Stop Overusing Jargon in eCommerce Copywriting

Boris Kwemo

22 Dec 23
Reading Time: 7 min

As the eCommerce landscape becomes ever more competitive, brands are searching for ways to differentiate themselves and catch the consumer's eye. One increasingly popular strategy is the use of industry jargon in product descriptions and website copy. However, while this may sound professional and knowledgeable to those within the industry, to the average shopper it can often be confusing and off-putting.

At ConvertMate, we specialize in optimizing product detail pages for Shopify brands. Using data analysis and AI, we fine-tune product descriptions to make them as clear, appealing, and effective as possible. We believe that the overuse of jargon is one of the most common pitfalls in eCommerce copywriting and in this blog post, we'll explain why, and provide some tips for how to avoid it.

Understanding the Role of Jargon in eCommerce Copywriting

Defining Jargon

Firstly, it’s important to understand what we mean by jargon. Jargon refers to specialized or technical language that is used by a specific group, profession, or industry. In eCommerce, jargon could include terms like conversion rate, SEO, bounce rate, or user experience. While these terms are easily understood by those within the industry, they may confuse or alienate your customers if overused or poorly explained.

As eCommerce store owners or marketers, our main goal is to communicate effectively with our audience and persuade them to purchase our products or services. Therefore, it is critical to strike a balance between using industry language to demonstrate our expertise and maintaining clarity to ensure our messages are understood. When jargon is used excessively, it can create a barrier between you and your potential customers - leading to a decrease in conversion rates.

Using jargon can also run the risk of sounding insincere or excessively technical. It’s better to use plain, straightforward language that clearly illustrates the benefits of your products or services. Instead of simply relying on industry terminology, focus on explaining how your products or services can solve a problem or meet a need for your customers. This way, you’re helping them understand why they should choose your brand over others.

The Impact of Jargon on Conversion Rates

While jargon can potentially make you sound more professional or knowledgeable in your field, it can also have a detrimental effect on your conversion rates. The use of industry-specific language can often lead to confusion and misunderstanding, particularly among customers who are new to your products or services. This can result in lost sales and a decrease in your overall conversion rate.

Understanding the role of jargon in eCommerce copywriting is crucial to maintaining customer engagement and maximizing conversions. Customers need to feel comfortable and confident when navigating your website or reading your product descriptions. If your copy is laden with jargon or technical terms, it may create a barrier to purchase, causing customers to leave your site in favour of one that provides clearer, more accessible information.

As an eCommerce store owner or marketer, it is essential to strike a balance between demonstrating your expertise and keeping your copy comprehensible. Replacing jargon with plain language can help ensure your message is clear and straightforward, encouraging more users to convert. However, this doesn't mean you should eliminate jargon entirely. Instead, use it sparingly and always explain any industry terms to help your customers understand and appreciate your products or services better.

The Common Pitfalls of Overusing Jargon

Alienating Potential Customers

One of the biggest mistakes ecommerce store owners and marketers often make is overloading their copy with industry jargon. While they might believe that this enhances their credibility or displays their expertise, it can actually alienate potential customers. To the uninitiated, jargon can be intimidating and difficult to understand, creating a barrier between your business and the customer.

Remember that your customers come to you, not because they understand the intricacies of your field, but because they need a product or service that you offer. When confronted with dense, technical language, a potential customer may feel overwhelmed and choose to shop elsewhere. This is a classic example of how overusing jargon can alienate customers and negatively impact your conversion rates.

Transparency and simplicity are key in ecommerce copywriting. In order to keep your audience engaged and willing to make a purchase, you need to communicate your product’s value in a way that is easily understood. This isn’t to say you should avoid jargon entirely, but it should be used sparingly and always with the assumption that the customer may not know what it means. By being mindful of how you use jargon, you can make your copy more approachable and start to see an uptick in your conversions.

Muddling Your Message

Overusing jargon in eCommerce copywriting is a common pitfall that can lead to muddling your message. When you use jargon excessively, you run the risk of alienating your audience and obscuring the real value of your product or service. Not only can this confuse potential customers, but it can also lead to a decrease in conversion rates. After all, if your audience can’t understand what you’re offering, they’re unlikely to make a purchase.

The key to effective eCommerce copywriting lies in clear, concise language that speaks directly to your audience. It’s important to remember that your customers may not have the same level of knowledge or understanding about your industry as you do. Therefore, it’s crucial that you communicate your message in a way that is easy for them to understand.

The use of industry-specific language and technical terms should be kept to a minimum. Instead, focus on using simple, straightforward language that gets your point across without confusion. By ensuring that your copy is easily digestible, you’ll increase the chances of your message resonating with your audience, ultimately leading to higher conversion rates.

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Case Study: The Negative Effects of Jargon-Rich eCommerce Descriptions

An In-Depth Analysis

In this case study, we delve into the negative repercussions of overusing industry-specific jargon in eCommerce descriptions. It has been observed that too much use of jargon-rich copy can in fact deter potential customers, instead of engaging them. As an e-commerce store owner or marketer, it's crucial to remember that your product descriptions should easily understandable and accessible to the average consumer.

Why is this so? Often, industry jargon, while sounding sophisticated, can be daunting and confusing to consumers who aren't familiar with the terminology. This can lead to decreased conversion rates as visitors struggle to understand what they're buying. Instead, clear, simple, and direct language can do wonders in making your product descriptions more appealing to a broader audience.

In conclusion, while it's important to demonstrate your expertise and knowledge in your respective industry, it's equally vital to remember not to alienate potential customers with overly complex language. Keep it simple, keep it concise, and watch your conversion rates skyrocket.

