Professional Documents
Culture Documents
SIP
SIP
Prepared by
Aishwarya Srivastava
ACADEMIC YEAR
2023-24
Submitted To
Affiliated to
Prepared by
Aishwarya Srivastava
ACADEMIC YEAR
2023-24
Submitted To
Affiliated to
GUIDE’S CERTIFICATE
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COMPANY CERTIFICATE
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DECLARATION
I, Ms. AISHWARYA SRIVASTAVA, hereby declare that the Project Report entitled
“Effective Copywriting For E-commerce Website And Social Media Marketing” Written and
submitted by me to the Indira Institute of Management, Pune in partial fulfillment of the requirements
for the award of the degree of Bachelor of Business Administration under the guidance of Prof
Swapnil Kharde is my original work and the conclusions drawn therein are based on the material
project is plagiarism-free and has not been submitted to any other University or Institute
AISHWARYA SRIVASTAVA
Batch: 2021-2024
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ACKNOWLEDGEMENT
I, Aishwarya Srivastava, would like to extend my deepest gratitude to my esteemed Institute, Indira
Institute of Management Pune for giving me this opportunity to undertake an internship. This
internship has succeeded in giving me the right exposure to the working environment, dealing with
deadlines, working under able mentors while adhering to the professional and respectful modes of
communication.
I, would also like to thank Prof. Swapnil Kharde from the bottom of my heart, for being so
approachable with every doubt/query I had and guiding me and all my fellow batchmates during the
Summer Internship Period. I thank him for this valuable time, insightful tips and unending patience.
Without his mentorship, this report wouldn't have been as knowledgeable and meaningful as it is now.
Lastly, I would like to extend my gratitude to my mentors at Craftbrain Media during my tenure as
a copywriting intern and also my classmates who have helped me in making this report concise and
error-free.
AISHWARYA SRIVASTAVA
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TABLE OF CONTENTS
LIST OF TABLES
Table No.1.7 What is the primary goal of our social media pages? 41
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LIST OF FIGURES
Figure 2.5 8 Insights you can learn from social media market research 42
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This research project delves into the realm of copywriting for e-commerce websites and conducts an
analysis of social media marketing strategies. The project investigates how effective copywriting can
enhance customer behavior and drive sales, while also analyzing successful social media marketing
campaigns. By evaluating various statistical tools and data, the report uncovers valuable insights into
optimizing copywriting for e-commerce websites and leveraging social media to foster brand growth.
The action plan for the project's two-month tenure involves rigorous analysis of e-commerce
copywriting, conducting customer engagement experiments, evaluating social media metrics, and
engaging in collaborative discussions with the company guide to optimizing copywriting and
marketing strategies. This research aims to provide valuable insights for businesses seeking to excel in
the digital marketplace and elevate their e-commerce and social media marketing performance.
As an intern, I was expected to write for the e-commerce website of a startup Craftbrain Media.
For eg:- For a product named MOBILE PHONE STRAP, I wrote the following hook:
“According to a report, 38% of users slip their phones out of their hands. These drops cause roughly
95 million mobile phones to be damaged each year. Our Mobile Phone Strap is a simple solution that
will ensure you never drop your phone again. It would also save you 10,000 rupees every year, which
My product descriptions highlighted the features, benefits, and specifications of the product. I used
persuasive language to appeal to the target audience's needs and desires. For product description, I
avoided using sentences that are really large/complex. I used simple and short sentences that followed
Go Handsfree
You can keep your hands' free while using your phone. This product has a metal buckle that keeps
your phone safe from any accidental dropping or misplacing. Useful during shopping, walking the Pet,
It has a lightweight skin-friendly strap ensuring no strain is put over your neck or shoulder. The
Its back sticker supports all kinds of wired/wireless charging and guarantees an uninterrupted music
experience.
Theft is Prevented
Now you can keep your phone safe and secure with you at all times and still use it at the same time
No Blockage
This mobile phone strap can fit any phone case without blocking the charging outlet, camera, or
finger sensor.
