UX copywriting for e-commerce

UX copywriting for e-commerce

By Eugene Struthers

01 September 2020 Re: UX copywriting for e-commerce

Effective UX Copywriting for E-commerce: How to Sell More Online

Selling products online isn’t just about showcasing items; it’s about creating an experience that drives customers to convert. UX copywriting bridges the gap between design and functionality, persuading users to take action while enhancing their overall shopping journey.

Here's how to harness its power for your e-commerce store.

What is UX Copywriting?

UX (User Experience) copywriting is the art of crafting concise, clear, and compelling text that guides users through a website or app while enhancing usability and encouraging engagement. In e-commerce, it means writing copy that helps users find, understand, and purchase products with ease.

For example, instead of using generic phrases like “Submit” on a button, UX copywriting would use action-oriented and context-relevant wording such as “Place Your Order” or “Continue to Checkout.” This subtle adjustment enhances clarity and improves the user’s experience.

What Should Be Included in UX Copywriting for E-commerce?

Headlines and Subheadings: These should instantly grab attention and provide clarity about the page’s content. For instance, a headline like “Summer Sale - Up to 50% Off” sets clear expectations for shoppers.

Example:

Instead of: “Our Products”
Use: “Exclusive Winter Collection – Stay Cozy and Stylish”

Product Descriptions: Go beyond listing features. Write descriptions that explain how the product will improve the customer’s life. For example, instead of saying, “This blender has a 1000W motor,” write, “Blend smoothies, soups, and sauces effortlessly with our powerful 1000W motor.”

Example:
Instead of: “Water-resistant jacket with a hood and zipper pockets.”
Use: “Stay dry and comfortable in any weather with our water-resistant jacket, designed with secure zipper pockets and an adjustable hood for ultimate protection.”

Call-to-Actions (CTAs): These should be specific and action-oriented. Instead of “Click Here,” use “Shop the Collection” or “Start Saving Now.”

Example:
Instead of: “Submit”
Use: “Reserve Your Spot” or “Get My Discount”

Error Messages: Friendly and helpful error messages can alleviate user frustration. For example, instead of saying, “Error 404,” use, “We can’t find the page you’re looking for. Let’s get you back on track – try searching for what you need.”

Example:
Instead of: “Invalid card number.”
Use: “Oops! That card number didn’t work. Double-check your details or try another card.”

Microcopy: Small details like form field instructions or tooltips play a big role. For instance, “Enter your email” can be improved to “We’ll send your receipt and updates to this email.”

Example:
Instead of: “Enter your password.”
Use: “Choose a strong password – at least 8 characters, with a mix of letters, numbers, and symbols.”

Navigation Labels: Clear and intuitive labels help users navigate effortlessly. Instead of vague terms like “Stuff,” use “Women’s Apparel” or “Electronics.”

Example:
Instead of: “Products”
Use: “Men’s Shoes” or “Home Appliances”

Why UX Copywriting Matters

Boosts Conversions: Well-written CTAs and product pages can turn browsers into buyers. For instance, a CTA like “Add to Bag” and a benefit like “Free returns on all orders” encourage immediate action.

Example:
Instead of: “Buy Now”
Use: “Add to Bag – Enjoy Free Shipping on Orders Over $50”

This approach highlights a benefit alongside the CTA, encouraging immediate action.

Enhances User Experience: Clear copy reduces confusion and frustration, helping users complete tasks quickly.

Example:
Instead of: “Submit” on a form button
Use: “Sign Me Up for Updates”

This eliminates ambiguity and ensures users understand what will happen when they click.

Builds Trust: Transparent language, such as “No hidden fees,” fosters credibility and confidence in your brand.

Example:
Instead of: “Terms Apply”
Use: “No Hidden Fees – Learn More About Our Policies Here”
This communicates transparency while offering users a way to explore additional details if needed.

Reduces Cart Abandonment: Friendly reminders like “Your items are waiting in your cart” can gently nudge users back to complete their purchase.

Example:
Instead of: “You left items in your cart.”
Use: “Forgot something? Your items are still in your cart – checkout now before they’re gone!”

This adds a sense of urgency and reminds users of their initial interest.

Improves SEO: Optimized copy with relevant keywords ensures higher visibility, bringing more organic traffic to your store.

