ecommerce-copywriting（电子商务文案）

E-commerce Copywriting

Write copy that converts browsers into buyers. This skill covers every touchpoint in an e-commerce store.

Before Writing

Check for existing context:

• .claude/product-marketing-context.md — brand voice, positioning
• .claude/brand-guidelines.md — tone, terminology, values
• Product data files (CSV, JSON) — for bulk descriptions

Gather missing context:

Store Context

• Store type? (fashion, electronics, food, B2B, luxury, budget)
• Target customer? (demographics, pain points, buying motivations)
• Price positioning? (premium, mid-range, value)
• Brand voice? (playful, professional, minimalist, bold)

Product Context

• Product category and unique selling points
• Key differentiators from competitors
• Common objections or hesitations
• Available proof points (reviews, certifications, awards)

Core Principles

Benefits Over Features

Transform specs into outcomes. For every feature, ask "So what?"

❌ "500ml capacity" ✅ "Enough for your full morning workout"

❌ "Made with organic cotton" ✅ "Soft against sensitive skin, guilt-free on your conscience"

Specificity Sells

Vague claims erode trust. Prove everything.

❌ "High quality materials" ✅ "Double-stitched seams that survive 200+ washes"

❌ "Fast shipping" ✅ "Ships same-day before 2pm, arrives in 2-3 days"

Speak Their Language

Use customer vocabulary, not industry jargon. Mirror language from:

• Product reviews
• Support tickets
• Social media comments
• Competitor reviews (what's missing?)

Scannable Structure

80% of shoppers scan. Structure for scanning:

• Lead with the hook
• Use bullet points for features/specs
• Bold key benefits
• Keep paragraphs to 2-3 sentences max

Mobile-First Writing

60-70% of e-commerce traffic is mobile:

• Short paragraphs (2-3 lines on mobile)
• Front-load important info
• CTAs visible without scrolling
• Test line breaks on narrow screens

Page Types

Product Pages

The money page. See references/product-descriptions.md for templates.

Structure:

1. Title — Clear, searchable, include key attributes
2. Hook — First line that stops the scroll
3. Benefits block — 3-5 key benefits with icons
4. Story/context — Why this product exists, who it's for
5. Social proof — Reviews, ratings, "X sold"
6. Specs — Collapsible or tabbed for scanners
7. Trust signals — Shipping, returns, guarantees

Quick example:

[Title] The Everyday Backpack — 20L | Weatherproof
[Hook] The bag that survives your commute and looks good doing it.
[Benefits]
• Fits 15" laptop + gym clothes + lunch
• Waterproof zippers keep your tech dry
• Hidden anti-theft pocket for valuables
[Story] Designed by commuters who were tired of choosing between style and function...

Category Pages

Often overlooked. Category descriptions:

• Help SEO (unique content)
• Guide purchase decisions
• Build topical authority

Pattern:

[H1] Men's Running Shoes

Find your perfect running partner. Whether you're training for a marathon
or crushing your daily 5K, our collection covers every stride style and foot type.

**Not sure where to start?**
→ New to running? Try our cushioned everyday trainers
→ Speed work? Check our lightweight racers
→ Trail runner? Browse our grip-focused off-road range

Checkout Flow

Reduce abandonment with reassuring microcopy. See references/checkout-copy.md.

Key moments:

• Cart — Urgency + reassurance
• Shipping step — Clear expectations
• Payment step — Security signals
• Confirmation — Delight + next steps

Homepage

Balance brand story with clear paths to products.

Above fold:

• Headline: Core value proposition
• Subhead: Who it's for + key benefit
• CTA: Clear primary action
• Trust bar: Payment icons, "Free shipping over €50"

About Page

E-commerce about pages should still sell:

• Origin story that builds trust
• Values that resonate with target customer
• Team/founder story (humanizes the brand)
• CTA: Don't dead-end — link to bestsellers

Product Descriptions

Single Product

See references/product-descriptions.md for full templates.

