In 2020, the eCommerce market grew by a record 27.6%.
While a lot of this growth can be attributed to the COVID-19 pandemic, the industry is likely to keep growing exponentially in the coming years. Trends like mobile and social commerce are only going to add more impetus to this growth.
So, it is no surprise that there are more than 24 million eCommerce sites today across the globe. But the increasing number of online stores means that your competition in the industry is growing.
With that in mind, every online store should step up its game, and work on making a dent in the industry. While there are many ways to achieve this, one of the first aspects that you should be looking at is — your content.
So, without further ado, let us dive deeper into how you can optimize your content and poise your online store for growth going forward.
Simply put, the process of content optimization is all about preparing your content so that it reaches as much of your target audience as possible. Content optimization effectively happens when content is written, published and technically accessorized for maximum impact. It is a crucial part of every content marketing strategy and facilitates all kinds of content marketing campaigns.
So, why content optimization? Because one of the biggest goals of publishing content for most companies is to get noticed, by the large masses. Apart from this, content optimization can help you:
- Educate your customers
- Increase incoming leads
- Earn quality links
- Rank higher on SERPs (search engine result pages)
- Drive engagement on social media
An important thing to remember when you go about content optimization is that it is for machines, while the process of creating content is for humans. Businesses that can strike a balance between these processes are often more successful than others.
While we have talked about the importance of content optimization for businesses, when you are an eCommerce store looking to take your marketing to the next level, you are playing a different ballgame.
Effective content optimization leading to reach and visibility to the right audience can directly translate into higher sales and revenue for your eCommerce businesses. Moreover, optimized content can lead to higher click-through rates and conversion rates among online buyers. What’s more, with the right kind of content on your website, you can also reduce bounce rates significantly, and build awareness and loyalty for your brand.
The optimized product descriptions for your brand can be quite useful in educating the customers about the product, and make them more likely to shop from your website.
How can Online Stores Drive Organic Traffic?
Online stores wanting to drive organic traffic need to constantly monitor and improve their performance on search engines. For that, they would need to focus on two aspects:
Moreover, to generate consistent organic traffic, online stores would need to:
- Produce Quality Content: The primary goal that your content should accomplish is to educate your customers. Search engines give more importance to pages that can answer the searcher’s queries and questions properly. So as an ecommerce store, you should focus on what your potential customers are likely to ask and answer it accordingly.
- Create more Landing Pages: Having a greater number of pages on your website can help in achieving better performance. Landing pages could be great additions to your website and perform better than product pages. Companies see a nearly 55% increase in leads by simply adding 15 landing pages on the website.
- Invest in Site Architecture: Site architecture is a highly crucial aspect of eCommerce SEO. Designing the right site architecture includes setting up a navigation structure for your website so that customers can easily access your responsive product pages. You can get the help of an SEO company to get this sorted for you.
- Strengthen SEO: SEO is a proven way to ensure that your website always ranks better on SERPs. Some of the steps you can take in this direction are optimizing your images, titles and meta descriptions, and structuring your data as per SEO guidelines.
Even with the heightened focus on content marketing these days, many eCommerce businesses face the brunt of committing certain content mistakes. The following mistakes should be avoided by eCommerce stores that want to grow and fuel their marketing strategies using content:
Creating Ineffective Product Descriptions
At the end of the day, product descriptions act as the sales pitch for individual products on your website. Brick-and-mortar businesses have the benefit of letting customers touch and feel products before they buy them. Online stores need to compensate for the lack of this experience through their content.
But many get this wrong by writing product descriptions that merely describe the product, but do not provide any value-additional information. Such product descriptions are ineffective and do not contribute much to customers’ purchase decision process. To prevent this, you should invest in highly curated and unique descriptions that succinctly answer all the questions that the customers may have about the product. Product descriptions should be unique and structured in a way that is easy to understand and highly conversion-focused.
Lack of Uniqueness
With thousands of online stores competing with each other at a global level today, not taking a creative approach towards your content can be detrimental to your business. Having unique and innovative content can help your business distinctively stand out from the rest.
One of the biggest mistakes online stores today make is trying to create content based on what is working best for their competitors. While taking inspiration from them might be beneficial, and even necessary, your content should retain its uniqueness and reflect your brand identity. This goes a long way in creating your own space on the web.
To make your product descriptions unique, it is important to adapt your brand voice and focus on educating your customers through your product descriptions. While the goal is to highlight the benefits of the product, you should also try to build a narrative around it to engage potential customers.
