How Copy Above Product Grids Increases Ecommerce Conversions

How Copy Above Product Grids Increases Ecommerce Conversions

 

Good copy above your product grids can reduce costs, increase conversions and add to the user experience.  This is true even though that same copy sometimes pushes products below the fold.

So how do you have a conversation with branding, design, UX, paid search and operations to get them on board with adding copy above the product grid?  Simple, speak to them in their terms, not in yours as an SEO or content creator.

Below you’ll find three ways that I use with my agency to approach the design, finance, branding and marketing teams.  I use facts, data and examples that relate to their departments.  By relating to them I am speaking their language vs. talking like I would to my team.

Please note I use “collection” instead of “category” when referencing pages because I got feedback many of my readers are on shopping cart platforms that call categories collections.

We Will Save Money From Live Chat, Customer Support & Returns, or Warehousing

In this approach you’ll want to pick a specific category or two and look through live chat records.  You can also talk to the shipping and returns teams to verify the amount of specific products that get returned.

If live chat is regularly answering the same questions about a specific category of products and/or the warehouse is getting the same products back because the products in the category weren’t compatible or didn’t have a feature your customers need, you are in good shape to get copy added to the product grid.

The first thing to do is talk to finance and logistics about the costs associated with returns, warehouse logistics and shipping.  Now create your pitch to the marketing and branding teams about reducing costs and make sure the Finance is included on the email so you have their support.  Now create your pitch using the information you got from live chat and logistics and have some content examples in your presentation.  I’ll use t-shirts for this example.

“If you’re looking for blue t-shirts that are stain and wrinkle resistant for more than 100 washes, and that are designed to hide problem areas like a beer belly, our shirts are a “fit” for you.  Each of the blue t-shirts below is made form our patented fabric that is both machine washable and super comfortable.  Best of all they are stain and wrinkle resistant with a 2 year money back guarantee.”

By having the example copy you can now make a case that by including these details above the product grid you can reduce the need for as much Live Chat support answering questions about wrinkles and being dry clean only.  By adding copy above the product grid you are answering the questions you would normally pay live chat to handle which frees them up for more important tasks, answers questions customers that hate live chat have, and this can save you money.

Adding Copy Increases Your Conversion Rates

The most common feedback I get when I say I’d like to add copy above the products is “We don’t want to push products below the fold?” or “We don’t want our products going lower on the page”.  Oddly enough this is normally said by companies that have large hero images on the tops of their collection pages which also makes no sense.  But that is for a different post.

Having good copy above your product grids can and likely will increase your conversion rates.  But only if you write it for the end user.

In this situation the concern from your company is losing money by pushing products down and potentially decreasing the chance of getting the person to a PDP (product display page).  So instead of sharing non-tangible examples like above I use data to show that copy will increase the likelihood of reaching a PDP, not prevent it.

We’ll go with baby crib mattresses for this example.

Here are the estimated monthly search volumes for a few keywords.

  • baby crib mattress – 8,100
  • baby crib mattress size – 880
  • baby crib mattress pad – 320
  • baby cribs with mattress included – 260

You’ll see that in the phrases above roughly 1 in 10 people are looking for mattress sizes and 1 in 20 people are looking for pads.  There are also questions about safety and cleaning.  In total about 1 in 4 people have questions when shopping for baby crib mattresses and this is where you want to make your case.

Start by mapping out the keywords and their search volumes like I did above.  Next try to get some of the live chat conversations with time stamps to show these questions are real and are not just a trend question because of a recent or social event (i.e. a baby getting hurt on a mattress or a news article about a material being potentially toxic).  Now write sample copy for your pitch.

“Each baby crib mattress from XY brand is not only easy to clean, but is certified safe and non-toxic by AB organization.  If you’re looking for a baby crib mattress with a pad, sort by “with pad” using the filters on the left or look for the purple circle on the product images.  You’ll love the all-natural-odor resistant fabrics and stain-protecting materials.  Not to mention the peace of mind you’ll enjoy when baby has an accident because with your new crib mattress, clean up is a breeze thanks to our patented XYZ.

And best of all each mattress below fits all standard baby and toddler crib sizes.  If you already have your crib picked out, select the brand on the left to find each mattress that will fit perfectly with your style.  If you don’t have a crib picked out, click here to see our selection of baby cribs and save when you bundle the crib and mattress together.”.

Copy Does Not Take Away From the User Experience, Copy Adds to It

In the two examples above I shared how copy above a product grid adds to the user experience.  Good content on your collection pages not only reduces your companies expenses and increases sales, but it also adds to the user experience.  And to prove this I run some tests.

