Is your business struggling to maintain an online presence in the midst of COVID-19? While many other companies are experience these same struggles, marketplaces like Amazon, Walmart, and Target are making things easier, even with increased competition.
Yet, to stand out from your competitors, your business needs to supply its advertising and product listings with quality content. There are millions of product listings on platforms like Amazon, and the vast majority of them contain little to no content. Even worse, many contain incorrect and unreadable product details. For businesses that sell thousands of products, quality control becomes a difficult task. It may be expensive and time consuming, but investing in quality content pays off in the long run and separates successful businesses from the rest.
Still not convinced? Looking for more info? Here are three ways better content improves your business’ advertising strategy.
Positive Customer Feedback
When it comes to financial decisions, most people seek out the opinions of others before acting. Buying products online is no different, and the practice of reading customer feedback is now common in this digital age. According to Invespcro, 90 percent of customers read online reviews before visiting a business, and 88 percent of customers trust online reviews as much as personal recommendations.
Quality content goes a long way in creating a positive impression on customers. To see just how much content matters, look at listings with unreliable or poorly written information. 98 percent of consumers have been dissuaded from completing a purchase because of incomplete or incorrect content, with nearly a third (32 percent) of consumers being dissuaded every time.
Not only does incorrect information steer away potential customers, but it may cause people who actually do buy your products to return them because they did not meet expectations. Customers who return your items are likely to never buy from you again.
More than just ensuring accuracy, you should also focus on providing all relevant information needed to make a purchase. The best product listings answer shoppers’ questions before they even think about asking them. Present your brand as a reliable expert for your industry segment and watch your loyal customer base build itself.
Higher Search Engine Rankings
Every business knows the importance of the search engine. Products at the top of the results page get more traffic and, of course, more sales. It’s true that some brands pay for top spots, but most have to compete based solely on popularity. The road to acclamation is a long one, but it starts with content.
Ecommerce analysts Salsify conducted a study on Amazon product content by grading multiple product listings, from A to F. Not surprisingly, “A+” content that featured detailed and relevant descriptions, bullet points, images, and more ranked much higher than those with lower grades.
This doesn’t just apply to Amazon; whether your business is selling on Walmart, Target, eBay, or any other marketplace, excellent content is a must. Aside from quality, content should also focus on popular keywords, phrases, and titles. This appeals to SEO algorithms and is a proven way to get a higher ranking on a search results page.
Increased Conversion Rates
Positive customer feedback and higher search engine ranks are great on their own, but they serve to benefit the primary purpose of any business: increase conversion rates. Getting consumers to click on your product is only half the battle. Once they are on your product page, most people will not open their wallets unless your content emotionally connects them to your product or brand in some way. Offering a product that meets their needs is not enough; they must be convinced by your content.
Just as important as written content is eye-catching product imagery like 360-degree spin photography and 3D models. Both formats are quickly gaining traction for their advantages over traditional product photography, particularly 3D models. Using CGI technology, products can be presented in the virtual space like never before, enhancing product pages in a variety of ways. Augmented reality is one of Tulfa’s most talked about ways to use 3D models, and for good reason. AR allows customers to “try” products before buying them, which reduces product returns and increases customer satisfaction.
Take Control of Your Digital Shelf
Before 2020, it was already important for sellers to build an online presence, but with ecommerce numbers that were previously predicted in five years occurring in three months, the time to act is now.
Digital transformation is easier said than done, and sometimes, you just can’t do it alone. Investing in help is always a smart option for companies that lack the knowledge or expertise to create content that drives sales. Content agencies, like Tulfa, are a great asset to businesses that want to accelerate their growth.
We’re here to help. Shoot us an email or reach out to us on social media. As one of ecommerce’s leading content agencies, we make sure customers notice your products. Check out our services for more information and a free sample of our work.