A successful ecommerce website is one that offers something customers want. That is blindingly obvious, of course, but there is often misapprehension about what that thing is – or those things are. Naturally, one of those things is a high-quality product, speedily delivered, which leads to top customer satisfaction.The kind of customer satisfaction that keeps customers coming back and keeping an eye out for the latest releases. However, there is something else that every good ecommerce website needs like a fish needs water – great content.
To be clear, by content we are not here talking about the products, but everything besides. What does this involve? Most often, we are referring to the videos and blogs. Ecommerce marketing agency Azola Creative has some particularly important advice where this is concerned. This is that one of the most made mistakes by small ecommerce companies is to assume that blogs and videos are there purely to make the site attractive, as a sort of additional service that every ecommerce site has for the purposes of a general aesthetic. While this type of content will very certainly offer that, it can be so much more.
Great content on your website – readable and useful blogs, interesting videos, and so on – can often be the whole reason that customers come to your site at all. Sometimes, potential customers have no intention of buying a product, but are instead interested in the content you offer. But why should you care about these people? Surely the whole point is to make sales.
The whole point, of course, is to make sales and these non-purchasing visitors to your site will actually help you do that.
Why You Should Care About Content?
If a visitor comes to your site to read your blog but not to buy anything, then this is still great for your business. The reason for this is that you have essentially gained a captive audience for your content marketing. Moreover, in the case of a blog, for example, a visitor can become a repeat visitor, and they might eventually buy something.
Another good reason to court these non-buying visitors is that increased traffic will make your site easier to find by helping make it come up higher on search engine searches. This means that your site has more potential to attract the type of visitors who would be interested in purchasing something.
It is also a great way to reinforce knowledge of your brand and to foster word of mouth. Increased traffic to your site means more people knowing about your brand, and that is, of course, very good for sales.
What Makes for Good E-commerce Website Content?
But what type of content should you put up? An important thing is to ensure that your blogs and videos are relevant to your products, but not always strictly about them. That way, your content will be of interest to your customers as well as to those with no intention of buying anything (yet).
A good blog and entertaining videos can also be shared far and wide on the internet. This means that you have a greater potential to attract customers, and those customers can be further educated on your products and how to get the most out of them. This will lead to greater overall customer satisfaction and will also ensure that customers are more quickly notified about new products or services you are offering.
Essentially, it all comes down to the value of drawing traffic to your eCommerce site. Paying customers or not, website traffic is simply good news for any eCommerce site.