The Definitive Guide to

e-Commerce Content Marketing

Chapter 4

Content for Conversion

Content for Conversion is focused at providing proof to your visitors
that you are a safe pair of hands.

It’s about setting the benchmark against which your competitors are measured.

The beauty of it is that you can hit the deck running because much of it is either in your head or somewhere on your hard drive or your outbox.

The trick is to get it from ‘up there’ to ‘out there’.

But don’t be fooled into thinking that Content for Conversion is some kind of poor relation to it’s sexier cousin Content for Traffic.

Content for Conversion is perfect for answering those questions that your prospects have in their minds as well as providing you with an almost never ending opportunity to create keyword rich content.

Here are some of the options available to you

  • How to Guides

    This type of content actually has a foot in the Traffic camp and a foot in the conversion camp. Easy to create and evergreen, ‘How to’ Guides give you the opportunity to target long tail search terms whilst helping you identify visitors who have intent.

    They also position you as a helpful expert and with the use of video they allow you to create more media rich and shareable content.

    If you are getting started with Content Marketing and you are scratching your head then this is as good a place as any to start.

  • Buyer’s Guides

    Similar to ‘How to Guides’, the Buyers Guide is a conversion goldmine for ecommerce sites who take the time to pull them together. This is because they are perfect for busy prospects who don’t have the time to research all of the options.

    By putting everything together in one handy place you are educating them on the key points to be aware of when purchasing. This education based approach positions your products as the benchmark in their minds when comparing to competitors.

    Even better, Buyer’s Guides are sooooo easy to create. Just think how many phone calls, emails or live chats you have had with customers where you explain the same thing from a standing start. Just think back to any one of these and you’ll have a solid basis to build your Buyers Guide.

    The points you would cover in a sales phone call are all you need. In a sales call you would first establish what they need it for, what problem they have. You’d cover the benefits and the features of each. You would cover the different options available and maybe guarantees or financing options.

  • Product Videos

    If you want to increase conversions by up to 80% then you need to get video onto your product pages.

    Apart from the fact that Google owns YouTube and video can be an excellent source of traffic in itself, video can significantly increase conversions, increase time spent on site and reduce product returns.

    Whilst video can be used for straightforward product videos, it can easily be adapted to compliment your Buyers Guides or How to Guides.

    But if you are a product based eCommerce retailer and you are looking to exploit a trend that saw a 57% increase year on year in 2014 then look no further than the unboxing video phenomenon.

    If you’re stuck for a video strategy and you have boxed product sitting around and available then get your camera out and start your Unboxing channel on YouTube.

    Whilst they make look straightforward you need to prepare for your videos and not leave it to chance, but in terms of resources and difficulty, this is going to be one of the most straightforward types of content you can create.

    And don’t think it’s just electronics and gadgets. Fashion, make up, electronic accessories, food and drink and toys (nearly 4 MILLION views at time of writing!) are all successful unboxing niches.

    Of course, creating the video is just the first stage. Once it’s ready you can transcribe your video into a blog post and embed your video.

    Next you can use the video on your product page.

  • Case Studies

    Case Studies are an increasingly popular format to demonstrate that you can deliver what you say you will deliver as well as being increasingly trusted format by prospective clients.

    By putting your customers in the spotlight you give them the opportunity to describe their experience of using your product or service.

    Again, there are some simple rules to follow when creating your case studies. The focus is on ensuring that you describe your client’s situation before, during and after using your company.

    It gives you the opportunity to tell a story that is genuine and where appropriate is backed up by data.

    Of course if your products do not involve data then focus on the outcome using the emotions of your clients.

    Wherever possible include specific action points or highlight those features that really made a difference.

    The real beauty of case studies is that they help you to draw out the language of your clients.

    Rarely will this be the same language that you or a copywriter would use to describe what it is that you do. This type of language is pure sold gold when it comes to increasing conversions because it resonates strongly with prospective clients because it is genuine and hard to fake.

    When it comes to the nuts and bolts the process for creating a Case Study is set into three distinct phases:

    • 1


      Identify potential clients for your case studies. These will usually be your top clients. Maybe you know who they are by name. If not, run a Pareto analysis to identify your top 20% of clients and start there.

    • 2


      The focus is what your client wanted to achieve, what life was like before they used you, what was it like working with you and what were the results they experienced. Keep it simple and let them find their voice. Where appropriate you can ask them how they came to the decision to use you and what are the benefits they have encountered.

