Lianna Patch, comedian and founder of Punchline Conversion Copywriting, joins Lucas Walker on Pitstop to talk about her dream of saving your Shopify store and making your customers pause, smile and click.
E-commerce can be very difficult. There are a thousand and one things you have to keep track of, stay ahead of and prepare for, yet any of them could start dragging your business down while your attention is elsewhere. These all too common and easily preventable mistakes are no laughing matter, says comedian and copywriter Lianna Patch, who wants to make sure your Shopify store doesn't turn into a bad joke.
Here are her top 4 most irritating Shopify mistakes eager new business owners make and how to avoid them.
1. Ad traffic driving customers to your home page
- You're not trying to sell your Shopify store, you're trying to move product. Don't waste money on ads that just bring people to your front door and expect them to find their way around from there. Keep it simple and make it easy for your users. Link your ads directly to the product the promote, and bring your customers as close as you can to making that purchase
2. Choosing aesthetics over information
A stripped down and bare product page may be fashionable and design-forward, but it's not so helpful for the curious customer who may have some questions. Lianna suggests a few key details that should always be included:
- Brief and pithy copy to draw the customer in and compel them to include the product in their life
- A list of the top 3-5 things every customer should know about the product, with clear reasons given for why
- Additional information such as shipping and return policies, reviews and contact information
3. Using default boilerplate emails
- Inject a little personality into your brand during any one-on-one customer engagement. Instead of using the default welcome or order confirmation emails available through your e-commerce platform, show a little creativity and draw the customer in with some humourous and amusing copy
4. Having a boring 'About Us' page
- When a customer clicks on your 'About' page, they don't want to hear how committed you are to making the best darn product you can, they want to hear about why you, the person who founded the company, sunk all of their time and money into doing this. Be open, be honest, be raw and be witty, just whatever you do don't be boring.
Play To Your Audience
Comedian and founder of Punchline Conversion Copywriting, Lianna Patch, returns to Pitstop to tell Lucas about the three key features every high-converting Shopify store gets right.
If you want your shot at the big time, says e-commerce copy-editing expert and comedian Lianna Patch, then you've got to tighten your act up beyond the basic general conversion optimizing, such as image load time and page speed, tightened copy, segmented lists, presented social proof, reviews, guarantees and all the other fundamentals you see everywhere.
Here are 3 above and beyond features every great converting website share, milestones of quality and creativity, that can help you elevate your brand to a much bigger stage.
1. Focussed and fun attention to detail
You'd be surprised where customers will end up on your site, either by accident or intention, and no matter how deep content may be buried, if you post it, someone will eventually find and read it. Once you have the all-important minor details included, have a little fun with the rest and reward your customer's curiosity and interest.
Include easter eggs for perceptive users, such as:
- Bonus playful content
- Exclusive special offers
- Secret discounts
2. Promotional copy on a customer-feedback loop
There's no need to agonize over coming up with great copy if your customers already have. It's time to talk their language and get on the same page.
- Read the reviews the consumers leave about your products, services and business, then incorporate them into your next blog article, sale or product description.
This will both build trust with your customers, and ensure accurate product copy.
3. Brevity, wit and clarity
The faster and easier any information is to read, the more likely it will be understood.
- Condense your most important and most frequently asked product details into bullets, and include a concise answer to the question 'so what?' if ask about the information you included.
This will make sure you include the most important details, while answering the most common customer questions.
Laugh All The Way To The Bank
The talented and hilarious Lianna Patch joins Lucas on Pitstop one last time to detail how you can get your customers laughing with you and buying from you.
A joke may be cheap, but the effect it can have on your conversion rate is simply priceless. That's what Lianna Patch believes anyway, and as both a comedian and founder of a successful e-commerce copywriting company, she may be on to something.
Most brands tend to shy away from using humour in their website and promotional copy, feeling that it doesn't fit into their brand identity, worried that they won't be taken seriously among their peers in the industry, or downright certain that they're not funny to begin with. These are lost opportunities to engage personally with your users and customers on a human level, winning you lifetimes of brand loyalty.
"Comedy improves memory"
You may not remember who won Superbowl XLIV, or even what year it was, but you probably remember the Old Spice ad that ran during it, "The Man Your Man Could Smell like", starring Isaiah Mustafa. Even over a decade after, consumers can have strong memories and positive associations with a brand that made them laugh.
Creating those positive associations and good will means customers will:
- Be more likely to think of you when shopping
- Buy from you while comparing prices from others
- Forgive you for errors or delays when they occur
Here's how to lighten you brand up a little, and where to put your punchlines to get your guests giggling:
1. Funny Asked Questions
Rather than including a direct but boring description of a product or answer to a common question, try channelling your inner frustration.
If a shirt is promoted based on its blended fabric, chances are its because single-cloth products like wool makes everyone sweat like it's the deep summer. Relate with the discomfort other products offer, to sell the better quality of your own. Allow consumers to hear their unspoken complaints come from you, and they'll see you as more than a store.
2. Telling Tall Tales
A business should never lie about or be dishonest about their product; hyperbolically bragging though, about how incredible an item is in a way that is clearly and obviously nonsense, can excite and entertain customers, even though they know the claims are false.
It's all about offering balance to the user, allowing the consumer to contrast your reliable service, customer care and overall quality with a playful spirit, creating a deeper sense of relation.
3. A Spoonful of Sugar
No one likes getting bad news, especially about an order you have been eagerly awaiting. A light touch and a laugh can be just the ticket to help stave off any annoyance and anger, for a time at least.
Don't push it with the jokes when it comes to customers who repeatedly have issues, but do try to take the opportunity to set positive expectations for resolution by first empathizing with your customer (who is likely upset with you) by laughing at yourself.
- Tags: advertising, automated messages, content, conversion rate, customer service, ecommerce, landing page, Omnisend, podcast, product page, punchline conversion copywriting, shopify, spotify, traffic, ux design