1. Product title copy
Consumers can obtain information about all products related to the searched keywords on e-commerce websites by searching for keywords, and the search results are closely related to the matching degree between the search keywords and the product title content. Without considering other factors of the product, the higher the matching degree between the product title copy and the consumer’s search keyword, the higher the probability that the product will appear in the search results, and the higher the probability that the consumer will click on the result to enter the inner page to view it.
Therefore, the product title copy is very important. It not only needs to contain keywords that match the consumer’s search intention, but also reasonably combine keywords with other words under the condition that the e-commerce platform restricts the product title, so that it can form a coherent sentence, highlight keywords, and contain complete information. The title content can be retrieved by the e-commerce platform as much as possible, and displayed in front of consumers to attract consumers’ interest in the product. For example, when searching on Taobao with the keyword “new models of women’s boots in 2020”, it can be seen from the search results that the words in the product title that match the consumer’s search keyword are the key words that constitute the product title. Other information about the product can be associated with different combinations to make it a product title copy with a click-through rate.
Copywriters need to note that product title copywriting does not need gorgeous words and exaggerated rhetoric, but should be created based on comprehensive consideration of consumer search needs and in accordance with the search rules of e-commerce platform search engines, with practicality as the main focus.
2. Product promotion cross-border e-commerce copywriting
In order to promote products, merchants often use some promotional cross-border e-commerce copywriting to attract consumers. The purpose of this type of copywriting is to stimulate consumers’ desire to buy products and increase the number of views and sales of products. The focus of product promotion cross-border e-commerce copywriting is promotion. The content of the copywriting often calls on consumers to participate in shopping in the form of slogans. Therefore, the language is relatively concise and the content is brief, focusing on highlighting product selling points, preferential prices, promotional strength and other content. For example, the promotional cross-border e-commerce copywriting in the product details page of Supor’s “Red Dot Pot” mainly includes two parts: promotional posters and product selling points. The copywriter first displays promotional information through three promotional posters, not only showing consumers the “70 yuan discount” discount information of this product, but also showing the promotional information of other products in the store, in order to increase the strength of the product’s related marketing and increase the jump rate of other products; secondly, the basic information of the product is displayed with the copywriting of “a little different”, indicating that the product is a frying pan, but it is different from other frying pans, which arouses consumers’ desire to find out more, increases consumers’ stay time in the product details page, and ultimately achieves the purpose of increasing sales.
Promotional posters are the focus of promotional cross-border e-commerce copywriting. Posters should try to show visual appeal with a combination of prominent text and pictures to improve consumers’ awareness of promotional products and stimulate their desire to buy. When planning promotional posters, it should be noted that the content of the poster copy is not fixed. It can be “title + subtitle + activity rules”, “title + subtitle + sales words”, or it can add product selling points, promotion strength, activity time or minimum price, etc. If there are activities in offline physical stores, the activity location of the physical store can also be added to the poster. From this, it can be seen that the content of the poster copy is very flexible, and merchants can flexibly arrange it according to the purpose of promotion.
3. Product description copy
Product description copy is the copy that explains the product information. Its function is to explain various information about the product, including functions, performance, specifications, parameters, how to use, etc., so that consumers can have a comprehensive and detailed understanding of the product. Product description copy is mainly created around product information. Its content is generally more and runs through the entire product display page. Therefore, attention should be paid to the unified style of the description language and the accuracy of the wording. In the product details page, detailed product description copy is often used to explain the product, such as product color, product details, process technology and other content. For example, some description copy of Dyson cordless vacuum cleaner explains the internal composition, parameter composition, pioneering technology, cleaning mode and other information of the product, so that consumers can understand the main functions of this product and then be impressed and generate the desire to buy.