Tips & Tricks for Creating E-commerce Content that Converts

It’s important to know who you’re writing for because all messaging should be tailored to that audience. Even if some brands haven’t developed personas, they still understand their target audience.

Identifying which audiences you aim to reach and checking if the current messaging addresses those groups can greatly enhance your reach. This process may also reveal some missed opportunities. If you’re unsure, consider conducting content testing with real consumers to see if your message resonates with the target audience.

You probably know your competitors well, but their strategies across channels may vary—some might be more established in their e-retailer presence, while others less so. Additionally, digitally native brands could be more advanced on platforms like Amazon, introducing new competitors you might not be aware of.

Conducting a competitor analysis is a crucial step before creating new content. This allows you to define your unique selling points and succeed on e-retailers.

Primary and secondary images, product titles, descriptions, videos, A+/A+ Premium content, Brand Stores, Sponsored ads, and other elements significantly influence consumer decisions. Each of these elements affects different segments of the consumer journey, so the messaging and imagery will vary accordingly.

For example, primary images should be high-resolution pictures focused mainly on the product. Secondary images, on the other hand, highlight your product’s unique selling points and features, playing a crucial role in boosting conversions. Similarly, Brand Stores encourage consumers to explore your brand’s wider product portfolio, learn about the brand’s story, and discover deals, promotions, and much more.

According to Amazon guidelines, primary images should be high-resolution photos of the actual product to accurately represent it as it appears in real life. Blurry, pixelated images, or those lacking brightness can make the product seem less appealing.

Additionally, incorporating lifestyle images and videos helps consumers clearly see the product in use, understand its benefits, and visualize themselves using it. Keep in mind that a video can engagingly tell your brand’s story, but it must be high quality and quickly communicate your product’s benefits.

Before writing product titles and descriptions, it’s recommended to conduct keyword research to ensure your content incorporates the desired search terms.

When creating new content, adhere to the platform’s guidelines and restrictions, such as the maximum number of characters and avoiding certain phrases (e.g., “best seller” or “great gift”). Include relevant keywords in your titles but avoid keyword stuffing, as it can negatively affect your SEO. If possible, incorporate your product’s unique selling point in the title.

In the product description, highlight your product’s unique selling points and benefits in a way that resonates with your consumers. Be clear and concise, avoiding long blocks of text, and steer clear of restricted terms like “best price.” Also, avoid being overly technical and using jargon.

Over 90% of consumers check reviews before making a purchase. They typically look at these to understand how the product functions and to identify any potential issues by reading negative reviews. Although you don’t create reviews directly, they can significantly impact your sales, including both the overall rating and the number of reviews. You can encourage customers to leave reviews by using a “Request a Review” button.

Offering regular discounts and promotions may also motivate consumers to post positive reviews. Ensure your product descriptions, images, and videos accurately represent your product. Create how-to content as needed to help consumers use the product correctly and achieve the best results, especially for items like electronic devices and beauty products.

62% of smartphone owners have made a purchase using their device in the past six months, highlighting the importance of ensuring your content looks great and functions well on mobile devices. Often, content is not optimized for mobile, which can lead to issues. For example, too much text in A+ content can clutter the asset, making it less appealing and causing your brand’s message to get lost.

Similarly, cluttered visuals on secondary images, Brand Stores, and other assets might cause consumers to lose interest due to poor visuals, unclear messages, and unreadable text. It’s crucial to keep your content concise and to the point, especially for mobile device users.

Once your content is live, the work isn’t over. It’s important to closely monitor your competitors, product reviews, adjust pricing, and leverage promotions and coupons.

The data you gather from your e-retailer platforms, along with tools like Helium 10 and Jungle Scout, provide valuable insights that can help improve your brand’s presence on Amazon and other e-retail platforms.

Scaling existing content across different marketplaces and retailers can lead to significant cost savings and enhance brand consistency across markets. However, even when a brand effectively leverages these scale opportunities, it’s crucial to consider local nuances. For instance, keywords relevant in the US market may not be suitable for the UK due to language differences.

Additionally, features available on e-retailers may vary by marketplace, and competitors and consumer habits can differ from one market to another. Local regulations may also impact content. To manage these complexities, it’s essential for all teams to understand best practices for creating effective content and to be efficient in the process. This is why brands often develop playbooks—a set of guidelines that facilitate entering new markets, onboarding new teams, and ensuring consistency.

Gordana Jerković
Marketing Technology Strategist