Difrax: ‘Copywriting contributed to higher webshop turnover’

Cases

This vendor of baby products represents sheer Dutch glory. And it has done so for over 50 years. The Difrax mission is to let parents enjoy parenthood by supporting them with useful and beautiful baby products. And that calls for a personal tone of voice.

‘The summer of 2020 was a great time for us to tackle all of our branding and build a new website. We needed our website to have a more personal touch, with accompanying imagery and copy that would appeal to our customers and support them in their parenting,’ says Corinne Sasse, sales manager.

SEO copy

‘A business contact gave us the tip of looking into CopyRobin as an option for outsourcing our copywriting. But it wasn’t quite clear whether or not CopyRobin also creates SEO text content. Ultimately, we need our copy to lead to an increase in conversions and more sales through our online shop.’

‘With that objective in mind, we had several agencies rewrite some of our existing copy. We then assessed those pieces in-house for content and SEO. We also evaluated the copy and weighed which pieces aligned the closest with our core values. There was unanimous enthusiasm for the texts we received from CopyRobin. That was the deciding factor.’

Jargon

‘The type of work we outsource most often are translations to German and French, rewriting product copy, and blog post writing. Because we tend to get stuck in our own bubble of professional jargon, it’s lovely to have someone take an outside look at our text content.’ 

‘We love to state, for example, that a pacifier “grows along with your little one”. That kind of writing could be confusing for our customers since that pacifier obviously doesn’t literally grow along with your child, but rather we have a different pacifier to suit a child at each age level.’

Personal contact

‘I was the CopyRobin contact for quite some time and it was always my experience that, despite submitting assignments via the dashboard, there is always room for personal contact with the CopyRobin editorial team. I particularly appreciated that personal contact since it’s not uncommon to forget to mention the odd small detail in a briefing. Lately, there has been a bit less personal contact, likely since our assignments have been less complex to submit.’

‘I have no evidence that CopyRobin’s copywriting exclusively led to our higher turnover. That increase was not only due to the text content, but was driven by our mid-2020 launch of entirely new branding, a new website with a new online shop, new visuals, and a new collection, in addition to CopyRobin’s writing.’

‘That means it’s tricky to draw a direct correlation. But it’s a fact that we’ve experienced a steady increase in turnover via the online shop, and CopyRobin’s content absolutely contributed to that change!’

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