There is a war raging in the world of eCommerce — and perhaps all of marketing. On one side, we find those who insist that short copy is best; on the other, passionate believers in the power of long-form copy.

This split in beliefs has created some conflicting advice for new store owners. You might be told that shorter is better, because customers have limited attention spans. But click through to the next article, and you’ll read that longer is better, that shoppers crave details, and short copy can’t possibly sell well.

And here’s where things get even more confusing: both sides are right.

There is no universal standard for the length of eCommerce product copywriting, and this is because every store has to find its own ideal length. For some stores and products, shorter may indeed be better. But for others, their shoppers really might crave those details that can only be found in longer copy blocks.

Let’s clear up any confusion, shall we? Today we’re going to help you find out what the best copy length for your store is. Keep reading to get started.

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A lot of things change around the holiday season. Stores are busier, shoppers are more active, and we all work long hours just to keep up.

It’s likely that you adjust your store’s marketing to match some of these changing demands. But have you given any thought to adjusting your content as well?

The blog posts, copywriting, and even the policies you present on your site are all content that should be given careful thought during the holiday season. Because so much changes during this busy time, even if only temporarily, having ill-fitting content can create a poor customer experience and result in lost sales.

It’s never too early to start thinking about how you can make sure your store’s content serves its purpose for all those holiday shoppers. Read on to find out how you should update your site during the holiday season, starting with a clearer explanation of why it matters so much.

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When you think about eCommerce copywriting, you might think about the drab product descriptions you sometimes see online, a few sentences of filler copy meant to hold keywords or take up space. We know your store has better sense than that, but you may still be struggling to figure out what role copywriting plays in your marketing (if it should play one at all).

The copywriting on your eCommerce storefront can, and certainly should, serve a larger purpose than filling in blank space or improving your SEO. Even the smallest pieces of copy in your store can convert visitors into paying customers — it’s just a matter of knowing what people want to read.

Here are three simple ways you can use your store’s copywriting to connect with more customers, boosting conversions in the process.

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Here on the internet, words and pictures are all you have to sell your product. So your writing is the backbone of your marketing efforts.

However, plenty of people still have misconceptions about it. Despite what many people believe, copywriting is not bragging, it’s not trying to force your product on the customer, and it’s not all about keywords anymore. In fact, it never was.

But enough on how not to write effective copy. Here’s how to do it. Start by asking yourself these four questions:

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Your “About” page is one of the most visited on your site. As such, it’s one of the most common entry points into your sales funnel. For the uninitiated, the sales funnel is a nickname for the entire process that takes a viewer from clicking an inbound link on your page to buying something. The minute a lead clicks on a link that leads to your website, they’ve entered the funnel, which is why your website’s whole design should contribute towards pulling them deeper in. So, as you might’ve imaged, it’s vitally important to put the effort into crafting a good one.

Used properly, it can even do a lot of the heavy lifting of converting leads into sales, and an effective one can go a long way towards making you look like a friendly, trustworthy business. Which is important, since people tend to buy from brands they’re familiar with, who they trust, and whose image they like. Makes sense, right?

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