E-Commerce Best Practices: 4 Tips to Keep Your Content Fresh and Unique

April 21, 2016 Gretta Hermes

e-commerce content best practices

Brick and mortar retail stores freshen up their displays and aisle arrangements every season, and your e-commerce website should be no different. In addition to featuring new products, curating new collections, and taking down retired inventory, there are a variety of e-commerce best practices you can follow to improve the effectiveness of your product pages.

1) Know Your Voice

Having a consistent voice across your product pages can add to a customer’s experience on your site and builds trust in your brand. Mailchimp is a great example of a company who has a clear brand voice that carries throughout their site from their messaging to how their users interact with their product.

2) Know Your Audience

If you want your product pages to stand out from your competitors and make an impact on your site, it is important to tailor your content to your customers. When you communicate with your audience in a way that resonates with them, you can show them that you understand their needs. In turn, they will be more inclined to purchase your recommendations as a trust has been built.

Think through the ways your audience will use the products you recommend to them, so they can make an informed decision. If you’re selling a blouse, you could recommend what to pair it with, while if you’re selling a windshield wiper, you can explain why it is better quality than the standard one that came with their car.

3) Know Your Audience of One

To market to your customers on an even deeper level, automated natural language generation (NLG) solutions like Quill can write content in real-time for an audience of one using customer data.

You can customize content based on where your customer is, the season, a customer’s age, or even previous purchases. This reinforces the idea that you know your customers, and you are in the business of selling products that fit into their lives.

4) Let Your Customers Drive Editorial Decisions

Take the time to analyze what customers are searching that drives them to your site and apply that knowledge to your content.

Use popular keyword phrases in your product descriptions and consider if there are any enhancements you can make to tailor content by region or any other customer data points. Analyzing organic search is a great way to get inside the minds of your e-commerce customers.


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