To understand what good page content is for an online store, you need to put yourself in the shoes of your customers. You need to understand what information they need in order to be persuaded to make a purchase at your store.
I like to run and hike and so I often go online to certain running shoe stores to do some research before making a purchase. Sometimes though, I get all the information I need at a single store and end up making a purchase almost immediately. In a nutshell, good content is adequate, helpful and timely information.
Read on to find out more…
Types Of Content
Many merchants put up loads of information up on a store but that information may not be considered useful to shoppers. It may help SEO-wise but might not be that helpful in terms of visitor-to-sales conversion. So you may need to take a look at the information you put on your site if the fish aren’t biting.
Also keep in mind that content isn’t just text. Audio, video and images are also content, and very important content at that. Text should be relevant and concise; audio and video should be comprehensible and concise as well; and images should be optimized and sharp.
Information Delivery
Sometimes it’s not what you say but how you say it that matters. Two sites can be selling the same thing at the same price but one will sell more than the other just by rephrasing or tweaking the way information is delivered.
For example, Site A might have a CTA (Call-To-Action) image that says “Product XYZ On Sale NOW @ $100”. Site B might be a little more creative and state “Save $20 When You Buy Product XYZ @ $100 NOW”.
Site B is using an age-old psychological trick which targets shoppers who need to validate their decisions. It’s not good enough just to buy something that’s on sale. Certain shoppers need to know that they will be saving $X amount of money as well.
According to Google how fast information on a page loads can affect the bottom line of a store. The faster the information loads or is delivered, the more likely a shopper will browse through a store looking for products. With this in mind, make sure all you images are optimized so that they download fast. Unoptimized images are usually the culprit behind slow-loading sites.
A picture paints a thousand words so sometimes, depending on the product and the campaign, it could be more effective to use a banner or a slide with well chosen text to deliver information instead of just writing long copy.
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