Not less than a few times monthly, I discuss to a small e-commerce retailer proprietor who needs to put money into content material advertising. Usually instances, I’ve to interrupt it to them that they’re not prepared for content material advertising.
You see, earlier than you spend a bunch of time producing visitors out of your audience, it’s vital to verify these guests get the very best expertise potential whereas shopping your retailer.
So, on this put up, I need to give retailer house owners and e-commerce newbies a transparent concept of the place they will make investments their time earlier than investing in additional paid and natural site visitors to their websites. Many of those could be completed for lower than $1,000 or just a few hours of your time.
With a number of small-scale investments you may assist drive efficiency on conversions, search engine optimisation, and extra.
So what are they?
- Rewrite Your Weak Product Descriptions
- Take Higher Product Pictures
- Construct Lookbooks & Product Collections
- Begin Including Product Movies
- Improve Your Overview Software program & Course of
Let’s take a look at these alternatives intimately, and higher but, present you some precise examples of what your website may appear like.
Rewrite your weak product descriptions
From product particulars to options and advantages, product descriptions should pack loads of info in a brief format. You’ll have neglected some missed alternatives.
For those who reply “sure” to any of the next questions, contemplate investing in improved product descriptions.
1 – Does your present product web page copy communicate solely to your superb buyer?
For those who’ve constructed buyer personas for your brand, make certain the copy addresses the suitable persona’s distinctive ache factors and considerations. Bland descriptions meant to enchantment to everybody — or simply bots — aren’t as efficient.
This high chair example from 4moms.com focuses on the three issues that matter to their viewers: single-handed changes, spilt-meals prevention, and simple cleanup.
2 – Does your copy give attention to advantages moderately than options?
You’ll be able to record options all day lengthy, however prospects actually need to know the way your product will make their life higher.
The Amazon Echo sales page does a terrific job of focusing much less on the technical options of the product, and extra on the cool issues you are able to do with it.
three – Are you describing your product with the identical phrases that your prospects use?
Utilizing the identical language that your clients do will assist you higher talk along with your target market in a means that sounds pure for them and touches on their ache factors.
A easy method to discover these phrases is to do some reverse engineering. Begin by taking a look at buyer opinions and suggestions you’ve collected (and people of your primary rivals as properly) to pick widespread phrases and phrases that glad prospects are utilizing. From right here, you possibly can tie that buyer language again into your personal descriptions.
I used to be searching for a brand new tent final week and saw this awesome reviewer on Amazon drive house a degree that the copywriters had missed. In the event you learn that total evaluate, the phrase “household tent” is talked about about thirteen instances.
However in the event you learn the product description, “household tent” solely exhibits up as soon as. The outline fails to say most of the advantages coated by the reviewer: a lot of pockets, sleeping preparations, potential to catch a breeze however maintain the doorways closed, and so forth.
There’s a chance right here for a competitor within the tent or out of doors house to enhance their very own product descriptions for a similar tent (and even put collectively a bigger information to household tents).
four – Are you telling your product’s story?
The oldsters over at Rogue Brewing perceive that the folks shopping for items from their web site are in all probability enthusiastic about nicely-made merchandise, not simply properly-made beer. Right here’s an ideal instance from their web site that tells the story of their 28-year search for a decent beer shucker (bottle opener):
Take higher product images
Images issues. Analysis from BigCommerce means that 67% of consumers consider image quality “very important” when making a purchase online.
Good product photographs do extra than simply present customers what you’re promoting — they supply context and assist prospects visualize utilizing your merchandise. Plus, excessive-high quality photographs will scale back product returns that occur because of deceptive photos.
So what are you able to do to improve your product photographs?
Smartphones aren’t going to chop it
Use a DSLR digital camera, not your smartphone. Though trendy smartphone cameras can take larger decision pictures than ever earlier than, you’ll get higher outcomes from a DSLR. Decrease-finish fashions begin at round $500 — attempt discovering a used physique on-line and spending more cash on a greater & price-efficient fastened lens that may deal with video, too.
Construct an inexpensive lightbox
Create a lightbox for nicely-lit images with a strong white background. For lower than $10, you may build your own lightbox that may vastly enhance the standard of your product photos.