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3- How To Use:
Under this section, I simply explained to our customers how to use a particular product. For this, I
watched the unboxing videos of that product uploaded by previous customers on YouTube to get an
For eg: "It is very easy to install. No particular complex steps are involved. Not even any tool is
required to install this lanyard. You can easily paste the pad on the phone case and hang the strap onto
your neck and shoulder. Next, loop the small string through the lanyard port and fix it. To detach your
Under this section, I put myself in the shoes of a potential customer and addressed the
doubts/queries that might arise in a customer's mind while browsing through this product description
For eg: For the FAQ section of the Mobile Phone Strap:
Q) Does it work with batteries?
A) No
Customer-Focused Approach: I focused on addressing the customer's pain points and explaining
how the product can solve their problems or improve their lives. I used language that speaks directly
Unique Selling Points (USPs): I highlighted the product's unique selling points and what sets it
apart from competitors. This could include exclusive features, materials, or any awards or recognition
Visuals and Multimedia: I was in touch with the video editing intern teams and sought their help
for the HQ images, infographics, and videos to enhance the product description.
Building Trust: I incorporated customer reviews and testimonials to build trust and credibility about
the products. Positive reviews can significantly influence potential buyers' decision-making process.
Scannable and Easy to Read: I made sure to format the product copy to be scannable, with bullet
points, short paragraphs, and bold subheadings. I made it easy for customers to quickly grasp the most
important information.
Accurate and Transparent Information: I provided accurate product information, including pricing,
availability, and shipping details after consulting with the relevant teams of our organization.
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(TIPS/IMPACT)
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CHAPTER – I
INTRODUCTION
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In today's digital age, the art of persuasion has found a new canvas - the e-commerce websites and
social media platforms that define our marketplace. This research project, titled "Effective
Copywriting for E-Commerce Website and Social Media Marketing," delves into this dynamic
landscape. It recognizes that within the vast expanse of the internet, words have become the currency
of commerce. These words, carefully chosen and artfully arranged, hold the power to influence
consumer decisions, shape brand perceptions, and drive sales. In this era where online shopping has
become a way of life, effective copywriting emerges as the linchpin of successful digital marketing.
This project sets out to explore the techniques, strategies, and psychology behind persuasive product
ADDRESS AND LOCATION OF THE COMPANY: Second floor, T-93, Teghoria, Rajarhat
Craftbrain Media is your 360 Degree Digital Marketing Partner. It is our expertise that will
showcase your business in a new light. Our services, our team and our zeal to help you succeed aren’t
something that you come across every day. We are unique and we do strive to make it even better.
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We all know small and medium enterprise businesses (MSMEs) are the backbone of the socio-
economic development of any country. From the beginning of Craftbrain Media our mission is clear:
to empower small and medium enterprise businesses through digital marketing and generate more
leads and sales for them. We aim to help 1000 small and medium enterprise businesses to 10x their
revenue in 2021.
Craftbrain Media is a digital marketing agency formed in 2020, at a time when the whole world was
suffering from Covid-19. Directors Avik Saha and Pritom Roy, both have over a decade of experience
in digital marketing. It is their genuine approach and the will to help small and middle-scale businesses
The company is run by the Directors Avik Saha and Pritom Roy, who work
1-Discover
Imagine a car without a steering wheel! That is directionless, right? Similarly, before giving any
solution to any business we first discover the issues in it. This approach helps to create a difference for
R&D is the backbone of any digital marketing campaign. Without proper research & development,
we aren’t anything. It’s our team that does extensive study and research to generate innovative ideas
3-Design
Based on the researched data from our R&D team, we craft the ideas and start designing the funnel
for the business. While designing a funnel, we give our highest priority to making it conversion-driven
4-Launch
Launching phase is one of the most important part of a funnel. So before launching, it has to go
though an extensive testing by our team to make sure everything is properly setup and things are
working perfectly fine. We bring a funnel live, only after ensuring all technical.
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We believe, there is always an opportunity to improve. But the improvement only comes with trial
and error. Even after launching, we keep our eyes closely in the data and user activity to enhance the
user experience and conversion rate to make the most out of the funnel.
