The content in your e-commerce site needs to be more than just a flock of words at various assigned spots on the website. The words need to breathe life. Here’s how:
Full product description
When surfing on an e-commerce site, remember that users have two main aims: purchase or research. To satisfy both these aims, you can’t afford to give half-baked product information.
If you’re selling a bag, only its price and picture isn’t enough, even if the picture speaks a thousand words. In any case your picture doesn’t speak a thousand words because your customer is eternally highly curious.
He needs to know the dimensions, materials, colors available and much more. Also you’re killing chances of your site not showing up in the top words of the search engine query due to lacking product description.
Don’t forget the key keywords
After you have finished writing all the product descriptions and details, try adding keywords that people will be typing while searching. Key phrases like ‘blue bag’, ‘bling bag’ can be included if your product is a ‘blue bling bag’. However you need to be careful not to repeat the same keywords and key phrases several times as it would lead to a penalty. Search engines dislike excess of repetition.
Use keyword-friendly URLs
Having speaking URLs is almost half the work done. This is one: http://www.readanybook.com/ebook/the-davinci-code-33. A speaking URL enhances the understanding of the visitors. They know to expect a book – The Da Vinci Code. Such URLs are frequently reposted by other websites.
Make sure users see your point
It is best to clearly state your main point first rather than at the very end. The user isn’t willing or excited to read a lot to know what you’re trying to say. If he doesn’t get what you want to convey in the first 2 lines, he is leaving.
Try not to use technical jargon and buzz (it’s great you know this vocabulary but the visitors don’t find it appealing). In-house employees who write web content and are pros at the technical terminology will find it easier to use such terminology while writing content.
But, it is best to keep away from it as the visitors will not find it easy to get your point. Use simple terms as far as possible. Chill, it isn’t going to make you lose your title of the ‘King /Queen of vocab’.
Visuals and videos to enhance content
Visuals help enhance what you are trying to say, but your visuals need to be used in accordance to context. If you are writing about travel, you could use real visually appealing images of the place you’re writing about (clicked at proper angles). Creating a short video in context to what you are writing is very much appreciated by the visitors.
Psychology has shown that viewing a video is more relaxing than reading (about what the video plays) as it consumes lesser mental resources. ASOS.co.uk shows a catwalk style video giving the potential consumers a good idea of the type of clothing they are offering.
Assign reviews to your products
KISSmetrics has shown that about 70% of buyers look out for product reviews before buying a product. So if your products stand without reviews, you know you’re losing out on a huge sale. Review pages inform the visitors about things they want to know – payment options, delivery time, pricing as compared to others.
Another cool thing about review pages is that on an average they appear more on search engines than selling pages. You could allow visitors/ users to leave their reviews for your products and post the reviews after moderation is carried out by you. Amazon.com is one such site that asks people for their valuable reviews.
Use active voice
Active voice makes sentences comprehensible quickly making the reader feel mentally in command of what is being said. On the other hand, passive voice delays this quick comprehension, portrays a very academic feel and also prepares the reader to sleep. You can choose how you want the reader to feel by the voice you use.
Help people through descriptive subheads
Most people don’t read online. They scan online. So you can ask for attention by using subheads that are descriptive. Instead of saying ‘check out our latest bags’; you could say ‘check out our latest bling bags’.
This will not only draw the attention of the bag lovers, but also of bling lovers who will stop their scan to read, hoping to find something worthy. While you have descriptive subheads, keep the length of the paragraphs short. Long paras are boring invitations for people to doze off.
Image source: http://www.jayakumars.me/wp-content/uploads/2012/12/internet-shopping.jpg
This article was written for Business 2 Community by Jay Leonard.
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