The first is to get the ok to install the copy.  The next is to find which product categories have the most questions or make your customers have to use the sorting and filtering features.

For this example lets use cargo shorts.  Here is the estimated monthly search volume for the phrase.

  • cargo shorts – 49,500
  • mens cargo shorts – 49,500
  • womens cargo shorts – 18,100
  • camo cargo shorts – 3,600
  • black cargo shorts – 2,900
  • khaki cargo shorts – 1,900
  • big and tall cargo shorts – 1,600

The first thing I do is look for which subcategories we will have for a long time (and also convert well).  If we carry kahki but not camo, even though camo has the higher search volume it is irrelevant.  Send camo to the product team for future consideration and focus on what we do have which is kahki.

Now I write the copy for the main collection page for “cargo shorts”.  Because it could be men’s or women’s and we have a couple of colors and sizes, I’ll do my best to incorporate them in naturally.  By doing this and adding internal links we provide a good user experience by helping our customers reach the most relevant page and without having to scroll through a menu or use a search box.  We’re also building site structure so this is a win-win!

Now it is time to measure the positive impact on user experience and revenue.

To measure the impact I set up funnels in Google analytics, I use a tracking tool like this one (this is my affiliate link and I’ll hopefully get a commission if you click and shop without using a coupon code), and we look for increases in total sales and decreases in page views per checkout.  The decrease in page views is because we made it easier to find the right product faster which reduces the time on the site and also reduces the strain on our servers.

“Let’s face it, we all need extra pockets and that is the beauty of cargo shorts!  You always have an extra pocket.  Whether it’s men’s or women’s styles, or if you want a classy kahki cargo short for everyday wear…  And we carry all sizes from petite options to big and tall cargo shorts.”

In the example above I’d use internal links to direct visitors from the main collection page to the sub collections.  It helps them find the products they are looking for faster and also helps search engines learn about the topic and products on each sub category.

Adding copy to your category pages isn’t just for SEO, it is a way to enhance the user experience and increase revenue.  If you’re looking for ideas on how to get started writing your copy or setting up tests, click here to contact me today.

9 Untold Secrets of Content Marketing That Increases Your Website Conversion

9 Untold Secrets of Content Marketing That Increases Your Website Conversion

Content Marketing Strategy is not a new concept in the world of digital marketing, but with several innovations, gradually this idea has developed as a vital marketing approach more than ever before. Marketers consider content as the king of digital marketing because it is a crucial element to reap the rewards regarding lead conversions.

Website conversion is one of the essential factors for the success of any online business. Conversion means prompting one’s visitors to do what one wants them to do, whether purchasing a product or downloading any document. However, each company has to develop a particular type of content marketing strategy according to its niche.

Companies need to focus on creating high-quality, unique and engaging contents for its target audience. Users get attracted to pieces that are entertaining, interesting and useful. Contents are of varied types; they range from texts, images, videos, infographics, webinars and podcast. Different types of content generate various kinds of leads. Besides creating an excellent material, it is also essential to ensure that these are relevant and shareable to the industry.

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Marketing that uses contents requires two funnels – Purchase funnel and Content Marketing Funnel. The purchase funnel or conversion funnel is a model that is a consumer-focused approach. This pipe describes the entire process of a customer’s journey through the buying of a product or service.

The content marketing funnel is a marketing process which increases the leads to a continuous content flow. This system converts the users into actual customers who are likely to pay for the products or services.

Content marketing funnel includes three different aspects:

Knowledge: When visitors initially discover the brand.
Assessment: The moment a qualified prospect finds out whether the offered product or service is the right fit for him or not.
Buying decision: when the prospect gathers the final necessary information before purchasing the brand.

Understanding why content marketing is essential to increase conversion

Content marketing has become the buzzword in the digital marketing scenario. Nowadays, instead of pitching about the products or services, companies provide appropriate and useful information to their customers to help them solve their issues and understand the offered product and services.

The Content Marketing Institute defines the content marketing strategy as a preferred marketing technique as it aims at creating and distributing valuable, relevant and consistent articles to attract and retain a limited market. The primary goal of content marketing is to initiate useful customer action.

The approach of marketing through the contents yields the same result of driving traffic for both the established brands as well as small business owners alike.

content-marketing-is-essential-to-increase-conversion

How to increase conversion rates through content marketing

Every brand around the world is spending over 25% on an average of their total marketing budget on this ever-evolving technique. But sometimes digital marketers get lost when it comes to differentiating between contents that work and articles that cannot make an impact on the audience.

