Use Content to Grow Online Sales

Author: Brandie Neagles

Smart phone online shopping in man hand. Shopping center in background. Buy clothes shoes accessories with e commerce web site

When it comes to selling your products online, how much energy do you put into online merchandising? To build a great ecommerce business, the same level of effort you put into brick and mortar is necessary. By simple definition, merchandising is about encouraging consumers to buy your products. Translating this on a two-dimensional screen for the full customer journey is the big challenge.

Know Your Available Content Tools

Your product content must be comprehensive, accurate, and compelling. To do this, you start out with the basics: title, marketing copy, and photography and lists of features, functions, and specifications. Then you have rich content like product overview videos, as well as material that make use of the Internet’s dynamic nature: customer reviews and ratings, on-page responses to customer questions, and interactive product tours.

Use only the content tool that is appropriate for a product. You would never need an interactive tour to sell a book, for example, but you would need a compelling overview paired with the author’s accolades.

Make Sure All Content Is Unique

Unique product copy is critical to search engine optimization (SEO). In case you’re wondering, SEO is a combination of best practices and strategies applied during content creation intended to make a web page appear at the top position of relevant search results.

It’s important to note that Google omits duplicate content from its search results. If you reuse descriptions and features verbatim across product pages on the different ecommerce sites, your prospects of consumers finding your products drop considerably. Therefore, make sure product copy differs enough between each of your retailer listings while conveying the same pertinent information.

Work Natural Language Search Terms Into Your Copy

Consider the different type of search phrases consumers might use to look for your product. Incorporate natural language variations of the product’s title and main points as keyword phrases in the description and headers. For example, your product title is “Brand X 12-inch Black Cast Iron Skillet.” A header in the marketing copy could read, “The Longevity of Brand X Skillets.” Key phrases in the product copy would look like “black frying pan,” “seasoned cast iron,” and “12-inch skillet.”

You can find a list of commonly searched related terms by looking at the bottom of a Google results page for your type of product.

Provide Plenty of Visuals

Sites like Walmart.com require multiple photos, each showing a distinct view of the item. Let’s say you’re selling a music box. Well-lit photos present the music box in open and closed states from different angles. Meanwhile, close-ups reveal the mechanical parts visible inside the box. Complete the experience with a video of the music box in operation so viewers can hear the music as they watch it function.

As you make updates to existing product content, keep an eye on performance stats. If you see a particular change yielded positive results, carry that change over to your other products. With consistent attention paid to your products’ details and subsequent performance, your online merchandising efforts will pay off.

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