Common Mistakes in eCommerce Copywriting and How to Fix Them

The Copywriter Column #197

Photo by Alejandro Escamilla on Unsplash

Ever notice how some brands seem to nail their messaging while others miss the mark? It all comes down to how they approach their copy.

Whether you're selling luxury watches or eco-friendly soap, the words you choose can make or break your marketing’s impact.

In no particular order, I rounded up some common mistakes I see (particularly with younger brands and greener copywriters).

Mistake #1: Focusing Too Much on Features

We've all been there – getting caught up in listing every single feature of our product.

But here's the thing: your customers don't buy features. They buy outcomes.

When you focus solely on features, you force your reader’s brain to work too hard and figure out why they should matter to them.

Let's look at some examples:

❌ Bad: "Our coffee maker features a programmable timer and 1500-watt heating element."
✅ Better: "Wake up to the perfect hot cup of coffee, ready exactly when you need it."

❌ Bad: "This laptop’s built with 16GB RAM and an Intel i7 processor."
✅ Better: "Breeze through your workday with zero lag – even with 30 browser tabs open."

❌ Bad: "Our moisturizer contains hyaluronic acid and vitamin C."
✅ Better: "Wake up to plump, glowing skin every single morning."

The fix? Translate every feature into a benefit. Ask yourself: "So what?" after each feature until you reach the real benefit for your customer.

Mistake #2: Using Technical or Insider Language

Nothing kills copy’s impact quite like confusion.

Yet many copywriters fall into the trap of using industry jargon or overly complex language in an attempt to cover up a lack of true understanding.

In most cases, it’s really unnecessary (especially in the eComm space).

Here's how to transform jargon-heavy copy:

❌ Bad: "Our proprietary dermatological formulation utilizes advanced molecular technology to penetrate the epidermis."
✅ Better: "This cream sinks deep into your skin to start working immediately."

❌ Bad: "Leverage our cutting-edge SaaS platform to optimize your workflow efficiency."
✅ Better: "Get more done in less time with this easy-to-use software."

It’s not that your customers aren't impressed by big words, but like the point above, you don’t want to make their brain work too hard.

Remember, clarity beats cleverness every time.

Mistake #3: Writing to Everyone

You can't write compelling copy if you don't know who you're writing to (duh). The biggest tell for this mistake? Generic copy that tries to speak to everyone.

When it comes to effective marketing, you have to narrow down your audience!

Here's what audience-specific copy looks like:

❌ Generic: "Our fitness program helps you get in shape."

✅ Targeted (For busy professionals): "Get a full-body workout in 20 minutes – perfect for your lunch break."

✅ Targeted (For new moms): "Gentle, effective workouts you can do during naptime, designed by moms, for moms."

The fix isn't just creating a buyer persona – it's understanding the conversation already happening in your customer's head.

What keeps them up at night?
What solutions have they tried before?
What do they really want?

Frame your product and your message around that conversation and you’re more likely to write copy that resonates.

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Mistake #4: Skipping Calls to Action

Ever read something awesome only to be left wondering what to do next?

That's what happens when you skimp on putting any effort into your call to action (CTA).

Let's look at how to transform weak CTAs:

❌ Weak: "Submit"
✅ Strong: "Start My Free 14-Day Trial"

❌ Weak: "Click Here"
✅ Strong: "Get My Custom Skincare Plan"

❌ Weak: "Buy Now"
✅ Strong: "Transform My Sleep"

Your CTA should communicate your target audience’s most viable next step. Once again, don’t make their brain work too hard!

Mistake #5: Trying to Say Too Much

The temptation to cram everything into your copy is real. But the reality is that when you try to say everything, you end up saying nothing.

Compare these product descriptions:

❌ Cluttered: "Our revolutionary yoga mat is eco-friendly, non-slip, extra-thick, lightweight, comes in 12 colors, includes a carrying strap, is perfect for hot yoga, regular yoga, pilates, stretching, meditation, and floor exercises, features antimicrobial protection, and comes with a free workout guide!"

✅ Focused: "The only yoga mat you need for hot yoga: Extra grippy when wet, so you can flow with confidence. Made from sustainable materials for guilt-free practice."

This is when it’s vital to employ the Rule of One: One main message, one ideal customer, one desired action.

Mistake #6: Ignoring Formatting and Readability

Great copy isn't just about what you say – it's about how you present it.

In the age of mobile browsing and short attention spans, formatting can make or break your message.

Let’s look at another example:

❌ Before: "Our revolutionary skincare system combines twelve powerful active ingredients that work together synergistically to transform your skin's appearance overnight while you sleep, promoting cellular renewal and boosting collagen production for visibly younger-looking skin that glows from within."

✅ After:
"Transform Your Skin Overnight

✨ Works while you sleep
✨ 12 active ingredients
✨ Boosts collagen
✨ Visible results by morning

Wake up to younger, glowing skin – guaranteed."

Which was the easier one to read? The second one (obviously).

At the risk of sounding like a broken record: don’t make your reader’s brain work too hard.

The Bottom Line

Strong eComm copy isn't about being clever or creative – it's about being clear and compelling.

By avoiding these common mistakes and focusing on what really matters to your customers, you'll write copy that not only reads better but probably converts better too.

What common copywriting mistakes have you noticed in the DTC space? Share your thoughts in the comments below. 👇

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