5 imaginative examples of retail and ecommerce copywriting

ecommerce retail copywritingIn order to convince visitors to click on the buy button, ecommerce copywriting has a lot of hard work to do. It needs to have personality, build trust and keep people’s attention. Despite this, there’s still many sites out there copy and pasting standard product descriptions and expecting the sales to start rolling in. Thankfully, there’s also plenty that aren’t – here are five imaginative examples of retail copywriting…

1.      Firebox product descriptions

We assume that Firebox have a mighty team of ecommerce writers, as every product on their site is a masterclass in writing on-brand yet persuasive product descriptions.

Ecommerce1a - Firebox

Unlike many product descriptions, which can be dull and unsuited to the product itself, Firebox’s inventiveness actually make these fun to read and relevant to the likely buyers. What’s more, they utilise web copywriting best practice, using bullet points to make the main features and benefits easy to digest, followed by more detailed information, with the key points picked out in bold.

Ecommerce1b - Firebox


2. Apple product introductions

Apple are frequently cited as an example of good product description copywriting, and they continue to excel at sharing the benefits of their products, as opposed to simply stating the features.

On the product page for the new iPad pro, every technical specification is introduced with the reason that this feature will enhance your life. The high-resolution retina display, for example, is a “canvas designed for your biggest ideas”.

Ecommerce2 - Apple

This focus on what the product will bring to your life above the hardware is something several other technology companies have yet to catch on to, even today, which may go some way to explaining Apple’s continued appeal in the face of increased competition.

3. Seea microcopy

It’s not just the product description where retail copywriting can be innovative. Fun microcopy can also enhance the shopping experience. On Seea, a fun on-brand message – “you got it babe, thank you!” – is displayed when you add a product to the basket.

Ecommerce3 - Seea

This reinforces the positive feeling of your purchase decision, making it more likely that you’ll continue to check out, rather than abandon your cart.

4. Made.com blogging

Ecommerce copywriting can only go so far – even well optimised product pages can only drive so much traffic, which is where well-written blogs come in. In order to attract new customers, Made.com’s blog has a plethora of search-engine friendly posts on related topics, such as furnishing a rented home.

Ecommerce4 - Made

The blogs also cleverly link through to their unboxed section, which is full of persuasive social proof in the form of user-generated images of Made products in customer’s homes.

5. Flavourly quiz info

Sometimes, especially if you’re not well-versed in the product you’re buying, a description just isn’t enough to inform your purchase. In these situations, it’s vital to keep prospective purchasers on your site and aid them in making a decision. Flavourly solve the problem for people uninitiated in craft beer with a custom quiz.

Ecommerce5a - Flavourly

Ecommerce5b - Flavourly

The result – a personalised recommendation – helps you feel informed and reassured you’ve made the right choice.

Raising the bar with ecommerce copywriting

As online shopping grows to record level, so does the competition. As an ecommerce writer you need to be able to not only write persuasively in a distinct brand voice and highlight the benefits of products, but also use copy innovatively to persuade and delight shoppers, so they’ll choose to shop with you and not click away. Remember to target your audience with clear focus – write (in unexpected ways) to their needs to convince them your product meets those needs.