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Turn browsers into customers
with these product page
improvements
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
• How to maximise conversion
• The product description formula
• What people want to see on a product page, according to extensive
research
• Psychological biases to keep in mind for e-commerce
• How to optimise product pages from an SEO perspective
• Testing your writer and what a good copy test looks like
• Examples (good and bad)
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
Agenda
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
What do I mean by product pages?
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
A page that sells a product or service
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
The product page checklist
• Title
• Price
• Imagery
• Availability
• Size and colours options
• Product copy (including material, dimensions,
weight)
• CTA
• Payment options
• Delivery information
• Returns and refunds policy
• Size guide
• Reviews
• Products like this one
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
This sounds like a lot…
People only read 28% of what they see on the screen
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
The product description formula
• Follows a 3-sentence structure
• Bullet point breakdown
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Three-sentence structure
• General opening line
• Benefits
• Usage
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Bullet points
• Fabric
• Fit
• Fastenings
• Features
• Measurements
• Materials
• Packaging
• Care instructions
• Warnings
• Product code
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Examples
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
A simple trick…
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Verb No verb
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
The USPs
• What is special about the product?
• What sets it apart from the rest?
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Features tell, benefits sell
How does a product’s feature benefits the
customer?
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Examples
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
The audience
• Questions to ask:
- Who would use this?
- Why would they use it?
- How would they use it?
- Why would they buy it?
- Is it functional? Practical? Stylish?
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Making the product as tangible as possible
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Case study
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
UX
• Headings
• Bold text
• Buttons
• Make it scannable
• Chunk your text
• Try to use as little words as possible
• Place critical information above the fold
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Psychological biases
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
FOMO
(Fear of Missing Out)
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Scarcity
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Tips
• Talk about the launch of a product long before it
launches
• Show how many people are buying the item
• Show how many people are looking at an item
• Put a time limit on a product or offering
• Let the customer know that a product’s price will
go up after a certain amount of time
• Put an expiry on the product
• Reduce the stock amount
• Reward them for purchasing within a time limit
• Give an exclusive offer to regular customers
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Examples
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
FOMO and Scarcity words
• Secret
• Limited
• Rare
• Few
• Edition
• Now
• Expires
• Quick
• Instantaneously
• Immediately
• Soon
• Hurry
• Instantly
• Suddenly
• Going-fast
• Minute
• Second
• Last
• Only
• Not long
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Social proof
• Displaying the number of people who
have recently bought or booked
• Customer reviews
• UGC
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Examples
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Reviews
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Monki
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Set expectations
• How long it takes you to respond
• How long it takes to buy the product
• Or about the product itself:
o If it’s a product with tangible results, how long does it take for
the user to see those results? E.g. beauty products
o If it’s a product that performs a specific action, how long does it
take to perform that action? E.g. a clothes steamer
• Add a step-by-step of expectations. E.g. returns policy, what is the
process and when will the user expect their money back
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Examples
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Advantages
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
We wouldn’t recommend…
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Don’t neglect your brand values
• Does your product mean something to your brand?
• Why have you stocked it?
• Is it special in some way?
• Does it have a history?
• Why would my customer respond to this?
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Examples
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Have you ever met any of your customers?
Audience research
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Optimising product pages for SEO
• Do keyword research around your categories to get variations of each product
that people are searching for
• Write a specific title tag, not just ‘Women’s boots’ and be consistent
• Include the brand name or category
• Use a keyword in the header
• Use keywords in the description
• Write unique meta descriptions, don’t exceed the character limit and include a
CTA such as ‘Find out more here’ or ‘buy today’
• Write image-alt attributes using keywords
• Don’t duplicate your content
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
How to test a copywriter
• Content style guide
• Pick a few products and send them the information of those products
• Website
• Ask them to write a title, bullet points, long description, meta title and meta
description for each
• NDA
• Deadline
• Discuss payment
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Once you’ve received the test…
• Has it followed your style guide?
• Are there any banned words?
• Is all the information correct?
• Has anything been missed?
• Is it written in the same voice as the rest of your copy?
• Does it make sense?
• Is it grammatically correct?
• Is it SEO optimised?
• Does it use any words that don’t add anything to the copy?
• Does every sentence add something to the page?
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Tip…
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Good and bad copy examples
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Copy safari with Vikki Ross
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Key takeaways
• Keep your product pages consistent
• Remember the three sentence structure when you’re writing long descriptions
• Features tell, benefits sell
• Think about your audience
• Make the product as tangible as possible
• FOMO, Scarcity, Social proof, set expectations – but only if they work!
• Keep your brand values in mind
• Optimise for SEO
• Test your copywriter
• And have fun! Writing product descriptions shouldn’t be laborious, just imagine you’re
selling to someone in front of you, what would they like to hear?
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
© Copyright 2019 Builtvisible. All rights reserved. Private and Confidential
Thank you!