Example:
Instead of: “Great shoes for sale!”
Use: “Shop Men’s Running Shoes – Lightweight, Durable, and Perfect for Every Terrain”
This version uses relevant keywords while providing descriptive, engaging content for both users and search engines.

Where to Use UX Copywriting in E-commerce

Homepage: Use compelling headlines like “Shop the Season’s Must-Haves” to captivate visitors and direct them to key categories.

The homepage sets the tone for your store and creates the first impression. Use compelling headlines and subheadings to grab attention and guide users to important sections.

Example:
Instead of: “Welcome to Our Store”
Use: “Discover Winter Essentials – Shop Coats, Boots, and More”

This highlights seasonal relevance and directs users to categories they’re likely interested in.

Product Pages: Provide detailed, engaging descriptions. For example, instead of saying “Running Shoes,” write, “Lightweight running shoes designed for comfort and speed, perfect for daily runs or marathons.”

Product descriptions should combine key features with benefits to help users envision how the product will improve their lives.

Example:
Instead of: “Wireless earbuds with noise cancellation.”
Use: “Immerse yourself in rich, crystal-clear audio with our wireless earbuds, featuring advanced noise cancellation for uninterrupted listening at home or on the go.”

Checkout Flow: Simplify instructions and reassure users. For example, use phrases like “Secure Checkout” or “You’re Almost There!”

The checkout process should be streamlined and reassuring, reducing friction and keeping users focused on completing their purchase.

Example:
Instead of: “Proceed to Payment”
Use: “Secure Checkout – Your Information Is Safe With Us”
This builds trust and reminds users that their transaction is protected.

Category Pages: Highlight benefits with subheadings like “Top-Rated Tech Gadgets” or “Trending Fashion Picks.”

Use subheadings and introductory text to highlight the unique value of each category, making navigation easy and appealing.

Example:
Instead of: “Electronics”
Use: “Top-Rated Tech Gadgets – From Smart Home Devices to the Latest Smartphones”
This inspires interest while giving users a clear idea of what they’ll find in the category.

Pop-ups and Banners: Write concise and impactful text. For example, “Sign up and save 10% on your first order!”

Pop-ups and banners should be short, enticing, and action-oriented to encourage users to take advantage of promotions or offers.

Example:
Instead of: “Sign Up for Our Newsletter”
Use: “Join Now and Save 10% on Your First Order – Plus Get Exclusive Offers!”

Error Pages: Redirect users with messages like, “Lost? Let us help you find your way back,” accompanied by a search bar or homepage link.

Error pages are an opportunity to keep users engaged by providing helpful and friendly messaging, along with actionable steps.

Example:
Instead of: “404 Page Not Found.”
Use: “Oops! Looks like this page is missing. Search below or head back to our homepage to keep shopping.”
Including a search bar or direct links to popular categories can guide users effectively.

When to Use UX Copywriting

Launching a New Store: Create a consistent and engaging tone right from the beginning. For example, a tagline like “Bringing You the Best Deals Every Day” sets the right mood.

UX copywriting helps establish your brand voice and set the tone for user interactions from the very beginning. Clear, engaging messaging builds trust and encourages exploration.

Example:
Instead of: “Welcome to our shop!”
Use: “Your Destination for Exclusive Deals – Shop Today and Save Big!”
This conveys excitement and gives users a reason to start shopping immediately.

Optimizing Existing Pages: Identify high bounce rates or low conversions and update the copy. For instance, if users leave during checkout, add reassuring microcopy like, “We use 256-bit encryption to keep your details safe.”

Updating copy on underperforming pages can help reduce bounce rates, improve user engagement, and boost conversions. Analyze user behavior and address friction points.

Example:
If users are dropping off during checkout, instead of: “Complete Your Order”
Use: “Fast & Secure Checkout – Your Payment Details Are Fully Protected”
This reassures users and addresses potential concerns about security.

Promotions or Sales Events: Highlight urgency with phrases like “Limited Time Offer” or “Sale Ends Tonight.”

During promotions, create urgency and excitement to encourage quick action. Time-sensitive language and clear CTAs drive conversions.

Example:
Instead of: “Sale on Now”
Use: “Flash Sale – Save 30% Before Midnight!”
This emphasizes urgency and clarifies the benefits for users.

