Back to Details

ecommerce-copywriting

Compare original and translation side by side

🇺🇸

Original

English
🇨🇳

Translation

Chinese

E-commerce Copywriting

电商文案写作

Write copy that converts browsers into buyers. This skill covers every touchpoint in an e-commerce store.
撰写能将浏览者转化为买家的文案。本Skill覆盖电商店铺的每个用户触点。

Before Writing

写作前准备

Check for existing context:
  • .claude/product-marketing-context.md
    — brand voice, positioning
  • .claude/brand-guidelines.md
    — tone, terminology, values
  • Product data files (CSV, JSON) — for bulk descriptions
Gather missing context:
检查现有上下文：
  • .claude/product-marketing-context.md
    — 品牌调性、定位
  • .claude/brand-guidelines.md
    — 语气、术语、价值观
  • 产品数据文件（CSV、JSON）— 用于批量描述
收集缺失的上下文：

Store Context

店铺上下文

  • Store type? (fashion, electronics, food, B2B, luxury, budget)
  • Target customer? (demographics, pain points, buying motivations)
  • Price positioning? (premium, mid-range, value)
  • Brand voice? (playful, professional, minimalist, bold)
  • 店铺类型？（时尚、电子、食品、B2B、奢侈品、平价）
  • 目标客户？（人口统计特征、痛点、购买动机）
  • 价格定位？（高端、中端、性价比）
  • 品牌调性？（活泼、专业、极简、大胆）

Product Context

产品上下文

  • Product category and unique selling points
  • Key differentiators from competitors
  • Common objections or hesitations
  • Available proof points (reviews, certifications, awards)
  • 产品类别及独特卖点
  • 与竞品的核心差异
  • 常见顾虑或犹豫点
  • 可用的证明材料（评价、认证、奖项）

Core Principles

核心原则

Benefits Over Features

先讲收益，后讲功能

Transform specs into outcomes. For every feature, ask "So what?"
❌ "500ml capacity" ✅ "Enough for your full morning workout"
❌ "Made with organic cotton" ✅ "Soft against sensitive skin, guilt-free on your conscience"
将参数转化为实际价值。针对每个功能，问自己“那又怎样？”
❌ "500ml容量" ✅ "足够满足你一整个晨间锻炼的需求"
❌ "采用有机棉制作" ✅ "触感柔软亲肤，让你消费无负担"

Specificity Sells

具体表述更能促成转化

Vague claims erode trust. Prove everything.
❌ "High quality materials" ✅ "Double-stitched seams that survive 200+ washes"
❌ "Fast shipping" ✅ "Ships same-day before 2pm, arrives in 2-3 days"
模糊的表述会削弱信任。所有说法都要有依据。
❌ "高品质材料" ✅ "双缝线工艺，可承受200+次洗涤"
❌ "快速发货" ✅ "下午2点前下单当日发货，2-3天送达"

Speak Their Language

使用客户的语言

Use customer vocabulary, not industry jargon. Mirror language from:
  • Product reviews
  • Support tickets
  • Social media comments
  • Competitor reviews (what's missing?)
使用客户的词汇，而非行业黑话。参考以下渠道的语言：
  • 产品评价
  • 支持工单
  • 社交媒体评论
  • 竞品评价（发现未被满足的需求）

Scannable Structure

便于扫描的结构

80% of shoppers scan. Structure for scanning:
  • Lead with the hook
  • Use bullet points for features/specs
  • Bold key benefits
  • Keep paragraphs to 2-3 sentences max
80%的购物者会快速扫描内容。为扫描优化结构：
  • 开头用钩子抓住注意力
  • 用项目符号列出功能/参数
  • 加粗核心收益
  • 段落控制在2-3句话以内

Mobile-First Writing

移动端优先的写作

60-70% of e-commerce traffic is mobile:
  • Short paragraphs (2-3 lines on mobile)
  • Front-load important info
  • CTAs visible without scrolling
  • Test line breaks on narrow screens
60-70%的电商流量来自移动端：
  • 短段落（移动端显示2-3行）
  • 重要信息前置
  • CTA无需滚动即可看见
  • 在窄屏上测试换行效果