Share the link or email me
erodgers@builtvisible.com
Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com

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Webinar: Turn browsers to customers with product page improvements

  • 1. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Turn browsers into customers with these product page improvements Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 2. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential • How to maximise conversion • The product description formula • What people want to see on a product page, according to extensive research • Psychological biases to keep in mind for e-commerce • How to optimise product pages from an SEO perspective • Testing your writer and what a good copy test looks like • Examples (good and bad) Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com Agenda
  • 3. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential What do I mean by product pages? Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 4. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential A page that sells a product or service Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 5. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 6. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential The product page checklist • Title • Price • Imagery • Availability • Size and colours options • Product copy (including material, dimensions, weight) • CTA • Payment options • Delivery information • Returns and refunds policy • Size guide • Reviews • Products like this one Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 7. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential This sounds like a lot… People only read 28% of what they see on the screen Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 8. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential The product description formula • Follows a 3-sentence structure • Bullet point breakdown Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 9. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Three-sentence structure • General opening line • Benefits • Usage Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 10. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Bullet points • Fabric • Fit • Fastenings • Features • Measurements • Materials • Packaging • Care instructions • Warnings • Product code Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 11. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Examples Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 12. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential A simple trick… Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 13. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Verb No verb Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 14. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential The USPs • What is special about the product? • What sets it apart from the rest? Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 15. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Features tell, benefits sell How does a product’s feature benefits the customer? Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 16. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Examples Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 17. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential The audience • Questions to ask: - Who would use this? - Why would they use it? - How would they use it? - Why would they buy it? - Is it functional? Practical? Stylish? Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 18. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Making the product as tangible as possible Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 19. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Case study Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 20. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential UX • Headings • Bold text • Buttons • Make it scannable • Chunk your text • Try to use as little words as possible • Place critical information above the fold Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 21. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Psychological biases Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 22. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential FOMO (Fear of Missing Out) Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 23. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Scarcity Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 24. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Tips • Talk about the launch of a product long before it launches • Show how many people are buying the item • Show how many people are looking at an item • Put a time limit on a product or offering • Let the customer know that a product’s price will go up after a certain amount of time • Put an expiry on the product • Reduce the stock amount • Reward them for purchasing within a time limit • Give an exclusive offer to regular customers Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 25. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Examples Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 26. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential FOMO and Scarcity words • Secret • Limited • Rare • Few • Edition • Now • Expires • Quick • Instantaneously • Immediately • Soon • Hurry • Instantly • Suddenly • Going-fast • Minute • Second • Last • Only • Not long Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 27. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Social proof • Displaying the number of people who have recently bought or booked • Customer reviews • UGC Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 28. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Examples Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 29. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Reviews Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 30. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Monki Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 31. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Set expectations • How long it takes you to respond • How long it takes to buy the product • Or about the product itself: o If it’s a product with tangible results, how long does it take for the user to see those results? E.g. beauty products o If it’s a product that performs a specific action, how long does it take to perform that action? E.g. a clothes steamer • Add a step-by-step of expectations. E.g. returns policy, what is the process and when will the user expect their money back Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 32. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Examples Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 33. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Advantages Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 34. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential We wouldn’t recommend… Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 35. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Don’t neglect your brand values • Does your product mean something to your brand? • Why have you stocked it? • Is it special in some way? • Does it have a history? • Why would my customer respond to this? Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 36. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Examples Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 37. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Have you ever met any of your customers? Audience research Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 38. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Optimising product pages for SEO • Do keyword research around your categories to get variations of each product that people are searching for • Write a specific title tag, not just ‘Women’s boots’ and be consistent • Include the brand name or category • Use a keyword in the header • Use keywords in the description • Write unique meta descriptions, don’t exceed the character limit and include a CTA such as ‘Find out more here’ or ‘buy today’ • Write image-alt attributes using keywords • Don’t duplicate your content Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 39. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential How to test a copywriter • Content style guide • Pick a few products and send them the information of those products • Website • Ask them to write a title, bullet points, long description, meta title and meta description for each • NDA • Deadline • Discuss payment Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 40. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Once you’ve received the test… • Has it followed your style guide? • Are there any banned words? • Is all the information correct? • Has anything been missed? • Is it written in the same voice as the rest of your copy? • Does it make sense? • Is it grammatically correct? • Is it SEO optimised? • Does it use any words that don’t add anything to the copy? • Does every sentence add something to the page? Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 41. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Tip… Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 42. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Good and bad copy examples Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 43. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Copy safari with Vikki Ross Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 44. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 45. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Key takeaways • Keep your product pages consistent • Remember the three sentence structure when you’re writing long descriptions • Features tell, benefits sell • Think about your audience • Make the product as tangible as possible • FOMO, Scarcity, Social proof, set expectations – but only if they work! • Keep your brand values in mind • Optimise for SEO • Test your copywriter • And have fun! Writing product descriptions shouldn’t be laborious, just imagine you’re selling to someone in front of you, what would they like to hear? Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com
  • 46. © Copyright 2019 Builtvisible. All rights reserved. Private and Confidential Thank you! Share the link or email me erodgers@builtvisible.com Emily Rodgers| Digital Copywriter | erodgers@builtvisible.com