Date post: | 29-Nov-2014 |
Category: |
Technology |
Upload: | hypepotamus |
View: | 1,460 times |
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Content Strategy Framework for Ecommerce Websites
Instructor | Roger Lopez
Twitter: @inemodewww.linkedin.com/in/iamroger
Research shows that 40% of ecommerce transactions are carried out 24 hours or more after users first visit the website
WhyContent makes your site memorable
What?Content Strategy Framework
Content Audit Document
•Typography•Readability•Spelling/grammar•Shareability•Keyword use•Copyscape report on stolen content•Social media shares
Shareable Content
•Brainstorming•Competitor Analysis•Examples & screenshots from competitors
Informative Content
•Research Q&A on Yahoo Answers, Quora, Facebook, Twitter•Search for questions in Analytics data & keyword tool data•Gap Analysis of current content•Examples & screenshots from competitors etc
User Generated Content
•Reviews –implementation, incentivisation etc•Q&A section or Q&A on product pages etc•Forums, blog comments, guest blog posts, in‐depth content reviews•Examples & screenshots from competitors etc
Site Structure
•Where does content need to go (blog or Q&A etc)•How should the sections be structured•Design & UI•Interlinking between sections•Examples & screenshots from competitors
Content Roadmap Document
•Monthly or weekly content plan•Special events & calendar•Blog calendar•PR calendar
branded3
Who?People are already doing this
Goal of Content
Step 1Step 2
$
Does it Help your user make a decision to Buy, Share, Buy Again
Sales Funnel
Content Ingredients
Useful & Informational Content
Useful & Informational Content
Know the content• User of this Content are usually higher in the sales funnel• Have Higher Lifetime Value to brand • Have a plan to navigate them from learning to buying
One of the best ways to add unique and user generated content to your product pages is by using Q&A content where your customers ask questions and your expert staff members answer them in a
timely and helpful manner.
Q&A’s
This has a major impact on conversion rates with IR
500’s seeing a 58% increase and many other brands
reporting similar numbers.
Q&A’s
3 big reasons for Product Reviews• Long Tail SEO Traffic
• Improved Conversion Rates• NEW ‐Social Sharing
Product Reviews
• Create a CRM system that emails customers a week or two after the purchase to ask for their feedback on the product
• Make sure the email is well designed with strong call to action • Incentivise customers with monthly prizes or discount codes if they leave a
review• Create a strong landing page for customers to add their reviews without having
to login or find the product – link directly from the email to a nice form they can complete
• Make sure customers can review multiple products in the same form• Allow customers to review different attributes such as value, quality, price etc
and then calculate an aggregate rating• Try to use your own system, if you have to use 3rd party reviews be careful
about duplicate content and always own your data• Encourage users to share their review via social media when it’s posted• Place the reviews on the product page not on a separate URL
Product Review Tips
Testimonial‐IncreasedConversion
Rate
Internal Review
Company Ratings• Improved CTR
• Improved Conversion
External Review
Product Pages are not excitingBUT…due to Google… They cant be
• Short • Bland
• Or Duplicated• Must be designed to encourage to purchase
Product Pages
Product Page Tips
• Write informative & descriptive copy designed to reflect your brands personality
• Write for your target audience• Make sure the copy sells the product & covers features / benefits• Forget about SEO and keywords• Inject some fun into the descriptions• Don’t make them too short – it’s rare that less than 250 words is OK• Add an extra Experts Opinion to explain why you should buy this product
over another• Try to cover all the likely objections and questions people might have
about the product• Think about the product description as if you were stood on stage in front
of thousands of people trying to sell the product – what would you say? How long would you spend writing your speech?
Biggest Challenge • Small Specialist Retailer will rank higher• Think of them as a Hub for the category
• Users are usually in the Middle of the Sales Fun.
Category Pages
Biggest Challenge • Small Specialist Retailer will rank higher• Think of them as a Hub for the category
• Users are usually in the Middle of the Sales Fun.
Category Pages
• Inforgaphics• Videos
• UGC – User Generated Content• Product Recommendations
• And much more….• But first perfect the Meat & Potatoes
Other Ingredients
Questions Contact Roger:[email protected]
Twitter: @inemodewww.linkedin.com/in/iamroger
Web: www.domyownpestcontrol.com