1. Creating momentum and leveraging momentum
Creating momentum and leveraging momentum refers to delivering information to consumers through elements such as text, pictures or videos, and this information can have a certain impact on consumers’ psychology. This influence causes changes in consumers’ minds and ultimately stimulates their desire to shop, thereby achieving the goal of increasing store turnover.
(1) Quoting third-party reviews. Third-party reviews refer to the evaluation of the shopping process and usage experience by consumers with purchase experience. Nowadays, e-commerce websites all include consumer evaluation functions, and sellers also encourage consumers to post their personal shopping experience and product usage experience online for other consumers to refer to.
(2) Sales momentum. Sales momentum refers to the strong sales momentum of a product, which ranks among the top in sales among similar products, or even far exceeds similar products.
(3) Physical momentum. Physical momentum refers to the size, team composition, technical strength and manufacturer advantages of the physical store of the online store. These all reflect the strength of the store to a certain extent and can be used as a standard for consumers to evaluate the quality of the store’s products.
(4) Authority momentum. Authoritative power refers to the voluntary obedience and support of consumers to people or institutions with great public influence. Copywriters can add the certification information of professional and authoritative organizations on the product details page, which will increase the authority of the product.
2. Eliminate consumer risks
Online shopping does not allow consumers to actually touch the products like shopping in physical stores, so there are certain shopping risks. Copywriters should list the issues that cause consumers to worry and promise that these risks will be borne by the seller to eliminate consumers’ shopping risks. Many online stores will make promises about their products. For example, within 7 days after the buyer signs for this product, if there are any quality problems and the appearance, packaging, and tag are intact, you can directly contact to replace the new product or return the product; all costs incurred during the return and exchange process will be borne by the merchant, and no fees will be charged to consumers; etc.
3. After-sales and related information
The copy details must be written in accordance with the after-sales service requirements of the product, and attention should also be paid to the description of relevant information, such as under what circumstances consumers can apply for return and exchange, the specific process of return and exchange, whether consumers need to pay for repairs, etc.
4. Related recommendations
The copywriting on the details page can recommend some similar products or matching packages to stimulate consumers’ desire to buy and increase consumers’ average order value (the average amount of goods purchased by each consumer in the store, which determines the store’s sales to a certain extent). Store sales are determined by average order value and customer flow (the number of consumers entering the store). Therefore, in order to increase store sales, in addition to attracting as many consumers as possible to the store, it is also very important to increase overall sales and increase average order value.