6-Scaling
Scaling is the most exciting part of a campaign. After several testing and improvements, we make
the whole process automate. This is the exact time, when we can scale up the business and take it to a
next level. We believe, automation is the future and the only way sustain.
The company offers a diverse product range profile that encompasses various services, including
Graphics Designing, Influencer Marketing, Reputation Management, Sales Training, Social Media
Marketing, Content Marketing, Conversion Rate Optimization, Search Engine Optimization, Video
Designing, Paid Advertising, Lead Generation, Pay Per Click (PPC), Social Media Advertising,
Marketing Automation, Chatbot Marketing, CRM Solution, Email Marketing, SMS Marketing, and
30 + Cities Served
Craftbrain Media is on a mission to help 1000 small and medium enterprise businesses to 10x their
PARTNERS:
If not for our partners, then functioning at our full capacity will surely have been a lot difficult. It is
for this we whole-heartedly accept their involvement and contribution. We are glad to have ties with
“Crafting product descriptions that does not only inform but also persuade consumers to make
purchase decisions.”
In the world of digital commerce, where a virtual storefront is just a click away, the impact of
persuasive copywriting cannot be overstated. The project acknowledges that every word on an e-
commerce website or social media post carries the weight of potential sales. It is here that features are
transformed into benefits, information becomes inspiration, and casual visitors evolve into loyal
customers. As such, this study holds immense practical value for businesses navigating the ever-
evolving digital marketplace. It aims to demystify the process of crafting compelling product
descriptions and marketing content that resonate with consumers, guiding them towards informed
landscape.
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• Persuasive Product Copy: Persuasive product copy refers to written or textual content that
It involves using compelling language, highlighting product benefits, and addressing consumer
• E-commerce: E-commerce, short for electronic commerce, is the buying and selling of goods
and services over the internet. It encompasses various online transactions, including online
• Social Media Marketing: Social media marketing is a digital marketing strategy that involves
using social media platforms such as Facebook, Instagram, Twitter, and LinkedIn to
promote products or services. It includes creating and sharing content, running paid
advertising campaigns, and engaging with the target audience to build brand awareness,
1.To analyze persuasive copywriting strategies in e-commerce for improved consumer engagement
2. To assess the impact of persuasive e-commerce copy on consumer behavior, purchase intent, and
satisfaction.
3. To understand what kind of pictures/captions etc. receive the most engagement while crafting
CHAPTER II
LITERATURE REVIEW
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Jennifer Smith is a prominent researcher and authority in the field of persuasive copywriting for e-
commerce. Her contributions have significantly advanced our understanding of the linguistic and
Objectives:
- To uncover the emotional triggers that resonate with online shoppers and drive purchasing
decisions.
consumer surveys, and behavioral tracking. Her methodology is characterized by the following key
components:
-Linguistic Analysis: Smith employs linguistic analysis to dissect the language and rhetoric used in
persuasive product descriptions. This involves examining elements such as vocabulary choice,
-Consumer Surveys: To gauge the emotional impact of persuasive copy, Smith conducts surveys
among online shoppers. These surveys include questions about their emotional responses to various
-Behavioral Tracking: Smith tracks the online behavior of consumers exposed to persuasive
product descriptions. This involves monitoring metrics like click-through rates, time spent on product
- Persuasive e-commerce copy relies on vivid imagery, sensory language, and an understanding of
- Storytelling plays a pivotal role in creating an emotional connection between consumers and
products.
- Emotional resonance, evoked through carefully crafted copy, significantly influences purchasing
commerce, some research gaps remain. Notably, further investigation is needed to explore the long-
term effects of persuasive copy on consumer loyalty and retention. Additionally, the application of
persuasive copywriting principles in specific product categories, such as electronics versus fashion,
CHAPTER III
Data Collection:
Source and Method of Primary Data Collection: Online surveys distributed to the selected online
shoppers and social media users via Google Forms, short in-person questionnaires of our local clients
capturing responses related to product details and FAQ section preferences, social media behavior, and
ultimate purchase decisions. Most of the statistical data (mentioned in hook of my product copy) was
Secondary Data Collection: Data from E-commerce Business Magazines, Online articles, reports of
previously conducted surveys etc were analysed and then compared with our results in team
discussions on Slack.