Misalignment to Target Audience
Keeping the content unique also includes tailoring so that it caters to your target audience. eCommerce stores often make the mistake of replicating what works for other companies, thus missing out on tapping into their key demographic.
Brands should instead conduct thorough market research and identify the behavioural and purchasing trends of their target audience. Then, creating content that directly appeals to this segment can prove to be more effective and profitable than trying to target everyone at the same time.
For instance, if you are selling gluten-free snacks online, your target audience is more likely to be people who are into fitness and/or work out regularly. So in this case, targeting families might be far less fruitful than tailoring your content to relate with fitness enthusiasts, and people on weight loss journeys.
Missing Opportunities on Buyers’ Journeys
If you are creating content that only focuses on getting potential customers to hit that ‘Buy’ button, and abandoning them after that, you are missing out on a plethora of content opportunities.
Buyer journeys start from the point where they start looking for a product that you may be selling. At this stage, they may not be sure if they want to buy a specific product but are open to being educated and guided. Such customers are more likely to buy from websites that help them arrive at a decision.
To avoid missing on such opportunities, eCommerce stores today need to create content that is purely informational to support potential customers at the awareness stage. Plus, they should also have sales-oriented content to help them through the decision stage. Even after the purchase, online stores must strive to regain and retain customers’ attention to turn them into loyal customers.
Choosing the Right Platform for your Store
Picking the right platform to host your online store is equivalent to finding the perfect home for it. Today, online stores are spoilt for choices when it comes to finding platforms for their website. You can choose from various platforms such as WooCommerce, Shopify, Squarespace, Magento, Wix, BigCommerce and more.
When choosing a platform for your online store, you need to ask yourself the following questions:
- Is the platform scalable? Will it support the long-term goals of my brand?
- What kind of features does the platform provide for strengthening my SEO?
- What kind of customer service does the platform provide?
- What security measures does the platform offer for my online store?
- What level of mobile-friendliness does the platform guarantee for my online store?
After considering all of the above factors, go for a platform that will balance your requirements and consistently support the growth of your online store.
Sure, you may think of picking a specific content type and sticking to it for consistency, but that may not be the right approach today when your customers want to engage with you on different platforms and mediums.
Some of the most effective types of content that are suitable for eCommerce stores include:
Companies that put a lot of emphasis on blogging are 13x more likely to achieve positive ROI than others. But more importantly, blogging today can adapt and be presented in different forms. Your blog can take the form of a detailed step-by-step guide, and educate customers, or it can take the form of a list that promotes some of the popular and quality products in a category.
The key here is to keep the content quality and language consistent and to keep experimenting with different formats and structures. Doing this will help you identify the content structures that work best for your online store.
With the ever-shrinking attention spans of people, online businesses need to produce microcontent as much as other content formats and types.
From catchy social media captions to viral tweets, microcontent has increasingly become a vital factor in establishing a brand’s identity and perception. It is an interesting time for content marketing in the ecommerce industry, and one of the ways brands are adjusting to this is by creating highly impactful bite-sized content. For better effectiveness, brands should make such content data-driven and easily shareable.
Video marketing is on an uninterrupted rise and there is no denying that.
Videos make for great formats when it comes to presenting a lot of information in an easily digestible and engaging format. So, it is no surprise that online businesses are increasingly investing in creating videos that promote their brand and sell their products albeit using creative ways.
Videos are also great for providing visual proof to your audience along with the content. If you are still not convinced, think about the fact that online stores that have video marketing strategies can increase their page visits by 127%.
If you think the gap between written content and video content is too wide for you to bridge, using images and visuals could be a good starting point. Using creative visuals, images and infographics have a proven positive impact on the way customers perceive your business and engage with it.
Images can be used to showcase your products, their features, and even to deliver personalized experiences to customers. When used effectively, images can bridge the gap between customer expectations and reality to a very large extent.
So, now that you know a lot about content formats, and how to go about creating quality pieces, we will look at how you can navigate the process of optimizing your content.
If you are embarking on the content optimization journey for the first time, it would be beneficial to set goals so that you are clear on what you want to achieve with the process. While it can be quite daunting the first time around, here is an easy step-by-step process that you can follow for optimizing your content for maximum effectiveness.
Identifying Current Problems
The first step towards effective content optimization is to identify problems that currently plague your content and website. This is a good starting point for identifying the specific aspects that require optimization.
