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Use copywriting during optimization of online stores
Tomčík, Martin ; Burkoň, Lukáš (advisor) ; Meisner, Tomáš (referee)
This dissertation is focused on copywriting or writing advertising content for online stores. Its main objective is to create instructions for writing successful text for online stores based on synthesis. Simultaneously, another aim of my dissertation is to use these findings in copywriting for selected e-shops. Both theoretical and practical parts are based on professional resources and my own experiences with copywriting beginning in 2006. This document is structured in three main parts. In the first part, I focus on theoretical recommendations for writing advertising content. In addition to creating product descriptions, this chapter deals with the preparation of texts for categories, home pages, shipping and payment sections, about us pages, articles and microcopy. In the next chapter, I describe measuring and evaluating the performance of advertising texts for online stores. The third part is devoted to the application of theoretical knowledge and to writing texts for selected eshops, including an evaluation of their success. Thanks to the selected structure, this dissertation covers almost all issues of copywriting for eshops. Chapters are structured in the same way as my usual copywriting process. I believe that my dissertation will become a useful knowledge resource for beginners and advanced copywriters, Internet marketing experts and online store owners. Selected parts of my dissertation are enhanced by my own experience, knowledge and demonstration examples. Most of them can be found on real company websites and online stores. Also, I continually refer to related resources that may be useful for every reader with deeper interest in this issue.
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Commercialy Successful Text Creation for Websites
Tomčík, Martin ; Chudán, David (advisor) ; Sklenák, Vilém (referee)
The main aim of this bachelor thesis is to create a comprehensive web copywriting guide (writing promotional text for web page). The thesis is mainly based on my own experiences, which I gathered as copywriter. However some information is also based on selected publications and articles. The target group of my thesis are junior copywriters, marketing consultants and any other person responsible for website content creation. This document is structured in the same way as a typical web copywriting process. It can be used as a "guide" for website text writing. By the way, another aim of my thesis was to show one of many possible procedures, generally used by copywriters. In the first part, I deal with interpretation of website text. In addition to specific knowledge I also describe how these findings affect web copywriting. Next chapter is devoted to content analysis alias methods that help copywriters to get the right data for their work. The third part of the thesis describe basic rules of web copywriting, crucial for creation of effective promotional texts. As in the previous chapter, these rules and procedures are enriched by findings from my own work experience. Penultimate part of the thesis summarizes, how to test the effectiveness of website texts. In the last (practical) chapter I deal with application of theoretical knowledge to web copywriting implementation for a selected web page. I consider this structure to be the best one, because of practical benefits it provides to common readers. There is also a possibility of further segmentation such as plain set of methodological rules or spotlight on the role of promotional text in website lifecycle. Selected parts of my bachelor thesis are accompanied by demonstration examples. Some of them can be found on real company websites. Others were created by me for this purpose so that all the rules (procedures) become obvious at first sight.
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