Written content is the primary means by which e-commerce sites can engage their visitors directly. Unlike physical shops, an e-commerce store doesn’t have staff to highlight customers’ options or talk about different offers. Alongside imagery, written content is one of the few tools you have at your disposal to sell your products to an unconvinced site visitor.
It also happens to be one of the main tools at your disposal to get that visitor to your site in the first place, as written language is still a significant consideration in search engine ranking algorithms.
So, how can ecommerce content teams write in such a way that internet shoppers find the site in the first place, then decide to go on and make a purchase?
About the author
Ben Garry is a Content Specialist at Impression
Conversion-driven keyword research
Effective ecommerce content starts with keyword data. What are the phrases that your target audience is going to search to arrive at sites like yours?
Any number of tools can tell you roughly how many people are searching for different phrases each month, but adding conversion data to your research will help you focus on the areas that will provide the biggest return.
Looking into Google Ads data will help you to identify top converting terms that you can cherry-pick for your content optimization. Google Analytics is also a good way to identify pages with a high conversion rate so that you can focus your other research methods in the areas that will provide a return.
By focusing your research on areas with a proven track record of conversions, you’ll be more likely to see ranking improvements that lead to meaningful sales, and it will be much easier to justify your activity to other stakeholders.