The key to successful content optimization will always start with identifying the areas that require the most attention. Identifying these problems will also help you adjust your goals for the content optimization process.
Some of the questions that you may need to ask yourself at this stage are:
- Is my existing content achieving the marketing goals of my store?
- Which content pieces are not performing for me? Why?
- What changes do I need to make for driving better performance from my content?
Intent-based Division of the Webpages
Users’ search intent will always need to be at the roots of your content creation and optimization process. For your content piece to perform better, you need to align it with the search intent, and this should be the criteria for logically classifying all your web pages.
For instance, the content on the product page will require a lot of content, as users who reach the page will be looking for information that would motivate them to make a purchase. On the other hand, signup or checkout pages should be kept simple, because users would not want to spend much time reading on those web pages.
To get this step right, you need to match the search queries that users enter with the right keywords in your content. Doing this will assure the search engine that the webpage would be able to resolve the query that users are searching for.
At this stage, you need to ask yourself questions including:
- What are my users looking for?
- Is this content piece answering the user’s query properly?
- Does this piece of content match my user’s search intent?
eCommerce Keyword Research
While solely writing for the sake of including the right keywords is never a great way to optimize your content, including the keywords is not optional. When it comes to eCommerce, one thing that you need to keep in mind is that your customers have alternative sellers for all the products that you are selling.
Now, if you are wondering how to approach keyword research for your eCommerce store, we have you covered.
Use Ahrefs to Help you Find Keyword Opportunities
With a tool like Ahrefs, you can leverage keyword opportunities and conduct high-quality keyword research using multiple approaches. Here are two proven ways that you can use to identify and capitalize on keyword opportunities:
Approach #1: Analyze Competitors Using Site Explorer
Using Site Explorer, you can get an overview of any company’s SEO performance, the type of SEO services performed on the site and the factors driving it. One of the most important metrics that you track using this tool is Organic Traffic. This parameter will not only let you know the amount of organic traffic your competitor is getting, but also the keywords that are driving the traffic.
You can also identify the specific keywords that your competitor is ranking for, which can also prove to be great keyword opportunities for your website. Additionally, you can tweak the locations as per the ones you are targeting, or set it to ‘Global’ to understand which keywords are performing for the company across the globe.
Approach #2: Identify Pages with Low or No Backlinks Using Content Explorer
Even though we have historically witnessed a high correlation between a website’s backlinks and its organic search traffic, there are a few that defy these rules. These are websites that are attracting high search traffic solely by using the right keywords and creating quality content around them.
Use Ahrefs Content Explorer, search for a highly relevant phrase, and then select domains with the lowest number of referring domains. Ideally, we are looking for pages that attract at least 500+ monthly organic visits with minimal or no backlinks.
Now, identify the keywords that are bringing this traffic to the website and find relevant opportunities for adding them to your website.
Determine if you are Choosing the Right Keywords
Finding the right keywords to rank for, is even more important than ranking for a large number of keywords. Long-tail keywords can be of great help in this regard. As they are longer phrases made of 3-4 words, they tend to pinpoint the search intent better than other keywords. Using them can ensure that you connect with the relevant audience.
It also helps to think like a customer when you are determining whether you are choosing the right keywords. So, think of the exact words or phrases that you are likely to use on Google to search for the products that you sell. To determine whether you are relying on the right keywords, keep checking the keyword performance regularly.
So, using the right keywords that are likely to perform best for your online store, and using them in the right context is very important. Here, you need to ask yourself:
- Am I choosing the right keywords to rank?
- What are the keywords my customers are using?
- Are the keywords used in the right context within the content?
The next step in your content optimization journey is to ensure that the on-page optimization of your website is done correctly. On-page optimization refers to all the measures that a company takes directly within the website to boost its search engine traffic and rankings.
We have talked about keywords enough for you to know that it is an indispensable part of your content optimization journey. Regularly updating keywords on your website, and ensuring integration of high-performing keywords in your website content will increase its SEO-friendliness.
Determine your Website Speed
The customers today are impatient, and will not wait for slow websites to finish loading when they have other websites that can instantaneously present the kind of results that they want. For eCommerce stores, lower website speed can translate into higher bounce rates and cart abandonment rates. You can use tools like PageSpeed Insights and GTmetrix to keep a check on the speed of your website and optimize the elements that might be slowing it down.