Use artistic angles
Shoot merchandise from a number of angles. Make sure you embrace a number of photographs on each product web page. The extra views and viewpoints you will have, the higher prospects will have the ability to decide your product.
It’s OK to tweak & course of your photographs to make them pop
Course of your photographs with filters that improve colour and general picture high quality. Photograph filters resolve poor lighting or coloration points and vastly enhance your product images. Simply strive to not get carried away with dramatic filters that distort the colour of your merchandise, as this may be deceptive for the client. Right here’s a good example from ABeautifulMess.com exhibiting the distinction earlier than and after picture edits:
In case you don’t have time or the inclination to take your personal images, outsource it to knowledgeable. It doesn’t matter what route you go, know that upgrading your product web page images is nicely well worth the funding.
Construct lookbooks & product collections
You may as well present extra context to your merchandise via lookbooks, which showcase your merchandise in use. The time period “lookbook” is generally widespread within the style business, however the idea could be prolonged to quite a lot of industries.
The pictures in the lookbook for Fitbit’s Alta mannequin of health tracker assist customers envision themselves carrying them. Fitbit’s lookbook additionally establishes a model way of life promise — unimaginable with product images alone. Even higher? The varied pictures are clickable and take you to the product web page for that shade/fashion of wristband:
Product collections are one other nice variation on this technique. On this “Mediterranean Collection” page on Coastal.com, buyers get a possibility to buy by “type,” and to see examples of the glasses on precise faces as an alternative of only a white background:
As I alluded to earlier than, this isn’t simply a chance for vogue websites. The trick is to ensure you’re exhibiting your merchandise in motion.
Loads of different retailers have a chance to indicate off their product in use, like these photos from the Klipsch website displaying off their soundbars in numerous settings:
Automotive equipment? Identical factor.
Heck, even workplace furnishings is less complicated to buy if you see the way it seems in a workspace.
Begin including product movies
Including video to product pages is one other comparatively low-finances enchancment you can also make, but it has excessive worth for consumers and your backside line.
Why? As a result of video’s capability to shortly educate customers is a robust conversion software. Eyeview Digital reported that together with video on touchdown pages can enhance conversions by as a lot as eighty%, and ComScore indicated that web shoppers are sixty four% extra possible to purchase after watching a video.
So how will you put video to work in your product pages?
Whether or not you’re demonstrating a how-to or just showcasing a product and outlining product particulars, including video in your product pages gives an entire new expertise for web shoppers that helps overcome buy objections and solutions their questions.
Video additionally lets you give customers a extra full overview of the product and to transcend static footage with a narrative aspect. These participating visuals can assist customers envision themselves utilizing your merchandise in a manner that images alone merely can’t.
Zappos is well-known for together with movies on what looks as if each itemizing, however what’s extra spectacular to me is how a lot persona and model voice they showcase. Whereas looking for boots not too long ago, I’ve to say Joe was my favorite video personality:
In case you’re up for taking this on with a DIY strategy, it’s fairly simple to create your own product videos at house with the right equipment. Or, outsource this undertaking to an area skilled or videographer for rent.
Improve your buyer evaluations software program & course of
Within the present e-commerce panorama, competitors is fierce — and there’s at all times somebody keen to ship cheaper and sooner.
That’s why social proof is extra vital than ever earlier than. Analysis from eConsultancy exhibits that 61% of consumers indicate they look to product reviews before making a purchase, and that product reviews are 12x more trusted than product descriptions from corporations.
Buyer opinions make your product pages simpler, permitting customers to judge the product primarily based on actual buyer opinions — and may help you notice product points.
I’m itemizing a number of widespread platforms right here, however you need to actually try Everett Sizemore’s guide to product review software, which has some nice insights on the efficiency of your complete market of product assessment software program choices, together with technical web optimization issues:
Conventional product evaluations is probably not proper for all shops…
The best choice for you’ll depend upon the instrument’s capability to combine together with your retailer, your most well-liked performance, and your price range. Typically, conventional product critiques gained’t be the only option to your product or retailer.
On this instance from ThinkGeek, they’ve opted to only let people leave Facebook comments rather than any product reviews at all. Which is sensible, as a result of they’re Star Trek backyard gnomes, and it’s not like you should inform individuals whether or not they had been the suitable measurement or not. Even higher than Fb feedback, additionally they solicit product images through social media on their #geekfamous hashtag.