After going through the product pages and social profiles of GymShark, Brenda was frustrated!
“Why are they so good!” she exclaimed! The ad copies she prepped for her client’s online store were hyper-relevant!
Yet, they were not receiving the traction she desired! Brenda is not alone when it comes to underperforming ecommerce content. As content marketers, we can’t always play fair. That’s when hacks come into play.
Thus, I decided to talk about some content hacks in this discussion. And by some, I mean five. With the help of these hacks, your content would have a better chance of converting.
1. Inject more emotion in your titles/captions
The attention span of people is at its shortest in recorded history. Thus, to make your content stand out and grab attention, it has to ooze out (proportionately) emotions.
Only then, sapiens would stop scrolling down their feed and look at your posts.
If the right emotion is ignited, they would eventually click through.
And proceed to the checkout page (please don’t start moonwalking). OK got it.
But how can I inject the right emotions in my content?
Excellent question! Well, allow me to be honest here. Working with emotions is tricky. Here is what I have learned (through mistakes mostly) over the years:
- Spend a significant amount of time on crafting headlines/captions. Whether it’s your product page headline, social media caption or blog post title, extra effort and care are crucial. This extra effort and time would allow you to keep the emotion in mind. Remember, 8 out of every 10 people would read your headlines. So any additional effort on your part would pay off. Many expert content marketers spend half the time on headlines alone. It’s thus no magic that theirs turned out to be click-magnets!
- Use power words in your headlines. Power words, when used wisely, have the potential to captivate your audience into clicking. I toy with various power words when crafting headlines. There are several lists I keep near me. And when I come across any cool ones, I keep them in my secret folder.
- Take help of emotion analysis tools. This is the era where everything can be measured, including emotions. So when you are trying to boost the emotional pull of your headlines, consider using emotion analysis tools.
- Show your headlines to about 10 people who fit your audience profile. Tools can only get you so far. Getting an opinion from flesh-and-blood humans would help you determine the actual emotional drive of your headlines. So, after you are done testing your headline using tools, show it to 5-10 people. These people should fit your ideal audience profile. Ask them which words are attracting more (or less) attention, what they don’t like and most importantly, how it makes them feel. Use their feedback to optimize your headlines.
Gee! Thanks! Lots of mini-hacks! Can you share some headline crafting tutorial though?
Yes, of course! Here is a step-by-step guide to writing headlines.
2. Use graphs in images and videos
Graphs are potent when it comes to information delivery. It quickly tells visitors how something is changing with respect to another. But the most significant benefit is, a graph never fails to engage a visitor. Rest assured, these are not just some empty words!
Whenever I watch user videos of my customers, I notice this behaviour. About 9 out of every 10 visitors stop scrolling to look at and understand a graph. As a result, they stay on the page longer, i.e. your page session duration rises. You, being a marketer, know that saying very well. That is, “the longer the pitch, the sweeter it sounds”.
That analogy applies here as well. The longer your visitors stay on your page, the higher is the chance of conversion! Besides, a higher session duration tells Google that your page is relevant and useful to people.
You know what happens then? Well, Wizard (or Witch) Google would bump your page rankings! Which would lead to a boost in organic traffic.
I am convinced! I also stop scrolling whenever I see a graph! Now, some tips from your experience would be really helpful!
I aim to please (not being sarcastic)!
Here are some that I would love to share with my fellow marketers:
- Make the graph easy to understand. Yes, you want to engage your visitors with your graph. But if it’s very tough to make heads and tails of, they would simply be annoyed, not enlightened. Thus, before publishing, analyse every graph from a visitor’s point of view. Does it help them in the way you want it to?
- Make sure the axes labels are clearly visible. The axes labels tell people what the graph is about. If these labels are clearly visible, it makes the experience pleasant! And pleasant is always good!
- Provide a title before the graph. It should tell people what they are about to see. And provide a short breakdown of the trend in the graph. This step would help your visitors understand your graph better. Additionally, it would keep them engaged longer (I learned it in the Defense Against Dark Arts class of Professor Snape).