Page Types

页面类型

Product Pages

产品页面

The money page. See references/product-descriptions.md for templates.
Structure:
  1. Title — Clear, searchable, include key attributes
  2. Hook — First line that stops the scroll
  3. Benefits block — 3-5 key benefits with icons
  4. Story/context — Why this product exists, who it's for
  5. Social proof — Reviews, ratings, "X sold"
  6. Specs — Collapsible or tabbed for scanners
  7. Trust signals — Shipping, returns, guarantees
Quick example:
[Title] The Everyday Backpack — 20L | Weatherproof
[Hook] The bag that survives your commute and looks good doing it.
[Benefits]
• Fits 15" laptop + gym clothes + lunch
• Waterproof zippers keep your tech dry
• Hidden anti-theft pocket for valuables
[Story] Designed by commuters who were tired of choosing between style and function...
直接促成转化的关键页面。参考references/product-descriptions.md获取模板。
结构：
  1. 标题 — 清晰、可搜索，包含关键属性
  2. 钩子 — 第一句话就要留住用户
  3. 收益模块 — 3-5个带图标的核心收益
  4. 故事/背景 — 产品的设计初衷、目标用户
  5. 社交证明 — 评价、评分、“已售X件”
  6. 参数 — 可折叠或分栏，方便快速浏览
  7. 信任标识 — 发货、退换、保障政策
快速示例：
[标题] 日常通勤背包 — 20L | 防泼水
[钩子] 这款背包既能扛住通勤折腾，又能保持颜值在线。
[收益]
• 可容纳15英寸笔记本+健身服+午餐
• 防水拉链保护你的电子设备不被打湿
• 隐藏式防盗口袋存放贵重物品
[故事] 由受够了在颜值和实用性之间做选择的通勤族设计...

Category Pages

分类页面

Often overlooked. Category descriptions:
  • Help SEO (unique content)
  • Guide purchase decisions
  • Build topical authority
Pattern:
[H1] Men's Running Shoes

Find your perfect running partner. Whether you're training for a marathon
or crushing your daily 5K, our collection covers every stride style and foot type.

**Not sure where to start?**
→ New to running? Try our cushioned everyday trainers
→ Speed work? Check our lightweight racers
→ Trail runner? Browse our grip-focused off-road range
常被忽视的页面。分类描述：
  • 助力SEO（提供独特内容）
  • 引导购买决策
  • 建立领域权威性
模板：
[H1] 男士跑步鞋

找到你的完美跑步搭档。无论你是在为马拉松训练，还是完成日常5K跑，我们的系列都能适配你的每一种步姿和脚型。

**不确定从哪开始？**
→ 跑步新手？试试我们的缓震日常训练鞋
→ 速度训练？看看我们的轻量化竞速鞋
→ 越野跑者？浏览我们的抓地型户外系列

Checkout Flow

结账流程

Reduce abandonment with reassuring microcopy. See references/checkout-copy.md.
Key moments:
  • Cart — Urgency + reassurance
  • Shipping step — Clear expectations
  • Payment step — Security signals
  • Confirmation — Delight + next steps
用贴心的微文案降低弃购率。参考references/checkout-copy.md。
关键节点：
  • 购物车 — 营造紧迫感+消除顾虑
  • 发货步骤 — 明确预期
  • 支付步骤 — 展示安全标识
  • 确认页面 — 传递愉悦感+后续指引

Homepage

首页

Balance brand story with clear paths to products.
Above fold:
  • Headline: Core value proposition
  • Subhead: Who it's for + key benefit
  • CTA: Clear primary action
  • Trust bar: Payment icons, "Free shipping over €50"
平衡品牌故事与清晰的产品路径。
首屏内容：
  • 标题：核心价值主张
  • 副标题：目标用户+核心收益
  • CTA：清晰的主要行动按钮
  • 信任栏：支付图标、“满50€免运费”

About Page

关于我们页面

E-commerce about pages should still sell:
  • Origin story that builds trust
  • Values that resonate with target customer
  • Team/founder story (humanizes the brand)
  • CTA: Don't dead-end — link to bestsellers
电商的关于我们页面也需要具备转化力：
  • 建立信任的品牌起源故事
  • 与目标用户共鸣的价值观
  • 团队/创始人故事（赋予品牌人情味）
  • CTA：不要让页面成为死胡同 — 链接到畅销产品

