Not less than a few times per 30 days, I speak to a small e-commerce retailer proprietor who desires to put money into content material advertising. Typically occasions, I’ve to interrupt it to them that they’re not prepared for content material advertising and marketing.
You see, earlier than you spend a bunch of time producing visitors out of your audience, it’s vital to ensure these guests get the perfect expertise doable whereas shopping your retailer.
So, on this submit, I wish to give retailer house owners and e-commerce newbies a transparent thought of the place they’ll make investments their time earlier than investing in additional paid and natural visitors to their websites. Many of those might be achieved for lower than $1,000 or just a few hours of your time.
With a couple of small-scale investments you may assist drive efficiency on conversions, website positioning, and extra.
So what are they?
- Rewrite Your Weak Product Descriptions
- Take Higher Product Images
- Construct Lookbooks & Product Collections
- Begin Including Product Movies
- Improve Your Assessment 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 to be.
Rewrite your weak product descriptions
From product particulars to options and advantages, product descriptions should pack lots of info in a brief format. You might have missed some missed alternatives.
Should you reply “sure” to any of the next questions, think about investing in improved product descriptions.
1 – Does your present product web page copy communicate solely to your ultimate buyer?
Should you’ve constructed buyer personas for your brand, ensure the copy addresses the suitable persona’s distinctive ache factors and issues. 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 concentrate on advantages reasonably than options?
You possibly can checklist options all day lengthy, however clients actually need to understand how your product will make their life higher.
The Amazon Echo sales page does an awesome 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 prospects do will assist you higher talk along with your target market in a manner that sounds pure for them and touches on their ache factors.
A easy solution to discover these phrases is to do some reverse engineering. Begin by buyer critiques and suggestions you’ve collected (and people of your foremost rivals as effectively) to select widespread phrases and phrases that glad prospects are utilizing. From right here, you’ll be able to tie that buyer language again into your personal descriptions.
I used to be purchasing for a brand new tent final week and saw this awesome reviewer on Amazon drive dwelling a degree that the copywriters had missed. If you happen to learn that complete assessment, the phrase “household tent” is talked about about thirteen instances.
However when you learn the product description, “household tent” solely reveals up as soon as. The outline fails to say most of the advantages lined 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 possibility right here for a competitor within the tent or out of doors area 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 parents over at Rogue Brewing perceive that the folks shopping for items from their web site are in all probability obsessed with effectively-made merchandise, not simply nicely-made beer. Right here’s an incredible 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
Pictures 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 buyers what you’re promoting — they supply context and assist prospects visualize utilizing your merchandise. Plus, excessive-high quality photographs will cut back product returns that occur as a consequence of deceptive pictures.
So what are you able to do to improve your product images?
Smartphones aren’t going to chop it
Use a DSLR digicam, not your smartphone. Though trendy smartphone cameras can take larger decision photographs than ever earlier than, you’ll get higher outcomes from a DSLR. Decrease-finish fashions begin at round $500 — strive discovering a used physique on-line and spending extra money on a greater & price-efficient fastened lens that may deal with video, too.
Construct an affordable lightbox
Create a lightbox for nicely-lit photographs with a strong white background. For lower than $10, you may build your own lightbox that can vastly enhance the standard of your product pictures.
Use inventive angles
Shoot merchandise from a number of angles. You should definitely embody a number of photos on each product web page. The extra views and viewpoints you’ve gotten, the higher clients will have the ability to choose your product.
It’s OK to tweak & course of your photos to make them pop
Course of your pictures with filters that improve shade and total picture high quality. Photograph filters resolve poor lighting or coloration points and vastly enhance your product pictures. Simply strive to not get carried away with dramatic filters that distort the colour of your merchandise, as this may be deceptive for the customer. Right here’s a good example from ABeautifulMess.com displaying the distinction earlier than and after picture edits:
In the event you don’t have time or the inclination to take your individual pictures, outsource it to an expert. It doesn’t matter what route you go, know that upgrading your product web page images is properly definitely worth the funding.
Construct lookbooks & product collections
It’s also possible to present extra context in your merchandise by means of lookbooks, which showcase your merchandise in use. The time period “lookbook” is usually frequent within the trend trade, however the idea might be prolonged to a wide range of industries.
The pictures in the lookbook for Fitbit’s Alta mannequin of health tracker assist buyers envision themselves carrying them. Fitbit’s lookbook additionally establishes a model way of life promise — unimaginable with product images alone. Even higher? The assorted photographs 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, consumers get a possibility to buy by “fashion,” 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 point out off their product in use, like these photos from the Klipsch website displaying off their soundbars in varied settings:
Automobile equipment? Similar factor.
Heck, even workplace furnishings is simpler to buy once you see the way it seems in a workspace.
Begin including product movies
Including video to product pages is one other comparatively low-funds enchancment you may make, but it has excessive worth for consumers and your backside line.
Why? As a result of video’s potential to shortly educate customers is a robust conversion instrument. 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 doubtless 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 supplies an entire new expertise for internet buyers 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 photos with a narrative factor. These participating visuals might help buyers envision themselves utilizing your merchandise in a manner that pictures alone merely can’t.
Zappos is well-known for together with movies on what looks like each itemizing, however what’s extra spectacular to me is how a lot persona and model voice they exhibit. Whereas searching for boots lately, I’ve to say Joe was my favorite video personality:
When you’re up for taking this on with a DIY strategy, it’s fairly simple to create your own product videos at dwelling with the right equipment. Or, outsource this undertaking to an area skilled or videographer for rent.
Improve your buyer critiques 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 necessary 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 more practical, permitting consumers to guage the product based mostly on actual buyer opinions — and might help you notice product points.
I’m itemizing a number of widespread platforms right here, however you need to actually take a look at 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 search engine optimisation issues:
Conventional product opinions will not be proper for all shops…
The best choice for you’ll depend upon the device’s capacity to combine together with your retailer, your most well-liked performance, and your price range. Typically, conventional product evaluations gained’t be the only option on your product or retailer.
On this instance from ThinkGeek, they’ve opted to simply 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 it’s worthwhile to inform folks whether or not they have been the suitable dimension or not. Even higher than Fb feedback, additionally they solicit product images through social media on their #geekfamous hashtag.