An emphatic and compelling headline is the best and most inexpensive way to get your audience's attention. We typically associate headlines with news or magazines, and the headlines you use for an eCommerce store should have the same function in your ads or on your website. They should inspire feelings of importance, value, and urgency.
You can offer a valuable experience in design, interface, product, and copywriting.
With thousands of websites and online stores competing for eCommerce sales, it’s essential to differentiate your brand from competitors and highlight your value from the beginning—the headline!
In this article, we will give you the tools you need to craft enticing headlines that engage your customers and boost eCommerce sales.
When designing a website, brand, or marketing campaign, many eCommerce store owners wonder what they have to gain from headlines.
Here’s why optimizing headlines on your website matters significantly when designing an online storefront:
Today internet users are desensitized to having brands trying to catch their attention by any means necessary. You want to present the consumer with the most beneficial features of a product, collection, or service. It’s unreasonable to assume the value of what you’re offering is evident to your audience—so let's not beat around the bush.
When a shopper lands in your store, you need to do everything you can to convert their curiosity into a sale. Studies indicate that a staggering 67.45% of users abandon their shopping carts without buying anything. A catchy headline can go a long way in grabbing a user's attention and showing them your value proposition.
If you want to attract impulse buyers or high-intent users, you need to create a sense of urgency with your headlines. Avoid cart abandonment by putting pressure on “window shoppers” while they are browsing your site. Show shoppers that your offer is limited and available for a little while.
Now we will look at a few ways to optimize your headlines for an eCommerce site. Use the following tips to create profitable headlines for your business.
Selling products or services online is more about selling the story or value that the products have themselves. Any marketing professional will tell you that you need to create headlines using vocabulary that hold enough power to evoke emotion in the audience.
Depending on your product, you can choose words that will create an emotional response and urge users to make a purchase. Some of the reactions you can initiate with your headlines include:
Exclusivity Ex: “Members only.”
Trust Ex: “We guarantee.”
Time-constraint Ex: “Limited-time offer.”
Surprise Ex: “Flash sale.”
Thought-leadership Ex: “You can rely on our experience.”
Use words that will help you sell more products and grab the attention of your target audience.
If you look at some of the most prominent eCommerce sites, you will see that they save the headlines for their best and biggest offers. For example, they present generous and attractive promo codes as part of their header.
If you have an ongoing promotion, it’s a good idea to accentuate that in your headlines. You can also use pop-up windows with an attention-grabbing headline to help your customers find the offer immediately. You will get an influx of users who are searching for special offers and discounts using search queries on Google and other search engines.
Your headline needs to stand out from the rest of the text on your site, but it should still align with your brand style. It is worth mentioning that everything about the headline, including the messaging, tone, use of colors, fonts, logo placement, etc., needs to be synonymous with your brand and consistent with the marketing material you have put out in the past.
Consider your brand design to educate the creation of your brand headlines. It will help you create ones that are much more effective and lead to sales.
This may seem obvious, but it’s something that many marketers forget about. The key to being original is creating headlines in your voice, and creating copy that works for users and the brand.
For example, the words “sale” or “free shipping” just work, there’s no need to change them, but the rest of the headlines should describe the product, benefits, and value in your own words. They don’t need to be overly sales-y but need to show the user that you offer value.
The real secret to long-term success with headlines for an eCommerce store is using accurate data from real users to validate and educate decisions. When testing headlines, compare your headline relevant variations and find which one performs best.
With accurate data from your audience, you can make informed decisions regarding headline elements, including the benefit highlighted, length and tone.
Using a real-time testing tool like Poll the People, brands can create custom tests that accurately capture user expectations, so you can create headlines and optimize resources before launch. If you don’t have a testing tool in your toolkit or aren’t well-versed in headline testing, a quick google search and a little research can go a long way.
Testing headlines with a remote and unmoderated testing platform will allow you to gather feedback from your target audience in a matter of hours, giving you the answer to the question, “What headlines will create the most eCommerce sales?”
Ideally, you need to have multiple headlines that you test out before an audience that closely matches your target audience. This will give you actionable insights into how a user will react to seeing your headline on your eCommerce site.
To get the best results from your headline testing, use a remote and unmoderated testing platform that will give you results in a few hours and in a cost-effective manner so that you can maximize your return on investment.
One of the most important facets of an eCommerce site is the headline. There is no denying the impact of a well-placed, catchy, original, and emotion-evoking headline. With a thoughtfully designed headline, your eCommerce page is bound to increase brand awareness, showcase your offerings and motivate them to act, ultimately stimulating sales.
To get the best results out of your headline, follow these tips: