8 Common Mistakes to Avoid While Doing Ecommerce Copywriting

Irene Wanja Nov 22, 2022

Reading Time: 4 minutes

You’ve probably heard of copywriting before—it’s the art of writing persuasive, compelling, and interesting marketing materials like website content, product descriptions, and email campaigns. And while most ecommerce businesses know that they need copywriting to be successful, many don’t realize that there’s more than one type of copywriting. In fact, one of the most effective types of ecommerce copywriting for driving conversions is conversational copywriting.

a copywriter using conversational copywriting to improve the language used on an ecommerce store.


In today’s age of ecommerce, businesses must be able to connect with their target audience on a personal level in order to build trust and credibility. This is where conversational copywriting comes in. When done right, conversational copywriting can be an extremely effective way to connect with your audience and boost your bottom line. However, when done wrong, it can come across as inauthentic, forced, or even fake. In this blog post, we’ll take a look at the top eight conversational copywriting mistakes to avoid if you want to make the most out of this powerful marketing tool. Let’s dive in!

1. Not Listening to Your Customers 

The first and most important rule of conversational copywriting is to listen to your customers. What are they saying? What do they need? What are their pain points? You can’t write a compelling conversation if you don’t know who you’re talking to or what they need. Fortunately, there are many ways to get feedback from your target audience, including surveys, polls, focus groups, and social media tools. Take the time to gather this information before you start writing so that you can create content that resonates with your audience.

2. Being Too Salesy 

Your ultimate goal with conversational copywriting is likely to increase sales, but that doesn’t mean that every piece of content you create needs to be a hard sell. In fact, being too salesy is one of the surest ways to turn off your target audience. Instead of coming across as genuine and authentic, you’ll come across as pushy and inauthentic. So how do you strike the right balance? Write content that provides value first and foremost, and let the sales come second. If you’re providing helpful information that solves your customers’ problems, they’ll be more likely to buy from you down the road.

3. Failing to Follow Up 

A key part of any successful conversation is following up afterwards. This shows that you’re interested in continuing the dialogue and building a relationship with the other person. The same principle applies to conversational copywriting—if you start a dialogue with your target audience but fail to follow up, they’ll quickly lose interest. Make sure you have a plan in place for following up with your readers after they’ve read your content so that you can keep the conversation going.

4. Being Inconsistent 

In order for conversational copywriting to be effective, it must be consistent. This means using the same tone, style, and approach across all of your marketing channels. If your website sounds like one thing and your social media posts sound like another, your target audience will quickly become confused and disengaged. Keep things consistent by developing style guidelines for your team and sticking to them every time you create new content.

5. Not Measuring Results 

Last but not least, it’s important to measure the results of your conversational copywriting efforts so that you can adjust your strategy as needed. Keep track of key metrics like website traffic, conversion rates, social media engagement, and email open rates so that you can see how your content is performing over time. This will help you fine-tune your strategy and ensure that you’re getting the most out of this powerful marketing tool. 

Just because conversational copywriting is designed to be conversational doesn’t mean it’s easy to do well. In fact, there are a few common mistakes that many ecom store owners make when they’re first starting out with conversational copywriting. Here are three of the most common mistakes—and how you can avoid them.

6. Lacking a Clear Goal for the Conversation

One of the biggest mistakes businesses make when they’re trying to create conversational copy is not having a clear goal for the conversation. Every conversation has a purpose, whether it’s to build rapport, establish trust, or close a sale. Without a clear goal in mind, your conversations will likely feel scattered and disjointed—and your customers will quickly lose interest. So before you start writing your conversational copy, take a step back and ask yourself what you want to achieve with the conversation. Once you have a clear goal in mind, you’ll be able to structure your conversation around achieving that goal.

7. Trying Too Hard (to Sound Like a Real Person)

Another mistake businesses make when they’re starting out with conversational copywriting is trying too hard to sound like a real person. The goal of conversational copy is to replicate a natural conversation—not to sound like someone’s transcripts from their therapy sessions. So while it’s important to use language that feels natural and organic, resist the urge to overshare or get too personal in your conversations. Instead, focus on using language that feels natural and genuine without crossing any lines.

8. Failing to Edit/Proofread Your Work

The last mistake we see businesses making when they’re doing conversational copywriting is failing to edit and proofread their work before hitting “publish.” Just like with any other type of writing, it’s important to take the time to edit and proofread your conversations before you publish them. This will help ensure that your conversations are clear, concise, and free of any errors or typos—all of which can quickly turn off potential customers. So before you hit publish on your next piece of conversational copywriting, be sure to give it a quick read-through (or two) first. 


Conversational copywriting is a powerful marketing tool that can help ecommerce businesses connect with their target audiences on a personal level—but only if it’s done right. Avoid these 8 common mistakes if you want to make the most of this copywriting style and boost your bottom line in the process!

Now read 7 Copywriting Best Practices for Exceptional Results: From Good to Great to see what you actually need to do while doing your ecommerce copywriting


About the author

Irene Wanja

Irene, a skilled Revenue Optimization Specialist for Build Grow Scale, combines an unparalleled focus on user research and a deep understanding of the ecommerce customer journey to orchestrate optimal shopping experiences. With an uncanny knack for detecting and addressing customer pain points through meticulous user testing, she utilizes tools such as moderated user tests, heatmaps, scrollmaps, and clickmaps to fast-track improvements in user experience and usability. Her keen eye for detail aids in swiftly spotting potential issues and implementing solutions, all while working closely with store owners and applying her intricate comprehension of user interactions. Passionate about software and technology, Irene immerses herself in enhancing her clients' business clarity, efficiency, and user satisfaction. Even though the value of user experience doesn't conform to a conventional numerical scale, the tangible outcomes of her work—improved user experience, amplified retention rates, and reduced customer support issues—are testaments to her prowess. Beyond her revenue optimization skills, Irene is a skilled writer and copywriter. She weaves her profound insights into engaging prose, crafting content that not only resonates with diverse audiences but also demystifies the complexities of user experience, consequently benefitting businesses worldwide.

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