What Customers Expect from Your Product Pages

What Customers Expect from Your Product Pages

Business & Entrepreneurship

Expert marketing consultants have written hundreds of articles and blogs on the best strategy for enhancing customer experience for ecommerce websites. Persuading visiting customers to buy your products is also a complicated science called conversion rate optimization, or CRO, involving demographic and psychological profiling with analytics like multivariate analysis, A/B split testing, eye-tracking tools, and heat analysis.

Hiring a marketing or CRO consultant to keep customers on your site long enough to purchase products isn’t necessary if you have a handle on a few commonsense basics for optimizing your product pages for customers:

  • How your website functions overall and how easy it is for customers to find what they want
  • How you present your products visually
  • How you introduce and describe your products and their functionality
  • How you get customers to trust your company and its products
  • How and where you present options for purchasing your products

Here are some ways to give customers a rewarding experience and to increase conversion purchases to make the reward a two-way street.

Think about the Customer Experience in Terms of What They Need

Driving your product page is whether you can convince customers that the product they’re eyeballing will give them what they want. To deliver on your promise, start with a framework that captures what customers need when they get there.

Many expert marketers are turning to the LIFT Model® for reflecting on what a product page should and should not contain to ensure a rewarding customer experience.

Picture a fighter jet taking off.

Improve Customer ExperienceThe jet itself is your value proposition—your assurance that your product is the best one that customers can purchase.

The fuel being spent is urgency—persuading customers that now is the time to buy, and not later when they’ve shopped elsewhere for the product.

Providing lift to the takeoff are clarity and relevance. Clarity pertains to both the design of the product page and the images and text that accompany the product. Relevance pertains to how strongly customers believe they need to purchase the product from you.

Drag factors on takeoff would be distraction and anxiety. Distraction pertains to anything that takes customers’ minds off your product. Anxiety pertains to any misgivings that customers may have about your company or your product.

With LIFT in mind, how can optimize your product pages?

Your Website Should Offer a User-Friendly Customer Experience

Customer expectations when shopping at your site are much the same as if they were shopping at brick-and-mortar retail. They want the aisles to be uncluttered so they can get to products, and they want the products to be located logically and conveniently.

Several ingredients can help:

  • Keep your homepage focused on you and your products, not on ancillary distractions
  • Use plenty of side tabs to direct customers to products and their features
  • If you have a lot of products, use broader category or brand tabs as well
  • Give customers access to a search box, and make sure it’s on all of your pages
  • Consider using “sticky” navigation menus that remain on the page wherever customers scroll to

Your Homepage Is Also a Chance to Build Consumer Trust

Your customers expect to get to know you. So your footer or header tabs should contain an “About the Company”—your history, mission, and people, to allay any anxiety about whether customers should trust you.

Your website should also contain honest, straightforward information about pricing, shipping costs, delivery dates, and whether items are in stock. Make it easy for your customers to access this information right from your homepage, as well as from any product page. Customers also expect you to be there for them—that they can contact you or a representative by phone or email 24/7. You might even consider a live-chat function if resources permit.

Speed Is Essential to Increase Conversions

Customers expect a website to function quickly as they navigate around. They also need a speedy website, else they’ll become distracted. The statistics from Kissmetrics and Gomez bear this out:

At 2 seconds of load time, just about 13 percent of customers abandon the page. The figure rises to 25 percent at 4 seconds. At 10 seconds, about 35 percent of customers will abandon the page.

Customers Expect a Good Look at Products

High Quality Product ImageMarketing experts agree that high-quality product photography is essential for increasing conversions. Excellent visuals trigger relevance—they are almost tactile, as if customers already picture the product in their own hands:

  • Set photos against a white or neutral-color background
  • Use sharp, high-resolution photography
  • Provide product visuals from several different angles
  • Give customers zoom functionality
  • Consider using “cross-over” photos of other products on each product page

Content Relevance and Clarity Will Increase Conversions

The best product descriptions contain content that convinces customers that your product is relevant—that it will improve their lives in some way, that they just cannot do without it. Descriptive content also helps customers understand the features and benefits of a product clearly, so that when they choose it, they can justify the purchase without buyer’s remorse.