A/B Testing: Test variations of copy, such as “Shop Now” vs. “Find Your Favorites,” to determine what resonates most with your audience.

Testing different copy variations helps identify what resonates best with your audience, allowing you to refine your messaging for maximum impact.

Example:
Test “Shop Now” against “Discover Your Perfect Fit” to see which CTA drives more clicks on a fashion website.

Alternatively, test product descriptions:
Version A: “Comfortable, every day sneakers.”
Version B: “All-day comfort with sneakers designed for style and performance.”

Monitor which variation leads to more conversions or time spent on the page.

How to Use UX Copywriting Effectively

Know Your Audience: Conduct surveys or analyze data to understand what drives your customers. For instance, if they value affordability, emphasize phrases like “Unbeatable Prices.”

Understanding your audience’s preferences, values, and pain points ensures your copy resonates with them. Use surveys, user interviews, or analytics to gather insights.

Example:
If your audience prioritizes sustainability, instead of: “High-quality products,”
Use: “Eco-friendly materials for a greener tomorrow.”

Keep It Simple: Avoid jargon and write conversationally. Instead of “Utilize our advanced platform,” say, “Use our easy-to-navigate platform.”

Simplify your language to make it accessible and conversational. Avoid technical terms or overly formal language that may confuse users.

Example:
Instead of: “Take advantage of our state-of-the-art features,”
Use: “Get more done with tools designed for ease and efficiency.”

Focus on Benefits: Shift from features to benefits. Instead of “Made of durable material,” say, “Built to last, no matter where your adventures take you.”

Highlight how your product or service improves the user’s life rather than just listing features. This makes your copy more relatable and persuasive.

Example:
Instead of: “Includes a rechargeable battery,”
Use: “Stay powered up all day with a rechargeable battery you can rely on.”

Use Active Voice: Phrases like “Order now and save 20%” are more compelling than “20% savings are available by ordering now.”

Active voice is more direct, engaging, and action-oriented, motivating users to take steps immediately.

Example:
Instead of: “Discounts are offered on all orders,”
Use: “Save big on every order you place today!”

Be Consistent: Maintain a cohesive tone. If your brand is playful, even an error message should reflect that, e.g., “Uh-oh, something went wrong! Let’s fix it together.”

Ensure your tone, style, and messaging align with your brand identity across all touchpoints, including CTAs, product descriptions, and error messages.

Example:
If your brand is playful, instead of: “Page not found,”
Use: “Oops, we lost the page! Let’s find what you’re looking for together.”

Consistency builds trust and reinforces your brand’s personality.

Leverage Data: Use analytics to track the performance of your copy and make data-driven improvements.

Use analytics to measure the effectiveness of your UX copy, such as click-through rates, conversion rates, and time on page. Optimize based on what works.

Example:
If a CTA like “Learn More” underperforms, test a data-driven alternative:
Replace it with: “Discover How We Can Help You Save More.”
Monitor whether this improves engagement and adjust accordingly.

Challenges in UX Copywriting

Balancing Clarity with Creativity: Finding the right mix between functional and engaging copy can be tricky. For example, a creative phrase like “Magic in a Bottle” might need further clarification like “A hydrating serum that leaves your skin glowing.”

Crafting copy that is both engaging and easy to understand can be difficult. Overly creative phrases might confuse users, while overly functional copy can feel bland.

Example:

Instead of: “Enchant Your Hair” (creative but unclear)
Use: “Enchant Your Hair – A Lightweight Serum for Silky, Frizz-Free Locks”
This balances creativity with clarity by using an engaging phrase followed by a practical explanation.

Maintaining Brand Voice: Consistency is key, especially when targeting diverse audiences. A luxury brand, for example, should avoid overly casual language like “Grab Yours Now.”

A consistent tone across platforms is vital, but it can be challenging when addressing different audience segments or contexts.

Example:

For a luxury brand:
Instead of: “Grab Yours Now” (too casual)
Use: “Indulge in Timeless Elegance – Reserve Your Piece Today”
This maintains the sophistication expected from a high-end brand.

Avoiding Information Overload: Provide essential details without overwhelming the user. Break content into smaller chunks and use bullet points.

