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Cracking the content code

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How do eCommerce retailers stand out at a time where competition amongst retailers is at an all-time high? The answer could be found in something surprisingly simple: your content. Having good content in your store page is going to help you define your brand and show its core values, creating a connection with your customers to keep them returning to your store.
But what exactly constitutes eCommerce content? Simply put, your content is the list of various materials or information on your store page to attract potential buyers. Brands create content to present information through many different channels and mediums, which include content description, videos, images, blog posts and much more.

Good content should be attractive to visitors of your page and enjoyable on its own, even if your visitors isn’t particularly interested in buying anything at the moment; while poorly produced content isn’t going to engage your audience.

Creating original, high-quality content works best when it represents your brand, is aimed at a particular target, while appealing to your customer’s interests and addressing their pain points. To do this, brands need to understand their customer and the category they are selling in, while bringing their own creative spin to the mix.

At the end of the day, good content often comes down to quality and creating effective content should definitely be a big part of your marketing strategy. We detail what constitutes content for your online store and how to up your content game:

Title optimization: Your title is a crucial part of your content. A thoughtful, descriptive eCommerce page title can help you attract potential customers from search engines, generate shares and stand out from your competitors. Apart from your main title, your product titles should also be descriptive enough to inform shoppers what you’re selling, and intriguing enough to tempt shoppers into clicking on your item.

Images: We all know that eCommerce content not only comprises of written pieces but images too. The saying ‘a picture speaks a thousand words’ plays an important role here. In eCommerce, well-positioned, high-quality images rapidly conveys the message of your product. After all, when we buy on the Internet, our contact with the product is limited – we cannot feel it, smell it or listen to it, which is why it is so important to reproduce the appearance of the product as accurately as possible by making sure your imagery and product photography is of high-quality and aligns with your brand image. You can also enrich your content with visualizations, such as infographics, to generate more interest and keep readers scrolling to the end.

Product descriptions: Quality product descriptions are important as an accurate and attractive description not only helps customers make an informed decision but also improves the likelihood of purchase. It is best to keep your product descriptions brief, yet thorough and creative. Choose engaging language and write product descriptions in the language of your target audience, describing its unique features and what makes it different from its competitors. Use your product descriptions to show your customers how the product could improve their lives.

Videos: There are times when seeing only product images or reading descriptions is not enough for customers to visualize a purchase. Product videos can add diversity and a more dynamic element to your customer’s online shopping experience. People love these because they won’t have to read as much to get the information they need. This can be particularly useful if you’re selling an electronic item (people can see a demonstration of how it works) or perhaps a fashion item, where they can view the product on a live model.

Product Reviews or Testimonials: Product reviews should definitely be a part of your eCommerce content and strategy. Brands who share their product reviews help to cut the buyers’ concerns and help them get the best out of the product. Most consumers look out for reviews or testimonials submitted by other existing consumers before making a purchase. By displaying visual reviews, media coverage or other social proofs on your store page, you can win your customer’s confidence in your product, boost your credibility, enhance brand awareness and ultimately boost sales.

Create a glossary: Whatever you sell, don’t assume your customers know all the fancy terms of your product. Your online store also gives you the space to explain and educate so that people get to know your product category better, leading to satisfied purchases. A glossary is also helpful for SEO (search engine optimization) enabling people will discover your ecommerce website with a keyword search.

Clear call to action (CTA): One simple click on your CTA button should bring your customer closer to conversion. A good CTA uses strong action words, and expresses clearly what they will get by using words that specify the offer they’re taking advantage of. It can help with decision fatigue and give your shoppers direction on what to do next. You can also design your page in a way that draws attention to the CTA.

Overall, content is about information, and you want to make sure the information you put on your store page is relevant for your customers and increases value for your brand. You certainly don’t have to be a wordsmith or a graphic designer to create great content for your online store, but it helps to have a strategy such as working with a copywriter or a photographer to put the best possible content on your site.

From videos to podcasts, graphics and physical collateral, telling an engaging brand story with your content is what keeps your customers engaged and coming back. Make sure your content is unique, attractive, educational and entertaining. Be as extensive and in-depth as necessary when providing product information. With the right content, customers will grow to trust your brand, hopefully making you their first choice to buy a product or service.

Have you cracked the content code just yet? More selling tips and tricks up your sleeves with Lazada University. If you are interested to be your own boss, sign up as a seller today.

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