---
id: seed:copy-patterns/ecommerce
title: Ecommerce landing page copy patterns
source_type: seed_copy
priority: warm
---

Ecommerce landing pages convert on product imagery, perceived value, and trust signals. Copy supports the visual; it never carries the page alone.

---

**Hero patterns:**

| Pattern Type | Template | Example |
|--------------|----------|---------|
| Product + benefit | "{Product}. {One key differentiator}." | "The Desk X1. Ergonomics that outlast your career." |
| Lifestyle promise | "{Product} that {lifestyle outcome}." | "Coffee that doesn't taste like the apocalypse." |
| Comparison | "Better than {leader}. {Benefit}." | "Better than Allbirds. Half the break-in period." |
| Social proof | "{N}+ five-star reviews. {Proof}." | "50,000+ five-star reviews. Rated best by runners." |
| Benefit list | "The only {category} with {feature list}." | "The only water bottle with triple-insulation and a leak-proof guarantee." |

Heroes for ecommerce almost always pair a hero image (product, lifestyle, or in-use shot) with minimal copy — the photo IS the headline support.

---

**Product card copy:**

Each card carries:
- Product image (square or 3:4 portrait, never mixed aspect ratios in one grid)
- Product name
- One-line descriptor OR specs ("100% organic cotton, GOTS-certified")
- Price (with strikethrough original if discounted)
- Quick-add or "View product" CTA

**Product name patterns:**
- Descriptive: "Classic Wool Sweater"
- Brand-forward: "Allbirds Tree Dasher 2"
- Feature-led: "Waterproof Hiker X3"

**Price display patterns:**
- Normal: "$49.00"
- Discounted: "$39.00" ~~$49.00~~ (20% off)
- Subscription: "$39/month" or "Subscribe & save 15%"
- Bundle: "$129 (save $40)" vs individual items totaling $169

---

**Product detail page copy:**

**Product title patterns:**
- Feature-benefit: "Hydrating Face Serum — Visible Results in 7 Days"
- Problem-solution: "Finally, a Cleaner That Cuts Grease Without Chemicals"
- Social proof: "The Vitamin C Serum 40,000+ Reviewers Call 'Life-Changing'"

**Product description templates:**

1. Problem-agitate-solve:
   "{Problem you face}. That's why we built {Product}. {How it solves}. {Key ingredients/features}. {Social proof}."

2. Benefit-led list:
   "What makes {Product} different: {3-4 bullet points with specific benefits}. {Why it matters}."

3. Expert endorsement:
   "Developed with {expert/credential}. {Product} {specific outcome}. {Certification/credential}."

**Avoid in product copy:**
- Vague claims: "high quality", "premium materials"
- Hyperbole without proof: "the best in the world"
- Negative competitor comparison without specifics
- Wall of text before the "Add to Cart" button

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**Trust signals (essential, not optional):**

Place near the CTA and near the cart:

| Signal Type | Copy Template | Placement |
|-------------|---------------|-----------|
| Shipping | "Free shipping over $50" | Cart, product page, header |
| Returns | "Free returns within 30 days" | Product page, footer |
| Speed | "Ships within 24 hours" | Product page, checkout |
| Payment | "Pay in 4 with Klarna" | Product page, cart |
| Security | "256-bit SSL encryption" | Checkout |
| Reviews | "4.8/5 from 2,400+ reviews" | Product card, PDP |
| Badges | "BBB Accredited Business" | Footer, trust badges section |

---

**Reviews copy patterns:**

Star rating directly under the product title in product cards. On product detail pages, include written reviews with:

- Reviewer name + verified-purchase badge
- Star rating
- Review title (specific, not "Great!")
- 2-4 sentence review body
- Helpful votes: "142 people found this helpful"

**Review response templates (for seller responses):**
- Thank + personalize: "Hi {Name}, thanks so much for your feedback! We loved hearing about {specific mention}."
- Address concern: "Hi {Name}, so sorry about {issue}. We've {resolution}. Let us know if there's anything else."

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**Scarcity copy (use carefully):**

"Only 4 left" works ONLY when true. "Selling fast" without data is a credibility hit.

**Honest scarcity templates:**
- Real stock: "Only 7 left in your size"
- Real time: "Sale ends Sunday at midnight"
- Real demand: "47 people viewing this item right now"

**Anti-patterns (will tank trust):**
- Stock counter that always says "1 left"
- Countdown timer that resets on page refresh
- "Limited availability" with no actual constraint
- Fake "X people viewing" counters

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**Bundle / cross-sell copy:**

"Frequently bought together" cards near the bottom of product pages.

**Bundle headline patterns:**
- "Complete your setup"
- "The {theme} bundle"
- "Everything you need for {outcome}"

**Bundle pricing copy:**
- Total value: "3 items, $169 value"
- Savings: "Save $40 on this bundle"
- Per-item: "$129 ($43 per item)" vs $59/$59/$59 individually

---

**Cart abandonment copy:**

**Email subject lines:**
- "You left something behind, {Name}"
- "Your cart is still waiting"
- "{Product} — still in your cart"
- "Complete your order in 2 clicks"

**Email body openers:**
- "Hey {Name}, you left the {Product} in your cart."
- "Just a reminder: your cart expires in 48 hours."
- "Still thinking about {Product}? Here's {reason to decide}."

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**Hero CTAs by page type:**

| Page Type | Primary CTA | Secondary CTA |
|-----------|-------------|---------------|
| Collection/LP | "Shop now" | "Learn more" |
| Product detail | "Add to cart" | "Find my size" |
| Cart | "Checkout" | "Continue shopping" |
| Subscription | "Subscribe & save" | "One-time purchase" |

Match the verb to where the click goes.

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**What to avoid:**

- Essay-length product descriptions before the photo
- Splash screens / pop-ups before the visitor sees any product
- Hidden shipping costs revealed only at checkout
- Gated email capture as the FIRST conversion event
- Fake countdown timers that reset
- "Only 1 left!" when stock is unlimited
- Price increases disguised as "original" prices