3 Content Ideas To Boost Conversion Rates

E-commerce businesses spend a lot a time and effort on driving traffic to their websites. While good search engine optimisation is important to ensure that your site is visible and ranks highly amongst your competitors, it’s still crucial to find reliable ways to retain visitors, and ultimately convert visits into sales.

There are many ways to do this, such as having a user-friendly site, which is thoughtfully laid out, easy to navigate, and visually pleasing. It is also important to pay attention to the style and tone of the content on your site, on the product pages, customer review sections, articles, and other internal content pages.

Here are a few tips which could help to convert those visitors into paying customers.

Overhaul your product description pages

When writing product descriptions, the most obvious approach can be to describe all the features of the product in detail. However, this is not necessarily the approach which leads to the most conversions. While obviously it is important to include this information, first draw visitors in with features which are high on the agenda of the shopper.

Research shows that these include an attractive price bracket, free or low shipping costs, good reviews from previous customers, flexible payment plans, and a range of delivery options.

Of course, customers will still want to read about the features of the product, but try and frame the descriptions in a way which shows how the product can benefit them, or solve a problem, rather than simply make a list. So, if you’re writing about a waterproof speaker, say that you can take it into the shower with you, rather than just list it as waterproof.


Speak directly to customers

When writing your web copy to boost sales, speak in language which is every day, clear, and direct. Avoid third person pronouns and the passive tense whenever possible, and instead use the active tense and first-person pronouns.

For example, instead of ‘the computer hard drive will be kept up to date by the latest version of the software programme’, write ‘The software will automatically update your device with the latest version.’ This sounds more immediate and direct, creating a stronger impact and talking to the customer in a more personal voice.


Use social proof

No matter how skilfully you have pitched your sales conversion content, there is no getting away from the fact that almost all internet shoppers pay attention to online reviews. Including a section for verified reviews from your target customer base is a way of adding ‘social proof’ to your site.

That is to say, you are using the reviews and recommendations of satisfied customers to endorse your product. There are plenty of apps and website plugins which now offer highly sophisticated ways of curating social proof on your site and linking it to social media profiles, if you are not sure how to go about it.


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