Mentioned below are some of the untold secrets of Content Marketing that can enhance your Website Conversion.

Secret 1: Create contents to convince target audience to take further action

Contents have a convincing and persuasive power on the audience. Hence, while producing such materials, companies should aim to satisfy the target audience about their needs. People must get the impression that the offered product or service is the best in the market.

Before publishing such documents, decide how the audience would react to the piece. Develop contents that provide solutions or answers to persistent problems or questions. Create contents to augment emotional response in the audience. These approaches are some of the proven methods that compel users to read the write-ups and share it again and again.

Secret 2: Build a strategy to influence your competitors’ audience also

Building a perfect strategy to influence competitors’ audience is one of the best ways to increase one’s reach through content marketing.

Online marketers should look for opportunities where they can create compelling write-ups and leverage other people’s audience.

As a marketer one needs to ensure the best possible customer response. One should develop a winning marketing plan with detailed marketing objective. It is essential for entrepreneurs to identify productive ways to target the intended audience.

build-a-content-strategy

Secret 3: Use Plugins to share and promote content quickly

When you’re publishing content to draw visitors to the site, it is also necessary to make it easy for the people to share the content further. Although, these people might not be potential customers, yet they may share the content with someone who will be interested in the information you provide.

The internet offers several plugins for social sharing. Online dealers can use the available plugins according to their preferences. Among many plugins, – ‘AddThis’ is a favorite one that can be used in various locations throughout one’s site. The -‘AddThis’ service is one of the preferred plugins among others because it has the capability of showing the geographic location and web activity of the visitors.

Secret 4: Build a network of your clients amongst competitors

The internet is a crowded space; almost all businessmen within the industry would post contents to reach their clients. So, it is essential for every online marketer to build a network among the people who value the content.

Content marketers would find success when they focus on matters of not just creating great content but also on building up great relationships.

build-a-network-of-your-clients

How to build an effective client network?

One can create a comment section on the blog. Social media Facebook, Reddit, Twitter play a vital role to build fan following and a network. With such customer relation, a marketer can experience a consistent flow of traffic to their site and continue regular sharing of posts as well.

Secret 5: Create high converting landing pages

Creating a high converting landing page is another untold secret of content marketing. This activity results in improved website conversion. A landing page is the most significant part of a website; it is the first page a visitor sees when he starts browsing a site.

Thus, marketers must produce a landing page with attractive images and engaging write-ups to capture the attention of the targeted leads. Further, the landing page should have the capability of conveying a message well.

Secret 6: Keep posting blog sequels and series

To generate more traffic and improved user experience, bloggers should generate more leads by presenting series or chains of posts related to their previous posts.

Keeping target audience tied up to the content is another proven method of website conversion through content marketing.

Digital marketing professionals are of the view that posting content in a sequence has several SEO benefits also. The more pages one can create, the more opportunities a reader can find the company through search engines. Additionally, a high-ranking post will even bring much more traffic and lead to conversion as well.

keep-posting-blog-sequels-and-series

Secret 7: Podcast should be used in content marketing

Besides the traditionally written contents, a podcast has taken the front seat as a prominent content marketing tool. It is a type of material that adds variety to a text-based content strategy.

A podcast is an easy way to generate guests’ content and further, it can influence the audience more. Among several benefits, a podcast can attract an deal buyer. It creates awareness regarding the brand and establishes the company’s status within the industry.

Secret 8: Graphics are content too – give importance to graphics

Graphics are visual contents and so to succeed in content marketing one must adequately go for visual treatment. If marketers fail to produce visuals that are not appealing, the website might lose prospective consumers. The human brain is equipped to process visual information faster compared to plain text. Research shows that people on an average remember about 20% of what they read, but never forget something which they see in an image or video form.

A marketer can thus use strong visuals in the form of images, charts, screenshots and symbols to appeal to his readers.

Secret 9: Analyze situation-what type of content fits your business

One should consider analyzing the content type that fits the business. The activity of identifying appropriate content is necessary for marketing and website conversation. There are several types of contents and each has its converting power. Enterprises should take a closer look before investing in this marketing approach. One should identify which type of content has been more successful and which model will establish ROI.

Conclusion

Effective marketing is not possible without excellent content and so Content Marketing has evolved as an engaging trading technique in today’s environment. To create a better impact, a marketer must plan adequately and devote the maximum amount of time to explore what will initiate good content marketing. Each entrepreneur must aim to produce high-impact content that will pay-off and make readers come back again and again.