Sourav Mukherjee, CEO, Netscribes
High-demand products are important for driving conversions. However, just carrying them on your e-commerce site is not enough. Customers today expect a good shopping experience, which means your product pages should be top-notch and the purchase process should be hassle-free.
In order to compete better and avoid losing out to the competition, brands and retailers need to ensure that their product content attracts, engages and pushes customers along the path of purchase. Here are four important steps to improve conversions of high-demand products.
- Perform quality audits on your product content
Check for anomalies in the product visual and written content, especially those that fall within the high-demand category. Lack of detailed product images or insufficient product information, such as shipping fees and delivery time, can leave shoppers unsure about the purchase and increase cart abandonment rates.
For brands that sell products on marketplaces such as Amazon or Walmart, it’s important that they also monitor the content used by their sellers. We find that a lot of authorized sellers use product content that don’t always meet the quality standards of the brands they sell, which includes missing or inaccurate product information and non-compliant images. Failing to meet quality standards can lead to sellers getting delisted from marketplaces—not to mention the serious implications it can have on your brand reputation.
- Include user guides to help shoppers buy confidently
A user guide or a product manual is a technical document with instructions about how to set up and use the product. For most customers, going through a user guide is considered a chore, as many of them are text-heavy and difficult to comprehend.
A good user guide, however, can help shoppers buy confidently, minimize returns, and increase the likelihood of a repeat purchase. Ensure that user guides have easy-to-read instructions on how to use the product. The content should be digestible, have high-quality images alongside graphical support for setup and functions to allow for quick and easy reading.
- Enrich your content to increase visibility
When a product is high in demand, enriching its content with relevant keywords, videos and better images can help improve its visibility. You can also improve its SEO performance using Pay-Per-Click (PPC) campaigns, relevant keyword-infused URLs, and meta-descriptions.
When enriching product content, ensure that the title tag, product title and the URL has keywords that the customer is actively searching for. Meta-descriptions come next; they are the short descriptions under the title tag that appear on the search engine page. This is a key piece of information that tells your consumer what the product is about before they click on your product page.
- Ensure that products have customer reviews
According to a study by Bazaarvoice, more than half the surveyed online customers said they had read product reviews before purchasing. It’s, therefore, important to encourage customers to leave feedback on your retail site after a purchase. Having genuine customer reviews increases shoppers confidence in the product, helps increase conversions, and plays an important role in product research and development.
These small, but important steps can go a long way in increasing your online presence and conversions.
Netscribes is a provider of market intelligence and content management services.