Product content is an artform that requires collaboration between you and your creative writers. Each form of product-description content is unique to specific ecommerce categories, and to specific retailers within each category. Whatever format you choose, the tone has to be warm and engaging. And it has to be knowledgeable and authoritative, key elements of trust.

The best product description pages contain four information tabs:

  1. Product Overview—a statement that nails down the key feature setting the product apart from all others
  2. Product Narrative of Features and Benefits—including how the product works, what it’s used for, and why should it be purchased
  3. Product Specifications—dimensions, materials, relevant statistics, and warranties, all categorized into logical list format
  4. Product Options—not only color, size, and other physical characteristics, but also alternative uses and applications

Customers Expect to Make Purchases From Trustworthy Partners

Customer PurchaseContent marketing has replaced ad marketing on the internet because it is much more effective at inviting customers into your world. If you get customers to become partners, they’ll spread your world to others—exponentially on social media platforms like Facebook. So you want your brand to stand for something other than just the quality of the product itself.

You already started to build consumer trust and allay anxiety with your honesty about pricing, shipping, and delivery. What other elements can you use?

  • Assurances against online fraud, displaying them with safety logos
  • Membership in business and environmental groups, displaying them with trust badges
  • External product reviews
  • Social media links
  • Customer testimonials
  • Resource links to manuals, guides, software, and other relevant documentation
  • How-to advice and FAQ pages
  • Assurances of post-transaction follow-up with emails or phone calls

Create the Fuel for Liftoff

The LIFT model suggests that urgency is what gives your value proposition the impetus for takeoff. Here, the concept of urgency is more subliminal—in the sense that you don’t want to give your customers any excuse or any time to re-think their decision.

Five elements are key:

  • Put your “buy” buttons on every page, and display them prominently
  • Let customers create purchasing accounts after they place an order
  • Offer as many purchasing options as possible, including nontraditional sources like PayPal
  • Guarantee a return receipt immediately by email
  • Offer product delivery tracking emails

Artificial vs Human Intelligence and The Problems with Automated Content Creation

Artificial vs Human Intelligence and The Problems with Automated Content Creation

Content Automation

The application of artificial intelligence (AI) to generate web content is the next big thing in the ecommerce market. Considering that automated content analysis is the next benchmark, the strategies that go into the process need to be examined. If we analyze the problems with automated content creation, it’s obvious that there are a few challenges to address. To create quality ecommerce content, human and machine intelligence need to work together.

Emotive Quality Connects to CustomersSway Customer Buying Decision

The application of artificial intelligence can yield great results in terms of generating great quantities of content. However, the quality of that content may lack the insights that human intelligence can offer. Product descriptions must be relatable. The content should excite the customers and sway their buying decisions. The AI’s algorithmic implications may provide factual product descriptions for ecommerce, but incorporating emotive quality may be a challenge that machines can’t quite meet.

Value Added Sentences Increase Description Quality

AI created content is constructed on a bed of existing data. Therefore, one of the problems with automated content creation is that the AI can’t generate fresh ideas. AI generated, machine-driven content is lacking ‘common sense’. Algorithmic implications can easily identify and describe a black dress or a cotton shirt. What they can’t do is describe the value additions that mean so much to the reader, such as the texture, the design or the feel of the material. While AI can produce a product description, it can’t make a joke, engage a reader with insights or highlight the usefulness of a subtle feature. Hence, automated content may fail to engage a reader.

Convincing Descriptions Make an Impact

AI generated content can speak of the attributes of the products, but lacks the value additions related to those attributes. While AI generated content can effectively feature a description of the product, it will not involve any subjective opinion about the product. The lack of such opinion is often obvious to the reader, and such clinical descriptions may unfavorably sway their buying decisions. Human intelligence is needed to make the leaps in logic that elevate product descriptions from boring facts to creative, convincing content.

Keyword Optimization Brings in New Readers

Readers will only stick around for high-quality contentWhen addressing the problems with automated content creation, search result rankings must be mentioned. Regardless of the quality, AI-generated content that doesn’t appear in search results hasn’t reached its intended audience. Machine generated content often doesn’t abide by the rules of keyword optimization. If keywords for product descriptions or category pages are not properly optimized, then the customer’s searches will be fruitless. Optimization depends on, again, leaps of logic, which consider keyword phrasing, placement, context and related terms. Content that grows out of human intelligence keeps the buyer’s search concerns in mind while optimizing.

