eCommerce content is any material that a business creates to attract potential customers. It’s nowadays delivered often digitally over the Internet and takes the form of blog posts, social media posts with professional engaging pictures, company videos, and even customer communities like forums.
Content is a major driving force of eCommerce and can result in a boost in revenue if done right. eCommerce content management is hence a focal point for online businesses of all sizes and industries. Newer organizations have found ways to optimize the process as well through artificial intelligence.
Customers need the right amount of information when they are making purchasing decisions. They will experience frustration when they can’t find the content they need in a timely manner. This is even more noticeable in C2C marketplaces like Craigslist and Facebook Marketplace where sellers are responsible for creating listing content.
The end result is often consumers doing additional research to verify that a specific product is the right one. Cluster simplifies this process and improves the customer experience by identifying products, giving you extended product data, and providing you with a full demand analysis.
Creating Engaging Text
The most common type of eCommerce content is the product description. When customers know what they’re buying, they are more likely to follow through with the purchase, resulting in better conversion rates.
Make your text content concise but also complete so that you stand out against the competition. Essential points to address are:
- Product name
- A brief description
- A feature list (preferably in bullet list form)
- Technical specifications
You might also consider adding an extra section for more detailed info for those who need it:
- More extensive description
- Instructional manuals in a PDF format
- Feature comparisons with other products in your lineup.
It’s common to have a drop-down menu to show and hide this extra text so that you can keep the product listing both concise and detailed.
Enhancing Products With Visuals
A picture is worth a thousand words, and a video is quite literally a thousand pictures. Clients will always want to study visual content related to the products they research. Always include still images so that buyers can inspect the products closely.
Don’t forget the extra nice-to-haves like high-resolution images at multiple angles, zoom and rotate options, and a responsive design that supports mobile devices as well as desktops.
Videos are another key way to generate eCommerce sales. They can showcase live product demonstrations, tutorials, and even interviews with current users. In the future, businesses are looking to incorporate virtual and augmented reality too.
Supporting Your Marketing With Blog Posts
Company blogs are often used as SEO tools to show that a website is still being updated. However, a well-kept blog gives your audience some useful resources regarding your industry and might push some sales in your direction.
When writing blog posts, research the competition to see what they’re writing about. Top 10 lists and tips and tricks related to your field are popular approaches.
Using Reviews as Social Proof
Have a section on your site dedicated to recommendations and references from past buyers. Encourage your new buyers to leave a review too. Even if they’re negative, you have a chance to provide a positive customer service experience to bring your reputation up. Reviews are especially powerful if you can include prominent influencers in this section.
If a business sells a service like plumbing or construction, it usually includes a section dedicated to testimonials. It gives potential clients something to think about while comparing their options.
Driving Organic Growth With SEO
Search engine optimization (SEO) is the process of making your website more attractive to search engines so that your site ends up in as many results pages as possible. Because trends and demand change constantly, make your SEO a continual effort.
Google Analytics, a popular tool for the job, analyzes the performance of keywords and search trends according to geographic location or time of year. Use this data to align your content to what the buyers want the most.
The Role of Product Catalog Optimization
Customers demand rich product data as we’ve mentioned, so catalog management in eCommerce should be a major focus in your organization. eCommerce product catalog management involves ensuring the quality of product data (descriptions, specifications, identifiers, etc.) throughout your business.
Product categorization is not always an easy task for many reasons:
- Products can come in many variations, differing in size and color for instance. Product management teams may have to treat each variation separately.
- Some products are merely components that must be combined with other items to form sellable items.
- Serialized items are products that have separate serial numbers for each individual unit. Gemstones are one example.
- Companies usually must sell on multiple channels (Amazon and eBay for example), and each channel may require its own format of product data.
- Pricing may vary depending on who your expected customers are. This is a common consideration in the B2B market.
- How do you deal with data from third-party suppliers? Can you integrate it into your business easily and without errors?
Inconsistent data can be a costly problem for your business. That’s why we recommend using artificial intelligence to help you out. AI content classification is nearly a requirement for any eCommerce company.
Interested in learning more about how AI eCommerce content can work for you? Book a demo now.