In the competitive world of ecommerce copywriting, capturing your audience’s attention is crucial for driving sales. With countless brands vying for their limited attention, your ad copy needs to be more than just persuasive—it needs to be crystal clear. But what if the secret to higher conversions wasn’t about fancy words or complex sentences? What if it was as simple as writing at an 8th-grade reading level?

That’s right. Research shows that simpler language in your ad copy can significantly boost engagement and drive sales, especially for ecom and DTC brands. In this article, we’ll dive deep into the why and how of ad copy readability, equipping you with the knowledge and tools to write ads that truly resonate with your target audience.

Ecommerce Copywriting: Why Simplicity Matters

Think about the last time you scrolled through your Facebook feed or browsed an online store. How much time did you spend actually reading the ads? Probably not much. In today’s fast-paced digital world, attention spans are shorter than ever. Studies suggest that the average online attention span is a mere 8 seconds—less than that of a goldfish!  

This is where readability comes in. Readability formulas, like the Flesch-Kincaid Grade Level and the Gunning Fog Index, measure the complexity of your writing. Lower scores indicate easier-to-read text. And when it comes to ad copy, easier almost always equals better.  Successful microbrands like Death Wish Coffee and Allbirds have mastered this. Death Wish Coffee uses straightforward, bold messaging to communicate its product’s strength. At the same time, Allbirds emphasizes comfort and sustainability in a way anyone can grasp. Both brands have snowballed by focusing on clear, relatable messaging.

Why? Because simple language enhances cognitive fluency, the ease with which our brains process information. When your ad copy is clear and concise, readers can quickly understand your message without expending much mental effort. This leads to better comprehension, increased trust, and a higher likelihood of taking action.

Let’s look at an example. Imagine you’re selling a new line of organic skincare products. Which ad copy is more likely to grab attention and drive clicks?

Option A: “Experience the rejuvenating power of nature with our meticulously crafted, organic skincare line, featuring potent botanical extracts and sustainably sourced ingredients.”

Option B: “Get glowing skin naturally with our new organic skincare. Shop now and feel the difference!”

Option B, with its simpler language and direct call to action, is more likely to resonate with busy shoppers who are scanning for quick solutions.

The Power of Simple Language for Persuasion

Now, you might be thinking, “But won’t simplifying my ad copy make it less persuasive?” Quite the contrary. Simple language can actually enhance your persuasive power by:

• Building Trust: Clear and straightforward language conveys honesty and transparency, making your brand appear more trustworthy.
• Highlighting Benefits: When you use simple language, you can focus on the key benefits of your product or service without getting bogged down in technical jargon.
• Strengthening Your Call to Action: A concise and easily understood call to action (e.g., “Shop Now,” “Learn More”) is more likely to prompt the desired action.  

Take Dollar Shave Club, for example. Their ad copy is legendary for its humor and simplicity. Instead of bombarding customers with technical details about razor blades, they focus on the core benefits: affordable, high-quality razors delivered to your door. This clear and direct approach has helped them build a massive following and disrupt the shaving industry.

Finding the Right Reading Level for Your Audience

While writing at an 8th-grade reading level is a good general guideline, the ideal reading level for your ad copy can vary depending on your target audience. Consider factors like:

• Demographics: Age, education level, and cultural background can all influence reading comprehension.
• Interests: The reading level of your ad copy should align with the typical reading level of content consumed by your target audience.
• Industry: If you’re in a highly technical industry, you may need to use more specialized language, but always strive for clarity.

To determine the readability of your ad copy, you can use free online tools like the Hemingway Editor. These tools analyze your text and provide suggestions for simplification. You can also conduct A/B testing to see how different reading levels affect your ad performance.  

Ecommerce Copywriting Tips: Beyond Readability

While readability is crucial, it’s not the only factor that contributes to ad copy success. Here are some other essential elements to consider:

• Strong Headlines: Your headline is the first thing people see, so make it count. Use strong verbs and clearly communicate your value proposition when Ecommerce Copywriting.
• Emotional Connection: Connect with your audience on an emotional level by using storytelling, humor, or relatable scenarios. I can’t stress enough these Ad Copywriting Tips. 
• Visual Appeal: Use high-quality images and videos to enhance your message and make your ads more engaging.
• Mobile Optimization: Ensure your ad copy is optimized for mobile devices, as most online traffic now comes from smartphones.  

FAQs

What’s the ideal reading level for Facebook ads? (Ad Copywriting Tips)

Aim for a 6th to 8th-grade reading level for Facebook ads, as this platform has a diverse user base.

Does simple ad copy mean I’m talking down to my audience?

Not at all. Simple ad copy is about communicating effectively, not insulting your audience’s intelligence.

How can I simplify my ad copy without losing its persuasive power?

Focus on using strong verbs, clear language, and concise sentences. Avoid jargon and unnecessary adverbs when website copywriting, write product descriptions and improve ad copy.

Are there any industries where a higher reading level might be appropriate?

Yes, industries with highly specialized audiences (e.g., scientific or medical) may require a higher reading level.

What are some common mistakes to avoid when writing ad copy? (Ad Copywriting Tips)

Using clichés, being too vague, and neglecting your call to action are common mistakes to avoid.

Conclusion

In the competitive world of e-commerce, every word in your ad copy matters. By writing at a lower reading level, you can cut through the noise, connect with your audience, and drive more sales. Remember, simplicity isn’t about dumbing down your message; it’s about making it clear, concise, and compelling Ecommerce Copywriting.

So, the next time you’re crafting ad copy, ask yourself, “How can I make this message as easy to understand as possible?” The answer could be the key to unlocking greater engagement and higher conversions. Don’t be afraid to experiment with different reading levels and track your results to find what works best for your brand.

Check out Shane Snow’s research to learn more about the science of readability and how it impacts persuasion for ad copywriting tips.