Make sure that your messaging addresses common customer pain points, provides users with a fun incentive to explore your brand’s offerings, and confers the trustworthiness customers look for when making a purchase online.
- Are any pieces holding you back?
- How can you lean on your wins and minimize your losses?
With this bird’s eye view of your content library, it will be easier to identify your strengths, weaknesses, threats, and opportunities — and proceed accordingly.
Identify the Search Phrases and Keywords Your Customers Use
Another great initial step involves a thorough SEO analysis — discovering how customers are finding your sites and products, as well as incorporating any missed opportunities into your existing content.
Analyzing your traffic, as well as your competitors, will give you a clear sense of your customers’ search journeys. There are also a number of third-party keyword research tools, such as SEMrush, that can help you identify relevant keywords to artfully emphasize in your content.
Consider Enhanced Content
As consumers’ standards and expectations continue to rise, many shoppers come to expect multimedia or other forms of enhanced content on your product pages and other touchpoints through the marketing funnel.
Beyond the engaging nature of media like high-res photography and video, these content assets can go a long way in building trust and addressing pain points among your customers.
Photographs powered by 360-degree capabilities can help customers better understand the ins and outs of your product, while other content like lifestyle photos can demonstrate the product in action.
Even minor offerings — like a link to a PDF of the product’s user manual — can be essential in building trust and addressing any customer concerns that might act as a barrier to purchase.
Put Customer Feedback Front and Center
It’s crucial for brands to not only read customer feedback, but actively respond, engage with, and tout those interactions on your site. Put that social proof to use!
Customers not only like to see that other shoppers are generally pleased to do business with you, but that, in the event your brand falls short, you’ll take the time to make a bad situation right.
Timely responses that delight your customers — even the angry ones — will demonstrate to shoppers that your brand is trustworthy and worth doing business with.
How To Correct Ecommerce Content Mistakes
Think of managing your content library like a community garden: You can always plant your seeds and let them do their thing, but your crops will never really thrive without constant tinkering, testing, and self-improvement.
With ecommerce product page optimization and regular maintenance of your content, your customers will thank you for it.