If your main motivation for investing in content marketing is to boost your SEO and reach new customers, you’re on the right path. But the thing is, that’s not all that content is good for. For one, it makes for a killer branding tool. By producing the right type of content, you can support and finetune the associations consumers have with your brand. Secondly, it can be an excellent way to present your products and demonstrate their potential, automatically improving the e-commerce customer experience. But the thing is, for content to be effective at doing these things, it needs to be well-made. And not just that, but it also needs to be visually attractive, original, and well-organized. If it does all that, it’s bound to help you convert web traffic into paying customers. But if it doesn’t, it’s a waste of precious resources. So how can you use content to boost customer experience on your e-commerce website? Read on to find out.
Streamline the Pre-Sale ExperienceConsumer behavior is rapidly changing in 2021. For example, the PwC’s June 2021 Global Consumer Insights Pulse Survey shows that more people seek out eco-conscious and price-oriented purchasing options, which is a new trend But, that isn’t to say that everything’s changing. The main things that consumers want from brands are actually consistent with previous years’ tendencies:
- 46% want reliability
- 31% are looking for wide availability
- 28% want exceptional customer service
- 20% want a fun experience
- 14% are looking for engaging content
- 12% prioritize a seamless digital experience.
Provide Value Post-SaleSuccessful e-commerce stores rarely rely on selling exclusively to new customers. And that’s because, generally, customer acquisition can cost considerably more than customer retention. With this in mind, it’s essential for eCommerce brands to continually prove the value of their products to their existing customers. That’s why creating helpful content that shows new ways to use products or gives instructions on how users can get more out of their purchases is an excellent idea. Vitamix, for example, continuously publishes new recipes on its Recipes page, presenting customers with attractive meals they can easily whip up using the appliances they already own. What’s even better about this brand’s approach is that it makes use of a handy “container size” feature, allowing readers to automatically adjust ingredient requirements to the type of blender they own.
Create Expert ContentOne great way to use your content to improve your customers’ experience is to answer their questions with content that’s been written by experts. By targeting highly specific consumer needs that your competitors may not have in-depth solutions for, you’re setting yourself up for success. The reason your customers are on this page is to be educated by someone who knows more than them. So don’t hold back on the details. Look at the customer’s needs from every possible angle. Ask yourself what your readers want to know and deliver every answer they may be looking for. And don’t hesitate to flaunt your expert credentials, either. If your content’s been written by a Ph.D. candidate or an industry thought-leader, let the world know! A great example of a brand doing just this comes from Transparent Labs. Knowing that losing weight and getting into shape is a complicated process that many people don’t fully understand, the brand created an in-depth 8 week body recomposition guide. The article does a great job of:
- Providing high-quality, expert-level information on a complex topic.
- Generating trust in the content by publishing the author’s credentials.
- Providing additional credibility by referencing the site’s advisory board.
- Referencing the brand’s flagship products.
Use Content to Boost Product Page UXOne of the biggest misconceptions about content marketing is that it’s exclusively reserved for blogs and multimedia distribution channels. But here’s the thing. Well-made content can serve you just as well on the product pages of your e-commerce website, whether it’s visual, written, or in the form of an embedded video. To really help improve customer experience on your site, look for ways you can make your product pages more exciting with content:
- Could you compose better product descriptions that would go further than the basics?
- Would a FAQ section make it easier for people to decide if an item is the best choice for them?
- Could you step up your product photography to provide as close of a browsing experience as buyers would get at a retail location? (82% of people want to view and touch a product before committing to a purchase).
- Would a how-to video explain product use better than standard text?
- Can you embed user-generated content for a touch of social proof?