How to write great ecommerce content? Crafting the ideal ecommerce page is no joke. Creating an ideal ecommerce website with all the necessary elements in it deserve skill and patience that can get it moving step by step towards killing it. Attaining the best level of user experience is the idea. Only then, your ecommerce site can sell your product and idea well.
Let us have a look at the characteristics of a great ecommerce website and how to write excellent ecommerce content.
Navigation at the top:
It is important to help your target audience understand where a particular product’s place is on the website. If it is a complex site with multiple products on sale, it is important to specify the exact place for every individual product and its brand.
It is a huge ask to expect conversion on the first visit of a user. However, the first impression should be good. He should be informed about the brand. The user should be able to figure out the process of navigating on the site easily. Especially, navigation process to the cart should be quite simple. The search function is used by the visitors quite often.
So take special care to check whether the search bar is perfectly operational or not. It saves time and makes shopping experience great for the customers, if every page voluntarily informs the visitor the shipping options.
Focus on the product information:
By product information, we mean the image of it too. It is important to mind the positioning of the product’s image (or multiple images) and that essentially is above-the-fold. After zeroing on the product’s page, the site visitor can properly see the image of the intended product. There can be an auto scroll system to help them viewing different features of that product.
It is important to help the customer view a product closely and clearly before considering on the buying decision. Video, animation content can be used to make the process of understanding simpler. However, it can only be a part of a core content describing the product. The AV and photos should capture the product from all sides, helping the site visitor understanding every details about it before placing the order.
No impediments on the way to purchase:
The steps to make the purchase should be smooth and free from any trouble. The business owners are often lured by the thought of filling up individual product’s page with a number of call-to-action buttons. The idea is to encourage and guide the visitor in buying more products. Truth is, only reputed ecommerce websites can win with that tactics.
Most visitors know the way out of any clutter on the page of a reputed ecommerce site. However, being a novice in the domain, you should not venture that process. Guide them through a clutter-free purchase process fast. Help them understand it properly. They must find all options of colour, size of the products available at the fingertips. Eliminate any roadblock on the way to the primary process of buying.
Detailed information might be important:
Detailed descriptions of the product often seem quite important to a buyer. The bulk of content of an ecommerce website makes way to this page. It includes different features of the product like, dimensions, the process of manufacture, material it is made from, etc.
If your company is looking forward to brand loyalty rather than exceptionally high return, the aim should be to draft content in a way that the target audience can immediately understand whether this product fits their requirement or not. They must have a clear idea of what they are going to get for their money. It is important to include frequently asked questions to the page.
Content attempting at ‘seal the deal’:
The ideal deal-sealing content must be of a nature that can help building trust of the site visitor. The below the fold content should be more images to ascertain the nature of product and more varieties it is available in. It should attempt at eliminating all possible scepticisms from the minds of the visitors that they can move towards a positive buying decision.
I have tried to share the most viable suggestions about creating a killer ecommerce website. If you have more suggestion that can prove helpful in influencing potential customers buying decision, do share them with us.
Related reading: How to write great content
How To Create Perfect Product Page in eCommerce Site
How to build a better product page for your ecommerce website!
Every digital marketer knows that despite building up the influx of online traffic, it is quite hard to clinch conversion into sales. You do the hard work of bringing people to your ecommerce website and product page, but the expected sale does not happen. When the sale is not done, the entire effort falls apart. There is a lot riding on the product page. It has the power to convert your online lead into a sale.
This is where the importance of the product page lies. Contrary to popular belief, a product page is not about a dazzling image and an excellent sales copy. It is true that these are two integral elements of such a page, but they are just two parts of a whole. You need other factors to kick in as well. Without these other factors, the product page falls weak. In this post, I’m highlighting some features of the perfect product page.
Ecommerce Product Page URL Structure
First tip: work on the URL of the product page. Often, in their zeal, digital marketers of ecommerce sites ignore or neglect this important matter. On a search result, the URL of your product page must not be a study in alphanumeric characters! Rather, it should clearly mention the name of the product so that searchers are not confused about what they might find if they click on the particular URL.
Users have options at their disposal. You should not and you cannot afford to play guessing games with them! Instead, optimize the product page URL with the name and brand of the product. Start following it like best practices.
Related reading: How to optimize website
With the URL sorted, the second tip is to work on the title tag. As soon as I mention title tag, SEO connotations set in. That should not be the case with your product page. Remember that a user will buy from your product page, not an algorithm. Your aim is to be visible to the user and cater to the attention of the user more than an algorithm.
Related reading: How to optimize title tags
Keywords and user intent
To be visible in an SEO context, you need to include keywords. It is necessary evil. But don’t let it dominate your title tag for the product page. You should work out a title that strikes a balance between the need to include a keyword and make it attention-grabbing from the perspective of a potential buyer. User intent matters.
Related reading: How to do keyword research for SEO
Proper use of images
Let us now come to one of the two features of a product page that is most popular and much abused: the use of images. High-resolution images are a must. There is no secret in that. What I will insist on is the size of the image. The potential buyer should be able to make out the intricacies and details of the product from the image.
Life-like images that mirror the experience of actually holding the product in the hand is the need of the hour. The image should not be too small or big. Small images miss out finer details while their extra-large counterparts are heavier to upload and do not fit the average screen space. You also need images from multiple angles.
The next tip would be the use of product videos. Some marketers might exclude videos thinking that nobody watches them. It is a clearly wrong idea. Videos can sell products better than written words. The video should highlight the product and the convenience factor. You can even upload videos on YouTube and provide a link for the user to watch the video there. This way, you can optimize the video on YouTube as well.
Related reading: How to do video marketing
Written text or Product Description
Finally, we come to the written text on the product page, the second part of the more obvious feature of a product page. When you write product descriptions, use the keywords as ornaments, not the bedrock of the written text. You are writing for the probable buyer, not simply the search crawlers. The logic is the same as I outlined for the title tag. Users buy. Crawlers don’t.
Reviews & Social Sharing
There are other minor details that fill up the product page, like the use of reviews and social sharing buttons. These are all ingredients that cook the perfect broth! Use them judiciously and you will get the mix right to create the perfect product page.
Related reading: How to do ORM