The digital retail landscape of today is omnichannel and omnipresent. It can capture your consumers at every imaginable point in the funnel. With so much real estate, how and where you communicate your product value is crucial—website, social media, targeted ads, and email are all opportunities to usher your customer towards conversion. All of this you probably already know.
But what you may not know is that in the digital world all touchpoints are not created equal. And the most valuable opportunities demand the most complex strategies. So, let’s focus on the most vital and lucrative part of your online business: the product display page (PDP).
It is the online equivalent to standing in-store, right in front of a product. But in many ways, you have more of an opportunity to create an emotional connection. You have more control over the online experience. And, a good PDP boosts conversion and increases average order value.
On the PDP, the customer not only sees your glorious product photography, but is unknowingly being wooed by myriad other factors—from great user experience, to cohesive brand look and feel, to killer page layout.
The most important factor, whether shoppers know it or not, is not what they’re seeing, but what they’re reading about the product. It’s the power of storytelling. And it comes from you.
When done correctly, this product pitch—aptly named “romance copy” in the trade—is easy to find, concise yet detailed (a paradox if ever there were one), and alluring.
Once they’ve arrived at this point, you need to cherish the moment, work double-time to deliver the most compelling few lines of your editorial career, and say a few prayers to the online gods. Because this is your moment as a writer. The moment you get to influence the purchase decision. Bottom line wordsmiths: make it count.
After working for the past year to manage online copy for one of the world’s largest retail brands, we’ve crafted How to Write Killer Product Page Copy that Actually Converts to help take your romance writing to new heights. Read them, highlight them, maybe even get them tattooed, because these tips are empirically proven to make money.
1. Keep it Crisp
People are reading less than they ever have, and this is especially true when it comes to romance copy. Consumers want your product’s two or three standout qualities woven into a unique, on-brand narrative and packaged in three sentences or less. Gone are the days of wooly marketing copy. Keep it crisp.
2. Consistency is Key
Keeping your romance copy consistent across product families is essential. The customer doesn’t want to read a new sales pitch for the same product if it’s just featured in a different color. $9.1 billion in digital sales is lost every year because shoppers feel like they may be making the wrong decision. If it’s the same product with the same benefits, keep the copy consistent.
The one exception: If there is a special detail, such as embroidery on a shirt, or if it lives as part of a bespoke collection, call out this uniqueness.
3. Optimize for Search
SEO. Is it the one thing that we, as brand evangelists, need to master? Or a digital urban myth cooked up by tiny HTML wizards to drive us all insane?
Truth is, it’s a bit of both. So deploy the K.I.S.S. formula and keep it simple. Use your product name once in the romance copy. Then, balance with non-branded, popular search terms (for apparel, we use terms like pants, long sleeve, Boyfriend cut, etc.). However, don’t use these too much. Search engines have become wise to keyword stuffing and will rank your page lower if they detect any sneaky tactics.
4. Consider Your Price Point
People like to know what they’re paying for. Most brands can’t survive on brand equity alone, so the romance copy should—within reason—increase with price point. If your Charmeuse skirt was hand dyed on a remote island in Southeast Asia, your customer should hear about it.
5. The Difference Between Mars and Venus
Unsurprisingly, all consumers are in a rush to read through copy, regardless of gender, so keep it crisp. However, women’s clothing typically features more uniqueness and nuance, thus demanding a bit more copy. As a rule, limit yourself to one to two additional sentences, and make sure you’re noting the benefits of these special features, instead of merely stating what they are.
In the apparel business, men (more-so than women) like to be told how and where they should wear things. Offer styling advice. But no matter what you’re selling, develop an understanding of what men and women want.
6. Answer Their Questions
An easy way to decide what you should include in your romance copy is to determine what your target audience’s questions could be when they land on your page. Is this dress airy enough for a garden party? Do these pants stretch enough that I can ride my bike to work? Are there enough pockets in this jacket for a night out? Figure out the problem your product solves and get to the heart of your consumer’s questions.
7. Tell Them What They’re Looking At
Include practical details, like on-model measurements. Shoppers want to know the exact characteristics of the item pictured. In a two dimensional world where consumers can’t reach out and touch what they’re seeing, measurements and descriptions give them context and confidence.
8. Decide Who You Are
Before you start, make a list of keywords that define your brand—it’s the best way to make sure your copy stays within the lane you’re trying to claim. Then, drill into those keywords to come up with secondary adjectives. Use these words often, instilling your distinct identity into your customers’ minds.
Example: If the summer line of your womenswear brand tends toward the feminine, you’d call on words that bring that world to life. Words like chic, sleek, sophisticated, light, draped, delicate, flattering, etc.
9. Honesty is the Best Policy
Givenchy will never claim comfort, nor will Sketchers tout avant-garde innovation. Own who you are and what you make and you will attract loyal customers. Misrepresenting your items will lead to a high rate of returns and incur unnecessary costs for your company.
10. Write Simply
Be simple. And succinct. Include the highlights. But infuse your brand personality and make it fun—this copy is a representation of who you are as a brand and what you stand for.
Romance copy affords you the opportunity to connect with your audience in a way even the most beautiful imagery cannot. This is the only point in the funnel at which you can speak directly to your customer and have their full attention. It can seem daunting, but follow these ten tips to unlock the hidden power of product page copy.
And just remember: once people arrive at the PDP, they are almost sold on your product. They just want a little affirmation and, of course, a touch of romance.
We’ve been creating digital marketing experiences for over 10 years for some of the leading names in retail, pharmaceuticals and technology. Email us if you’d like to find out more.