Content Strategy Framework for Ecommerce Websites

Instructor | Roger Lopez

roger@lopezaguirre.com

Twitter: @inemodewww.linkedin.com/in/iamroger

Research shows that 40% of ecommerce transactions are carried out 24 hours or more after users first visit the website

WhyContent makes your site memorable

What?Content Strategy Framework

Content Audit Document

•Typography•Readability•Spelling/grammar•Shareability•Keyword use•Copyscape report on stolen content•Social media shares

Shareable Content

•Brainstorming•Competitor Analysis•Examples & screenshots from competitors

Informative Content

•Research Q&A on Yahoo Answers, Quora, Facebook, Twitter•Search for questions in Analytics data & keyword tool data•Gap Analysis of current content•Examples & screenshots from competitors etc

User Generated Content

•Reviews –implementation, incentivisation etc•Q&A section or Q&A on product pages etc•Forums, blog comments, guest blog posts, in‐depth content reviews•Examples & screenshots from competitors etc

Site Structure

•Where does content need to go (blog or Q&A etc)•How should the sections be structured•Design & UI•Interlinking between sections•Examples & screenshots from competitors

Content Roadmap Document

•Monthly or weekly content plan•Special events & calendar•Blog calendar•PR calendar

branded3

Who?People are already doing this

Goal of Content

Step 1Step 2

$

Does it Help your user make a decision to Buy, Share, Buy Again

Sales Funnel

Content Ingredients

Useful & Informational Content

Useful & Informational Content

Know the content• User of this Content are usually higher in the sales funnel• Have Higher Lifetime Value to brand • Have a plan to navigate them from learning to buying

One of the best ways to add unique and user generated content to your product pages is by using Q&A content where your customers ask questions and your expert staff members answer them in a 

timely and helpful manner.

Q&A’s

This has a major impact on conversion rates with IR 

500’s seeing a 58% increase and many other brands 

reporting similar numbers.

Q&A’s

3 big reasons for Product Reviews• Long Tail SEO Traffic

• Improved Conversion Rates• NEW ‐Social Sharing

Product Reviews

• Create a CRM system that emails customers a week or two after the purchase to ask for their feedback on the product

• Make sure the email is well designed with strong call to action • Incentivise customers with monthly prizes or discount codes if they leave a 

review• Create a strong landing page for customers to add their reviews without having 

to login or find the product – link directly from the email to a nice form they can complete

• Make sure customers can review multiple products in the same form• Allow customers to review different attributes such as value, quality, price etc

and then calculate an aggregate rating• Try to use your own system, if you have to use 3rd party reviews be careful 

about duplicate content and always own your data• Encourage users to share their review via social media when it’s posted• Place the reviews on the product page not on a separate URL

Product Review Tips

Testimonial‐IncreasedConversion

Rate

Internal Review

Company Ratings• Improved CTR

• Improved Conversion

External Review

Product Pages are not excitingBUT…due to Google… They cant be

• Short • Bland

• Or Duplicated• Must be designed to encourage to purchase 

Product Pages

Product Page Tips

• Write informative & descriptive copy designed to reflect your brands personality

• Write for your target audience• Make sure the copy sells the product & covers features / benefits• Forget about SEO and keywords• Inject some fun into the descriptions• Don’t make them too short – it’s rare that less than 250 words is OK• Add an extra Experts Opinion to explain why you should buy this product

over another• Try to cover all the likely objections and questions people might have

about the product• Think about the product description as if you were stood on stage in front

of thousands of people trying to sell the product – what would you say? How long would you spend writing your speech?

Biggest Challenge • Small Specialist Retailer will rank higher• Think of them as a Hub for the category

• Users are usually in the Middle of the Sales Fun.

Category Pages

Biggest Challenge • Small Specialist Retailer will rank higher• Think of them as a Hub for the category

• Users are usually in the Middle of the Sales Fun.

Category Pages

• Inforgaphics• Videos

• UGC – User Generated Content• Product Recommendations

• And much more….• But first perfect the Meat & Potatoes

Other Ingredients

Questions Contact Roger:roger@lopezaguirre.com

Twitter: @inemodewww.linkedin.com/in/iamroger

Web: www.domyownpestcontrol.com