Humanizing the buying journey – the future of ecommerce content
In the early days of online shopping, consumers had a low trust for buying products online versus in store. Content was focused more towards the algorithm/SEO than the actual shopper. As a result, product detail pages were constructed in ways that were often complex and unhelpful in the consumer purchase journey. Product titles were often the internal titles of the retailer that a customer was never meant to see. For example, in the internal item management system at brick and mortar store, “women’s yoga pants” may have been categorized under “women’s activewear bottoms”. Retailers learned quickly to call items what normal people call them. Your friends may give you strange looks if you you refer to toilet paper as “bath tissue”.
As the surge of ecommerce adoption continues – along with competition – brands now understand their Amazon landing page is likely the most highly visited location for consumers to learn about their products. Even in store shoppers are now pulling out their phones to check product reviews, feature graphics, and specs on products. Your content is a central piece of your marketing for informing and convincing shoppers to buy your product.
We see countless articles of companies giving you “strategy” tips about getting your content right – only listing out the minimum number of photos needed or keywords, but let’s not confuse strategy with tactics. Strategy involves thinking about the future. Jake Sizelove, Director of Ecommerce Operations at OneStone shares what he believes is the future of ecommerce content, “As algorithms continue to improve, more and more focus will be given to a customized, convenient experience for the consumer. Expect less dependency on lengthy bullets and paragraphs and more opportunities for brands to engage with their shoppers. Interactive features, such as brand store pages and rich media opportunities, should become much more emphasized components of the online shopping experience.” Brands will have to get creative and blend in the perfect marketing message. Your brand store page is now your store front.
According to Shopify’s “5 Trends for the Future of Ecommerce” report, “What’s clear is that consumers are increasingly rewarding organizations that humanize the buying journey. In response, brands are prioritizing personalized experiences that can’t be found on marketplaces. From dynamic website content powered by real-time behavioral analytics to helping people customize their purchase journey, offering personalized experiences with a human touch is the antidote to marketplaces.”
Where can you see this in action? Take for example the Essentia Water store brand page on Amazon. Shoppers are able to interact with video about what makes the product different, visuals explaining the brand’s differentiation, ability to follow the page, and of course the product assortment. Product pages are the front door to your brand on ecommerce platforms, yet they’re often treated as an afterthought. Where OneStone can help brands is transforming product detail pages and store brand pages from ineffective images and forgettable copy to content that differentiates your brand. Your content is how consumers interact with your brand, so we keep them top of mind as we create your branded content. Everything we develop – from written copy to photos and rich media to enhanced content – is consumer facing quality, consistent with your brand voice, optimized with keywords for retailer specific algorithms, and designed for conversions.