Far beyond SEO for ecommerce: the importance of content on product pages


E-commerce and content must go hand in hand, know the importance of content, especially for product pages

Content on product pages is a powerful ally in any ecommerce strategy. Through titles, descriptions and images, it is possible to capture new customers, convey the idea of ​​brand credibility and still have a good position in search engines. In this way, the virtual store is able to consolidate itself enough to enter the omnichannel consumer’s shopping journey.

However, providing content about products is one of the main bottlenecks in managing an e-commerce. There is a lack of people on the team to handle this demand and also investment in tools to optimize the process. And, unfortunately, managers leave this strategy aside.

But if you want to get good results with your online store you need to stop and rethink how important content  is to your page. And that’s the function of this post!

How is your eCommerce product page?

If you don’t know how to answer this question right away, it’s time to pay more attention to your site’s content. Open your product pages and check if:

  • products have clear, objective titles;
  • descriptions are complete and up to date;
  • the main and secondary images are good and match the product description.

If you notice an error, it’s a sign that your page needs changes. But no need to panic. According to data provided by the E-commerce Quality Index (EQI), only 40% of products in an online store have a complete description. That is, you are not alone in this.

However, if you want to consolidate your eCommerce and increase sales, you need to get out of this statistic. The good news is that you already know what to do to change the game: invest in content.

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What are the main advantages of investing in the original content on your website?

One of the main differences between buying in the physical store and the virtual one is personal contact. If you go to an LG store to buy a cell phone, for example, you have a promoter who gives you all the information about the product. In addition, you can pick up the cell phone and even test it before finalizing the purchase.

In the online environment, there is no sales promoter to assist in your decision making. Therefore, who fulfils this role is the content. It is the available data that will convince the customer if he should buy from this store. Therefore, descriptions and images become essential in the online store.

In addition, it is possible to notice other advantages in e-commerce when content becomes one of the focuses of the website’s strategies. We’ve separated the main three for you:

1. Leverage the online shopping experience

According to the EQI, 72% of Brazilian e-commerces do not have adequate information about the products they sell. This happens because simple actions, which can bring more quality to the online shopping experience, are not performed.

For example product categorization. If an item is not categorized correctly, it will not be found by the consumer. This disrupts his shopping journey and makes him give up on returning to your store or closing the deal immediately.

In this context, the correct description of products, using keywords and SEO techniques, plus standardization and categorization within the site, are ways to help the consumer to intuitively navigate within your site.

The Saraiva is a great example of a company that is able to combine categorization and presentation of information efficiently.

2. Increased conversions

Quality content in an eCommerce is directly related to increased conversions. And that goes beyond descriptions and images. Other textual and visual elements help to encourage the customer not to abandon the cart.

These elements include ratings and comments from other buyers. Think of yourself as a consumer: what value do you place on this resource? Does this increase your chances of making a purchase? I imagine the answer was yes.

Therefore, it is very important to have a field for products to be evaluated and, even more, that it is visible to whoever enters the page.

Amazon uses this feature very well. When we enter the site and click on a book, we already see its rating (between 1 and 5 stars) and the number of customer comments on the side. If you click on the “customer reviews” link you have access to all readers’ opinions and can decide whether to buy the book or not.

3. Improved brand reputation

Imagine the disappointment of the consumer who buys a product for its image and receives another at home? Often this is because the packaging has not been updated or the new template has not been inserted into the page. It’s frustrating and damages brand credibility.

For this reason, up-to-date information and images are essential to improve brand reputation in the virtual environment (and beyond). Even because nobody trusts e-commerce without photos and descriptions of the items, right?

When you have this transparent dialogue with the consumer via content, you earn their loyalty. And you don’t need to focus only on content within the product page. You can create a blog, set up an online exclusivity club and even use social media to work on your brand image.

But remember: the brand concept, as well as information from the virtual store and other communication channels, must be well aligned.

Magazine Luiza became a reference in the Brazilian e-commerce market because it managed to unite different channels. She created Lu, the brand’s character to answer questions and interact with consumers. Lu has a profile on Instagram, Twitter, in addition to a page inside the virtual store where it clarifies all customer doubts.

Storytelling for eCommerce: how to tell stories and delight the audience

The storytelling infiltrated the business world to show that everything in this life depends on our ability to communicate with each other, empathy, to understand what problems the customer’s perspective and only then solve them in the best way. What stories have you been telling in your eCommerce ?

What is the voice of your eCommerce?

