We discuss why creating compelling content is key for smart fashion eCommerce brands who are looking to increase their conversions by improving their website’s customer experience.
More than half of online consumers spend 75% of their total shopping time conducting research.
So, if you’re a fashion eCommerce marketer not already regularly producing content, what are you waiting for?
It’s no longer enough to just push your products. To meet the demands of your savvy and knowledge-saturated audience your fashion brand needs to become a useful resource, as well as a place where you engage your customers with compelling stories.
Want to drive new traffic, captivate current users, forge lasting brand loyalty and increase conversions? Start creating more content.
A picture (or video) paints a thousand words
Try and imagine an online fashion site with no images.
Ok, stop. It doesn’t bear thinking about – images are the beating heart of your website.
Videos, while being harder to create and integrate, are a similarly effective (and underused) tool.
As brands strive to produce increasingly compelling content, your product imagery and videos need to be intuitive and high-quality to compete.
The step forward in quality in this area is demonstrated by a new breed of video lookbooks championed by the likes of oki-ni. Interactive videos give brands the opportunity to infuse stories into their product range, while also enabling customers to click through to the product pages of the items that catch their eye in the video.
Even if video lookbooks don’t catch on, brands including Whistles, Zara and L.K. Bennett are already using fully-integrated picture lookbooks which take customers from content to products in one click.
Your very own tag team: social media and user-generated content
Social media can be your content’s best friend. It’s a place where you can tell your stories, as well as a way for you to generate content via your users.
User-generated content is booming and it’s simple to implement and embrace. Tools such as Olapic enable you to find and upload user-sourced content from social media, then pick and choose the content you want to share on your site. Along with testimonials and product reviews, this is a great way to get customers to tell your story for you.
32% of customers are more likely to buy clothing online if a website features photos of real customers wearing that item. Based on this, user-generated content is a sure-fire way to lift your conversion rates.
With brands picking up on this trend, it’s likely that in 2015 we’ll see more online fashion retailers trying to build their branded communities, an approach expertly executed by NET-A-PORTER’S #TheNETSet.
Branded communities are a clever way for brands to engage in a dialogue with consumers and engender belonging amongst customers. For brands like Michael Kors, with 25 million followers across social media, mobilising followers as brand advocates could yield massive results.
The pen’s still pretty mighty
With all the exciting content streams available to your business you’d almost be forgiven for forgetting editorial. But written content is extremely important, both for your brand identity and SEO.
Your editorial is another opportunity to infuse stories into your content. Changing landing page copy from a list of benefits to a story has been shown to increase conversions by 400%.
Beyond your product and landing page copy, your blog is an ideal space to share either your company’s or your products’ stories. The only limit is your imagination.
Written content should be infused with your brand’s voice, but by no means should it all be ‘I’, ‘we’ and ‘me’. Instead, your content should be written with your customers’ needs in mind.
Applying this consumer focus, your content shouldn’t be used to blatantly push products and competitions. Instead, use it to keep your customers coming back again and again by offering them genuinely helpful advice.
Content not only cultivates customers, but converts them
Content marketing will continue to flourish in Fashion eCommerce as brands look to engage and involve consumers. Your brand needs to engender trust by offering valuable advice and selling stories, not just your products.
This soft-sell approach enables you to build a long-term brand following. A loyal group of customers who will not only buy your products but act as another arm of your marketing department – shouting about your products to their social circle.
Great content, whether in the form of imagery, editorial or a blend of media forges a connection with your customers. Sharing this content with your customers will promote trust, increase brand loyalty and ultimately lead to a lift in revenue for your business.