E-commerce copywriting planning case

When we open a shop, we will write some copywriting to attract buyers. Increase the time in the store. Let buyers know more about our products, so how should we write it? Grab the hearts of consumers? Make our products more valuable. This is about understanding how to do copywriting planning.

E-commerce copywriting planning case 1. Tap the selling point of goods

You can list all the selling points of a commodity first, have a clear understanding of the commodity as a whole, and then dig out the core selling points of the commodity street.

Next, seriously think about the real usage scenarios of products for users, and combine the core selling points of products we found above with the real and most common usage scenarios of users to create copywriting.

Two, three seconds title

A title, please attract people who see it to continue reading within 3 seconds. ...

For this, many advertising masters have expressed similar views. If you give me five hours to write a copy, I will spend three hours thinking about the topic.

In the era of daily contact with massive information, we will have a deep understanding of it ourselves, and it is becoming more and more important to attract the attention of potential buyers.

In sales copy, we can try the following methods to create the attraction of the title:

1, break the routine

Everyone has the habit of thinking. If your title can break the routine and surpass his common sense, it will undoubtedly attract his attention.

Step 2 create extremes

There is a title that will easily attract people who see it to compare with their existing knowledge of something. The description in the title is something he thinks it is impossible to do easily, so as to stimulate curiosity and attract attention.

3. Take advantage of IP

The influence of IP has its own attractions, and the posters of various courses that have been madly circulated in various groups and friends circles recently are the most obvious. Everyone is looking for a famous teacher in a certain field to make a platform for themselves. The more famous a teacher is, the more naturally he can attract the attention of a certain group. ...

4. It's related to me

No matter when and where, a person may not care about most of the information, but the information related to himself will be filtered out by him at the first time.

So, you can directly mark the potential crowd you want to inform in the title!

Three. Build trust

A long time before payment, customers will seriously think about some problems about goods. As a copywriter, we must first understand the concerns of customers and finally solve them through copywriting.

What is the role of e-commerce copywriting? One of the characteristics of offline sales is that salespeople and consumers can communicate face to face; The distance between e-commerce sales and consumers may be far away, but the distance between copywriting and consumers is very close! Therefore, e-commerce copywriting is the sales on the real pen tip!

The role of e-commerce copywriting is to convince consumers to place their own orders through copywriting! To do this, we should not only master some writing skills, but also have a deep understanding of products and services, and also understand consumers' psychology, so as to attract consumers to see the last sentence from the first sentence and finally realize the purchase!

The difference between e-commerce copywriting and other copywriting is that it bears the responsibility of persuading consumers to directly produce purchase behavior!

To achieve this goal, we must pay attention to the following two points:

First, if you want to convince consumers, you must first convince yourself. I believe that my products are the best and can help consumers solve problems, so that the written copy will make consumers trust;

Second, don't try to gain eyeballs by cheating. It should be clear that consumers buy products because of need, not because of low IQ!

A good e-commerce copy should be "heart-warming", so that consumers can feel your sincerity and the value of the product between the lines!

What is an excellent e-commerce copy 1? The first indicator: the bounce rate.

Bounce index is used to reflect the popularity of page content. A high bounce rate means that the content of the page needs to be adjusted, and the copy itself is not good enough. In essence, the jump rate is an important factor to measure the number of web pages visited. Before the formation of the jump rate, consumers have visited the page in some way, and the reason for the jump is nothing more than that consumers think that the page reached by the search click is not the same as expected, and they don't want to pay attention to the page anymore, so the jump rate is generated.

E-commerce companies can judge whether the copy is excellent or not by the jump rate, whether it can contribute to e-commerce companies, attract consumers' attention, arouse consumers' desire to buy and generate sales.

2. Second indicator: conversion rate

Conversion rate is the core index of advertising, the index to judge the marketing effect, and the index to judge whether the e-commerce copy is excellent. In e-commerce, you generally need to pay attention to five conversion rates, such as registration transfer.

Comprehensively analyze the benefits brought by the conversion rate to the enterprise, and adjust the conversion rate, customer service conversion rate, collection rate, addition conversion rate and transaction conversion rate.

The conversion rate refers to the conversion rate and total clicks of the promotion information by the number of times the conversion behavior is completed in a statistical period. It should be noted that the higher the website conversion rate in e-commerce, the stronger the website profitability, and the more consumers per unit visitor. In the actual analysis, e-commerce should not only look at the process conversion rate, but also look at the result conversion rate, so as to comprehensively analyze the conversion rate and grasp whether the e-commerce copy is used properly.

The main purpose of improving the conversion rate of shops and commodities is to maximize the platform-related profits without increasing traffic, and also to show that the copy meets the needs and appreciation level of the audience, so the specific conversion rate is a crucial indicator of the e-commerce platform.

3. Third indicator: depth of visit

The depth of visit refers to the number of pages visited by users in the process of browsing a website. Specifically, it is the total number of pages of websites visited by the audience in the process of browsing websites. Starting from the copywriting and e-commerce platform itself, deep contact with Qiang Qiang mainly starts from four aspects.