If a retailer wants to convince a shopper to shell out a few hundred dollars for a product online, it needs to convince her that it can solve her problems, says Taylor Coil, marketing director at Tortuga Backpacks. That’s particularly important for Tortuga Backpacks, which sells unique products: luggage that melds aspects of hiking backpacks with a design that’s optimized for air travel.

Coil came to that realization after the retailer overhauled its website design in October 2016. The new design was sleek and modern as the retailer sought to reposition itself into a lifestyle brand. The redesign was a flop, she says. TortugaBackpacks.com’s conversion rate declined and, about a month after the redesign launched, the retailer set out to add more information about travel and its products to its site.

For example, the retailer last year relaunched its blog to focus on finding ways to solve a consumer’s travel problems or packing questions. That’s resulted in recent posts such as “Folding vs. Rolling Clothes for Packing: Which is Better?” and “How to Pack for a Business Trip in a Carry On.”

The retailer’s product pages, which were redesigned in November 2017, aim to offer shoppers a deluge of information that shows how its products address their travel issues. That’s why the pages feature a surfeit of images that showcase a backpack from nearly every exterior and interior image, as well as on actual travelers (complete with his or her height to help a shopper determine how the piece will fit on her).

And then there are the details. Tortuga Backpacks aims to enable a shopper to find the answer to just about any question she may have, Coil says. At the most basic level, there are details such as the backpack’s dimensions and weight, as well as the item’s basic features and functions. The more in-depth details are accessible by clicking an Expand button, such as what types of items fit inside the bag, a video showcasing the bag’s bells and whistles and in-depth product features, including a page that walks a shopper through all of the backpack’s pockets and features.

The idea is to offer a lot of information without creating a busy, overcrowded page, she says. “Luggage is a considered purchase,” Coil says. “From the first moment that someone learns about our brand to the day they complete their purchase can be 30 to 90 days. That means the burden of education is on us to provide those who are seeking reassurance with the information they need to click the Buy button.”

While most site visitors don’t click the Expand button, the ones that do find it “quite valuable” and have a higher conversion rate than other site visitors, she says.

Moreover, the content is also valuable to the retailer because it is content that can be crawled by search engine spiders. That search engine optimization benefit ultimately helps other consumers discover the brand, she says.

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