How an Ecommerce Copywriter Can Increase Your Sales Conversion Rate

Carrie Huang
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You might be a skeptic, like me, when you’re shopping online for products you’ve never heard of before. That’s why there are product descriptions and customer reviews to help win your trust. And without these things from a website, the sales conversion rate would probably be much different.

Whenever I’m looking through Amazon or eBay, I always read about the products before I buy them. That’s because I don’t want to risk wasting my money and time if I have to ship it back. I don’t want to fall into a scam either. I have to make sure the seller is reputable.

If you're a marketing manager for an eCommerce brand, maybe you could benefit from hearing about these online shopping habits of mine. Because I’m sure, the majority of your customers are thinking the same way too.

It doesn’t matter how good you think your products are. If the descriptions aren't compelling enough, you might be leaving money on the table. It’s important to focus on writing unique product descriptions. That’s where the selling takes place. It’s where you’ll have the chance to connect with your customers.

However, most eCommerce marketing managers don’t have the time or skill to write descriptions that’ll convert sales. If you can relate to this, perhaps you should consider hiring an eCommerce copywriter.

An eCommerce copywriter specializes in writing that can boost product sales and differentiate you from the competition. So if you’re looking to increase your sales conversion rate, you can count on a copywriter to help you sell while you continue to do what you do best for your business.

I’ve compiled 5 questions to ask yourself and help you improve your sales conversion rate:

1. Who Are You Writing For?

This is the number one question you need to know the right answer to. Before you even consider selling your products, do you know who you’re selling to? Who’s your audience?

If you’re selling and writing to the wrong people, don’t expect your sales conversion rate to move much. Your products might not be relevant to them. So be sure you’re in front of the people who are looking for what you have.

It doesn’t matter how good your website design is or how attractive your products are. If you’re writing to the wrong audience, they won’t engage with you. You have to always think about how to nurture a relationship with potential customers.

When you know who you’re writing for, your copy will become more compelling because it’ll speak the same language as your target market. You can even add humor, like puns, that only they will understand. It’s like inside jokes for the right people. This is a powerful way to position your brand and products—it adds personality!

If you could read your audience’s mind, that would be even better. How do you do that? You can research the pain points of your target audience through other product reviews and forum sites. Take the time to understand how customers feel about your competitor’s products. What do they like about it? What don’t they want? What are their struggles? What are some common keywords they’re using?

The more research you do on your audience, the better your copy will be. Your customers are going to resonate with your brand and immediately trust doing business with you. This will help you fight off any objections and sell faster.

2. Do You Have a Brand Story?

What’s the purpose of your eCommerce business? What moved you to sell what you’re selling?

I’m sure every business has a good reason why they want to start a business in the first place. Whether it’s for a cause or because you have a genius idea, there’s always a story behind it. And believe it or not, sometimes customers will buy your products because they support your brand story. That’s one effective way to increase your sales conversion rate.

So what’s your brand story?

When you have a good story to tell, your copy should either entertain or express emotions. You could paint a picture of how every customer’s life would be different if they used your products. Explain to them why you’re the best solution to their problems if they take action.

If you have an “About” page on your website, this is the perfect place to make your brand shine. This is where you can talk about:

  • Who you are

  • What you do

  • Why you do what you do

  • Who your products are for

Assure your website visitors that they’re at the right place. They’d like to know you’re people too, and good storytelling should do the trick. You should focus on telling them about your “why” instead of informing and educating them about your products.

“People don’t buy what you do; they buy why you do it.”—TED Speaker Simon Sinek

3. Will Your Headlines Give You a High Sales Conversion Rate?

If you can write magnetic product description headlines, you’ll be able to keep your website visitors on your page longer. But if your headlines don’t attract the readers enough, you’ll find them exiting your page and looking somewhere else. Perhaps that’s how they’ll find your competitors.

On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. With that said, go ahead and look at one of your product’s headlines. Are they effective?

If you’re unsure, go back to your product descriptions and check for these things:

  1. Uniqueness—How does this differentiate you from your competition?

  2. Specificity—What exactly are you offering?

  3. Urgency—What will influence buyers to take action faster?

  4. Usefulness—Is your content informative and helpful?

4. How Often Do You Use Verbs vs. Adjectives?

This question may be the least thought about when writing copy. But good eCommerce copywriters will naturally have it in them to use the right words wisely.

There’s a difference between writing to entertain and writing to sell. You need to know this to achieve a higher sales conversion rate. When you're trying to sell, it's best to use fewer adjectives and more verbs instead. Why? Because verbs influence the readers toward the desired result.

For example, which of these sentences below is more persuasive to you?

A. “This beautiful watch is perfect for your fashionable tastes.”

B. “This watch will satisfy the desires of the fashionista in you.”

Don’t you agree that sentence A is more effective? That’s because it focuses on describing the product, whereas sentence B makes it sound like you need this product.

The only time you’ll get away with using some adjectives in your copy is if you’re telling a story. Sensory words, to be more specific, can help readers visualize what they’re reading about. Words like “brilliant” and “delicious” would encourage readers to learn more about the product.

5. Are You Focusing on Benefits over Features?

As you might already know, features and benefits aren’t the same. They both have a different effect on buyers.

Features explain what the product does.

Benefits outline what the product can do for you.

Does that make sense? Because most people don’t care about what the products do. They want to know how your products can improve their lives. What’s in it for them?

In your copywriting, you can tie every benefit to each feature. And a clear way to address all your benefits is to write them in bullet points. Remember, your customers want you to offer them a simple solution to get to where they want to be.

So let’s say you have a quality product to sell and it’s made with amazing materials. DON’T focus on selling how amazing the material is. Customers only want to know why the products matter to them.


Whether you have an eCommerce website or you’re selling on sites like Amazon and eBay, the key to increasing your sales conversion rate is the confidence in your product descriptions. Are they persuasive enough to beat your competitor’s products?

I’ve shared with you 5 questions you can ask yourself to help determine if your product descriptions will boost product sales. The better your copywriting is, the less you’ll have to worry about meeting your monthly sales quota. The only problem you’ll be worrying about is how to restock your inventory faster!

If you’re looking for someone to help you achieve compelling product descriptions and a higher sales conversion rate for your eCommerce brand, you can hire an eCommerce copywriter here.

Carrie Huang

Carrie Huang began her career at a full-service agency doing all things marketing. She then discovered that copywriting is the only skill that suits her the most. Her focus now is converting sales and producing results for clients. Carrie's dedicated to helping you achieve a vision in which she believes in too.

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