Nowadays, you have to write all your website's texts with precision to stand out and try to gain a few places in Google. But this leads to a situation where all e-commerce websites look the same. At a time when competition is fierce and your customers are demanding in terms of content quality, we've come up with a few tips to help you create THE website with a difference that will win your customers' loyalty.
How can you create a website that sets you apart from your competitors?
Is your SEO copy finally finished? Bad news: you're only at the first step of the staircase to becoming the site your customers will love and recommend as a good deal! Here's the best advice on how to become a digital love brand!
#1 OPTIMIZE THE CONTENT OF YOUR SITE'S PRODUCT PAGES WITH BEAUTIFUL PHOTOS
If you're a product designer, don't forget to give priority to photo quality!
People don't like to read because it takes effort, especially if it's to read your compressed block of text that you've worked so hard to optimize for SEO. So give way to the magic of images and tell the story of your product with photos that tell the universe of your brand and allow your customer to project themselves with inspiring photos.
DNVB BERGAMOTTE, a specialist in flower and plant delivery, takes particular care with the quality of its photos to enhance its bouquets, to such an extent that this brand has succeeded in establishing a singular BERGAMOTTE style, enabling this start-up to stand out in an already highly competitive environment.
#2 OPTIMIZE THE CONTENT OF YOUR WEBSITE'S CATEGORY PAGES WITH GENEROUS CONTENT
Many marketing managers invest huge budgets to get customers and influencers talking about them. This egocentric "tell them you love me" approach has more and more limits, and fools no one.
What if brands started thinking first about how to please their customers and communities?
Whether you're a young brand or an established one, there's bound to be content that you can offer your customers as a service to them. In most cases, this content helps your teams to reinforce your expertise!
Do you distribute cosmetics? Publish do-it-yourself routines and cosmetics! And don't worry about selling less! Give before you receive, and your customers will be more than grateful. The Peaulette website regularly publishes articles and DIY recipes for do-it-yourself cosmetics on its Peaulette Boutique instagram account.
Do you sell home accessories? Propose recipes that showcase your products! The Zodio brand has created a platform: the Zodiosphere, which rewards customers who publish an article on recipes or product favorites with loyalty points. These points are then converted into a loyalty voucher. The icing on the cake is that this system promotes natural referencing, generating over 50% free qualified traffic on its platform, which is of course linked to the merchant site.
#3 UPGRADE YOUR E-COMMERCE SITE Incarnate
Product sheets, cropped photos and a block of SEO-optimized text don't exactly give you room to buy what you like!
Do you select your products with passion? Do you create your products with unique know-how? Tell your customers! Become the best salesperson on your site by speaking out and telling your customers about your products with passion. Here are a few ways to embody your expertise.
How can you showcase the richness of your offer on your website?e web?
- Embody your text
Write as if you were speaking on your product page: "we have created this bouquet for you, with a desire to give preference to local suppliers..." this type of short sentence embodies your knowledge and creates a break with the more descriptive and functional part.
The advantages of the method:
The quickest to set up and the least expensive
The - of the method:
More text that weighs down your product page and excludes all Internet users who don't have the reflex to read the content.
- Video to facilitate product appropriation
Making a video to tell the story of your product, while showing the behind-the-scenes production process, is very effective. When well edited, the video combines rhythm and images in line with your DNA, it can win over your viewers with an excellent conversion rate.
The Décathlon site takes great care to effectively communicate the pedagogy of its products, while respecting the brand's universe.
the + of the method:
Integrating videos will reinforce your credibility and expertise while contributing to your brand's universe.
the - of the method:
Producing a beautiful video is very costly, as well as mobilizing a lot of collaborators when it's done in-house. It therefore requires real expertise.
Be careful not to try to tell the whole story, between teaching, know-how, team building and DNA. It often becomes indigestible and lacks rhythm, with very little impact.
- The voice to whisper in your customers' ears
Our advisors are the strength of the store, and that's even truer when they're passionate! Designers make their products with great care, and know how to talk about them like no one else. What if we simply gave them a voice on the e-Commerce site?
the + of the method:
Easy and much more economical than video. Incorporate the voice of designers and salespeople, and an innovative new way to differentiate yourself from your competitors.
the - of the method:
Like video, testimonials should not be too long and should be told with authenticity. It shouldn't be a fake marketing pitch.
