By Traca Fragomene
In my last post, I discussed the importance of having content. However, I did not answer the question, “What is the content?” Having just any content and having great content are two very different things. So what is great content? Great content converts a browser into a buyer. Great content converts a searcher into a purchaser. Great content leads to sales.
Title
Titles are extremely important. At Amazon.com, titles are what the customers see in the search and browse results before clicking through to the product detail page. Not only are titles the first impressions of your product offering; titles are also indexed for search. So, it is extremely important to provide accurate and detailed keywords in all product titles. For example, let’s say I own a pet supply business called Cane e Gatto (Italian for dog and cat) and the business manufactures a high-end line of dog beds under the brand name of Fragomene.
A plain product title would be Dog Bed. However, if I add a few strategic keywords to the title it becomes Fragomene Premium Dog Bed Large Blue. Not only have I added the brand name to the title but also the specific size and color. So, when a customer is searching for a large blue dog bed, this product will appear in the results.
Brand/Manufacturer
Providing both the brand and manufacturer name is very important. Both of these fields are indexed for search and linked on the product detail page. So in the example above, we would want to populate the brand field with Fragomene and the manufacturer field with Cane e Gatto. By doing this, I am ensuring that the large blue dog bed is indexed for both of these terms in search. In addition, this product is now included with all products of the same brand and manufacturer. When a customer clicks on these links, this product is included in those results as well.
Description/Features
Think of both of these are your online store salesperson replacements. Once a customer has found the Fragomene Premium Dog Bed Large Blue descriptions and features are how I inform that customer about all the great aspects of this product. Features are bullet points listed above the fold so they should be clear and concise. A customer is going to glance at the features very quickly looking for specific product data. Examples could be:
• Premium fabric ensures luxury comfort for your pooch
• Easy to use zipper to remove cover for cleaning
• Machine washable
• Ideal for dogs 60 to 85 pounds
Descriptions are, well, for descriptive content. The description should also be somewhat clear and concise. However, you do have a high character limit so let those creative juices flow!
Image
Without an image, a product will not sell – well. I can’t imagine anyone purchasing any product anywhere on the Internet without an image. Typically at the store we can see a product, touch a product, pick-up a product, etc. Online, we only have images. We know from some of the content that the dog bed is large and blue. However, I don’t know what shade of blue it is or if the fabric has a pattern. Will the dog bed blend with the other décor in my home? Without an image, I can only wonder…
Price
Last but not least comes the price. Some would say that at the end of the day it all comes down to the price of the product. However, I would argue that many factors are included in a buying decision not just the price. Customers want to trust the merchant. By providing good content, a customer is learning about the merchant as well as about the product. Are they a thorough merchant? Do they pay attention to detail? Are they being honest with the information they are providing me?
I’m getting a little off track here but rest assured, every communication you have with a customer reflects back on your company and this includes how well you merchandise your products with content. Price is important and it must be competitive especially if you’re in a category at Amazon.com that supports the Buy Box (more on this in a later post).
Summary
Content is king. In the online world, there are no sales people to provide the additional encouragement to get customers to purchase a product. Customers rely on the information presented to them on the product detail page to make a purchasing decision. Returns are painful for both customers and merchants; customers want to make the right decision the first time.
Help customers help you. Provide great content.
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