10 Effective Psychology-Based Copywriting Tactics to 2-3X Your Ecom Sales
If you’re an ecommerce store owner, it’s vital to understand that it’s not enough to just have a quality product. You need to “sell” that product to your audience. Make them understand why it’s so great, and why they should buy it (from you). But with the fiercely competitive ecom landscape, if you want to succeed, you’ll need to find ways to stand out from the crowd and make your products irresistible to potential customers. One way to do this is through copywriting—the art of using words to persuade and influence. There’s a science to it, too, though. You can’t just throw words at the wall, hoping they’ll stick. There’s a psychology behind why people buy things. And once you know what motivates people to take action, you can use that knowledge to write copy that gets results!
If you want to learn more, you’re in the right place. Today we’re going to talk about 10 effective psychology-based copywriting tactics you can use to boost conversions. By tapping into the power of psychology, you can write copy that is truly persuasive and will help you close more sales. So, without further ado, let’s get started!
1. Employ scarcity
When it comes to marketing, creating a sense of urgency can be a powerful tool. By using phrases like “limited time only” or “while supplies last,” you can encourage people to take action before they miss out. You can also highlight how many items are left in stock so people don’t wait too long to make a purchase. In general, people are more likely to act when they feel like they might miss out on something, so creating a sense of urgency can be an effective way to boost sales and drive conversions.
2. Create social proof
People are more likely to buy a product if they see that others have bought it before them. This is because we tend to follow the lead of others when we’re unsure about what to do. So, if you can include social proof in your copy, you’ll be more likely to persuade people to buy from you.
One way to do this is by including customer testimonials on your product pages. If you have happy customers who are willing to sing your praises, make sure to showcase their testimonials prominently on your site. You can also include social media reviews and mentions in your copy. For example, if you’ve been featured on a popular blog or Instagram account, make sure to mention it!
Seeing that other people have had success with your product will make prospects more likely to take the plunge and buy it themselves.
3. Use images and videos
There’s a saying, “A picture is worth a thousand words, and a video is worth even more.” And when it comes to ecommerce, that couldn’t be more true. The right image or video can convey a lot of information very quickly, and also help create an emotional connection with your audience.
When selecting these for your product pages, take some time to think about what message you want the image to communicate. Do you want it to show the product in use? Highlight the features of the product? Or perhaps create an emotional connection with the viewer? Once you know what message you want to communicate, select something that does so effectively.
People are more likely to engage with and remember content that includes images and videos. If you can find a way to incorporate visuals into your product pages, do it! It will pay off in sales.
4. Make it easy to buy
Don’t make prospects jump through hoops just to buy your product. The easier you make it for them, the more likely they are to go through with the purchase. Include clear “buy now” buttons on your product pages, and make sure the checkout process is simple and straightforward. Every extra step you add is one more opportunity for potential customers to abandon their purchase entirely.
5. Offer free shipping
Free shipping is one of the most effective ways to increase sales on your ecommerce site. It’s even expected nowadays, with 9 out of 10 of shoppers saying free shipping is important when deciding whether or not to make a purchase online.
6. Provide discounts and coupons
Discounts and coupons are additional great ways to increase sales, by giving shoppers an incentive to buy from you over the competition.
7. Craft compelling headlines
Your headline is the first, and sometimes only, thing prospects will see when they land on your product page, so it needs to be attention-grabbing and compel visitors to keep reading.
8. Write benefit-focused copy
Prospective customers don’t care about features—they care about benefits. For example, if you sell shoes, potential buyers don’t care about the leather upper or rubber sole—they care about how those features will benefit them (i.e., comfort, durability, style).
9. Use persuasive language
When writing your copy, use persuasive language that convinces prospects they need your product in their lives. Some examples of persuasive words include: “you need/must have/can’t live without,” “discover/uncover/reveal,” “secret/exclusive/guaranteed,” etc.
10. Keep it short and sweet
Prospective customers have short attention spans, so it’s important to keep your copy concise and free of fluff. Get straight to the point and focus on making a case for why they need your product.
Test everything! Successful ecom business owners understand the importance of testing different methods to see what works best. Try different headlines, images, videos, offers, etc., and track your conversion rate for each. This will help you to understand what is most effective so you can continue refining your strategy over time. Keep in mind that what works for one business may not work for another, so it’s important to find what works best for you. With a little trial and error, you can find the perfect combination of tactics to drive conversions and grow your business.
If you want to increase sales on your ecommerce site, start by taking a closer look at your copywriting strategy. By understanding the psychology behind why people buy things, you can write copy that speaks directly to their needs and motivates them to take action. Implement some (or all!) of these 10 psychology-based copywriting tactics today and watch your sales numbers soar!
Gesenhues, A. (2016) Retail study: 9 out of 10 consumers say free shipping No. 1 incentive to shop online more. Martech.