosz Ciesielski

Experienced copywriter who explores the secrets of marketing and positioning. In his articles, he refers to the contemporary achievements of psychology and the philosophy of language, creating cross-sectional content. As a member of the Content Writer team, he takes care of technological and organizational solutions that increase the quality of work. Privately, he reads a lot of books, learns new languages ​​and composes piano pieces.

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