Easy Marketing Investments to Improve Your E-Commerce Store
Posted by KaneJamison
At least once or twice per month, I talk to a small e-commerce store owner who wants to invest in content marketing. Often times, I have to break it to them that they’re not ready for content marketing.
You see, before you spend a bunch of time generating traffic from your target audience, it’s important to make sure those visitors get the best experience possible while browsing your store.
So, in this post, I want to give store owners and e-commerce newbies a clear idea of where they can invest their time before investing in more paid and organic traffic to their sites. Many of these can be accomplished for less than $1,000 or a few hours of your time.
With a few small-scale investments you can help drive performance on conversions, SEO, and more.
So what are they?
- Rewrite Your Weak Product Descriptions
- Take Better Product Photography
- Build Lookbooks & Product Collections
- Start Adding Product Videos
- Upgrade Your Review Software & Process
Let’s look at these opportunities in detail, and better yet, show you some actual examples of what your site could look like.
Rewrite your weak product descriptions
From product details to features and benefits, product descriptions must pack a lot of information in a short format. You may have overlooked some missed opportunities.
If you answer “yes” to any of the following questions, consider investing in improved product descriptions.
1 – Does your current product page copy speak only to your ideal customer?
If you’ve built buyer personas for your brand, make sure the copy addresses the appropriate persona’s unique pain points and concerns. Bland descriptions meant to appeal to everyone — or just bots — aren’t as effective.
This high chair example from 4moms.com focuses on the three things that matter to their audience: single-handed adjustments, spilt-food prevention, and easy cleanup.
2 – Does your copy focus on benefits rather than features?
You can list features all day long, but customers really want to know how your product will make their life better.
The Amazon Echo sales page does a great job of focusing less on the technical features of the product, and more on the cool things you can do with it.
3 – Are you describing your product with the same words that your customers use?
Using the same language that your customers do will help you better communicate with your target audience in a way that sounds natural for them and touches on their pain points.
A simple way to find these words is to do some reverse engineering. Start by looking at customer reviews and feedback you’ve collected (and those of your main competitors as well) to pick out common words and phrases that satisfied customers are using. From here, you can tie that customer language back into your own descriptions.
I was shopping for a new tent last week and saw this awesome reviewer on Amazon drive home a point that the copywriters had missed. If you read that entire review, the phrase “family tent” is mentioned about 13 …read more
Source:: Moz Blog