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Understanding the relationship between content and ecommerce conversion rates

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Successful ecommerce depends upon the ability to influence conversion rates. Regardless of volume of traffic, if customers won’t purchase, ecommerce strategies need to be revised.
According to recent ecommerce data, revenue from online purchasing increased by over 18%, indicating the growing trust consumers are placing in web purchasing.

Understanding the relationship between content and ecommerce conversion rates

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This growing trend for online shopping has generated renewed enthusiasm for businesses to optimise the look and feel of their websites. Business owners are focusing more than ever on style, optimisation and design, to maximise their ability to gain consumer trust. With industry giants such as Amazon broadening their commercial offerings, this trend in ecommerce growth looks set to continue indefinitely.

Neglect content, neglect customers

Firms such as Bristol web design agency Aardvark Creative and other design service providers are seeing a growing trend for high-impact visuals and navigation across their client portfolio.

However, the Bristol web design firm warns that business owners should not neglect quality content in favour of increasingly technical and interactive sites. Understanding the relationship between content and ecommerce conversion rates is still a critical element of winning customer trust, and persuading consumers to purchase online.

While consumers are coming to expect greater functionality, there is still a clear expectation that professional sites will include high-quality copy. Customers want to see clearly-written content that details company information, provides helpful guidance on products and services, and develops a sense that the firm is responsive and trustworthy.

Convert browsing to buying

Quality content creation is as much about understanding the target customer, as having an effective writer to create content. Knowing the age, outlook and expectations of the company’s target audience enables firms to tailor messages to appeal to their ideal customer base. A site specialising in skateboarding won’t improve conversions by using tired language, just as a funeral director will fail if they use an unsympathetic voice.

The most effective content for conversion is targeted, focused and packed with ‘power’ words – language which motivates, prompts consumers to act, and sells. Influence to purchase can be generated by swapping commonplace adjectives such as ‘nice’ for ‘stunning’, brightening text and seeking an emotional response from the reader.

Successful businesses understand that conversion starts with quality content, maximising consumer engagement through targeted language.

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