U.S. ecommerce sales grew almost 15% in Q1 2017 compared to one year ago as reported by Internet Retailer. With the growth of these sales comes increasing expectations from purchasers. A recent GfK FutureBuy study shows that 54% of consumers are now less loyal to any one brand and need to shop around more to find the best value and 45% of retailers, advertisers, and brands have less influence on purchase decisions than ever before. Yikes!
So how will you influence your current and prospective customers to keep up with these trends? With accurate and quality product content that provides purchasers with the information they require to have confidence in a purchase decision and to increase your cart conversions. Here are three ways in which you can stand out from your competitors:
1 – Add rich content elements. Rich content includes multiple high resolution images, product manuals, brochures, videos, virtual tours, feature benefit bullets, etc. Adding rich product content better engages and informs your customers, increasing the likelihood of a purchase conversion and making it less likely for them to return your product. For example, according to Panomatics, websites with virtual tours / videos typically keep visitors on the product page 3 times longer!
2 – Create enhanced content. If you’re not familiar with this term, it has been made most popular with Amazon by being referred to as A+ content. However, it is now being accepted and encouraged to be displayed among top e-retailers like Walmart and Newegg and distributors such as D&H Distributing and SP Richards. Enhanced content, aka A+ content, allows you to get creative with your product content design and information, helping you to convert and better inform those customers seeking product information beyond basic marketing content and product specifications. 82% of consumers go online to do product research before buying (Deloitte) so it is crucial that you grab your customer’s attention and keep it.
3- Optimize your product content for search. If you are a brand, you’ll want to create an account for Google Manufacturer Center. Google now offers a tool for brands to have major influence over the product data being displayed in Google Search and Shopping results. Content was once controlled by retailers but brands are now empowered to ensure their product titles, descriptions and images are accurate and of high-quality. And when Google recognizes better, more relevant content they bump up your search rankings, so that you can be found first, leading to quicker sales.
Today’s Connected Consumers love to find value by shopping around online. The best way to stand out in the market is to have accurate, relevant and helpful content around your products. Whether you’re looking for rich content elements, enhanced content or need to better manage your product data, product content can help you to influence purchase decisions and ultimately increase sales.