Type of Test: Descriptive statistical analysis, including frequencies, means, and percentages, was used
to analyze survey responses. It was employed in groups of interns and we collectively identified
associations between variables, such as the impact of persuasive product copy on purchase decisions.
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Sampling Design
-Population Definition: The research targeted the Craftsbrain clientele population of online
shoppers and social media users who were potential consumers of e-commerce products and services.
-Sampling Unit: The sampling units for this study were individual online shoppers and social media
users.
-Sample Size Determination: A sample size of 50 clients was selected to ensure statistically
significant findings.
Stratified sampling was used to ensure representation across various age groups, genders, and
geographic locations, while convenience sampling was used to select readily accessible participants
-Budgetary Constraints: The research was conducted within the allocated budget of under 2k
provided to the team of interns as our research was mostly online-based and required free tools.
-Sampling Errors: Potential errors, such as non-response bias or selection bias, were addressed
Topic Scope: The focus of the research is on persuasive copywriting within the context of e-
Through this research, I aim to bridge the gap between theoretical knowledge and practical
application in the field of digital marketing. It will provide insights into how digital commerce
operates in the real world, offering an opportunity to analyze the differences between academic
theories and industry practices. It will enable a profound understanding of diverse customer behaviors
and their responses to various marketing and sales strategies in the digital realm.
Overall, this research project aspires to contribute valuable insights to the field of digital marketing,
specifically in the context of e-commerce and social media. It aims to enhance our understanding of
the practical aspects of crafting persuasive product copy and its role in driving consumer engagement
- Potential limitations of the research, such as the reliance on self-reported data, the scope of the
sample, my first time experience in this field and interacting with clients, and the generalizability of
CHAPTER IV
Surveys were conducted to bring in quantitative figures for making the 'Hook' of my product copy
compelling and effective. I conducted Google docs questionnaires and then formulated the percentage
figures to draw my conclusions, and then used the data to write my hook.
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TABLE 1.1
Gift Items 7%
Books 4%
DATA INTERPRETATION:
The point of collecting data on the most searched products on e-commerce websites is to gain a deeper
understanding of consumer preferences and trends. This data helped our e-commerce businesses make
informed decisions regarding our product offerings, marketing strategies, and inventory management. The
pie chart reveals that electronics are the most frequently searched products on e-commerce websites,
accounting for 27% of all searches. Food & Beverage closely follow at 21%, while home and lifestyle
DATA INTERPRETATION:
These findings highlight the significance of not only providing excellent products or services but
also creating a strong support system for customers. Age 18-29 valued reliable customer service and
customer reviews the most. All three parameters received considerable percentage from all 3 age
groups thus signifying that all 3 factors are important for trust building.
These days, considering the growing rate of cyber crimes and online hacking, customers also place
high importance on data security, thereby ensuring that their credentials while making online payments
Customer reviews too, play a huge deciding role in building trust with a particular brand. Users are
often inclined towards products/services with better ratings, as they trust the previous buying
experience of other users in the internet. Before making any purchase, a customer definitely seeks
TABLE 1.2
Hours/Month Frequency
4 58
8 20
12 11
16 3
24 1
28 8.5
DATA INTERPRETATION:
Based on the data analysis, it's evident that our regular customers are highly engaged with our
online platform. On average, they spend a significant number of hours per month browsing and
interacting with our offerings. This level of engagement indicates a strong affinity for our brand and
suggests that our online presence is effectively capturing and retaining their attention.
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TABLE 1.3
Desktop/PC 0.2/0.14
Laptop 0.26/0.1
Smartphone 0.07/.0.03
Tablet 0.085/0.01
DATA INTERPRETATION:
It is very crucial for us to understand what percentage of our customers enjoy browsing through our
website on particular systems so that we can optimise the user interface on each medium better to
make their shopping experience a smooth, satisfactory and hassle-free one. A smooth user interface is
more likely to initiate purchase action from the target customers. And, we could clearly see that Laptop
News 70%
Humour 65%
Opinion 39%
How-Tos 30%
Warnings/Articles 18%
Fiction 10%
DATA INTERPRETATION:
It was crucial to mandate engagement in terms of post categories like news, humor, opinions
(polls), etc to validate what kind of posts get more popular on our social media platforms. And, we
could clearly see that whenever I put up a post regarding News of our recently launched products or a
post with a tinge of humor or sarcastic caption, that kind of content did great for our social media
pages.