Product Descriptions

产品描述

Single Product

单个产品

See references/product-descriptions.md for full templates.
Formula: AIDA-E
  • Attention — Hook that stops the scroll
  • Interest — Benefit that creates curiosity
  • Desire — Sensory language, imagine ownership
  • Action — Clear CTA
  • Evidence — Proof that backs claims
完整模板请参考references/product-descriptions.md。
公式：AIDA-E
  • Attention（吸引注意） — 留住用户的钩子
  • Interest（激发兴趣） — 引发好奇心的收益
  • Desire（唤起欲望） — 使用感官语言，让用户想象拥有产品的场景
  • Action（促进行动） — 清晰的CTA
  • Evidence（提供证据） — 支撑所有说法的证明

Bulk Descriptions

批量描述

For 50+ products, create a system:
  1. Define templates per category
    • Fashion: Fit + material + occasion + care
    • Electronics: Problem solved + specs + compatibility
    • Food: Taste + ingredients + serving suggestion
  2. Build a formula
    [Opening hook based on use case]
[Primary benefit sentence]
[Secondary benefit sentence]
[Key specs as bullets]
[Social proof if available]
  3. Create variation banks
    • 10 opening hooks per category
    • 5 benefit phrasings per feature type
    • Rotate to avoid repetition
针对50+个产品，建立系统化流程：
  1. 按类别定义模板
    • 时尚：版型+材质+适用场合+护理方式
    • 电子：解决的问题+参数+兼容性
    • 食品：口味+成分+食用建议
  2. 构建公式
    [基于使用场景的开头钩子]
[核心收益句]
[次要收益句]
[关键参数（项目符号）]
[可用的社交证明]
  3. 创建变体库
    • 每个类别准备10个开头钩子
    • 每种功能类型准备5种收益表述
    • 轮换使用避免重复

SEO for Products

产品SEO优化

See references/seo-ecommerce.md.
Title tag formula: 
[Product Name] - [Key Attribute] | [Brand]
Example: "Leather Weekender Bag - Carry-On Size | BrandName"
Meta description formula: 
[Benefit hook]. [Feature proof]. [CTA]. [Trust signal].
Example: "Travel in style without checking bags. Fits overhead bins on all major airlines. Shop now — free returns for 30 days."
参考references/seo-ecommerce.md。
标题标签公式： 
[产品名称] - [关键属性] | [品牌]
示例："Leather Weekender Bag - Carry-On Size | BrandName"
元描述公式： 
[收益钩子]. [功能证明]. [CTA]. [信任标识].
示例："无需托运行李，时尚出行。适配所有主流航空公司的 overhead bins。立即选购 — 30天免费退换。"

Trust Signals & Microcopy

信任标识与微文案

Shipping Info

发货信息

Be specific, reduce anxiety:
❌ "Fast shipping available" ✅ "Free shipping over €50 | Arrives in 2-4 business days"
❌ "International shipping" ✅ "We ship to 45+ countries | Duties calculated at checkout"
表述具体，减少焦虑：
❌ "提供快速发货" ✅ "满50€免运费 | 2-4个工作日送达"
❌ "支持国际发货" ✅ "我们配送至45+个国家 | 关税在结账时计算"

Returns & Guarantees

退换与保障

Make it easy to say yes:
Patterns:
  • "Not in love? Return within 30 days, no questions asked"
  • "Try it risk-free for 60 days"
  • "Lifetime warranty — we stand behind our craft"
降低用户的决策门槛：
模板：
  • "不满意？30天内无理由退换"
  • "60天无风险试用"
  • "终身质保 — 我们对工艺负责"

Security Signals

安全标识

Reduce payment anxiety:
  • "Secure checkout powered by Stripe"
  • "Your data is encrypted and never stored"
  • Payment icons (Visa, Mastercard, Apple Pay, etc.)
  • Trust badges (if legitimate): SSL, money-back guarantee
减少支付焦虑：
  • "由Stripe提供安全结账服务"
  • "你的数据已加密，永不存储"
  • 支付图标（Visa、Mastercard、Apple Pay等）
  • 可信徽章（若合法）：SSL、退款保障

Social Proof Formats

社交证明格式

  • "4.8★ from 2,847 reviews"
  • "Trusted by 50,000+ customers"
  • "As seen in [Publication]"
  • "Best-seller — 500 sold this month"
  • "4.8★，来自2847条评价"
  • "50,000+用户的信赖之选"
  • "被[出版物]报道"
  • "畅销款 — 本月已售500件"