Providing too much detail can overwhelm users, making it harder for them to focus on key points. Prioritize essential information and use formatting to improve readability.

Example:

Instead of a dense paragraph:
“Our water bottles are BPA-free, double-walled for insulation, have a 20oz capacity, and come with a leak-proof lid available in various colours.”
Use:

BPA-free and eco-friendly
Double-walled for hot and cold insulation
20oz capacity with a leak-proof lid
Available in multiple colours

Optimizing for SEO Without Compromising Readability: Keywords should fit naturally into the text. For example, instead of “Buy shoes online cheap,” write, “Shop affordable shoes online with free shipping.”

Writing for search engines while maintaining a natural and engaging tone is a balancing act. Keyword stuffing can harm readability and deter users.

Example:

Instead of: “Buy shoes online cheap” (forced keyword usage)
Use: “Find affordable shoes online – stylish, durable, and shipped free.”
This integrates keywords seamlessly while maintaining a user-friendly tone.

Tips for Success

Write for Skimmers: Use short paragraphs, bold text for key points, and bullet lists to make content digestible.

Online shoppers often skim rather than read every word. Structure your content so key points are immediately noticeable. Use formatting techniques to enhance readability.

Example:

Instead of: “Our premium laptops are designed with cutting-edge processors, sleek designs, and long battery life, making them perfect for work or entertainment.”

Use:

Powerful performance: Cutting-edge processors for seamless multitasking
Stylish design: Sleek, lightweight, and travel-friendly
Long battery life: Stay productive all-day

Bold text and bullet points allow skimmers to quickly grasp the key features and benefits.

Test Everything: Experiment with different versions of CTAs, headlines, and descriptions to see what converts best.

A/B testing is crucial for understanding what resonates with your audience. Experiment with variations of copy to improve engagement and conversions.

Example:

Test CTA variations:

Version A: “Start Saving Today”
Version B: “Claim Your Discount Now”
Monitor metrics like click-through rates to determine which performs better. Apply similar testing to headlines, product descriptions, and microcopy.

Avoid Assumptions: Rely on data and user feedback to inform your writing.

Don’t rely solely on intuition or guesswork. Use analytics, surveys, and user feedback to inform your UX copy. Understanding user behavior ensures your writing aligns with their needs.

Example:

Instead of assuming users know what “256-bit encryption” means, use data to simplify:
“Your payment is protected with advanced security measures.”

User testing might reveal that simpler language improves trust and reduces abandonment rates.

Iterate: Continuously refine your copy based on metrics and trends.

UX copy isn’t static; it should evolve with user preferences, industry trends, and performance metrics. Regular updates help maintain relevance and effectiveness.

Example:

If a seasonal promotion uses: “Shop Summer Essentials”
Transition to: “Get Ready for Fall – New Arrivals Are Here”
Analyze performance data to refine the tone, length, and structure of your copy over time.

Results You Can Expect

Increased sales and higher conversion rates due to clearer and more compelling messaging.

Well-crafted UX copy helps guide users through the purchase journey, addressing objections and encouraging action. Clear CTAs, benefit-driven descriptions, and persuasive microcopy turn interest into sales.

Example:

Before: “Add to Cart”
After: “Add to Cart – Free Shipping on Orders Over $50!”
Result: Highlighting a benefit alongside the CTA can boost click-through rates and conversions.

Lower bounce rates as users find the site intuitive and engaging.

Engaging and intuitive UX copy keeps users on the site longer by making it easier to navigate and find relevant information. When users quickly understand what’s available, they’re less likely to leave.

Example:

Before: A vague category title like “Products.”
After: A clear and engaging category title like “Shop Women’s Fashion – From Dresses to Accessories.”
Result: Users are more likely to explore when navigation labels are intuitive and descriptive.

Improved customer satisfaction and retention through a seamless shopping experience.

Seamless shopping experiences that include clear instructions, friendly messaging, and personalized touchpoints foster trust and loyalty.

Example:

Before: A generic error message like “Invalid password.”
After: A helpful error message like “Your password must be at least 8 characters and include a number. Need help resetting it?”
Result: Users appreciate clear guidance, reducing frustration and improving satisfaction.

Enhanced search engine rankings, leading to more organic traffic.

