Reprint Instructions: Article must be reproduced unedited and in its entirety. Resource box/bio and copyright date must be included. Live links must be given to any URLs within the article and/or resource box. Do not list your own site as the original publisher of this article. Do not direct visitors to link to your site in place of the author’s site. Please email us notification of where the article will be used and a copy of your newsletter if you are publishing the article in an ezine. Thank you! I found out quite by chance. I noticed a research brief in my inbox entitled, "Bad Web Experience Impacts Brick and Mortar Shopping." Being primarily focused on Internet business, I really didn't pay it much attention. But then I noticed it made reference to a customer's online experience, too, so I read on.Allurent, Inc. gave the following details from their Online Customer Experience Survey. A total of 82% of consumers who participated said having a frustrating online shopping experience would make them less likely to revisit a retailer's site. That's expected. The survey continued by saying if the experience improved, visitors would be open to buying more from the offending sites. Logical. But what does this have to do with copywriting? It's what I read next that caught my attention. According to respondents, visitors want specific "interactive and engaging features" when they shop online. One of those "engaging features" included better copywriting. Specifically, "68% want the ability to 'feel' merchandise through better imagery, more product descriptions and details." Just exactly how do we accomplish that? It's really not difficult. Use More Descriptive Adjectives Break out your thesaurus and find words that impress, inspire and convince your customers more effectively. Look at the examples below to see what I mean. ======= Great Top for Hot Summer Days When it's hot outside, this top will help keep you cool. Made of cool nylon, you'll love how it stops moisture. Available in four pastel colors. ======= Perfect Tank Top for Hot Summer Days When the temperatures are steamy outside, this tank will help keep you remarkably cool. Made of breathable 100% nylon, you'll love how it sheds moisture. Available in four spring-fresh colors. ============================ See the difference? The latter paints a more vivid picture of the tank top than the former. It also gives more detail. It's not a nylon blend, it's 100% nylon. They aren't just any colors, they are spring-fresh colors. Create a Sensory Experience Site visitors are looking for an experience as close as possible to standing in the brick and mortar store. That means you have to create copy that plays on all five senses to bring the products to life. See if this example makes you hungry: ============================ Do you notice the detail? With the exception of hearing, all five senses were addressed here. Smell the aroma. See the largest cinnamon roll you've ever seen. Taste the gooey treat. And the description of warmth brings in the sense of touch. Rather go on vacation than eat sweets? How about this? =========================== Now, isn't that better than: ============================ The next time you begin to write copy, think about every aspect of the product. How can you entice the visitor? How can you help him or her touch, smell, see, taste or hear what you have to offer? The more real you make the experience, the better your conversions will be!
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