Back to basics – Section one: Content benefits
This section looks at the benefits that good content brings to your product descriptions. The tone of voice, information, and structure that goes into each description represents your brand’s image. Getting it right will improve customer relations and help to increase conversions.
PRODUCING QUALITY CONTENT
The first issue facing online retailers is the quality of their content. Poorly-written descriptions devalue a product. If grammar is incorrect, or the writing is difficult to comprehend, it makes a brand look unprofessional. And with so much competition from other retailers, it’s important to persuade customers that your site is reputable.
Most importantly though, it is vital you have accurate product information. Publishing content that has inaccurate information will disappoint or anger customers, especially after purchase. Avoid breaking trading standards and invest in proper research and quality control for each description.
Writing content well and making it useful is the second task at hand. Market research and knowing your target demographics will tell you who to write for, but without a team of skilled writers by your side, the copy risks sounding amateur. It’s therefore essential that content is well-written to match the value of the product.
CONVEYING YOUR TONE OF VOICE
With many retailers using manufacturer-written descriptions, the tone or quality may not reflect that individual brand’s values. Having a proper content strategy with branding guidelines helps to make your product descriptions unique to you, and improves customer perception.
Shaping your own unique tone of voice can have added benefits for your brand awareness. Something that really gets consumers’ attention is storytelling. Tell the story behind your brand or even the product to authentically reach out to your target audience. This is something that works particularly well for smaller brands.
COMBATING ‘WINDOW-SHOPPING’ HABITS
Average online conversion rates for each industry show the ‘window-shopping’ habits of online shoppers – on average, fashion retail e-commerce sites have a conversion rate of just 3.5%, which means that a huge percentage of consumers are visiting a product page without making a purchase.
So, what’s stopping consumers from making a purchase? Consumer research from Salsify found that 94% abandon a site if they can’t find the information they need, and 88% say product content plays an extremely important role in their decision. These statistics demonstrate the failings of e-commerce sites. Without enough information on a product, the huge majority of site visitors leave. Content needs to be informative enough that it captures the attention of consumers, and helps to inform their decision.
PROVIDING ENOUGH INFORMATION
RHP Tip: A television costing around £1,500 should have enough content to reflect the expense being invested by the customer. Too little content and conversion will be poor. Too much though, and you risk losing their attention. Often, a minimum of 150 words is enough to inform the customer and keep their attention. In most cases, any more than 500 words is probably too much.
LOWER BOUNCE RATES
Including the right information will in turn help to lower bounce rates as fewer consumers leave your site dissatisfied after not finding the content they expect or enough information. Checking consumer written reviews and looking at frequently asked questions about the product should give you some hints about what to include.
The result of all this is lower bounce rates, which helps support SEO. Low average bounce rates improve your domain authority with search engines and improve SERPs. Content doesn’t just propel your brand image, it also increases awareness as your online presence becomes more visible.