Checking and improving readability in e-commerce content helps to make it easily understandable for a wider number of people, which in turn, broadens your audience.
When readers can clearly understand and engage with your content, they spend more time reading it (improving time on page metrics), are more likely to share it, and have an increased likelihood of converting to customers.
Get insight into the six top benefits of improving readability in e-commerce content as well as strategies to communicate clearly with your audience.
E-commerce is the buying and selling of products and services online. According to the American Marketing Association (AMA), e-commerce generated $5.8 trillion in revenue worldwide in 2023.
Further, Adobe noted that in 2024, e-commerce was expected to account for 22% of retail sales across the globe.
E-commerce may include:
E-commerce content is the material, written and visual that’s designed to attract and convert, new or existing customers as well as promote online sales.
E-commerce content includes:
Additionally B2B-focused e-commerce content might include white papers, case studies, and ebooks.
In short, visual or written content that’s created to reach and convert customers is e-commerce content. It should inspire, educate, engage, and build trust.
To attract and engage the most potential customers, great e-commerce content is created with readability in mind.
Readability means how easily a reader can understand your written content. The more readable your content, the more accessible it is, and the more potential customers it might attract.
Readability matters in e-commerce content because it significantly impacts the user experience.
When users can easily navigate through a website and engage with the content they encounter, they are more likely to learn something, find an answer, and be inspired by your company and brand.
At its best, e-commerce content with great readability leads a potential customer to develop awareness of and build trust in your brand.
Here’s an overview of 6 top benefits of improving readability in e-commerce:
A fantastic product description is pivotal to whether a customer decides to make a purchase. Readability is key to communicating clearly and engaging a reader.
Clear product descriptions in plain language make it easy for potential customers to understand what the product offers and what benefits it has for them.
A readable product description turns specifications into benefits and speaks to the audience in a clear and engaging manner.
Product descriptions are also indexed by search engines, so you want them to be impactful to increase brand visibility.
Tip: Make sure to include relevant keywords in your product descriptions. To balance keywords with readability, incorporate them naturally in the text (which will also help to avoid keyword stuffing).
When content is written with readability in mind, a reader can engage with it. Readable copy makes it easy for readers to find what they want, engage with something new, and connect positively with your brand.
When writing a blog article or gift guide, if you follow the guidelines for good readability, your readers will be able to thoroughly enjoy all the high-quality content you put together for them.
When you write for readability, you broaden your audience. When that audience is happy with what you have shared with them through your website, social media channel, email, podcast, or other e-commerce content, they are more likely to share it, broadening your organic reach.
Ready to expand your reach? Learn how social media marketing agencies and influencer marketing agencies can help.
High-quality content with high readability is more likely to rank better and keep readers on your site. It can even result in more returning visitors.
Get insight into how to create people-first content that aligns with Google’s helpful content guidelines.
Attracting more readers and keeping them on the page (while also reducing bounce rates) creates a greater opportunity for visitors to turn into customers.
Readability is at the heart of keeping visitors positively engaged — a building block of converting a reader to a buyer.
The clearer your language and presentation, the clearer your audience’s knowledge of your product is, and the easier a consumer can set expectations. Ensuring your content is readable and highly understandable equates to improved customer experience.
The basic tactics for writing for readability in your content include:
Here are a few ideas for making your e-commerce copy readable.
To write in clear language that speaks to your audience, you first need to know who your audience is and what they are looking for. What benefits does your potential customer want? What problem do they need help solving? Know these answers and spell them out clearly, concisely, and compellingly.
To hook your audience, know your product’s benefits and the value those benefits bring. Speak to your audience through clearly written highlights and benefits rather than list specifications in a product description.
The more clearly you describe a product, the more easily a customer will understand it. By using clear, concise, easy-to-read language and presenting content in an easy-to-scan visual format, you remove barriers for a greater number of readers.
If your product is highly technical or complicated, readability is still possible — and maybe even more necessary for your consumer.
Employ the technical language necessary to describe the product and show the customer you’re the expert. But present it in a way that is clear, accessible, and engaging. This may mean adding a little additional context.
Example:
Ideal for gamers, [this laptop] has a 64-bit operating system, 16 GB of memory, and Intel® Core™ i5 processor for enhanced performance and optimal gaming experience. You won’t miss a detail with the laser-sharp visuals of the 17-inch, 1440p display. For smooth, uninterrupted gameplay with reduced lag, it boasts a Nvidia GeForce RTX 3060 graphics card and a refresh rate of 144Hz. Say hello to improved playability and enhanced visuals with [this laptop].
The technical features help the customer make an educated decision, but the benefits of why those features are important to a potential customer make the description more readable.
The benefits of checking readability go a long way for brands, companies, and consumers.
Employing strategies to improve readability in your product descriptions helps a customer learn more about your product and make a smarter buying decision. Knowing they can count on your company or brand for clear, high-quality information builds trust and improves their chances of purchasing from you.
Get tips on how to improve readability and boost content marketing strategies:
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