Competent Descriptions Increase Convertibility

Since machine generated content is laid upon existing data and facts, it may fail to update itself. Therefore, the content may lag behind that of competitors in the e-commerce market. Lack of proper updates at regular interval creates a gap. This also results in making the content non-convertible in terms of generating organic traffic in the Google search page. Human intervention and oversight are necessary to detect and address any such content gaps.

While AI-driven content creation can generate large quantities of product descriptions at the touch of a button, it does not remove or replace the human element. However, human and machine intelligence can work together in harmony to produce high-quality product descriptions for ecommerce.

Why You Should Always Use “Good ‘Til Canceled (GTC)” Duration When Selling on eBay

Why You Should Always Use “Good ‘Til Canceled (GTC)” Duration When Selling on eBay

Business & Entrepreneurship

What is GTC?

Good Till Cancelled (GTC) is one of the formats sellers can use to create listings on eBay. Using this style, a seller creates his inventory listing for the duration of 30 days at a fixed price. At the end of the 30-day period, the listing is automatically renewed, and the item gets listed again. This cycle continues until the seller decides to cancel the listing altogether and the seller is required to pay any applicable fees every time the listing is renewed.

As a Seller Why should You Use GTC:

1. No Need to Create a New Listing Every Time

If you have a large amount of a particular item and you regularly restock it, GTC will keep your list stay active until all your items are sold, or you choose to end the listing for some reason. This means that you don’t have to create fresh listings every time the item sells. And you’ll have more time on your hands to look after other facets of your business.

2. The Inventory Features High on Best Match Searches

Every renewed GTC listing has the previous sale history attached to it. This helps build an item history over time. This helps to ensure the listing shows up higher on the search results pages. This is especially true for sellers dealing with high volume sales.

3. Helps Build a Good Reputation

GTC helps prospective buyers gauge how many items you’ve sold as a seller and also see the kind of feedback you’re earned over time. This helps build the buyers trust in you and drives the buyer to go for a repeat purchase.

4. Your Product Keeps the Same URL

With a GTC listing, the item keeps the same URL address until you cancel it. This helps the listing increase search positioning, especially over newly listed items. It also means that anyone watching the item will not lose the ability to do so once the 30 days are over.

5. Helps Build an Accurate Sales History

It’s a good idea for sellers who often list an item multiple times to keep an accurate sales history. This helps to quickly view what items sell well and need to be restocked as well as items that do not sell well and may need to be taken out of inventory or put on sale. Ebay’s GTC listings allow sellers to keep an item history that shows valuable information such as total items sold and the number of watchers an item has.

Turning E-Commerce Content Into Gold

Turning E-Commerce Content Into Gold

Business & Entrepreneurship

E-commerce is big business. In the first quarter of 2016, online sales in the U.S. represented nearly 8 percent of all retail sales, totaling $86.3 billion. With so many consumers tracking towards online retail, e-tailers need to spend the right kind of resources to capture them and convert those clicks into revenue. Your products can’t speak for themselves. Are you telling their story to your customers in a way that leads to discoverability?

How Well Are You Telling Your Products’ Stories?

Retailers have a common set of problems that they need to address on a daily basis. New products, large influxes of customers and product data to manage, consumer electronic product upgrade cycles, and product fulfillment requirements understandably take a company’s focus away from effective website optimization. Running a business and satisfying your customers pulls everyone’s attention away from robust content management. That content management, though, is one of the key components of your business’s overall health.

Diagnosing Your Content Health

Each new product page is a golden opportunity for both discoverability and conversion. If pages are not formatted and written properly, you’re missing out on high-ranking results on Google and other key marketplace sites. Broken formatting issues include:

  • Missing keywords
  • Proper keyword density
  • Short titles and descriptions without H1 or H2 tags
  • Inadequate product descriptions
  • Missing product images
  • Broken metadata, including missing attributions

There is a complex process which ultimately helps your company show up at the top of search results. This process needs to be addressed holistically and regularly. Even companies with localized SEO and digital marketing teams need support in converting and formatting every single product page effectively.