A process that is already known in  Inbound Marketing is to define which persona we want to work in eCommerce, that is, which audience we want to reach. However, a previous analysis is rarely done, that of positioning the brand as a persona, with a voice and behaviours of a real person who can and will relate to the public directly.

Do you know the voice of your eCommerce? Which person is telling your story for you? Does this person use formal or informal language? Which sex is it? What are your main habits? How does she act when she needs to help others?

Answering some of these questions can be the key to acting in a more personal and human way with your audience. Only brands that create a true relationship with their customers will win out there, and the best way to create a relationship with your audience is to treat your brand as a real person.

Who are you telling your story to?

Who is your eCommerce persona? Having a well-defined audience will help you determine what type of content you need to achieve your goals, what the tone and style of your content will be, what your marketing strategies will be, what topics to address, where your audience seeks information, and how you want to consume them.

Remembering that, in some e-commerce, when there are very different audiences for each type of product, it will be necessary to focus on the main persona or work only with the brand persona that we dealt with in the previous topic. To define your persona Blue World City recommend you to ask the following questions:

  • Who is your potential customer? Think about the purchaser’s physical and psychological characteristics
  • What kind of subject would interest him about your industry?
  • What are the most common activities he performs, both personally and professionally?
  • What is your level of education?
  • What kind of information does it consume and in which vehicles?
  • What are your goals, difficulties and challenges?
  • In the case of B2B products, what type of company buys your solution? And what is the position of those who buy?
  • Who influences your decisions?

Here you can better understand how and why to create a persona for your company.

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How to tell your story with storytelling in eCommerce

Remember that time when you were a kid and you were riding your bike around your grandma’s house, you slipped your front wheel on a little bigger rock, fell and scraped your entire knee on the asphalt?

Then you ran and whimpering into the house and your grandmother said that the best thing to cure that pain once and for all was a mixture of alcohol and herbs in a soda bottle?

You didn’t want for the world to put that mixture on your leg because you knew it would burn. But then her grandmother told the story of when she was a little girl and her mother said that those herbs were powerful and could even cure a headache, and she said that one day she was brand new after falling from a very tall tree.

The way your grandmother told the story and with all the affection she showed, you passed on the mixture. It hurt, it hurt a lot, but in a few hours you were already grateful on top of your bike running down the street.

Okay, maybe nothing like this has happened to you. But it’s not uncommon for stories to convince us to use, buy, talk and participate in situations around the world. In ecommerce, this can work similarly.

You can tell your story from your roots, how you started the store, your proposition with it. You can also be seen for the values ​​you hold dear, the idea you want to sell, your goals or visions of the future, your culture or values.

Your ecommerce should be the extension of the story you choose to convey, mixing products and services with a lifestyle, sense of humor and resourcefulness. In this sense, the ecommerce blog can work as a diary for your brand, as a personal way to talk about your interests and talk intimately with the public, just as your grandmother used to talk to you.

In this process, you will need to create videos and use images for the same purpose. With effective design, customer reviews, quality images, product videos and Calls-to-Action inviting your audience to participate in your story, your job is done.

And all this can still be done by choosing keywords related to your business, which have a good ranking and number of monthly searches. The  Google keyword planner may already be a sufficient tool for you to analyze what is being sought in relation to its products and plug these words in its history.

How to be consistent across all channels

And then there’s the last detail of storytelling: consistency. Just as we can recognize someone’s work in the words they use or in the visual elements, the brand and story chosen for them needs to have that consistency across all channels and times.

In other words, it doesn’t matter if the internal employees of your eCommerce have changed, you have changed digital agency or hired a new communication team: you need to know how to move from one position to another with consistency. If the strategy is already working, that’s even more important.

Use the same tone of voice across all channels:  social media, blog, YouTube and ecommerce pages. Be consistent in your images and content approaches. The consequence: customers who really care about your brand.

Building a story with passion, motivation and consistency build a connection with your customers, but you need to get it right. If you manage to be part of people’s lives, you will truly exist.

What to do to improve the content of your online store?

In addition to taking inspiration from the examples we’ve shown you earlier, you can invest in technology to help your business optimize content optimally.

There are already free tools on the market that indicate exactly which products need correction in the online store, how the retailer can improve its content to attract and inspire more consumers and even standardize the information sent by suppliers, allowing them to always be updated.

Want to know  How to Plan Effective Content? Just fill in the details below! You even receive a template to make your work easier.