User experience is perhaps one of the most crucial parts of the overall website performance that determines the success of your online store. More than 90% of shoppers leave and never return to a website where they have had a negative experience.
Online stores need to conduct regular tests for ensuring the usability of the website on account of four major parameters — user-friendliness, satisfaction, efficiency and errors. One of the most effective ways to test this is to ask customers what they feel about the overall user experience on the eCommerce store.
Structure your Content
The next step is to structure the content optimally for maximum performance. The way your content is structured and presented matters just as much as the quality and relevance of your content.
Here are a few things that you should proactively improve, for structuring your content in a better manner:
Simply put, your site architecture serves as the blueprint for all the content on your website. It should portray the hierarchy and flow of web pages and content for the ease of your website visitors. Additionally, it should contain all the technical elements that are required for your website to be crawled and indexed by search engine bots.
Creating a well-structured site architecture will also ensure that you distribute the page authority equally across all the pages on your website. Site architecture is created by internally linking pages based on the hierarchical structure that you would like the website to take.
One of the best examples of an eCommerce website having highly functional and logical site architecture is Amazon. Take a look at the example below:
It is no news that Amazon has hundreds of categories and subcategories to pick products from. The site architecture as highlighted in the image above makes it very easy and clear for users to retrace their steps and explore other product alternatives.
Links have been one of the top-ranking factors considered by Google for the longest time now. While backlinks (inbound links to your website from other sources) are important to establish your credibility, internal linking is important for establishing the most important pages on your website.
Internal links help Google understand the structure and flow of your website, as well as pinpoint the richest sources of content on your website and information related to them. Such internal links when redirected using descriptive anchor texts (mostly high performing keywords), can be very beneficial to your website’s ranking efforts.
For eCommerce businesses, this matters more, because internal linking can allow them to upsell and cross-sell products along with establishing relationships between product and category pages.
Research for Fresh Content Ideas
Most eCommerce businesses use the same old tried and tested strategy of including only the pages and content pages that are necessary. Sure, this should be your top priority, but what is even more important is publishing and promoting fresh content that can engage your users.
Many online stores now have separate sections on their websites for posting product tutorials, how-to guides, and entertaining videos with the sole purpose of engaging the customers who land on their website. This not only increases the time spent by users on your website but also your credibility and trustworthiness as a brand.
Add User-generated Content
When we speak about trustworthiness, adding user-generated content is always a great idea. 84% of millennials say that user-generated content on eCommerce websites influence the way they shop on the website.
Considering the fact that millennials are one of the top target audiences for most online stores, this is a significant parameter to consider. Some of the simple ways you can integrate user-generated content in your eCommerce website are:
- Adding customers’ images on your product pages instead of models
- Have a social media section that features your customer’s posts about your products
- Creating a community where customers can interact with each other
- Posting product reviews and testimonials with the customers’ photos
Focus on Featured Snippets
Having a rich snippet of content on Google can increase revenue from organic visitors by 677%. That is how much you can boost your visibility and revenue by putting extra effort into creating great content. Rich snippets are also a great way to promote your product on the SERPs and makes it easier for customers to explore relevant products and read reviews.
And of course, the fact Google has a gargantuan reach in product searches is an additional advantage. Just take a look at this sample search:
These featured snippets can be a great way to fetch more customers to try out your products, and more importantly, it is a great way to redirect traffic to your website instead of your products listed on Amazon.
Every webpage on a website has a unique story to tell — at least that is the way it should be. Thus, for each web page to get the importance and traffic that it deserves, it is important to consider the parameters necessary for optimizing each webpage.
If you are wondering how to go about doing that, keep reading — we have you covered.
1. Optimizing Text Content on the eCommerce Website
Text content gives you plenty of ranking opportunities, as long as you know how to leverage them. The best part is that you can optimize each page on your website to deliver the results that you want them to generate.
Having a great About Us page allows you to portray who you are, and what your brand stands for, to your target audience. You can highlight your company’s history, values as well as a mission statement on this page. Having said that, you can also optimize this page to perform well for your SEO.
When you are optimizing your About Us page, ensure that you integrate these three parameters:
1. Define your Brand’s Tone of Voice
How you describe your brand on the About Us page will be the perception that your customers will carry forward about you. So ideally, you should try to establish the tone and voice of your brand on this page right from the very first line.