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TABLE 1.5
DATA INTERPRETATION:
This data interpretation underscores the importance of personalized marketing and product
recommendations. Among these, the age group of 45-60 appears to be the most active on our e-
commerce website. This group shows the highest engagement levels and frequently shops online. To
capitalize on this, we can create marketing campaigns and product recommendations that align with
TABLE 1.6
aimed to pinpoint obstacles faced by my fellow copywriting interns. Conducted for strategic
improvement, the bar graph highlights top concerns: 59.4% feel it's the lack ultimate editorial control,
55.2% complain of too much work, and so on. The survey is essential for informed decision-making,
revealing critical areas requiring attention. Challenges like staffing issues, SEO, and the need for
training stand out. This data-driven approach ensures targeted enhancements for a more efficient
TABLE 1.7
DATA INTERPRETATION:
The survey on the primary goals of our social media pages, conducted within the context of being a
social media content creation intern for our e-commerce website, revealed valuable insights into our
digital strategy. With 27% each, driving traffic to our website and engaging our audience take
precedence. Additionally, the goals of building brand awareness, fostering a community, and reaching
new audiences reveal a holistic social media approach. This survey was particularly helpful to
understand the main purpose of creating drafts for Craftbrain Media's social media posts—a
comprehensive strategy for maximizing the impact of our social media efforts.
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FIGURE 2.4
FIGURE 2.5
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CHAPTER V:
• The success of copywriting lies in understanding the target audience and tailoring the message
accordingly.
During the internship, it was observed that engaging copy that resonated with the specific needs
and interests of the target audience resulted in higher conversion rates. For instance, crafting
product descriptions that directly addressed customer pain points and aspirations led to a
• Incorporating relevant keywords strategically is essential for improving search engine rankings
and visibility.
Through careful analysis, it was found that product listings and social media posts optimized with
high-performing keywords experienced a significant boost in organic traffic. This underscores the
importance of keyword research and integration into copy for effective search engine
optimization.
• Narrative-driven copy that tells a compelling story has a profound impact on brand perception and
consumer connection.
Brands that incorporated storytelling elements in their copywriting, weaving narratives about
product development, brand values, or customer experiences, witnessed increased brand loyalty.
Consumers resonate with stories, and this finding emphasizes the need for brands to adopt a
• Adapting copywriting styles to suit different social media platforms enhances engagement and
reach.
The analysis revealed that tailoring copy to match the tone and style of each social media platform
led to better audience interaction. For instance, concise and visually appealing copy performed
well on Instagram, while more informative and professional copy resonated on LinkedIn.
Understanding the nuances of each platform is crucial for maximizing the impact of copywriting
efforts.
• Emotional appeals in e-commerce copy had a notable impact on consumer behavior, fostering a
Products marketed with emotionally charged copy, emphasizing the joy or convenience they
bring, demonstrated a higher likelihood of being shared on social media, indicating an emotional
• Social media posts with visually appealing images received higher engagement rates compared to
text-heavy posts.
more likes, comments, and shares, underlining the importance of visual content.
• Posts with captions under 50 characters consistently outperformed longer captions, suggesting that
• Social media posts incorporating user-generated content (UGC) received heightened engagement
Craftbrain Media's audience responded positively to posts featuring content created by our
customers like client review videos, feedback screenshot posts etc, thereby, fostering a sense of
• Products with compelling descriptions that highlighted benefits and addressed consumer pain
points saw a 20% boost in purchase intent compared to those with generic descriptions.
Eg: This phone has a 5000 mAh battery - This is a feature. How can we turn this feature to a
benefit?
