E-commerce becomes more and more competitive, so there is no room for mistakes. This week Promodo experts discussed the common pitfalls that e-commerce players make and that lower the conversion rates. We paid special attention to the errors in the content strategy, namely, what is written on the main page, registration page, “About Us,” product pages, and some others.
It seems like larger online businesses may not even notice how those errors affect their financial results, but the startup projects may suffer significantly. Either way, why should you make mistakes anyway? So, study important don’t and suggestions on how to avoid them below.
Don’ts on Implementing Your Content Strategy
E-commerce projects usually work with a team of copywriters and editors who create content for hundreds of products and descriptions and update all the materials when needed. In such a situation, online stores often make mistakes.
Use Your Texts to Sell
Long, general descriptions do not help your visitors select something and make a purchase. It is pointless to write about how well a new laptop will look at the working desk and why that particular model perfectly demonstrates your style. Most users pay attention to technical characteristics, not design. The sample below provides a long, selling description which is unnecessary for the site’s visitors and does not help to select a dress.
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Provide Only Technical Information
Although people often check the technical details related to the selected products, you should be careful and remember that many people would love to have a simple, benefit-based description. keep in mind that there is a few tech savvies out there unless you target only such a specific audience. The following description contains many details, but wait, do you understand whether that device covers your needs or not?
Don’t Share Educational Resources and Guidelines
Content marketing is quite an effective digital marketing tool. Moreover, this is one of the cheapest ways to attract potentials and engage the current clients. This is an easy-to-implement and effective strategy for small businesses to appear on the first page of search results. It is strongly recommended to share helpful information as it is shown below. You can also add a FAQs section, guidelines on how to use your products effectively or in a creative manner. It is also a good idea to share the industry’s news and announce new products.
Use the Same Descriptions for Different Products
Usually, it does not make sense to create different pages for variations of the same product. You should help people find your products and pick the one that suits their needs in the best possible manner on the same page. For instance, the two tables below have the same description apart from the color, so why should your customer jump from one page to another? This is confusing.
Write Only about the Company on the “About Us” Webpage
It’s not surprising that businesses share information about themselves. The problem is they do not address a client’s “So what?” question. Of course, it is interesting to learn more about the company, its history, and so on, but it hardly matters if you want to purchase Lego bricks for your kid.
Complex Information on the “Returns and Replacements” Page
Would you like to read an endless juridical document about how you can return or change a purchased product? We wouldn’t. Instead, we prefer having a clear, step-by-step instruction. Look at the sample below and try to compose something shorter and easy to understand.
Publish Fake Reviews
Site users often find fake feedback with ease. Stereotyped, very detailed, and only positive feedback without any negative comments cause mistrust and make people suspicious. And this is very annoying and affects the loyalty to the brand. The online community even created the resources that help to identify fake reviews, for example, this one. Here is a sample list of the products by most untrusted feedback.
Do’s on Improving Your Content Strategy
• Make sure that the provided content serves the needs of your customers, not search engines.
• Check out if your content is well-balanced: gives all the necessary information while being interesting and engaging.
• Keep your clients in mind and create content that will address their problems and help use your product.
• Delete duplicate content.
• Encourage your former clients to share their experience on your website and across the Web.
• Explain the benefits your clients receive thanks to your experience, talented staff, and so on.
• Provide clear options that your clients can count on.
About the Authors
Promodo team
Marketing department
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