Electronic Commerce, better known as “E-commerce”, is one of the best marketing strategies of today. It is the buying and selling of products or services over the internet. Take note that any form of a business transaction conducted electronically is e-commerce.
When it comes to selling online, how can a seller drive sales to its e-commerce website? The answer is by creating compelling and attractive content. Here are some tips on how to create powerful content for your e-commerce website in order to drive sales.
Feature Lots Of Benefits In Your Headline
Your headline can significantly affect your sales – that’s why you need to make it appealing and convincing. You need to grab your visitor’s attention to convince them to stay and read what you are offering. It’s best practice to create a headline which explains what the product does rather than what is it. By doing this, the visitor has a better incentive to continue reading your page.
Avoid Keyword Stuffing
This is one of the common errors made by marketers. Search engines such as Google don’t allow those sorts of SEO tactics today. If you want to drive sales, you need to have high search rankings. For that to happen, you need to choose your primary keywords carefully. You also need to position them in the right places such as in the title, start, and end of context – that’s all.
Add Credibility To Your Content
When creating content, it is vital that you build trust, so that visitors can trust you. This way, they will be less hesitant to buy from you. One of the best ways of building trust or credibility is by posting testimonials. It’s important that these are genuine testimonials from true customers. You can also build credibility by adding credentials, background details, and experience. This is another good way of convincing readers that you are legit and trustworthy.
Avoid Duplicate Content
If you want to improve sales, then take the time to write about your products individually. Duplicate or generic text/copy can now be easily tracked by Google which can be detrimental to your business if it results in lower rankings for your e-commerce website. If that happens, it will be much more difficult for you to attract visitors via organic search.
Change The Appearance And Formatting Of Your Content
Let’s face it – only a few will read your content from top to bottom. Many people usually just scan the content and only read the words or phrases that they think are important. So the best practice here is to:
- Add sub-headlines to emphasize critical messages
- Use bold or italic fonts when listing the essential benefits of your product or service
- Vary the length of your paragraphs
- Use bullet lists to highlight key points
- Leave the right-hand side ragged
Avoid Grammar, Spelling, Syntax, and Formatting Errors
Having incorrect grammar and spelling in your content will undermine the clarity of your message. It can also create doubt in mind of readers – which can result in potential lost sales. Make sure that your content has a professional look.
Use Ethical Urgency To Convince Readers To Buy Now
When it comes to driving sales, your content must have a sense of urgency towards your readers, encouraging them to buy now. The best place to use this approach is towards the end of your content, which is usually near the call to action. One of the best techniques for inspiring a sense of urgency is by offering a limited time price discount.
Include Images In Your Content
One of the most powerful sales tools for an e-commerce website is the images being used. If you want to boost sales, then try to ensure you have as many high-quality pictures of your product or service as possible. It’s equally as important to test the placement of these images in order to find what has the maximum impact on your online sales. For example, you could test positioning them to the left of your product description versus to the right. You could also test adding images to your cart page as well, in an effort to decrease checkout abandonment. Test as many variations as you like and see what works best for your website.
Driving sales doesn’t have to be that hard, so long as you know the right things to do. The next time you sell a product online, let this post be your guide for creating a powerful content to drive sales, boost your web marketing ROI and improve your eCommerce conversion rate.
About The Author:
James Spittal is the founder of Conversion Rate Optimisation and A/B testing obsessed digital marketing agency, Web Marketing ROI. They help brands with high-traffic websites optimize their conversion rate using A/B testing and personalization.