In our last blog, Meet Your Best Salesperson, we defined “detailed product content” and the critical role it plays in search engine rankings and eCommerce success. Now that you’ve gone to the trouble of beefing up your content, you’ll want to make sure your customers can actually get to it from all the devices they use. More and more often today, those devices will be mobile. Is your eCommerce site optimized for smart phone and tablet users?
Here are three urgent reasons to commit to mobile-friendly eCommerce:
Google Penalizes Sites That Don’t Play Nice on Smart Devices – Google recently updated their algorithms to include mobile-friendliness as a factor in their ranking system. Nearly 70% of users either shop or research their purchases via mobile devices, so it makes sense that Google would reward sites that display content in a mobile-friendly manner. If you’ve noticed a decline in new visitors lately, this might be why. Check out Google’s Webmaster Blog for a link to their free “Mobile-Friendly Test”.
Your Sales Force and Customers are Mobile, Your Storefront Should be Too –Your sales reps and customers expect quick and easy access to the product information they need regardless of the device they’re using. Obviously, your sales force will work around inconveniences, but customers won’t. You can expect almost half of them to jump ship if they find better mobile experiences elsewhere.
You Want a Piece of the Billion Dollar Mobile Commerce Pie – Mobile usage is quickly overtaking desktop usage, so going mobile will be necessary for any company hoping to succeed online in the future. The good news is there will be plenty of online dollars to go around: eCommerce sales are expected to climb from $780 billion in 2015 to over 1.3 trillion by 2020.
So what does it take to be mobile-friendly? Your site simply needs to be useable on small screens: text big enough to read without zooming, links far enough apart to make them easy to tap with a finger, and pages that fit without scrolling side to side.
For help, check out Computer Pundit’s eCommerce21 Mobile app. It automatically scales storefronts to fit mobile devices, giving users larger navigation buttons and simplified content with all the functionality of the full-scale site, including ERP integration and full shopping cart functionality. You can learn more at www.computerpundits.com.
Exceptional product content is the key to online sales success. After all, the first “salesperson” new customers turn to for help making their purchase decisions isn’t a person at all, it’s your eCommerce website. Make sure it’s up to the task.
Too often, businesses simply pull part and product data from their ERP systems or manufacturer price books and think they’re done. Sure, these sources will get you the part number and short descriptions, but what about the benefits and defining attributes? You wouldn’t sit with a customer and just recite technical details, and neither should your website.
Another important reason to jazz up manufacturer product descriptions? Search rankings. If you cut and paste the same content as another eCommerce site (a competitor, for example) you could both end up penalized in search engine rankings. That’s a risk you want to avoid considering 30% of eCommerce traffic typically arrives via search engines. Manufacturer content is fine, but you have to spruce it up.
So, what makes for outstanding eCommerce content?
- Detailed product descriptions that make sense – Think of these as your foot in the door. What would your salesperson tell the customer about this particular product? This is most likely what customers will see when your site shows up in their search ranking.
- Attributes, attributes and more attributes – Your product content must be broken down into helpful attributes in order to help customers zero in on the products they need when they don’t know the part number. For example, an electric motor should list RPMs, frame, volts, and overload, while furnace attributes should include BTUH, vent size, CFM, filter size and so on.
- Images – Customers want to make quick purchase decisions. Help them do it by providing them with schematics and full color images, from multiple angles if needed, so they can confirm they’re buying the right item.
The effort you put into developing eCommerce content is a lot like the training you provide your sales force. You can’t shortcut either one, but at least you can get help with the content if you need it. In fact, our team of content specialists are ready to collect, optimize, and load detailed descriptions, product attributes, features, benefits and images for you. All you need to do is provide us with the manufacturer part numbers. Visit our content development page for more details.