How to create eCommerce content that converts
In the pre-COVID-19 era, the conventional method of buying and selling co-existed with e-commerce. In the post COVID era, e-commerce will assume even greater significance. With consumers cutting down on expenses, the skill to influence customers using online/internet tools will determine if your business grows or tanks.
You indeed cannot undermine the importance of the right e-commerce content. Remember, there are more customers online than in the marketplace. In more recent times, when businesses worldwide have been impacted, the ones that built their presence online somehow stayed afloat.
Ecommerce content is like story-telling to charm a crowd. However, it is a different ball game in the online world as your customer can leave the story at any point because they are spoilt for choice. In such a scenario, how do you attract their attention, sustain it and eventually get them to buy your products or services?
Here are few points to consider making your e-commerce content convert into sales:
Match content to your consumers
What is the right content for you that might not necessarily be the right content for your customers? While designing or writing content, keep in mind these factors; the target age-group, their requirements, the time they spend online, and the kind of content that will likely gain more traction.
For a young consumer group, 360 degrees rotating pictures, catchy slogans, and bullet points are the norm instead of wordy contents. A more mature audience would look for product comparison, data, research, credible information, and reliability.
Choose the right format
If you are not willing to reinvent, someone else who does will beat you in the competition. Word is-you can say a lot, even using any words! How is that possible? Well, there are appealing animations or even short videos with infographics you can use to reach your customers.
Ensure to make your content appealing with all the right information presented sharply and concisely. If you do so, your e-commerce content is more likely to succeed. In other words, move away from the same old boring formula.
Keyword Research For SEO
You might have the solution and even catchy content, but it could still fail. This is because you do not use a language the customer uses. To overcome this, you need to do a keyword research or use the various keyword applications available online. In fact, you should do a keyword research even before you write your content.
The major mistake many e-commerce marketers make is the ‘spray and pray’ method. They create content they believe is right and hope it works. It does not work that way! It would help if you spoke a language your consumers understand.
Ecommerce, in a way, is like an interview where you are the job applicant, and the consumer is the CEO of a company. You need to outline all that is unique about you and convince them to select you. You must be confident when you try to convince the customer of what you have to offer them. If you fumble with your content, or if you are in it just for the sake of trying to survive, you have already lost.
Under normal circumstances, boasting can make you appear arrogant. In e-commerce content, boasting is regular. It is about making the right noise and telling your customers you have both the answer and the product.
Track KPIs (Key Performance Indicators)
Your content is not going to work like magic. Don’t be surprised if visitors to your page or website/traffic don’t spend much time on it. You might have worked hard in writing content, but you can still miss out on some key points.
To keep it simple for you, these are the eight main KPIs you should keep a track of to know if it is useful. They are; the number of people visiting your page, the time spent on your page, the number of inbound links and placing them appropriately, social media shares, interactions and suggestions in the comment section, lead generation, and final conversions.
There is a lot of thinking and research that goes into making e-commerce content that converts. It might appear simple, but the truth is, not all content works. The ones that work are ones that function with an open mind, always ready to incorporate new ideas, patient, listen to and understand consumers and accept criticisms and failures.