Shopify retailer [E-COMMERCE]

*To comply with my confidentiality agreement, I have omitted confidential information.

Increase product sales with new conversion-focused copy and page layout on individual product description pages on Fern & Petal’s essential oils Shopify site.

Also required: The brand’s first-ever brand guide and a retailer’s guide to support wholesales in brick-and-mortar retail stores.

The Challenge

  • Market research

  • Stakeholder interviews

  • Brand strategy development

  • Product naming support

  • Brand Guide

  • Retailer’s Guide

  • 80+ Product Description

  • Web copy support

  • PDP Wireframes

  • Ongoing Optimization

My role

This project began with a brand deep dive to with the business owners to define the direction for voice, tone and style. I followed this work up with extensive market research, competitive analysis and social listening to determine differentiating features and messaging strategies.

I composed and wireframed 90+ PDP pages using voice-of-customer data and best practices for e-commerce product pages in alignment with the brand’s new visual identity and voice, tone and style. 

Finally, I delivered a comprehensive brand guide, and a retailers guide to support wholesale sales and distribution.

The new e-commerce site went live in April 2023, and the company reported an uptick in online sales since launch.

The process

We began with a brand identity deep-dive and product exploration, revealing several messaging and copywriting factors to consider.

Pain points

This client had four main concerns in addressing their need for compelling product description pages that would function more effectively and increase on-site sales conversion:

Brand Differentiation: How do we stand out in a crowded market?

Storytelling: Is each product’s story strong enough to stand on its own yet remain part of the overall brand story?

Connection: Will our product stories create an intimate connection with buyers?

Value: How well does our brand experience overcome price objections?

Brand development

Collaboratively with the business owner, who had a background in digital marketing, we defined clear brand goals and core values, explored the full product line and examined the brand’s new visual identity. This critical work combined with competitive analysis, market research, and voice-of-customer data drove the copy direction for harmonious product story development.

PDP composition

I researched ingredients for the 40+ proprietary blend products and 40+ individual essential oils sold on the site. Using strategic messaging hierarchy, I composed and wireframed copy for each product, prioritising the mobile user experience.

Brand guide & retailer’s guide

Using the established brand voice in alignment with the company’s overall goals and values, I distilled a high-level value proposition and composed brand guide copy to reflect top-level messaging strategies and functional writing style standards.

Ongoing support

I continue to provide copywriting support as the brand optimises their e-shopping user experience.

“I have worked with Robyn for over 12 years in various capacities. Robyn is so much fun to work with and never ceases to amaze me with her clever way with words. Our clients feel the same.”

Founder of Tevao Creative

KAROLYN MASTERS-NYL

Getting stand-out copywriting should never be a grind.

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