E -commerce world -maybe all marketing areas -there is a war. On the one hand, we find those who insist on the best essay; on the other hand, the power of the long -term document is full of enthusiastic believers.
This difference in belief brought some contradictory suggestions to the new owner. You may be told that the shorter the better, because the customer’s attention is limited. But clicking the next article, you will read
, the longer and more , the shopper is longing for details, and the essay cannot be sold well.
This is what happened
even more chaotic: both parties are right.
The length of the e -commerce product copy does not have a uniform standard. This is because each store must find its own ideal length. For some stores and products, shorter one may be better. But for others, their shoppers may really long for the details that can only be found in a longer copy block.
Let’s eliminate any confusion, okay? Today we will help you find the best copy length of your
store. Continue reading to start.
Why your product copy Important (when is really better) Let’s return to 1997, when Nielsen Norman Group conducted a possible first study on the reading method of website visitors. Their discovery summary is -a bit funny- \”They don’t.\”
The study found that 79% of the subjects scan or browse the on -site text to obtain important information, and 16% of the subjects are word -of -word by word. read. In addition, the pieces of publicity and data are considered difficult to absorb, but when the copy is switched to the project symbol, the same information is rated as 124% available.
Since most visitors like to read slightly, this version of the information text is the highest on the place where Nebraska has the largest visits. (Image source: nn/g)
When the test copy is updated, it presented in a more convenient format so that Anyone who scan the key points can find them faster Essence It also eliminates the content that researchers believe (and may not be true):
Our conjecture […] It is the promotional language to bring a cognitive burden on users, they have to spend resources filtering resources filtering Drop exaggerated content to understand the facts.
When people read the paragraphs of \”Nebraska are internationally recognized everywhere\”, their first reaction is
No, not , and this idea will be Slow down their speed and disperse their attention to the use of the website. (Sorry, Nebraska.)
So what does it mean? You may already know that most visitors will browse important information. But
The content they
vary from the store
. If you sell a holiday package and your goal is to sell the holidays of Nebraska to those who live in the state, then you don’t have to write a lot of things. They have lived there, but they may not know some good hotels or local destinations. However, if your goal is to sell the holidays of Nebraska to those who live in Florida but have never been to Nebraska, then you will have to write more. Naturally, you must first explain why the state is worth traveling for a long distance, and then talk about what to see and do. A vacationer can save how much money can save it by not boring Old Galifa …
[
[
[
[ 123]
In order to persuade people who can’t live in Nebraska to travel there, you need Things -that is, write a convincing copy.
Get it? Compared with the first audience, the second audience will need completely different information -and need to read more content to be persuaded to take action
. Even if they read it slightly, they will still
naturally need longer copies to decide to go to Nebraska for vacation this summer. This is why you get a booklet in the vacation destination, and the postcard in takeaway restaurants: persuading someone to go to Nebraska is much more rare than convinced them to order pizza.
So far, we hope that the length of your copy may be different according to its purpose and audience. Therefore, let’s explore how to find these details and determine the appropriate length step by step.
First of all, the audience you want to position
For the shoppers who come to your storeWith a little understanding, you can help you accurately determine how much you need to write for them.
If your store has been operating for a while, You can use Google Analytics Data to reveal the important opinions of the visitors . The audience of Google Analytics allows you to view the location of the visitors, population statistics, the equipment they use to visit your store, and so on.
How does these data affect the length of the copy? Consider the following factors:
Preferred device
-If most of your shoppers are browsed through smartphones,
Product copy may be on their small screen Too many spaces
, or just skipped. Location –
For those who can’t speak your mother tongue, long and detailed information blocks may be too difficult to read
. However, if you only sell to one country, this will not be a problem. Age —— Compared with older shoppers,
Young shoppers may have less time to read and absorb information in copywriting
.
Is your potential customers most likely to shop through mobile phones or desktop machines? Are they willing to read or hurried? Learn more about them to help you instruct you.
If you are writing a product copy for the new store and cannot rely on any analysis data, Please try to use other data sources to create the role of your ideal customer . This is a wonderful article of Conversionxl, explaining why the character is so valuable and what data sources you can use to make characters.
Determine whether your potential customers have realized the needs of your product … or whether you you They must persuade them As we have mentioned, it is worthwhile to persuade people who live in Florida to go to Nebraska for vacation, and it may take a lot of time. This is because people living in Florida may not know any benefit of Nebraska holiday package.
If your potential customers do not know that there is any demand for your products, then you will have to spend more time -to write more copies -to convince them to take action
Essence But if they come to your storeI am convinced that they need what you sell, so you don’t need to do too much sales at all.
