When it comes to increasing online sales, you’ve likely heard and read a lot of recommendations about website user experience and how more content can help your website. But what kinds of content will help improve your visitors’ engagement and increase your bottom line? Here are some content ideas for ecommerce websites we’ve seen work for our clients.
The number one content idea for your ecommerce websites to increase sales is to demonstrate your products with video. According to data from Think with Google, “more than half of consumers say online video has helped them decide which specific brand or product to buy.” Video can be leveraged for 360-degree views of products or to show how the product works and how to use it. Time lapse videos can show the results from your product over time. No matter what you sell, video is essential for your ecommerce website strategy.
Just like word of mouth recommendations, product reviews add legitimacy and encouragement to prospective buyers, dispelling concerns and validating they are making a good purchasing decision. Given that there are innumerable review software and platform options, here are some of the top features you should look for:
- Email reminders to buyers to leave a review after they have received the product
- Verified buyer designations
- Options to incentive reviews
- Integrations for Google Merchant Center, to show reviews in Google search, and to connect to your other systems (shopping cart, CRM, social media pages, etc.)
- The ability for reviewers to include not just text, but also images or video
Use these tips to encourage customers to submit more user generated content.
3. Detailed Product Information
Often, content on ecommerce sites is too scant when it comes to basic details like dimensions, materials and ingredients. One of the best content ideas to increase conversions on your ecommerce website is to ensure you feature pertinent product information on your product pages. In addition, for products that have a range of extensions, parts and accessories, be sure to prominently feature those add-on options in close proximity to the product details in order to increase the chance of a cross-sell.
5. Charts and Tools
One very strategic ecommerce content idea is to guide website visitors on how to choose the best product for them with comparisons and tools. Outlines of product features in visual graphics and interactive configuration tools can streamline your sales process by outlining all the options and considerations buyers need to make to select the product that’s right for them, leading them right into a final decision and purchase.
6. Customer Support
As much as customers love the convenience of shopping online, they still have questions and want some of the same kinds of service available in a traditional retail space. That’s why FAQs, Live Chat, Virtual Try-On (or use of Augmented Reality features) and other support offerings are critical ideas for ecommerce website content. Think about your product catalog and what kind of support your visitors are most likely to need to create a friction-free online buying experience. Next time you hear about the importance of content for ecommerce website success, you’ll be prepared with the knowledge of the content types that will compel action and improve your conversion rate.