Promotional Copy

促销文案

Sale/Discount

促销/折扣

Create urgency without being sleazy:
✅ "Winter Sale — 30% off outerwear. Ends Sunday." ✅ "Member exclusive: Early access to Black Friday deals" ❌ "CRAZY PRICES!!! BUY NOW BEFORE IT'S GONE!!!"
营造紧迫感但不过度夸张：
✅ "冬季促销 — 外套3折起。周日截止。" ✅ "会员专享：提前解锁黑五优惠" ❌ "疯狂低价！！！手慢无！！！"

Limited Editions

限量款

Build scarcity authentically:
"Limited run — only 200 made. When they're gone, they're gone." "Seasonal favorite returns — available through March"
真实营造稀缺感：
"限量发售 — 仅生产200件。售完即止。" "季节爆款回归 — 供应至3月"

Bundles & Upsells

套装与追加销售

Position as value, not pushy:
"Complete the look" (fashion) "Frequently bought together" (neutral) "Save 15% when you bundle" (value-focused)
以价值为导向，而非强行推销：
"搭配成套更出彩"（时尚类） "常一起购买"（中性表述） "套装购买立省15%"（价值导向）

Transactional Emails

事务性邮件

See references/email-templates.md for full templates.
完整模板请参考references/email-templates.md。

Order Confirmation

订单确认

  • Celebrate the purchase
  • Set clear expectations
  • Include order details
  • Offer tracking info or next steps
  • 为用户完成购买表示祝贺
  • 明确后续预期
  • 包含订单详情
  • 提供追踪信息或后续步骤

Shipping Notification

发货通知

  • Lead with tracking
  • Arrival estimate
  • What to do if issues
  • 开头直接展示追踪链接
  • 送达预估时间
  • 出现问题时的处理方式

Review Request

评价请求

  • Timing: 7-14 days post-delivery
  • Make it easy (direct link)
  • Offer incentive if appropriate
  • 时机：送达后7-14天
  • 简化操作（直接链接）
  • 必要时提供激励

Empty States & Edge Cases

空状态与边缘场景

Empty Cart

空购物车

Don't just say "Your cart is empty"
✅ "Your cart is feeling lonely. Let's fix that." [Browse bestsellers] [Continue shopping]
不要只说“你的购物车是空的”
✅ "你的购物车空空如也，快来填满它吧。" [浏览畅销款] [继续购物]

Out of Stock

缺货

  • "Sold out — join waitlist for restock alerts"
  • Suggest alternatives
  • Show "back in stock" date if known
  • "已售罄 — 加入候补名单获取补货提醒"
  • 推荐替代产品
  • 若已知补货日期，可显示“预计补货日期”

404 Page

404页面

  • Acknowledge the error with personality
  • Offer search
  • Link to popular categories
  • 带点个性地承认错误
  • 提供搜索功能
  • 链接到热门分类

No Search Results

无搜索结果

  • "We couldn't find '[query]' — try a different search or browse our categories"
  • Suggest popular products
  • Check for typos
  • "我们找不到 '[query]' — 试试其他关键词或浏览我们的分类"
  • 推荐热门产品
  • 检查是否有拼写错误

Writing Quality Checklist

文案质量检查清单

Before shipping any copy, verify:
  • Benefits before features?
  • Specific proof, not vague claims?
  • Customer language, not jargon?
  • Scannable structure?
  • Mobile-friendly line lengths?
  • Clear CTA on every page?
  • Trust signals present?
  • SEO basics covered (title, meta, H1)?
在发布任何文案前，确认：
  • 先讲收益，后讲功能？
  • 有具体依据，而非模糊表述？
  • 使用客户语言，而非黑话？
  • 结构便于扫描？
  • 行长度适配移动端？
  • 每个页面都有清晰的CTA？
  • 包含信任标识？
  • 覆盖SEO基础（标题、元描述、H1）？

Related References

相关参考

  • Product descriptions deep-dive
  • Checkout flow copy
  • Transactional email templates
  • E-commerce SEO guide
  • 产品描述深度指南
  • 结账流程文案
  • 事务性邮件模板
  • 电商SEO指南