If you are an environment-conscious brand, make sure to mention that on the page, highlighting how strongly you feel about the cause. If you are a youth-oriented brand, ensure to use lingo that appeals to the youth and highlight how you align with your target audience.
2. Introduces Visitors to the Brand
The next important goal that your ‘About Us’ page should accomplish is to introduce the customers to the brand and let them know what you are all about. This is a great way to set expectations for the customers going forward.
Some brands prefer to do this by creating detailed narratives and timelines, and others do it with the help of quirky descriptions of the brand and the products. The best way, however, is to find your unique style so that your About page stands out from the other online stores that the customer has visited.
Take a look at this About page by the online skincare brand - Frank Body. The tone that is set in the About Page remains consistent across all the pages on the website. The brand and product descriptions are always in first person, anthropomorphizing (depicting a non-human thing as human) the brand.
The About Page also describes the brand story in the form of a short narrative and puts faces to the people behind the brand.
3. Establishes Credibility
Your About page is also a great platform for you to establish your credibility. You can highlight your achievements and the values on which your brand is built. These aspects motivate customers to trust your brand, and if their thought aligns with yours, it may even prompt them to become loyal customers of the products on your online store.
Take a look at how Frank Body does this on their website:
In their About page, Frank Body highlights its origins, and the fact that it is a vegan and cruelty-free brand. For skin-care enthusiasts, this information is valuable for arriving at a purchase decision. The brand also highlights its best sellers, wasting no time in urging the customers to make a purchase if they are moved by what the brand stands for.
As an online store, some of your most crucial web pages on the website are of course going to be your product pages. A good product page should be informative, convincing and able to convert visitors to customers.
Apart from these goals, product pages need to be SEO-friendly if you want people to come across them when your customers conduct relevant searches. Here are a few things that you should include to optimize the content on your product pages:
Unique Product Descriptions
Product descriptions should accomplish the unique combination of being descriptive and functional. You can choose to make them detailed or concise, as long as all the information that your customer requires for making a purchase decision is conveyed to them effectively.
More importantly, your product descriptions need to be unique and creative, so that it motivates the buyers to purchase the product specifically from your brand.
Take a look at this product description for their Gas Grill, for example. The product description offers a narrative detailing the product, highlights the thought behind the product and its specifications, and finally paints a picture of how the customer can use the product.
Optimise the Length of Meta Text
Optimizing your titles and meta descriptions is always necessary for getting SEO benefits from your product pages. Firstly, meta descriptions should be under 155 characters and include a call-to-action word. It is also important to mention the brand and product name and related details in the meta description. Optimizing the length is necessary because text exceeding the character length will get truncated when displayed on the SERPs.
Most SEO experts will advise that you keep the titles under 60 characters. Anything above that can seem wordy to the readers, and may not be displayed properly in all browsers.
Image Alt text
Image Alt Text is the written description of the image which will be displayed in the place of the image in case it fails to load. This can be highly beneficial for customers who are browsing through your website on slower connections, and for people with visual impairments.
Image Alt text also works great with screen readers and is highly recommended for making your website inclusive. The SEO benefit here is that search engines would be able to crawl your website much more easily and accordingly rank your website well.
Call to Action
Call to Action buttons are highly important for guiding your customer’s user journey and shopping experience. It not only serves as a clear signpost for the users who want to purchase a specific product but it is also proven to drive conversions. When placed effectively, call to action buttons can reduce friction on your website, and prompt users to take positive action.
You should ensure that your call to action buttons are placed at appropriate intervals, and highlighted in a colour that is in contrast with the background. Using bold colours is a great way to get customers to click on it.
Customers today are more informed than ever before, with Google equipping them with the necessary information to drive their purchase decisions. Even then, many still prefer to shop from brick and mortar shops, as they get to ask questions about the product until they are completely satisfied and then go ahead with the purchase.
FAQs (Frequently Asked Questions) replicate this experience for eCommerce websites. Making a list of questions that customers are most likely to ask about the products will ensure that they get all the information that they need to make a buying decision. As an online store, you should also keep adding fresh questions based on customer queries. Adding FAQSchema structured data can help you get the FAQ Search feature on Google.
If you are one of those who are wondering whether blogging is still relevant in this day and age, we are here to tell you that it definitely is. It is a scalable strategy and is the third most common one used by companies. Besides, did you know that companies that actively blog are likely to generate 67% more leads than others?