    • 3

      Build your Case Study

      Try to keep a consistent approach to your case studies. You don’t need a 15 page epic the aim of case studies is to convert, not bore. People want to skim read and get to the key points which affect their decision making. Introduce your client, explain their situation and the challenge they faced, identify how they came to a decision to use you, how you helped them and any results with data to back this up if necessary. Of course, this is about social proof so include their logo if a business and maybe a photo plus any supporting graphics. Either html or pdf (or both) will be fine.

Finally, remember that your Case Studies are a Conversion Tool
to help you sell more of your stuff to more of your people.

In order to do this you need to really frame the problem of the person you interview or who completes the questionnaire using compelling copywriting. Remember that you are in control of what appears in the Case Study so don’t miss that chance.

User Generated Content

User Generated Content (UGC) is becoming a vital part of the marketing
and whilst most commonly associated with big brands, but even
smaller businesses can benefit from this type of content

Examples of UGC can range from social signals (Tweets, likes), through guest posts, testimonials or product reviews on your site and third party sites.

The beauty of UGC is that it encourages real engagement, builds loyalty, has a huge (potential) reach, can be very cost effective and can deliver real business results.

But UGC can be a double edged sword especially for larger brands and any campaigns that you plan should be under your control as much as possible.

Let’s have a look at a few examples specific to eCommerce:

Video Testimonials - We’ve all known that testimonials are great for increasing conversions, but honestly, do you really believe them all?

The problem is especially acute with written testimonials, you know the type along the lines of:

“ Amazing product. Thanks. I’ll recommend you to my friends!
Dave, London, UK ”.

Now if you have to start somewhere then written testimonials are great, but try to only use the ones that speak about the problems you solved.

But even testimonials with a photo that look genuine can’t compare with a video testimonial.

The simple truth is that a genuine video testimonial, spoken in the language of your customer is testimonial Nirvana and they don’t have to be difficult to obtain you just need to ask and make it easy to get them.

The upside is that your website becomes alive with the language your client’s speak not what you think they want to hear. Sure, there are some risks involved and you may need to exercise some discretion in your choice of video but overall the benefits are huge.

One final point on video testimonials is that sure, it’s not easy. But if you focus on it and start with your top clients you will get them. And it is precisely because it is difficult that you can bet your bottom dollar that your competitors won’t be doing it. That’s reason enough to get started.


There is little doubt about the importance of reviews for eCommerce
. They are no longer a nice to have they are absolutely essential.

There is evidence that reviews can give you a boost in your rankings so there is some SEO benefit, but reviews come into their own for a much more important conversion reason: social proof = higher conversion rate = more sales.

Incredibly, even bad reviews can improve overall conversions.

In an perfect world your customers would be offering you reviews that are unsolicited, heartfelt and include personal stories.

But let’s face facts; we don’t live in a perfect world and your customers are not falling over themselves to give you reviews so you need to grease the skids a bit.

You just need to make a commitment to make asking for reviews part of your daily activity.

First, plan where you want to get reviews. Obviously there are some tried and tested review sites, but also consider industry specific review sites.

Once you’ve compiled your list you just need to set in motion a review gathering program that you commit to day-in, day-out.

If you use LiveChat for example (you are using LiveChat aren’t you?) then you are possibly speaking to people all day long who would be more than happy to give you a great review. Obviously you can choose who to invite, but a gentle prod in the right direction is usually all that is required. You’ll be amazed at how quickly you can get some great reviews this way.

Do you have a support desk? When you solve someone’s problem you are 90% of the way there. Now you just need to ask for the review and give them a link to the review page.

During onboarding of new clients. Do you have welcome emails, welcome packs or automated email sequences? These are all perfect timing at the start of the relationship to ask for a review. Just remember to give them clear instructions in terms of where to go.

Of course, you are not 100% in control of the process and bad reviews do happen. The way you respond to bad reviews can be just as important as getting straight A’s from everyone else.

A final note on reviews. I know you wouldn’t ever consider doing it, but fake reviews - don’t even consider it. Please.

Now you have some clear ideas for your content. But don’t think that just writing content is enough. The visual aspects of your content can not be ignored and in fact play a vital role in it’s success. In the next section we give you the low down.

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