in-house overview
From 2019 to 2021, I worked in-house at COS as the Online Copywriter. I wrote a high volume of informative product descriptions for the COS website, as well as lookbook captions, newsletter copy, and a range of fit guides, successfully improving sales and minimising returns. In August 2019, I developed and implemented a new product copy strategy, working alongside A/B testing to improve customer engagement and conversions. A detailed explanation of the tone of voice project is featured below.
PRODUCT DESCRIPTIONS
AW20 LOOKBOOK CAPTIONS
CATEGORY COPY
TONE OF VOICE DEVELOPMENT, 2019
In 2019, I developed and implemented a new tone of voice (ToV) for the COS website. Working closely with UX and the marketing team, we were able to pinpoint key areas in need of development to improve the customer's online shopping experience.
Working alongside A/B testing, we altered the format of the product description, adding informative bullet points to improve readability. Additionally, we moved fabric composition and care instructions from the details tab to the description, ensuring all necessary information was provided in the main PDP.
After studying the ToV and brand pillars, we researched and implemented a new way of writing, expanding the COS word bank and introducing an elevated tone with a hint of playfulness to better reflect the COS personality. To improve website traffic and cu
stomer outreach, we worked closely with the SEO team, using an analytics tool to incorporate relevant keywords into the PDP.
previous tone of voice
new tone of voice