For eCommerce companies, blogging can take multiple forms which we have already discussed above. But for blogs to start having the desired impact, you need to market them equally well. The quality of the blog content and the marketing strategy decides how well your blog is going to do.
How to Find New Content Ideas
eCommerce stores that want to step up the quality of their blogs need to come up with fresh content ideas consistently. There are multiple ways to find new content ideas:
- Keep an eye on Google Trends
- Scan comments on your blog for suggestions
- Search on General Forums such as Quora and Reddit
- Conduct Research on What Your Competitors are Writing About
- Ask Your Readers
How to Craft Content that Drives Conversions
At the end of the day, all the content that you post on your online store is there for one purpose — to convert visitors into customers. But of course, it is easier said than done. Content that converts needs to consider several factors, such as:
- Writing a Clear and Concise Copy
- Appeal to customers emotionally
- Eliminate distractions and fluff
- Highlight and leverage on pain points
- Include clear call-to-action
2. Optimizing Visual Content on the eCommerce website
While textual content is an important aspect to be optimized on your eCommerce website, visual content is of equal importance. They determine the look and feel of your online store and define your customer experience. Apart from the clear benefits to customers, they also offer a plethora of SEO benefits as long as they are effectively optimized and used.
Visual content also goes a long way in defining your brand identity. Wondering how? Read on.
Brand identity consists of elements that customers can visually associate with your brand. This includes logo, design elements and colours. Since these elements distinguish your brand from others, logos or any new design that you create should always be trademarked to avoid replication.
In the case of eCommerce, your brand identity is going to be on your website and even on your packaging, so diligently plan out these visual elements.
Colours are important factors to be considered because each colour has a psychological effect on customers. Strategically setting the colour of your logo and branding can hence have a direct impact on the performance of your online store. Here are a few colours that can help amp up your branding:
- Red: If your brand is synonymous with youthful energy and excitement. So if you have a sports brand or products that are targeted towards the youth, then including Red in your logo and branding would be a great idea.
- Orange: Orange is considered to be a highly energetic colour, so if you want your branding to portray a lot of energy, integrating orange in your logo and design is the way to go.
- Blue: Being the most appealing colour, blue should be added to your branding if you want to portray trustworthiness and stability with your brand. This is the reason why many jewellery brands use it in their branding.
- Pink: Pink has always been associated with femininity, so if your brand caters predominantly to women or you want to portray softness, you can confidently go with this colour.
- Purple: Purple is highly associated with royalty, so brands that want to portray luxury can opt for the colour.
- Green: Green is associated with growth, nature and stability. So, you will see environment-friendly brands, and investment firms often opting for this colour in their branding.
- Yellow: Yellow evokes two different kinds of emotions - happiness and affordability. It is also a highly attention-grabbing colour, so if you are looking to invoke a combination of these emotions, yellow is the way to go.
eCommerce elements have the opportunity to integrate the right UI elements to portray the message that they want to communicate to their customers. Like colours using shapes and design on your website can also highlight specific characteristics of your brand.
Here is a great example:
Skull Candy uses highly defined shapes such as squares and rectangles to portray strength and design capabilities. Similarly, you can use circles or curves to denote unity or communal feeling. Apart from the shapes, using bold colours portray confidence and using softer colours can be definitive but in a different way.
As an eCommerce brand, the images that you present on your website will represent the audience of your brand. While many brands take this factor for granted, it is actually important to choose portraits that render the right image of the brand to customers.
For instance, if you are a brand that prides itself on selling clothes that fits every woman, avoid limiting yourself to skinny models and instead promote body positivity through your portraits.
Take a look at how H&M does it:
Of course, when we talk about visual content, infographics can not be far behind. Infographics are the perfect way to communicate data to your customers. Infographics make the retention of complex data easily digestible and engaging for readers. Using a lot of charts, graphs, and bright colours is a great way to make your infographic stand out from the rest.
UGC for Social Proof
As discussed earlier, adding user-generated content to your content is always a great idea. Website visitors will be able to assess the credibility of your website and get reviews on your products with the help of user-generated content. Posting testimonials with photos, product reviews as well as review videos can act as social proof and be repurposed across various marketing platforms.
Lastly, the success of your eCommerce store will always boil down to the features and quality of the products you sell. Even if you have a top-notch content strategy, and a powerful UI design to attract customers, it is your product that will primarily drive their purchase decision. When we talk about product-related content, it is all about presenting your product in the best possible light in a manner so that the customer would want to buy it.
