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When we talk about "eCommerce" we're specifically talking about websites that simply sell products. Like a basic online store. A lot of these stores spend a lot of effort on the wrong things. In my 9+ years of running eCommerce stores I learned a basic principle: IF the product needs to be explained or has multiple uses, copy is great. IF the product is self explanatory and very visual, images and videos are great.
 


Sometimes copy isn't the best thing for eCommerce (say whhaat!?)


Sometimes it's just best to show pictures....if it's a visual product:

Checkout this little test we did with DeezTeez that failed:

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