Let’s face it: the momentum behind eCommerce isn’t going anywhere – the switch has been flipped to hyperdrive when it comes to shoppers increasingly opting to buy online. This results in an even bigger need for being strategic about eCommerce product content.
So… what is eCommerce product content? We could oversimplify content as the information brands use to describe their products online. But content is way more than that – it can influence both retailer algorithms, and shopper decision-making – and this gives it the potential to become an extremely powerful growth engine, in 4 key ways.
Here are the 4 key content super powers, that can help drive business growth while controlling costs…
Content Power #01: It makes your products discoverable on search (SEO)
Search algorithms in retailer platforms rely on content (among other factors) to determine how products are ranked when a shopper is searching. Factors such as keywords in title and marketing copy, number of images, number of reviews, and ratings score will all influence how your product ranks organically (that is, not paying for showing up on search results). Making sure you are optimizing your content to drive search results will not only boosts your sales but reduce your reliance on paid media.
Content Power #02: It influences shopper click-through
Once your product shows up on search results, will shoppers be clicking through to learn more about it? Or will they click on the competitor’s product that’s displayed next to it? This is a key decision-point on the shopper path to purchase, and the choice will largely depend on how your product is showing up, through its title, hero image, price and any special accolades (e.g.: the “Amazon choice” banner). The effectiveness of your content can make or break the sale at this point – make sure it’s the former.
Content Power #03: It influences the add-to-cart conversion
Once the shopper clicks your product on search results, through to the product detail page (PDP), you’ll want to make sure your product is showing up in the best way possible, in every way possible. This is yet again a shopper decision-point, where content plays a critical role in maximizing the chances of the product being added to the cart.
Content Power #04: It influences success in platform-specific tactics
The final point of influence varies from platform by platform: custom functionalities specific to each retailer platform. Ranging from brand sites in Amazon to shoppable recipes at Walmart.com, retailer platforms continue to innovate in how they help the shoppers make informed shopping decisions. The ROI of maximizing these opportunities varies widely, but nothing that a well-defined test-and-learn can’t figure out.
There are 3 key concepts that organizations must recognize and embrace in order to be successful in leveraging content’s full potential…
Must #01: Be Strategic – Content is more than just product information
The importance of being strategic on eCommerce product content cannot be overstated. While at the beginning of the eCommerce journey content teams may be focused solely on getting just enough content to get products listed, optimizing content for growth with require much more than that. The opportunities for optimization will be endless however, and making sure they are tackled strategically will be key to make the most out of it. Clear strategy and ruthless prioritization are the name of the game.
Must #02: Be Agile – Processes need to work flawlessly to make things happen
Queue eyeroll for what is probably one of the most overused buzzwords in business: agile. In some cases, however, it’s worth the eyeroll. It is indeed very important to establish an agile and recurring process to content optimization, in order to ensure that the results you obtain are sustained over time. Optimizing your content can get you to the first spots of the search results today, but competition may catch-up, requiring an iterative update from your end to ensure you keep showing up at the top of the 1st page.
Must #03: Be Data-Driven – Content is indeed a science
Content opportunity identification, decisions and actions will need to be deeply reliant on data & insights to be effective, efficient, and adequately prioritized. Making valuable insights a part of the standard content process will yield real value. Make sure that you are not only getting the data you need, but that you are translating it into valuable insights that drive impactful action.
