Build Content You Can Bank On: 5 Strategies to Drive Online Conversions
4. Use visual product content. Use visual content to appeal to a multitude of your customers’ senses, creating rich and compelling shopping experiences. Visual content is one of the key brand-building tools for retailers. A visually impactful site that maximizes use of video, animation, virtual modeling, zoom and swatching helps create an experience that matches in-store, generates word-of-mouth and drives conversions.
5. Empower consumers to write content. Getting customers involved is the best way to create a destination site, while at the same time providing content that you wouldn't be able to create otherwise. Ratings and reviews, customer comments, and other original, unbiased content are great ways to keep your customers engaged with your brand to drive return visits.
Finally, continuously review your strategies and customer data to enhance and improve on what works and what doesn’t. With dynamic and compelling merchandising content that draws customers in, you can create the type of interactive shopping experience that drives conversions.
Scott Todaro is senior director of product strategy at Demandware, developer of an enterprise-class, on-demand e-commerce platform.