- Use the same style throughout your website and social profiles. One of the many essential tips I have learned through experience. Consistency in content presentation across your digital presence enhances brand awareness. The moment people would see a graph, your brand name would pop up in their minds. This association is immensely valuable when it comes to conversion.
What tools would you suggest for building such graphs?
Yes, of course. I am sure you are frustrated with MS Excel.
So, here are some graph building tools that marketers regularly use:
- Visme Graph Maker
- Venngage Graph Maker
3. Use SlideShare to raise brand awareness
Before I start talking about this content hack, I would share some stats with you guys.
Surprising SlideShare stats:
- It is one of the top 100 most visited sites in the world. (Source)
- The number of SlideShare users is a staggering 80 million.
- Over 40% of B2B marketers in North America use SlideShare.
I wanted to grab your attention first. Thus, the stats in the orange box.
Since its inception in 2006, it has grown into a fun (and easy to consume) knowledge base.
So, if you have been using articles and other conventional content forms to educate your visitors, this would be a refreshing break. The more value they get from your slides, the more enhanced your brand awareness would be!
Remember the graph-building tools I mentioned earlier? Well, you can use those to build cool slides for your ad creatives as well. Or for your blog posts. If used consistently, SlideShare can turn out to be a significant source of traffic for you!
Business owners are busy people. They would prefer short, sweet visuals over articles any day.
That explains why they love SlideShare so much! And so, should you!
I would definitely give it a spin! Would you kindly drop links to a tutorial like you did in the previous paragraphs?
Your hunger knows no bounds! Well, staying hungry (for knowledge) makes learning easier and fun!
Here is a tutorial that I still look at from time to time, a guide to driving traffic from SlideShare presentations.
4. Place FAQs on product pages
When it comes to ecommerce content, the product page is the first thing that comes to mind. Among all the content that you produce, this is perhaps the most important!
Because this is where the conversion takes place. This is where your visitors would decide if they are going to buy the product/service you are promoting. And that is why FAQs should be on the product pages you prepare.
Have a look at this example.
This brand has placed a significant number of FAQs on their product pages. Answer to each question comes with relevant and engaging images and videos. With such a product page, they are not only promoting their products; they are also educating their prospects.
As a result, they are not only being persuaded but informed as well. The result?
Well, the conversion rate shoots through your roof!
5. Use the same influencer for your ad copy and product page body
If you are an ecommerce marketer, you have written ad copies and creatives. Influencer marketing is well within your experience radius as well. High five!
A secret of mine!
I have had my fair share of disappointments when it comes to influencers. Two of them flat out refused to post content after receiving the products.
My advice? Take all the necessary steps to vet all influencers on your list. Better safe than sorry!
Well, I was young and not wise back then (hate the “S” word). Even though the mistakes were costly, they taught me some critical lessons. One of those is this.
Use the same influencer in your ad creative as well as your product page.
When people see the same person in both places, they feel a sense of familiarity.
It helps them find your brand reliable. Such reliability paves the path for a fabulous first impression. As they say, trust is at the core of successful ecommerce marketing!
As Simon Sinek said during a speech on game theory, “consistency always boosts trustworthiness”. It’s true when it comes to marketing as well.
A quick recap.
Let’s go over the content hacks we have discussed.
Not implying that you have already forgotten them (totally fine if you do).
Just a helpful reminder.
Here they are:
- Inject more emotion in your titles/captions
- Use graphs in images and videos
- Use SlideShare to raise brand awareness
- Place FAQs on product pages
- Use the same influencer for your ad copy and product page body
Stay vigilant for more ecommerce content hacks.
Making this statement in smaller font wouldn’t cut it. Thus, I made it the ending headline.
After going through the five hacks we have covered, you may feel sated. Or tired. Whatever you feel, do remember one thing.
As content marketers, we always have to stay on the lookout for more innovative hacks.
The moment we stop being creative, we would get trampled by competition. Our honored rivals don’t take breaks when prepping good content. Neither can we.
About the author
I, Mohsin Ahmad, am a content strategist at WebAlive , an ecommerce web development agency. My job includes coming up with fabulous content ideas to drive traffic and visitor engagement. When I am not busy, I am either planning my own blog, playing with my cat or finding new series to watch on Netflix.