Key Findings

The case study on the negative effects of jargon-rich eCommerce descriptions revealed significant findings that every eCommerce store owner or marketer should consider. The research found that excessive use of industry-specific language or jargon in product descriptions often leads to confusion and alienation among potential customers. This is especially true for those unfamiliar with the technical terms and thus find it difficult to comprehend the product features accurately. In fact, the conversion rates were lower for eCommerce sites with jargon-filled product descriptions compared to those with simple, easy-to-understand language.

One of the key findings was that customers value clarity above all else. As an eCommerce business owner or marketer, your goal is to make your customers understand the value proposition of your product, not impress them with industry-specific terminology. The study also highlighted that eCommerce sites that replaced jargon with simple language noticed a significant increase in their conversion rates. This clearly indicates that the impact of using jargon excessively is negative and counterproductive for eCommerce businesses.

Another insightful point from the study was the positive effect of incorporating customer-friendly language in the eCommerce copy. This not only helped in boosting the site’s SEO rankings but also contributed to enhancing user experience, which is a critical factor in driving conversions. In conclusion, the findings suggest that it is essential to use clear, accessible language that customers can easily understand, to improve the effectiveness of eCommerce copywriting and ultimately increase conversion rates.

Embracing Clear and Concise Copywriting for Increased Conversions

The Power of Simplicity

There is incredible power in simplicity, especially when it comes to ecommerce copywriting. As an ecommerce store owner or marketer, you may feel the need to use complex jargon to appear more knowledgeable or professional. However, this can often backfire, causing confusion and alienation among customers. Simplicity, on the other hand, builds trust and drives conversions. By embracing clear and concise copywriting, you make your content more accessible and enjoyable for your customers, ultimately boosting your conversion rate.

Overusing jargon isn't just ineffective—it's unnecessary. The majority of your customers likely aren't experts in your field, so they may not understand the technical terms you're using. In fact, they might find them intimidating or off-putting. Jargon can create a barrier between you and your customers, making them feel unqualified or incompetent. This is the exact opposite of what you want as a marketer. Your goal should be to make your customers feel comfortable, confident, and capable. Simplifying your language can help you do this.

Remember, the ultimate goal of your copywriting isn't to showcase your expertise—it's to connect with your customers and persuade them to take action. By speaking their language and keeping your copy simple, clear, and concise, you can better communicate your value proposition and make it easier for your customers to understand the benefits of your products. So embrace the power of simplicity—your conversion rate will thank you.

Implementing Clear Language in Your Product Descriptions

One of the primary reasons why many eCommerce businesses struggle with converting visitors into buyers is the overuse of jargon in their product descriptions. While having a rich vocabulary and industry-specific terms can be beneficial in some contexts, it may potentially alienate customers who are not familiar with these terms.

Embracing clear and concise copywriting is a powerful strategy that can help in resolving this issue. This approach focuses on using simple, easily understandable language that speaks directly to the consumer. It’s all about removing the barrier of complexity and making it easy for your customers to understand exactly what they are buying, why they need it, and how it can benefit them.

The secret to successful eCommerce copywriting is not to impress the reader with sophisticated language, but to communicate effectively. By implementing clear language in your product descriptions, you are more likely to increase conversions and improve the overall shopping experience for your customers. Remember, the final goal is not only to sell a product, but to build a long-lasting relationship with your customers.

Best Practices for Jargon-Free eCommerce Copywriting

Adopting a Customer-Centric Approach

When it comes to eCommerce copywriting, nothing is more effective than adopting a customer-centric approach. Many business owners get caught up in the industry-specific dialect and overlook the potential confusion it can cause the customer. By focusing on the customer and their needs, you can better communicate your brand’s message and value proposition.

So, what does a customer-centric approach entail? It’s quite simple. Instead of using industry jargon that the customer may not understand, use language that is clear, concise, and easy to understand. Remember, your potential customer may not have the same level of understanding about your products or services as you do. So, it's crucial to keep your language simple and straightforward.

Best Practices for Jargon-Free eCommerce Copywriting

Firstly, always keep your target audience in mind. Write as if you are speaking directly to them. Use language that they will understand and relate to. Secondly, avoid using technical language or industry jargon as much as possible. If technical terms are unavoidable, make sure to explain them in simple terms. Thirdly, always aim for clarity. Your message should be easy to understand and digest. Lastly, be concise. In the fast-paced world of eCommerce, customers tend not to have the patience for long-winded explanations. Keep your messages short and to the point, and you’ll have a higher chance of engaging your customers and boosting your conversion rates.

Utilizing Data Analysis and AI for Optimization

One of the most powerful ways to optimize your eCommerce copywriting is to leverage data analysis and artificial intelligence (AI). These technologies can offer a whole new level of insight into your audience, helping you understand their behavior, preferences, and how they interact with your content. Moreover, AI can be used to analyze vast amounts of data and offer predictive insights that can guide your copywriting efforts. Instead of guessing what your audience might respond to, you can use data to make informed decisions and craft messages that truly resonate.

However, while technology can be a potent tool, it's essential not to overlook the importance of clear, jargon-free copywriting. Often in eCommerce, there is a tendency to overuse industry-specific terminology or complex language, which can confuse or alienate potential customers. This is where the power of AI can again be harnessed. AI tools can evaluate your copy for readability, clarity, and jargon use, ensuring your message is easily understood by your audience. Remember, the goal of your copy is to inform, engage, and persuade - not to showcase industry jargon.

So, utilize data analysis and AI for optimization, but always keep your customer's understanding and needs at the forefront. It's the balance of advanced technology and human-centric copywriting that will ultimately drive your eCommerce success.

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