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There is no point to driving a whole bunch of traffic to an ecommerce site if the visitors aren’t going to convert into customers. Improving conversions is possible through effective copy creation. With ecommerce conversion rates averaging between one and four percent, every bit of help counts.
Be Thorough
Be sure to describe the product well and in detail. When shopping online, most consumers are most likely to purchase from the site that provided them the information that was needed to make the buying decision.
Know What’s Above the Fold
The phrase “above the fold” is an old newspaper term that refers to the part of the paper above the center fold. In other words—the most important part. Nowadays, this term refers to the part of the website that is seen by a visitor without having to scroll down. This is the area visitors see first and it should contain the images and content that is most important.
How Does it Solve the Problem?
Let the prospective customer know exactly how the item will solve a particular problem or fill a certain need. Listing features and benefits is necessary and useful but telling the consumer how it will solve his problem will drive home the feeling of need.
Keep it Simple
If technical specifications are needed, make sure they have their own section. For most products, the technical statistical details can be confusing to buyers and do not factor into the buying decision. By clearly stating the facts in a separate section the information is presented but does not become an exit point from the site.
Align Keywords with Products
Make sure that landing pages for each item are optimized specifically for that item. Do not target the same top level or broad keyword phrases as are targeted on home pages or product category pages. Use brand names and technical specifications that may influence searchers.
Jennifer Gniadecki is a freelance writer available on WriterAccess, a marketplace where clients and expert writers connect for assignments. WriterAccess is powered by ideaLaunch, a full service content marketing agency serving hundreds of clients and thousands of writers since 2000.
Image from startupagents.com
Tags: content marketing