This is
Copy Hackers Author (and WooCommerce users!) Joanna Wiebe discussed in detail in her post, should you write a long page or a short page? She created this chart to illustrate how the shopkeeper’s understanding of your brand or product affects how much you need to say to them:
Low -cognitive shoppers need to be more convincing than shoppers with higher cognitive degrees, and the latter may have believed that your product is the correct solution. (Image source: Copy hackers)
Joanna said:
Visitor at the low conscious end needs to be promoted to high consciousness […] So if if Some people have a sense of problem, and you need to reflect their pain in the early days.
Then tell them that there are solutions to transfer them to solution perception.
Then tell them that your solutions are most suitable for them and transfer them to Product Aware.
Then, by providing them with the actions they need to take now, they transfer them to the most conscious places. Although this proposal is mainly written for the login page, it is also absolutely suitable for product copywriting.
So how do you know how much sales do you need to do? Some ideas:
Think about
How destructive your product is . You do not need a salesman to sell stick deodorant. But selling natural cream deodorant requires some persuasiveness.
Consider the format
. Buying coffee is an easy decision, but coffee subscription is difficult to sell. The shoppers will immediately ask the objections (\”I don’t want to pay automatically\”) and the question (\”How long can I get a bean?\”).
See how familiar you are before buying . Google analysis can show you the \”contact point\” of most shoppers and your brand and store before buying. If they usually only look at the product page, you will want to sell most of them there. However, if they know you elsewhere, the copy does not need to be sold so much. Think about how much your product needs
Do you sell easy washing T -shirts with interesting proverbs? Or the handmade clothing you sell has gorgeous details, can only withstand a subtle cycle, and donate part of each purchase to a charity or non -profit organization?
购物者不需要您向他们解释一件T 恤衫，但他们[123 ] Indeed More detailed information that needs to be careful, attach themselves, or influence more than one customer’s products . These details can only be accompanied by … yes, you guess … longer copy. If your product has the following situations, your product copy may take longer:
Need to be careful (such as storage, washing/drying/drying Or handle) Including
description or resource
with an interesting background story
or some unique details
benefit others
There is
Procurement requirements
If you want to get any details on the page, but but It is determined that the shorter is better for your customers,
You can choose the project symbol at any time . You can also try to notify or page reminders in the shopping cart.
Keep in mind the keyword? Note that the replication length
The product page is one of the most common positions to add keywords when considering the search engine optimization (SEO). Although you are likely to use related words and phrases naturally on the product page, Many shop owners have added additional related keywords to increase their opportunities to get a good ranking in the search
.
Although you create a SEO strategy for the product page, it depends entirely on you, but it is worth remembering Add keywords in your copy will almost increase its length
.
This may be a huge challenge for stores that want to maintain the copy and directly, but still feel that additional optimization to improve the ranking. Even if is a store that wants to be longer copies, adding keywords can naturally add keywords. Writing a copy with keywords may be difficult and time -consuming … and it may challenge a shop that wants to be \”short and sweet\”.
HereThere are something to be considered: If your goal is to add keywords related to your store
as a whole, you
do not have to on your product page [ 123]. On the contrary, you can add the content to other positions, including:
Your
Your
\”About Us\” or Store introduction page category or Login page
Your content marketing
(for example your blog)
You may also find out the keywords more naturally in these other locations.
If your goal is to use the keywords of the product with a specific product
, but the You are sure that the shopper needs a shorter copy, please select different positions on the product page, for example:
In your
product specifications
/Point
In the name of Product In the second -level block of the product copy of the page —— Use Woocommerce, one method may be to allow developers The \”Brief Description\” is added to the top of the product page, and \”Detailed Description\” is added to the bottom
However, the important point to remember here is that These adds should look natural naturally
. If they do not do this, your potential customers may realize that something is \”wrong\” and leave to another store.
If you can’t make the additional keyword look natural, we recommend not doing this -not worth the risk of losing sales. (Or a lot of sales.) The customer’s experience is always more valuable than the first ranking .
Finding the appropriate copy of the copy depends on the needs of your shopkeeper, your products and stores Finally,
decide how much copywriting is your product depends on your potential customers What action is needed
. This may only mean one or two sentences, or it may mean the entire page. If you evaluate their needs (perhaps some tests to confirm), you will only know what is correct.
If you need more information about the duplication length and how the customer behavior intertwined with each other [123 ], We recommend Crazy EggThis article on the blog The Daily Egg includes even a screenshot of the replication A/B test from multiple well -known websites.As you will see, there is no obvious winner in the \”war\” between the essay and the long text … but there are methods to find the most suitable way for you.
Do you have any questions or ideas for this article?Or do you have any suggestions to add?We are always eager to receive your letter in the comments.
When the test copy is updated, it presented in a more convenient format so that
If you are writing a product copy for the new store and cannot rely on any analysis data,