An effective content strategy includes:

  • Identifying and Ranking SEO Opportunities
  • Measuring Overall Content Health
  • Verifying Search Visibility
  • Grouping and Managing Product Pages
  • Reformatting and Rewriting Content

E-tailers have daily opportunities to capture and educate their customers. Buying guides and comprehensive category pages work in concert with product pages to drill down into advantages, highlighting feature and benefit language throughout so that your company becomes an authority that helps each customer make informed buying decisions. Guides and category pages further redirect consumers to qualified product pages, all of which have been optimized for premium search engine placement.

BEFORE

  • Low keyword density
  • Ineffective product description
  • No blog links
  • No embedded product redirects
  • No feature/benefit language

content-strategy

AFTER

  • Compelling feature/benefit highlights
  • Clear bullets outlining key product features
  • Appropriate keyword density and identified keywords
  • Effective product description

Ecommerce Content Strategy

Taking the Next Steps To Better Website Health

Using a third-party platform to manage website health frees up your marketing team to focus on forward-looking opportunities and strategies while maximizing the efficacy of your SEO staff and their expertise. Advanced publishing management software, along with a team of experienced project managers, keyword researchers, writers, and editors working in tandem with your company to restructure your content improves rankings and increases your bottom line. Your online sales funnel is as dynamic as your suite of products. Effective oversight requires daily management, strategic input, and an automated content funnel that takes each page from creation to editing and on to publication.

how it Works

Rebooting Your Web Content

Are your product descriptions too long? Are they too short? Is your team aware of the latest Google update? How do those constant changes in search and marketplace algorithms impact your rankings? These questions need to be applied consistently to every product and content page, ideally before they go live.

 

Reach out to us today to learn more about some success stories and how our team can work with yours to revolutionize your content marketing strategies.

Everything You Need to Know About Amazon A+ Pages

Everything You Need to Know About Amazon A+ Pages

Amazon

What are Amazon A+ pages?

The Amazon A+ Content program also called enhanced brand content gives sellers the opportunity to create extended versions of basic product descriptions. This program includes numerous options including the chance to build scannable text that details the features and benefits of a product. Using this program, sellers can supplement their text with images and comparison charts that can help customers make educated buying decisions.

Premium, HTML-based content typically drives more conversions on a product page. In fact, Amazon claims that A+ can boost sales by 3 to 10 percent simply by improving search engine optimization (SEO) results and educating consumers about your brand and products.

Amazon A+ Content Guidelines and Eligibility

There are a few things to remember when considering creating Amazon A+ content

  • A+ pages are not indexed, so they will not offer any type of organic boost
  • Currently, A+ Content pages are not available through Amazon’s Mobile App or on mobile devices
  • Only products not sold by other vendors on Amazon.com can receive a free A+ Enhanced Marketing Content page
  • To create an A+ Enhanced Marketing Content page, vendors must submit all content within a month of confirming the purchase order for a product
  • Amazon reserves the right to remove A+ Enhanced Marketing Content pages for any reason, including, but not limited to, violating Amazon’s policies, closing a vendor account and failing to fulfill orders

How to Create an Amazon A+ Page?

First, a vendor has to submit an A+ Detail Page promotion request. To do this:

  1. Log into Vendor Central. Once there, and hover your mouse over the “Merchandising” menu then choose “A+ Detail Pages.”
  2. Once there, vendors have two choices including:

“Self-Service”

With this option, vendors have to do most of the work. This includes creating, uploading and arranging content such as text and images, building a layout and reviewing and setting up shopping cart options. There are four different levels – Basic, Silver, Gold and Platinum and each one includes a flat fee. While some may be eligible for a free A+ page, there isn’t a way to determine eligibility until all content is submitted.

When using the self-service option, you are first taken to a page where you enter the Amazon Standard Identification Number (ASIN), a unique 10 digit number that is used to identify all items sold on Amazon. It’s a good idea to choose premium products that have plenty of features and benefits and a good brand story.