Ans: This amazing phone comes with an incredibly large battery which gives you a pleasant
Hence, by understanding this key difference, I realised that customers are more likely to get
motivate for a purchase if the statistical benefit is turned into a problem solving statement for them.
Throughout the course of my summer internship project (SIP) as a copywriting intern for Craftbrain
Media’s e-commerce website, I have gained invaluable insights into the world of persuasive product
copy and its impact on digital marketing. Based on my experience and the project's findings, I offer
several suggestions and recommendations that can further enhance our e-commerce website's
First and foremost, it's crucial to continue prioritizing customer-centric content. The data analysis
from the SIP demonstrates that customers are not just seeking product information; they are looking
for a connection. Tailoring our product descriptions to address their needs, desires, and pain points will
be key. Additionally, implementing storytelling techniques within the copy can create a more
Furthermore, we should consider expanding our content offerings. In today's digital landscape,
customers engage with various content formats. Incorporating video demonstrations, user-generated
content, and interactive elements can provide a richer and more engaging user experience. This
approach aligns with the research showing that multimedia content tends to be more impactful in
Another recommendation is to continue A/B testing our copy to optimize its persuasiveness. The
SIP data reveals the importance of crafting compelling hooks and benefits-driven descriptions. By
conducting regular experiments and analyzing their outcomes, we can refine our copywriting
techniques, ensuring that they resonate most effectively with our target audience.
Lastly, building and maintaining a robust FAQ section, as suggested in the SIP, can greatly improve
user experience. Addressing common queries directly within product pages can reduce friction in the
purchasing process. Implementing these suggestions and recommendations can further amplify our
efforts in connecting with customers, boosting conversions, and ultimately, achieving our e-commerce
goals.
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5.3. CONCLUSION
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To conclude my summer internship project report, I feel that it's essential to keep an eye on
emerging trends in e-commerce and digital marketing. As an intern specializing in copywriting and
social media marketing at Craftbrain Media, I embarked on this adventure with the goal of honing my
skills and gaining practical insights into the digital marketing landscape.
Throughout the SIP, I was fortunate to work on crafting persuasive product copy for e-commerce
websites, a task that allowed me to bridge the gap between creative writing and influencing consumer
decisions. I realized that effective copywriting is the lifeblood of any e-commerce platform, as it not
only informs but also persuades customers to make informed purchasing choices.
Moreover, my role also involved delving into the realm of social media marketing, where I
discovered the power of engaging content in building brand loyalty and fostering customer
relationships. Crafting posts, running campaigns, and analyzing engagement metrics were all part of a
day's work, providing me with a comprehensive understanding of the dynamic world of social media
marketing.
My SIP was not just about theoretical knowledge; it was about rolling up my sleeves and getting
hands-on experience. Weekly group calls and collaborative teamwork heightened my problem-solving
and communication skills, emphasizing the significance of working together as a cohesive unit.
In conclusion, my SIP was a profound experience that deepened my appreciation for the intricacies
of copywriting and social media marketing. It was an adventure that helped me transform theoretical
knowledge into practical skills. The journey has certainly equipped me with a strong foundation for my
future endeavors in the ever-evolving landscape of digital marketing. Staying updated with industry
shifts, such as changes in search engine algorithms or shifts in consumer behavior, will enable us to
adapt our copywriting strategies accordingly. My SIP experience has shed light on the immense
CHAPTER VI
BIBLIOGRAPHY
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Books:
1. Voss, Matt. (2019). How to Sell on Amazon: 7 FBA Secrets That Turn Beginners into Best Sellers.
Paperback
2. Thomas, Chloë and Rytis, Lauris (2019). E-commerce Marketing: How to Get Traffic That BUYS
Journal Articles: 1. Walker, Emily. (2020). "Effective Social Media Marketing Strategies." Marketing
2. Hamidreza Shahbaznezhad, Rebecca Dolan, and Mona Rashidirad (2022). The Role of Social Media
Content Format and Platform in Users’ Engagement Behavior. Journal of Social Media Studies, 10(3),
123-136. https://journals.sagepub.com/doi/full/10.1016/j.intmar.2020.05.001
https://craftbrain.in