The use of search engines by consumers to find the information they require is widespread. According to a Fractl survey, 89.5 percent of 586 Americans said they go online to find out everything they can about a product or company before purchasing it.
The consumer expects an easy-to-navigate, evaluate, and purchase product experience when shopping on an eCommerce website, regardless of the industry. They expect every online store to provide an experience similar to that of Amazon. Because of this, businesses should invest in content that is rich in eCommerce to increase their visibility. In order to engage and convert online visitors, they should also ensure that each product page contains complete and granular product information.
87 percent of consumers believe that product content is important in their purchasing decision, according to Salsify’s “Cracking the Consumer Code” report. Additionally, approximately 50 percent of consumers return a product if it does not complement the product description in the online store.
If you are still under the impression that high-quality content does not play a significant role in the growth of an eCommerce website, continue reading to dispel any doubts and learn how to incorporate it into your content marketing plan. Before we get into that, let’s establish a solid foundation by defining what eCommerce rich content is.
What is eCommerce Rich Content, and how does it work?
For the purposes of this article, let us first define eCommerce content in general before moving on to the topic of eCommerce rich content.
Products contain content, which can be described as the text, images, and other information that companies use to describe their products and services. Name, price, size, and any other information about the product that will assist consumers in making a purchasing decision are all included. A product like this is a must-have for any eCommerce business.
Consumers will not be able to physically touch or see the products they purchase. They are completely reliant on the content of the product in order to proceed with the transaction. A consumer may become disinterested in a product if the website does not provide accurate product information, reducing the likelihood of repeat purchases.
As soon as we’ve cleared that up, let’s take a look at what it means to have rich online product content. This factor has a significant impact even though it is only marginally different from the product content. The term “rich eCommerce product content” refers to language that is both engaging and persuasive when describing a product on an online store’s website.
Because of the extensive product content, customers can gain a thorough understanding of not only what the product is, but also what it will be like to own it. Product content that is rich in creativity and detail, such as detailed product usage instructions and bullet-point lists of product features and specifications, are all examples of rich product content.
A 360-degree rotation image and video are also included, allowing customers to see the product from every angle possible. When it comes to organising your extensive product content, an IT product catalogue management software can help you out.
eCommerce has a number of advantages.
There are numerous advantages to including rich eCommerce content in your online store. A number of these advantages include the following:
Attract the Attention of the Consumers
When the page for your eCommerce store appears higher in Google search results, it attracts a large amount of organic traffic. If you create valuable content while targeting specific keywords, you will be able to rank your website somewhere on the first page of search results.
This will eventually assist you in capturing the attention of consumers, resulting in an increase in traffic to your website. Consequently, in order to attract customers to their eCommerce store, it is critical that they provide high-quality and rich content for those customers.
Improves the visibility of a website in search engines
Another significant advantage that eCommerce stores should take into consideration when developing their content marketing strategy is search engine optimization. There are a variety of factors that contribute to the websites’ high rankings. These include page loading speed, rich content, keywords, website structure, the number of backlinks received, and so on.
Simply put, search engines give preference to eCommerce stores that are most closely related to the search intent. With the help of rich content, you can easily rank your online store in search results.
Maintains the consistency of the brand
Generally speaking, consumers enjoy connecting with brands that create interactive content. It is common for them to purchase products from online stores that have a high level of domain expertise. When businesses post educational content on their websites, consumers become more interested in the businesses’ products and services.
Organizations that provide eCommerce-rich content in an Aggregated Catalog allow customers to connect with them and develop a special relationship with them even before they make a purchase. It is more important to provide this type of customer experience than it is to simply sell products. Moreover, such businesses have a strong tendency to maintain brand consistency in the eyes of their customers.
Increased engagement rates and a decrease in cart abandonment rates are two benefits of this strategy.
The most effective eCommerce content encourages the greatest amount of engagement. When you provide the user with relevant and useful information about your product, he will become more engaged and will be able to better understand your product. This even encourages the visitor to take action, such as making a purchase. Consequently, rich content is essential for increasing user engagement on a company’s website.
The quality of the product content is one of the most important factors that contribute to higher cart abandonment rates. Cart abandonment rates are reduced in eCommerce sites with rich content because it retains the interest of visitors and increases their chances of engaging with the brand.
Increases the overall quality of the shopping experience
Access to high-quality content helps customers have a more enjoyable shopping experience online. Individuals who communicate primarily through their mobile phones are particularly susceptible to this problem. Through the use of eCommerce rich content in the Aggregated Catalog, businesses can educate prospective customers on how to operate a particular product or service. The likelihood of them making a purchase from them is increased as a result of this.
Increases the level of customer confidence
When customers have access to high-quality content, they are more likely to connect with products and businesses. Customer trust and confidence are engendered when 360-degree product visuals are displayed alongside product descriptions.
Consider yourself to be in the position of the customer. In the event that you discover a product that matches the description and imagery, how will you feel? It will increase consumer confidence in the brand. Customer trust in an online store grows by leaps and bounds as a result of user-generated content.
Questudio Catalog Integration provides standardised product content that has been optimised specifically for eCommerce businesses . Suppliers, distributors, and manufacturers benefit from the seamless integration of data. Also included are easy-to-use categorization, browsing, filtering, and product comparison features.
More Information Can Be Obtained
The metrics of your online store will reveal information such as how long customers spent on your website, which products they browsed, and other information. This type of metric can provide you with valuable insights into the behaviour and purchasing habits of your customers. Using this information, you can create engaging content that will engage customers and persuade them to purchase your product or service.
The content produced by the company is the driving force behind engagement. It is possible to create a standardised product data feed that is fully optimised for search engine optimization (SEO) using the Questudio’s Product Catalog Integration. The high-quality, rich content compel customers to take action as a result of its persuasive nature. As a result, the conversion rate of the company increases.