How To Write Product Copy That Actually SELLS

The 4 tips that brought my conversion rate from <1% to 6.3%

A recent study showed that the average shopify store converts at less than 1.63%. In today’s day and age, it’s more important than ever to write copy that is different and that actually converts.

Here are the 4 key elements that will help you successfully convert customers in 2020.

1 — Emojis

✔️ Ecommerce has grown 76% in the last 3 months. Everybody is writing copy now. It’s important to be different from everybody else. This is where emojis come in.

The main way I use emojis is in lists.

An example of me using emojis on a successful dropshipping store

At the beginning of each element in the list, I have a checkmark to make the point stand out. In addition, I add a relevant emoji to the end of each paragraph (ie machine washable = soap).

Not only does the emoji help make the copy easier to read, it also looks a lot more professional (many large companies are now starting to use emojis, get ahead of the trend!)

2 — Highlights

Before I get into how to write a good “highlights” section, let’s distinguish the difference between features and benefits.

✅ Features vs Benefits

This is maybe one of the biggest mistakes I see beginner dropshippers make. Instead of sharing the benefits of a certain product, they share the features.

A feature is something like “Machine Washable” while a benefit is “easily clean with the rest of your clothes”.

Can you see the difference?

The benefit sentence explains how this is going to change the potential customer’s life while the feature is just sharing what the product can do.

Your website visitors don’t care about what the product can do, they care about how it’s going to change their life.

✅ Highlights

Going back to highlights, I like to combine both features and benefits to jam-pack the most information I can into small sections.

Another example of a highlight section

I’ll start off each paragraph with a feature in bold. After that, I’ll have a dedicated sentence to explain the benefit.

My conversion rate has more than doubled since I added a highlight section to my product copy. I highly recommend you try it too.

3 — The Right Call To Action (CTA)

Let’s say you’ve written the perfect product copy. The website visitor has reached the end of it, what now?

This is where a strong CTA comes in. You need to tell the viewer what to do.

What a typical CTA looks like on my store

My formula for writing a CTA is usually “Order now ” + a benefit if they order right now. Above for example, the shipping is unusually fast on my store so I say “Order now and have it delivered to your door in the next 2–5 days!”.

Combining emojis with the CTA can also enhance your CTA.

Another example of a strong CTA

Here you can see my formula in action again. “Order now” + benefit if you order now. In this case, the instant benefit is “instantly heal your glass damage with…”

4 — FAQ

One of the biggest reasons customers don’t buy is because they have reservations about your product. An FAQ section is the best way to answer all the questions a would-be customer will have.

While many dropshippers just include the whole FAQ in their product copy, I like to link to a separate page called “FAQ” right under my CTA.

You might be wondering, “What questions should I include in my FAQ?”

Here’s what I do: I just find on amazon the product I’m selling and copy the top rated questions into my FAQ.

Conclusion

These 4 tips helped explode my conversion rate. Try these results for yourself and let me know how they do.