4. Add fresh content to your website (instead of your Facebook page), especially user-generated reviews and images. "The one tip I am giving every one of my clients, ecommerce and non-ecommerce, is to bring their content back to their own websites," says Jill Caren, the owner of 2 Dogs Design, a full-service digital design and marketing agency. "Over the years, I have seen an increase in my clients putting their content, and some of it is really great content, on [their] social media outlets, but not on their own websites. They are spending less time on building newsletter lists and blog readership. In the long run this will hurt them."
"Display consumer reviews on your product pages and integrate consumer-generated photos, videos and social posts on your Web, mobile and even in-store experiences," says Matt Krebsbach, director, Global Public & Analyst Relations, Bazaarvoice, a provider of social marketing solutions. "Not only does this provide vital information that helps customers to make better purchase decisions, but it delights your customers with engaging social experiences that drive awareness and influence sales everywhere they may be contemplating a purchase," he says.
Moreover, "research from Bazaarvoice has shown that adding visual content from social networks onto product pages provides a 25 to 40 percent increase in engagement and a 3 to 9 percent conversion lift -- above the impact achieved by displaying ratings and reviews on the page, which remain one of the most influential sources of information consumers use before making a purchase."
5. Improve your product descriptions. "When it comes to getting found on Google, your products may have a ton of competition," explains Donald Osburn, founder, Plexus HQ. "The more detailed you make your product description, the more phrases you will be found for." And using stock or manufacturer descriptions "is a major SEO mistake that ecommerce sites are notorious for."
That said, "focus on [eliminating] complex, jargon-heavy product information so that pages are easier to digest for users," says Rafael Rivera, assistant marketing manager, PrintRunner.com, which provides online printing services. "Instead of telling users what the product is, tell them the benefits. Apple does well in this department."
And don't be afraid to use video content. "It's all about user experience these days," he points out. "And the faster users understand what you have to offer, the faster you're likely to get your conversion rates up."
6. Use professional-quality photos -- but make sure they don't slow down load time. "High quality product pictures and images are essential for ecommerce retailers, but many owners will just make do with [poor quality] photos," explains Nima Noori, founder & CEO, TorontoVaporizer, an online retailer of vaporizers and vaporizer accessories. "Seeing as photos are one of the key selling factors for online businesses, keeping product photos fresh and new is just as important as updating your actual product portfolio. So, for example, this New Year we are going to be focusing less on old style photo booth product photos and [using] more enticing lifestyle-oriented photos to capture the fun and modern vibe of the products we sell."
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