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Appeal directly to your users and welcome them using conversational writing.
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Why
Invite your users to describe their business.
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Make it clear that the shopping cart is empty, and you can refer users to the three most interesting pages in the shop.
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Use it when you want to talk only about your users, what they receive; how they will get rid of their problems and fulfill their dreams.
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Why
You can use it in empty states of search results. Give a direction to the users on what exactly need to do and where.
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