Taking the necessary steps to improve the online product content is therefore imperative for improving the overall conversion rate. It’s no surprise that over 40% of in-house digital marketers rated content marketing and the anticipated conversion rate optimization as their top priorities, in a study by Econsultancy.com.
While content is critical, resources are limited. That’s why retailers are left with little choice but to strategize their product content in a way that provides the biggest bang for their buck. The difficulty, however, lies in sorting through the available tools and strategies to find what’s most effective and relevant to the business.
We’ve worked with a number of retailers, manufacturers and online marketplaces to help them drive traffic and improve conversions though product content. Here are five product content strategies that have always helped when resources are limited:
1. Identify the content gaps on product pages - Shoppers expect to know everything about a product to be able to make an informed buying decision. If a website does not give them detailed product information, they will look elsewhere. Analyzing product content against competitors and standard content benchmarks can help identify missing information within product pages.
2. Track competitors’ content - Tracking competitors’ content over a period of time, can provide insights into when they make changes to their website and which areas they tend to focus their resources on. These insights can be used to strategize preseason content initiatives to improve search rankings and conversion.
3. Incorporate SEO-friendly keywords right at the item-setup process - In most organizations, the Merchandising team is responsible for the item-setup process and the Marketing team is responsible for driving traffic. This leads to duplicate work and ineffective modification of content that has just been created. Top retailers tend to have a system where SEO is incorporated at the time of item setup.
4. Customize product content for channel feeds - While CSE’s and Marketplaces are effective channels for low-cost traffic acquisition, retailers often ignore how they appear on affiliate partners’ websites. Product listings on affiliate sites should appear compelling to shoppers to improve the chances of winning the sale.
5. Consider context, not just content - A lot of money is spent on trying to get a few necessary content elements such as optimizing product information for search engines. But sometimes, content writers ignore the context in which a typical customer would use a product. Good content should focus on the context of the customer to improve the engagement and organic traffic to the website.
While most retailers today are taking efforts to improve their product content and provide a great shopping experience for their customers, it’s an effective content strategy that eventually helps them make the cut.
To get more practical advice on how to improve conversions through product content, download our eBook 24 Quick and Easy Product Content Hacks.
Mihir Kittur is a Co-founder and Chief Innovation Officer at Ugam. He oversees sales, marketing and innovation and works with leading retailers and brands with insights and analytics solutions around their category decisions to improve business performance.