There are three secrets to creating a successful eCommerce business:
- Be unique
- Have great content
- Be interesting
That’s not too much of a problem if you are selling something exciting, but what about if you are selling something really dull such as office supplies?
The tips you will learn in this article can be applied to any eCommerce business, no matter whether you are selling consumer products or services.
But the main focus of this article is to help people operating eCommerce websites that are selling bland, boring consumer items, or things that are not naturally interesting that potentially hundreds of other people are also selling.
But no matter how boring your products are, you can turn that around, become more interesting and likeable which will ultimately increase your profits.
Stop being boring
You might be in a market where 50 other online stores are selling the exact same thing as you. So what!?
Just because you don’t sell the hottest big-ticket items, it doesn’t mean you are destined to be dull and just pick up the eCommerce scraps.
I am going to give you an example of the blandest online business and show you how I can make it relevant, interesting, and a conversion-rate magnet.
Here we go…
Remove the Yawn out of your product
For this exercise, let’s create a dull, fictitious store called – Staplers Unlimited!
Imagine browsing through this store… you notice that they use all the common elements that you would expect to see. The images are straight from the manufacturer, along with all of the other information, including the pricing, data, descriptions, and titles. That’s all they use. The manufacture sends it over, they slap it on their website. Oh, wait. Don’t forget the “Add to Cart” button. Taa daa! Website complete!
Yawn… What value has Staplers Unlimited added to their site? None, zip, zero. There are probably, oh, 100, 500 other pages that have used exactly the same boring formula.
So why would anybody link to Staplers Unlimited? I suppose people would if their products were unique (nope) or if they offered the lowest prices (nope). So in order to get traffic, this company would have to resort to using paid advertising, but then since the content is so dull, the traffic won’t convert very well anyway.
Putting all those possibilities aside, they still have one major problem: their content is duplicated. They copied everything exactly as the manufacturer sent it. The same content that their manufacture sends out to all of its eCommerce providers. Stop doing that!
This problem is easily fixable, and it doesn’t take a whole lot of effort to fix it.
Six big tips to create excitement
The following six tips will give you compelling, unique and linkable pages for your eCommerce site and also boost your conversions.
Tip #1: Add some creativity to your title
Be careful with this because you want people to type it into the search engine and get exactly that on your page. If the name of the product on this page was Mini Staplers, then you want that in your title. You can add a few other unique words to it, but keep it simple. If you don’t want to change the title, you can add other interesting descriptions elsewhere on the page.
Tip #2: Change up your images
Avoid using the images the manufacture sent you, and snap some photos of your own. Take photos from all angles. Use the packaging, snap pictures of someone using the product. Once you are done, you have a ton of unique images that only you have the rights to. Offer multiple images for your products and provide customers with the ability to enlarge the photos.
It’s never been easier to take your own photos. Search Google or eBay for “portable photo studio”. These units are quite inexpensive and much cheaper than paying a pro photographer.
Tip #3: Write descriptive text that hooks your customers
Write compelling content that is irresistibly fun to read. Make your content so unique that web users stop by your site, sign up for your newsletter, and browse your products just to read your content. Give people a sense of personality, and provide a voice for your brand.
Tip #4: Research sales trends
Find out when people are buying your products, how much they buy at particular times, and what else they are buying along with those products. Extract interesting data that they can share with others who might write reviews about it, link to it, because they will make your page more interesting.
Tip #5: Offer product comparisons
Show your customers what features one product has up against another. It makes shopping easier for your customers, adds unique value to your site, and provides a trusted place for people to no only buy your product, but conduct valuable research.
Tip #6: User-generated content
You can get super creative with this. Have users write reviews, offer a star ranking system, “like” and “dislike” buttons, etc. The content they write themselves can be generated in different form fields. “Pros and Cons”, “When was it purchased?”, “What was your experience like?”; your options are endless.
- Use the tips from this article to create a unique eCommerce site that people will want to read and link to.