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How to Increase Conversion Rates with Better Product Content

November 22, 2016
Aaron Polmeer

By Sherice Jacob


If you’ve been reading our blog for awhile, you likely already know that a good product description can help sell a customer on your product or service. But too often, we put too much emphasis on the description itself while blissfully ignoring the other aspects of a product’s presentation.

According to a recent study from SurveyMonkey available through Salsify, fully 94% of customers will abandon a site if they can’t find the information they need to make an informed purchase. And 88% of shoppers said that product content plays an extremely or very important role in their purchase.

So what kind of content makes the biggest difference in sales? You may be surprised.

Price Isn’t Everything When it Comes to Motivating the Customer to Buy

Image Source

Price is understandably a big factor in making shopping decisions. But it is not the biggest or most pivotal reason in the customer’s mind. Customers who were surveyed for the study indicated that product features – particularly bullets, images, videos and reviews were much more likely to convince them than price alone.

When asked about the underlying reasoning behind their decision, the customers explained that these points were the only way they could know exactly what they were getting. The closer the item comes to fulfilling their needs, the better their overall experience.

Oftentimes, e-commerce sites have so many products or so many variations that they simply put up whatever the manufacturer has written about the item and hope that it’s enough to seal the deal. But manufacturers aren’t in the business of selling to end users, therefore their product details are usually bland, boring and highly technical.

If this is the case for items in your e-commerce catalog, it’s worth doing a content audit to determine which of the most in-demand items aren’t getting the conversions you’d hoped for, and then taking a closer look at what’s actually being presented to the customer.

Customers Want to See Things in “3’s”

3sImage Sources (Top & Bottom)

According to the study, the vast majority of customers wanted to see at last three images of the item, and read at least three reviews about it. What may surprise you here, however, is that around 75% of them said that they would rather see the image itself against a plain background or being used, rather than photos from users that bought the item.

What’s wrong with user-submitted photos? While “user generated content” is often promoted as another branch to your existing content marketing efforts, in this case it can backfire. Oftentimes they may include accessories or add-ons that don’t come with the original standalone item, or they may already have used the item, so it’s not an accurate representation of what’s in the box.

Here, it’s the responsibility of the brand to make sure the images they submit of the product are crisp, clear and show precisely what the customer is getting.

Even after you have crisp, clear images of the product, solid reviews …read more

Source:: Kiss Metrics Blog