360° Product View
Brands today go to great lengths to ensure that the customer is confident while making a purchase decision on their website. Offering a 360° product view is one of those things that you can do. By doing so, you will be able to clearly show the product from all angles and replicate the experience of seeing the product in person. It will also help highlight the minute details of products.
AR Product Demonstration
Just a few years ago, Augmented Reality (AR) seemed like a technology that was hard to comprehend and implement. But now, it is very commonly used for demonstrations in various industries such as real estate and eCommerce.
In eCommerce, AR is being used to give customers the ability to see how the product would look on them or their surroundings. For instance, many makeup brands now use AR to show how a specific lipstick shade may look on an individual. Perhaps, the most popular implementation of AR in eCommerce has been carried out by IKEA.
The IKEA Place application helps customers shop for furniture in the comfort of their homes, by demonstrating how a specific product might look in their home. For instance, if you are looking to buy a vase, you point the AR lens at your table to see how it would look when placed on the table.
You know how, when you buy a new microwave, you get a booklet that lists out recipes that you can make using the microwave, and instructions on how to use it effectively? Similarly, eCommerce stores are already implementing the concept of instructional videos, wherein they make a video of how to use the product and add it on the product page.
This can especially be effective if you sell supplies related to gardening or DIY kits on your online store.
Now that you know how to optimize the content on your website, it is important to know how to measure its performance. After all, we know that the most pertinent question in your mind now is — will this work for me?
Well, there are plenty of things you can test to see if your content optimization process is positively impacting your brand. Here are a few things that you should keep an eye out for:
Impact on Brand Recognition
First, we would look at how you can assess the impact of content optimization on your brand recognition. Here are some ways that can help you do it:
The best way to understand if your content optimization process is working for you is to monitor and track your website analytics. Plus, if you are using a strong analytics platform such as Google Analytics, this becomes quite easy.
For measuring your content optimization success, you would need to monitor analytics such as:
- Click-through Rate on individual pages
- Page Rankings/Position in SERPs
- Organic Conversion Rate
- Time spent by users on the website
By conducting regular SEO audits, you would be able to get a clear overview of how your content is consistently working for your online store.
You can also integrate heatmaps on your website to understand the specific locations on your website that website visitors are engaging with, the most. The heatmap results combined with the results of your analytics will also indicate which parts of your content strategy are proving to be most effective. Using heatmaps, you can also identify what the users are seeking most information about, which in turn can be used to create more content.
Another way to understand whether your content optimization is increasing your brand recognition is by measuring the engagement rate. As an online store, it would be beneficial to keep a check on the engagement rates of your website content, which will also indicate the specific content pieces that customers are engaging most with.
Once you find out that a specific content piece is proving to be more engaging, you can replicate the same strategy and produce similar content.
Social validation may be portrayed in a negative light, but it is very important for online stores. Keep monitoring the social shares of your content, which will then indicate the actual reach that your brand is getting through it. eCommerce brands must strive to increase their reach and engagement on social media to build a highly engaged customer base.
Lastly, you should also be tracking the number of backlinks that you can get through your content. If your backlinks are on a steady rise, your content optimization might be working for your online store. You can check your backlinks on Google Analytics as well as Ahrefs Site Explorer.
Impact on Revenue
Now that you know how to measure the impact of your content optimization strategy on the brand recognition of your online store, we will look at something even more important. You guessed it — the impact on your revenue.
In this regard, here are the two indicators that you should be keeping track of:
Reduced Customer Churn rate
If you have a better content optimization process in place, it will impact the way your customers perceive and interact with your website. A well-designed content strategy will ensure that the customers are getting the answers that they need and are engaging with the content. This will in turn reduce the customer churn that you might otherwise experience.
The goal of having great content on your website is to after all promote your brand, and increase conversions. Content optimization can help you achieve these goals and ensure that your content boosts sales for your online store. When you have high-quality content that informs and convinces your customers, they are likely to trust you over your competitors and hence increase your sales.
eCommerce Content Optimization is an important part of your content marketing strategy and should definitely be prioritized so that your content can drive sales and traffic for your online store. If done right, content optimization can distinguish your brand from the competitors, assign a unique brand identity, and boost sales.
Content Optimization is not an easy task to accomplish and can get confusing at several stages. If this happens to you, having an SEO agency that can understand the needs of your business and help you optimize your content successfully is always an option.
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