But what you may not know is that in the digital world, all touch-points are not created equal. 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, in front of a product. But in many ways, you have more of an opportunity to create an emotional connection, because you control the narrative.
On the PDP, the customer experiencing a quick influx of information—from a great UX, to a cohesive brand look and feel, to useful (or not) product tidbits, and much, much more.
The product pitch—aptly named the “romance copy”—is the narrative you are creating. It needs to be easy to find, helpful, digestible, and alluring. A good narrative boosts conversion and average order value.
After working for the past year to manage the global copy output for one of the world’s largest denim powerhouses, we’ve crafted How to Write Killer Product Page Copy that Actually Converts to help take your romance writing to new heights.
Read it, highlight it, maybe even get a few of these tattooed, because these tips are empirically proven to make you 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 two or three standout qualities woven into a unique, on-brand story and packaged in three sentences or less. Gone are the days of wooly marketing copy. Keep it crisp.
Write in a way that is the most informational and alluring in the least amount of words.
2. Consistency is Key
Keeping your copy consistent across product families is essential. The customer doesn’t want to read a new sales pitch for the same t-shirt if it’s merely 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. Same product + same benefits = keep the copy consistent.
One exception: If there is a special detail—like embroidery or patchwork— or if it is part of a collection or collaboration, call out this uniqueness.
3. Optimize for Search
SEO. Is it the one thing that we, as brand evangelists, need to master? Or an urban myth cooked up by tiny HTML wizards to drive us insane?
Truth is, it’s a bit of both. So keep it simple. Use your product name once in the romance copy. Then, balance with non-branded, popular search terms (in apparel, we use terms like pants, polo, Boyfriend jeans, etc.). However, don’t get carried away. Search engines have become privy to keyword stuffing and will rank your page lower if they detect it.
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
Everyone is in a rush these days, regardless of gender. So keep it crisp. But, as it turns out, women are more likely to read romance copy than men, which is a good thing because women’s clothing typically features more nuance and details, and therefore demands a more copy.
When you’re mentioning these features, make sure to note the benefits of the features instead of merely stating what they are.
Ex. 4-season technology
vs.
4-season technology repels water but maintains breathability.
In retail, 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 your consumers need.
6. Answer Their Questions
An easy way to decide what you should include in your romance copy is to determine what your 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. If you can feature your products on models of differing sizes, do it. do it. do it.
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 in your copy, 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. There’s no reason to be ostentatious in your copy. It’s unaccessible and pretentious. Write conversationally. 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.
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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 your PDP, they are almost sold. They just want a little affirmation and, of course, a touch of romance.