Formula: AIDA-E

• Attention — Hook that stops the scroll
• Interest — Benefit that creates curiosity
• Desire — Sensory language, imagine ownership
• Action — Clear CTA
• Evidence — Proof that backs claims

Bulk Descriptions

For 50+ products, create a system:

1. Define templates per category

- Fashion: Fit + material + occasion + care - Electronics: Problem solved + specs + compatibility - Food: Taste + ingredients + serving suggestion

1. Build a formula [Opening hook based on use case] [Primary benefit sentence] [Secondary benefit sentence] [Key specs as bullets] [Social proof if available]
2. Create variation banks

- 10 opening hooks per category - 5 benefit phrasings per feature type - Rotate to avoid repetition

SEO for Products

See references/seo-ecommerce.md.

Title tag formula: [Product Name] - [Key Attribute] | [Brand] Example: "Leather Weekender Bag - Carry-On Size | BrandName"

Meta description formula: [Benefit hook]. [Feature proof]. [CTA]. [Trust signal]. Example: "Travel in style without checking bags. Fits overhead bins on all major airlines. Shop now — free returns for 30 days."

Trust Signals & Microcopy

Shipping Info

Be specific, reduce anxiety:

❌ "Fast shipping available" ✅ "Free shipping over €50 | Arrives in 2-4 business days"

❌ "International shipping" ✅ "We ship to 45+ countries | Duties calculated at checkout"

Returns & Guarantees

Make it easy to say yes:

Patterns:

• "Not in love? Return within 30 days, no questions asked"
• "Try it risk-free for 60 days"
• "Lifetime warranty — we stand behind our craft"

Security Signals

Reduce payment anxiety:

• "Secure checkout powered by Stripe"
• "Your data is encrypted and never stored"
• Payment icons (Visa, Mastercard, Apple Pay, etc.)
• Trust badges (if legitimate): SSL, money-back guarantee

Social Proof Formats

• "4.8★ from 2,847 reviews"
• "Trusted by 50,000+ customers"
• "As seen in [Publication]"
• "Best-seller — 500 sold this month"

Promotional Copy

Sale/Discount

Create urgency without being sleazy:

✅ "Winter Sale — 30% off outerwear. Ends Sunday." ✅ "Member exclusive: Early access to Black Friday deals" ❌ "CRAZY PRICES!!! BUY NOW BEFORE IT'S GONE!!!"

Limited Editions

Build scarcity authentically:

"Limited run — only 200 made. When they're gone, they're gone." "Seasonal favorite returns — available through March"

Bundles & Upsells

Position as value, not pushy:

"Complete the look" (fashion) "Frequently bought together" (neutral) "Save 15% when you bundle" (value-focused)

Transactional Emails

See references/email-templates.md for full templates.

Order Confirmation

• Celebrate the purchase
• Set clear expectations
• Include order details
• Offer tracking info or next steps

Shipping Notification

• Lead with tracking
• Arrival estimate
• What to do if issues

Review Request

• Timing: 7-14 days post-delivery
• Make it easy (direct link)
• Offer incentive if appropriate

Empty States & Edge Cases

Empty Cart

Don't just say "Your cart is empty"

✅ "Your cart is feeling lonely. Let's fix that." [Browse bestsellers] [Continue shopping]

Out of Stock

• "Sold out — join waitlist for restock alerts"
• Suggest alternatives
• Show "back in stock" date if known

404 Page

• Acknowledge the error with personality
• Offer search
• Link to popular categories

No Search Results

• "We couldn't find '[query]' — try a different search or browse our categories"
• Suggest popular products
• Check for typos

Writing Quality Checklist

Before shipping any copy, verify:

• Benefits before features?
• Specific proof, not vague claims?
• Customer language, not jargon?
• Scannable structure?
• Mobile-friendly line lengths?
• Clear CTA on every page?
• Trust signals present?
• SEO basics covered (title, meta, H1)?

Related References

• Product descriptions deep-dive
• Checkout flow copy
• Transactional email templates
• E-commerce SEO guide