In today’s competitive ecommerce realm, it goes without saying that product content of an ecommerce store has become immensely crucial to add up to the bottom-line, and by extension, profit. Regardless of the multichannel ecommerce platform you use, your product content has to be fully optimized because it’s where you merge all the product information to compel your customers to move ahead and buy from you.
Put simply, product content optimization can be considered as enhancing or modifying product attributes to ensure top-quality, accurate and complete content. Today’s online shoppers want reliable and correct product information to make an informed decision. And with product content optimization, you can help bring that decision in your favor.
Optimizing your product content may initially sound like a child’s play, but there’s a catch. There may be hundreds of products to be listed by your multi-channel selling software, and you may typically receive product information from lots of suppliers. Each of them has a different way of presenting information and sometimes, the product feeds can be unstructured, messy, and lacking information – comprising of only the bare minimum.
So, to avoid the mess and boost your conversion rate, you need to make sure that your product content is fully optimized.
With all this in mind, here’re twelve key product content optimization tips that would surely help you to take your ecommerce sales to the next level.
Even before you start developing product content, always research your demographic instead of assuming it. You may think the products listed on your multichannel ecommerce platform are ideal for a specific consumer persona, but you could be heavily surprised. Thorough research lets you understand the type of customers you’re selling to and then you can start writing the product content keeping that in mind. The perfect customer-oriented product content should contain things like the features by which your customers will get attracted the most, the tone of voice they will want to listen to, etc.
Product names greatly affect search rankings. Ensure your product names are to-the-point and contain the necessary description consumers might be searching for. Consider incorporating the best keywords and phrases by analyzing factors like relevance, competition, and search volume, among others. No matter what listing tool for marketplaces you use, only product pages that contain the appropriate search terms can bring most traffic to your site.
When you receive products for your multichannel listing software from suppliers, they often aren’t detail oriented. For instance, a product’s brand name can appear in different formats like in its abbreviated form or in full form. While inconsistent brand names may trigger difficulties for you in keeping track of your inventory, it can easily confuse the customers as well. Therefore, perform a simple bulk-edit to ensure consistent brand names and formats across your entire master data record.
Good product titles and descriptions not only help your customers to be better informed about their purchases, but also bring in much ease when it comes to finding a product your customers are looking for as they move forward to purchasing. Some best practices to attain this include correct spelling, adding the brand name to the title, consistent capitalization, removing duplicate words etc.
Unquestionably, product descriptions aid SEO, but only when they offer high amount of value. Whenever you plan to develop descriptions for products listed in your multichannel ecommerce platform, first ask yourself what prospective consumers would like to view in the description. A high-quality product description copy should include your target keywords, detailed specifications and key features of the product along with the value it offers to the buyers. Also, remember to avoid too wordy descriptions. Instead, make them informative and add lists and bullets, if required.
Right length of product descriptions is crucial when it comes to converting visitors into customers. Usually, long copy performs the best when your product is not unique, expensive, part of a specialized sector, and equipped with many substantial features. On the other hand, short copy works the best for the products that are inexpensive, simple in nature, need little explaining and come along with free CTAs like signing up for a newsletter, taking a free trial etc.
When you’ve lots of products listed on your multichannel listing software, it can be time consuming as well as difficult to write unique descriptions for each of the items. While the copy and paste method, which is preferred by many ecommerce store owners, can save you time and effort, you won’t have the advantages offered by unique content. In addition, as Google doesn’t like duplicate content, it may affect your SERP rankings adversely.
Don’t assume that people will be buying from you because they like you. Instead, remember that they want your products to help them – help them solve a problem, address a pain-point, attain a goal, and above all, live a better life. Your product content should make it easier for them to instantaneously identify how the product can meet all these requirements and desires. Remember that aspirations matter heavily to your customers, perhaps more than they do to you.
When it comes to increasing conversion rates, omnichannel consistency is a must and product images help you attain just that. Merge all the product images into your master data record to make them associated with relevant products. This’ll also help you to easily identify and fix broken or missing image links.
No matter how many products you sell through your multichannel ecommerce platform, the goal of each of your product’s content should be only one – to take the visitor further down the sales funnel to ultimate conversion. Perfectly optimized product content is action-oriented. Every piece of it should help a prospective customer understand what to do next. In order to invite visitors to convert, include prominent CTAs (calls-to-action) in the text of your product content itself.
Just as videos work for your blog, they can also work amazingly well when it comes to increasing customer engagement. This is particularly a great option when your product is difficult to use and you want to offer your prospective customers a quick demonstration. Videos are also effective when your product is common and needs something extra to keep the customers interested and engaged. You may even include charts, graphs and infographics into the product content, if required. However, to reap the benefit of this tip, you need to ensure that you’re not overdoing it with your content and the videos are there to serve a real purpose.
Finally, product content is one of the most crucial aspects of your ecommerce marketing strategy. Though this content mayn’t be the most likely to appear on a SERP, your products together with their images are. It means a substantial portion of many searches go straight to the product pages before even visiting any of the other pages on your site. So, no matter how much or less number of products you sell through your multichannel ecommerce platform, you’ve to ensure that you have something highly engaging on those product pages. So, implement the tips mentioned above to make your product content stand out of the pack and give your conversion rate a solid boost.
We, at eChannelHub, help ecommerce store owners to optimize their product content together with increasing their brands’ visibility and helping them get higher ranking in SERPs by deploying the best ecommerce practices. If you want to take your business to the next level and enter the league of ecommerce giants, contact us today to get started.
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