Increased Media Richness Yields Greater E-Commerce Effectiveness
No matter what category of products you are selling, media rich content is an inevitable part of your marketing strategy. Creating and sharing valuable content builds trust and sets a reputation with potential as well as existing buyers.
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With the increase in penetration of the internet, consumers today make decisions based on information gathered from digital sources that vary in richness of the medium. Some are media rich; those include video and audio components, while others are lean and consist solely of text. Improvement in media richness not just reduces the cost of information search, but also increases the number of options that consumers consider when making choices.
The average time for a customer to scroll on ecommerce platforms is 9.5 minutes; this includes their search to purchase journey. Creating effective strategies that include analyzing customer behavior and generating relevant ecommerce-specific content enhancements can be a solution for positioning yourself at the top of customer search. When customer engagement improves, you will bring traffic to your product pages, increase your search visibility and help you climb the ladder of product search rankings. Now, we know why it is important to retain a customer’s attention, but the question is, how to do it?
• Optimize featured images, mobile optimized layouts, product titles and slogans to allow you to attract the attention of customers.
• Product images are the first thing customers see. This is a potential opportunity to attract the attention of customers and allow brands to showcase their products.
• Keyword research plays a key role. When customers use specific keywords to search for products, it shows that they are ready to buy, and when the keywords and related products are aligned correctly, you can not only improve the ranking of the brand's search results, but also conversion rates.
• Keyword optimization is crucial for ranking, because if a customer searches for a specific keyword and the product does not contain that specific keyword, the product will not appear in the search results.
• The keyword offering includes 4 categories of terms: generic, related, branded and competing. Through in-depth research and analysis, bid with relevant terms and keep customers in mind. This will help your brand improve its ranking by matching your products to keywords.
How does content optimization help brand awareness and customer retention?
To gain a foothold on e-commerce platforms, brands must have optimized content to attract customers.
Content optimization is the process of improving your content to help search engine algorithms rank your products higher. When you focus on optimizing your content with the help of SEO and related keywords, you will get more views, increasing search rankings, conversion rates, and sales.
1. Combines product titles and descriptions with the most searched keywords.
Product titles play a critical role in product search. Matching the title with the right keywords can help you rank at the top of the product page. To increase natural search visibility, include all major product features in your title.
Product descriptions and bullets provide a clear picture of the product. The more relevant keywords on the page, the easier it is for customers to search for your product, leading to higher product rankings.
2. A + content optimization
A + content attracts customers with its creative design of infographics, images, videos, unique product descriptions and banner designs. With A+ content, the conversion rate has been shown to increase by 10% (Rankin, n.d.). Make the shopping experience attractive to customers, leading to higher product discovery rates and more page views. When customers browse the product page, A+ or enhanced content can help them understand the product and make an informed decision.
3. Brand store optimization
Create a brand store for customers to see the brand journey The platform is packed with products, providing the opportunity to differentiate yourself from competing brands. They can link sponsored ads to brand stores to increase conversion rates. Include creative banners and templates that allow you to connect with customers.
Optimized the brand store and made it visually appealing with the help of image and text injection to drive traffic.
Amazon offers exciting modules like ‘shoppable module,’ which gives the consumer an easy option to directly add the product to the cart from a banner/image. Sellers can now add a description to the products and place it right on top of the images, which will be helpful for SEO as it improves the discoverability of your products.
4. Image optimization
When customers land on a product page, images are the first product that attracts them; optimizing them becomes an integral part of conversion and engagement. The main purpose of the image is to help people visualize the product. Using high-quality, mobile-ready images will attract customers and influence their purchasing decisions. Ultimately, this will drive heavy traffic to your page and increase your brand's search results visibility and eventually your sales.
Lifestyle images help make connections. This type of image is generally used to enhance beauty and show the consumer's take on the product. The customer cannot touch or feel the product, but it helps to attract the customer visually. As far as search rankings are concerned, brands must add close-up images/package photos of the product packaging, which provide information about the product ingredients and their benefits, because even if customers don’t buy, they may return the product to visit the product page. , Increase visibility and increase your chances of ranking first.
Brands may use additional images to provide customers with a 360-degree view of the product. Display the attributes and PVU of the product. The visual display of unique product features will attract attention and enhance.
No matter what category of products you are selling, media rich content is an inevitable part of your marketing strategy. Creating and sharing valuable content builds trust and sets a reputation with potential as well as existing buyers. It also keeps buyers engaged, giving them something to share with others.
Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house
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