Consumers depend heavily on search engines to obtain the information they are looking for. According to a survey conducted by Fractl, around 89.5 percent out of 586 Americans said that they look for all the information about a product or company online.
Even when purchasing on any eCommerce website, consumers look for a product experience that is easy to navigate, evaluate, and purchase products. They expect every online store to deliver an Amazon-like experience. Hence, companies should invest in eCommerce rich content that improves their chances of visibility. They should also ensure that every product page has complete and granular product information to engage and convert online visitors.
If you have a look at “Cracking the Consumer Code” report by Salsify, 87 percent of consumers feel that product content plays an important role in their purchasing decision, and around 50 percent of them return the product if the product did not complement the product description in the online store.
If you still feel that rich content does not play an important role in the growth of an eCommerce website, read on the blog to clarify all your doubts and implement it in your content marketing strategy. But, let’s make our foundation strong by learning what eCommerce rich content is.
What is eCommerce Rich Content?
Before understanding what eCommerce rich content is, let’s have a look at what eCommerce content means in general.
Product content refers to the text, images, and other information that the companies use to describe their products and services. It includes the name of the product, price, size, description, and any other details that assist consumers in making their buying decision. It is an absolute must-have for any eCommerce store.
Consumers cannot touch and see the products physically. They depend entirely on the product content to move further with the purchase. If the website does not have accurate information about the product, the consumer may become disinterested, thereby reducing the chances of making repeat purchases.
With that said, now let’s understand what is the meaning of rich online product content. It marginally differs from product content, but still makes a significant impact. The rich eCommerce product content refers to the language used to describe the product that is both engaging and persuasive. The rich product content not only allows the customers to understand what the product is but also what it will be like if they own the product. Some of the examples of rich product content are creative language, detailed product usage instructions, and bullet-point lists of product features and specifications. It also comprises 360-degree rotation images and videos that allow the consumers to view the product from all angles. An IT product catalog management software can help you to organize your rich product content.
Benefits of eCommerce Rich Content
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Using rich eCommerce content in your online store offers tons of advantages. Some of those benefits are listed as under:
Grab the Attention of the Consumers
Your eCommerce store attracts major organic traffic when your page ranks higher on Google search. If you produce rich content while targeting specific keywords, you will be able to rank your website somewhere on the first page. This will eventually help you grab the attention of the consumers, thereby leading to more traffic to your website. Hence, it is essential to provide high-quality and rich content to catch eyeballs to their eCommerce store.
Improves Search Engine Visibility
Search engine visibility is yet another significant benefit that eCommerce stores should consider in their content marketing strategy. The websites have the highest rankings due to multiple factors such as page loading speed, rich content, keywords, website structure, number of backlinks, etc. Simply put, search engines rank only those eCommerce stores that best match the search intent. With the help of rich content, you can rank your online store effortlessly.
Maintains Brand Consistency
Consumers generally connect well with brands that produce interactive content. They generally purchase products from those online stores that have high domain expertise. When companies share informative content on their websites, consumers get interested in those websites.
Businesses that deliver eCommerce rich content in an Aggregated Catalog, allow the customers to feel connected with the business and develop a special relationship even before making a purchase. This type of customer experience garners more importance compared to purely buying experience. Further, such businesses tend to maintain brand consistency in the eyes of the consumers.
Increased Engagement Rates and Reduced Cart Abandonment Rates
Rich eCommerce content drives maximum engagement. Providing relevant and useful information about the product hooks the user to the page, thereby helping him to understand the product in a better way. This even persuades the visitor to take action, i.e., make a purchase. Therefore, rich content plays a crucial role in driving user engagement to the website.
According to the statistics, around 88 percent of the shopping orders were left deserted in 2020. Product content quality is one of the fundamental factors that lead to higher cart abandonment rates. eCommerce rich content also reduces cart abandonment rates by holding the attention of the visitors and increasing the chances of customer engagement. Etilize Product Catalog Integration with VARStreet allows the eCommerce store to display rich content that results in increased engagement and reduced cart abandonment rates.
Enhances the Overall Shopping Experience
Rich content provides an enhanced shopping experience to the customers. It is particularly true for people who interact using their mobile phones. With the help of eCommerce rich content in the Aggregated Catalog, businesses can educate prospective customers about the working of the product. This increases the possibilities of purchasing from them.
Increases Customer Confidence
Rich content allows the customers to connect well with the products and businesses. When you include 360-degree product visuals along with the product description, it instills trust and confidence in the heart of the customers.
Put yourself in the shoes of the customer. If you find a product that matches well with the description and the imagery, how will you feel? It will elicit trust in the brand. User-generated content increases the confidence of the customers in the online store by leaps and bounds.
IceCat Product Catalog Integration offers standardized product content optimized specifically for eCommerce businesses. It promotes the smooth integration of data between suppliers, distributors, and manufacturers. It also offers uncomplicated categorization, browsing, filtering, and product comparisons.
Develop Deeper Insights
If you look at the metrics of your online store, you will come to know how long have customers been on your website, what products did they browse, and much more. Tracking this kind of metric will help you gain enough insights into customer behavior and their buying patterns. You can use this information to develop rich content to engage the customers and persuade them to make a purchase.
Improves Conversion Rate
Businesses that generate eCommerce rich content encourage the consumers to make favorable buying decisions.
The content that the business produces drives engagement. The Etilize Product Catalog Integration helps you to create a standardized product data feed that is fully optimized for SEO. This high-quality rich content stimulates the customers to take action. Hence, it increases the conversion rate of the business.
Key Takeaways
eCommerce rich content plays an essential role in the life of a product. Businesses with IceCat Product Catalog Integration create a lasting impression on the consumers. It also assists in producing growth-oriented sales and marketing strategies.
The comprehensive analytics obtained through rich content enhances the life of both the business and its products. This is one of the major factors that drive business towards success.