Once you have decided on a product and entered the ASIN, you’ll need to choose a layout style. There are 5 layout styles to choose from. After picking your layout style, you’ll be asked to upload your content and images and then preview your page. At this point, you’ll be able to make any changes. Once you are happy with your page design, select ‘add to cart’ to view pricing and purchase the A+ content. Once purchased, Amazon typically has the page published or returned if any revisions are needed within 14 days. A Self-Service page can cost anywhere from $0 to $400.

Note: You can mix module styles or use the same one as many times as you like. The fees for each page can vary depending on the time of year, and the total price will depend on the types of module chosen.

“Amazon Builds For You”

If you choose this option, you supply the ASIN, images and content and Amazon determines the design and layout of the page. With this option, the page is typically published within 14 days if no revisions are requsted. Amazon Builds For You also has Basic, Silver, Gold and Platinum levels, but usually costs about three times as much as the Self-Service option and can cost anywhere from $500-$1,500 per page.

How CrewMachine Helps Sellers Build Amazon A+ Pages

CrewMachine can be used to create A+ pages through various modules. This results in a better buyer experience and more conversions. Vendors can build custom A+ pages on the CrewMachine platform and simply copy the HTML to build future Amazon A+ pages.

How AI and Machine Learning are Changing the Digital Landscape

How AI and Machine Learning are Changing the Digital Landscape

Content Automation

Big Data and Magnitude of Growth

With the technological advancement and innovations in communication and digital landscape, data is growing at a rate of 40-percent each year and is expected to increase around 300 percent between 2005 and 2020. At that rate, it won’t be a surprise if data reaches almost 45ZB by 2020.

The 4’V’s of Big Data

The diagram below shows the 4’V’s (Volume, Velocity, Veracity and Variety) that are used to analyze the growth and spread of data:

4V's of Big Data

Digital Waves and The Changing Digital Landscape

Supported by progressive technology, the digital landscape has evolved in a very big way over the past few years. The first wave, the internet revolution in 2000, brought about real-time changes in the digital world. The advent of the mobile internet with the manufacture and circulation of 10 million devices around the globe in 2010, the second wave made the internet available anytime/anywhere. The third wave, the Internet of Things (IoT) is currently ongoing, as we see more everyday objects with the ability to send and receive data bringing about a transformation in both the physical and digital world. All of this has helped e-Commerce prosper in a big way. The 4th wave, AI and Robotics are believed to once again drastically influence the e-Commerce arena.

Digital Waves and The Changing Digital Landscape

The Anticipated Future Prospect

It is thought that AI will bring about a drastic change in many pre-established routines, norms and regulations. If the results of the previous revolutions are similar with the new ones, it’s definitely a possibility. Economist Carlota Perez mentioned in her book “Technological Revolutions and Financial Capital,” “A sense of impotence and frustration accumulates and a growing incongruence is experienced between the new and the old paradigm.”

To date, every level of automation has had a positive impact on society. The digital revolution regarding mechanization and computerization has improved the standard of living, encouraged literacy, lengthened the average lifespan and taken down crime rates and unemployment to a considerable extent – U.S. Census data shows that nearly 3 million jobs were created from 2014 to 2015.

By implementing computing devices, digital advancement has networked the entire world and has created a pool of innovation. The global computing cloud has moved shopping, social networking with friends and associates, work, entertainment and all probable involvements in life, online.

AI Paving Way for Robotics

With every upgraded versions of AI, the digital landscape is advancing. Google’s search engine is getting more accurate every day mainly because it is built on AI. This, in turn, grows and circulates enormous amounts of data. Considering evereything is done online today, every action generates data, which is recorded and stored. Here, AI intervenes once again with a much more powerful grip – ‘Robotics’ as used to drive and control this vast amount of data.

General anticipation about the future of job prospect as a result of the AI and robotic wave isn’t quite so transparent. AI is perceived to be both the bad witch, who destroys and the good angel, who creates. A few years back, during internet wave, many people had a similar belief. Eventually, however, the internet paved the way for countless unforeseen career opportunities. Let’s hope the growth of AI has the same results! The new wave might just be taking human efficiency to a different level altogether.

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