05 March 2007

What makes a great eCommerce website?

Creating a successful eCommerce website requires the same kind of tried and tested approaches as those used in sales letters. So what are those techniques?
  • develop a focused approach to a targeted audience (pre-writing preparation) - that focus will help you to develop the right kind of copy and it makes testing simpler because you know what type of audience to test it on
  • grab their attention using a combination of powerful headlines and sub-headings which they can use to navigate their way through the site
  • hold their interest by reminding them why they are on the site (to solve a problem) and give them teasers about the solution or product that you are offering
  • develop trust - often the biggest hurdle for budding copywriters – building an interesting and emotionally-compelling story that can get through built-in lie detectors that readers have developed and make them trust you, as well as convince them that you have the right solution or product
  • demonstrate your credibility using testimonials although if you are already high profile in your market, talking about your background by mentioning specific achievements (facts and figures) will work as well
  • make your offer by setting out the pricing, the main product, the incentives and so on
  • close the sale. The “Call To Action” must be absolutely clear – there's nothing worse than going through all the effort of writing a carefully constructed sales letter than to have your reader leave at the end because the close isn't doing its job

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