Optimized UX copy with relevant keywords, combined with a user-friendly experience, can improve your site’s visibility on search engines, driving more organic traffic.

Example:

Before: “Great Deals on Clothes.”
After: “Shop Affordable Women’s Dresses – Perfect for Every Occasion.”
Result: Improved rankings for specific, high-value keywords while maintaining readability.

Examples of Effective UX Copywriting.

Amazon: Detailed product descriptions paired with CTAs like “Buy Now with One Click” that reduce friction in the purchasing process.

Amazon excels in reducing friction in the purchasing process by combining detailed product descriptions with action-oriented CTAs. Their copy focuses on clarity, convenience, and urgency, making it easy for users to act quickly.

Example:

Product Description: Instead of just listing features like “32GB memory, 5-inch screen,” Amazon includes benefit-driven details such as “Ample storage for your favourite apps, videos, and photos, paired with a vibrant 5-inch screen for an immersive viewing experience.”
CTA: “Buy Now with One Click” streamlines the checkout process, eliminating barriers and encouraging impulse purchases.

Zappos: Engaging microcopy like “Free Shipping. Free Returns. 365 Days to Decide.”

Zappos uses engaging microcopy to address customer concerns and highlight their unique selling points, creating a user-friendly and reassuring experience.

Example:

Microcopy: “Free Shipping. Free Returns. 365 Days to Decide.” This copy not only emphasizes the benefits of shopping with Zappos but also reduces buyer hesitation by highlighting a generous return policy and no-cost shipping.
Error Message: “Oops! Something went wrong. Let’s make it right!” reinforces Zappos’ customer-centric tone, keeping the experience positive even during technical issues.

Airbnb: Personalized copy such as “Live Anywhere, Work Anywhere” accompanied by tailored CTAs based on user preferences.

Airbnb’s copy is personalized and aspirational, encouraging users to explore while feeling connected to a global community. They pair evocative language with tailored CTAs based on browsing behaviour or preferences.

Example:

Homepage Headline: “Live Anywhere, Work Anywhere” taps into the rise of remote work and travel, resonating with users’ desires for flexibility and adventure.
Tailored CTA: After browsing beach destinations, users might see: “Book Your Coastal Getaway Today” or “Find Your Perfect Beachfront Escape.” This dynamic personalization makes the experience feel more relevant and inviting.

Practical Example

Before:

Product Description: “A high-quality coffee maker with a 12-cup capacity.”
This is functional but lacks engagement and fails to provide the user with any real sense of value or benefit. It simply describes the product's features without addressing how it will improve the customer's experience.

After:

Product Description: “Start your morning right with our premium 12-cup coffee maker. Enjoy barista-quality coffee at home, featuring an intuitive design, easy cleaning, and a sleek finish that complements any kitchen decor.”
In the updated version, the description not only includes key details but also focuses on the experience the product provides. Here's why the new version works better:
1. Engagement: The phrase “Start your morning right” immediately connects with the user’s daily routine and taps into their desire for a positive start to their day.
2. Benefit-Focused: Instead of just saying it has a 12-cup capacity, it says, “Enjoy barista-quality coffee at home,” showing how the product will enhance the user's life.
3. Usability: The copy emphasizes ease of use with phrases like “intuitive design” and “easy cleaning,” addressing potential pain points and showing that the product is user-friendly.
4. Aesthetic Appeal: The mention of a “sleek finish that complements any kitchen decor” adds a visual and emotional appeal, positioning the product as something that not only performs well but also looks great in the home.

Conclusion

Effective UX copywriting is a powerful tool for enhancing the e-commerce experience. By crafting clear, concise, and engaging copy tailored to your audience, you can guide users seamlessly through their shopping journey, address their pain points, and inspire confidence in your brand. From compelling product descriptions to reassuring CTAs, every word on your website should serve a purpose: to connect with customers, simplify their decision-making, and ultimately drive conversions.

Investing in UX copywriting not only boosts sales but also fosters loyalty by delivering a user-friendly and memorable shopping experience. As consumer expectations evolve, so should your approach to copywriting—keep testing, iterating, and optimising to meet their needs and exceed their expectations.

Start today, and watch your e-commerce store thrive.

Eugene
Struthers

www.EugeneStruthers.com