Content for the site, how not to turn your store into a "Wikipedia"?

Content on the site plays almost the main role in its promotion, along with the appearance and, of course, convenience. A good site must cover all the needs and answer all the questions of the consumer, but where is the Golden line between a useful site and Wikipedia? Let's get this straight.

Content information load

As we know, every consumer wants to see only useful and expert content. The information on the site must be truthful, provide the potential client with answers to all sorts of questions, and at the same time remain readable. But often you can face two extremes, let's look at them on the example of a women's bag store.

In the first scenario, which is the most frequent-when we go to the catalog page, we see nothing but the bags themselves. Beautiful photos of products and their prices, no more.
This style should encourage people to buy after all, they do not need to read a two-page manual about where the concept of “bag”originated.
The consumer can see the model they need and buy it.

That's where the problem comes in. Going to the product page-which the buyer liked all he sees are dry characteristics, such as dimensions, capacity, material-everything!
And at this point, the potential client creeps thoughts  " is it worth buying a product in a store that can not provide me with anything-except the name, material and dimensions?".
This reaction is due to the natural desire of a person to learn something new. Let the history of the appearance of the bag is not so important information, but the consumer, in addition to the characteristics, also wants to see the description of the product, how it was presented directly by the manufacturer. Such a text simply has to be " delicious”, it must convince the client that this is the best bag in the world of course, using real arguments, not fictional facts.

The second version of the online store design is "store-Wikipedia". Visiting such a site, the consumer gets the impression that they have not decided to buy a bag, but to study a whole course of product history.
On each page of the site there is a detailed description of the appearance of this particular type of bag and why it was necessary half a century ago. Finally, after selecting the appropriate model and going to the desired page, the potential buyer sees 200 lines of information about the locks, the city where this bag was made, and how the manufacturer came to create this model.
This abundance of information does not interest the buyer, it is rather repulsive. The client is afraid to miss something important - and therefore, he has to re-read all the material. After reading it, it turns out that everything he needed “lay on the surface” and the entire page was just a reference to Wikipedia.
This kind of marketing doesn't work from the word at all. Not many site visitors are willing to read this amount of information in order to simply buy a bag.
Because the page is overloaded with information, the site will gradually lose visits until the total number of them becomes zero.

What does the consumer really need?

In fact, the correct information content on the site of an online store is able to bring the site to the top of search queries, and interest dozens of customers every day. These two stores are an excellent example of such a site. The title page of the site is not overloaded with content, everything is simple and concise. By going to the page with the model you like, the consumer can briefly get acquainted with the history of the brand, the materials of the bag and its strengths after reading only 6 offers. This description is necessary for further promotion of the resource.

What is the "30 seconds rule" and how to use it correctly

The "30-second rule" is an unspoken fact, based on the statistics of hundreds of online store views. Its essence lies in the fact that content that a person can read in 30 seconds can bring much more benefit than a description consisting of characteristics, or on the contrary, taking up an entire page of the site. 30 seconds is the limit that a person is willing to spend on getting acquainted with the product and making a final decision about the purchase. If reading the product description takes time beyond this threshold, many potential buyers, in percentage terms, will think that they are being led by the nose-singing about the excellent quality of the product and offering it for purchase. This reaction is bad for both site visits and the final profit from sales through it.
Do not forget about the argument, the benefits or strengths of the product play a key role in the decision made by the buyer. If the description consists only of an overview of the product, without mentioning a specific benefit or benefit for the buyer, it will never interest the consumer and will not lead them to purchase.

How to create customer-oriented content for an online store site

In order to create good content for a site, you first need to put yourself in the consumer's shoes. If this fails, you can ask your team or friends. You need to present several stores to choose from with a certain amount of content on the pages and ask yourself or the team-on which site they would buy the product. Based on the results, you should analyze the content of this site.
How much space in the description is given to the history of the brand and how much is said about the advantages of this product. After this analysis, you can easily create content for your own store.
For customer-oriented content, you need a little bit of everything. You can start with one or two sentences about the company's history, this will instill confidence in the consumer that they are looking at products from a well-known company with their own history. The rest of the description space should be devoted to listing the product's strengths. If this is a sports bag, you should indicate that its seams are taped and the material is waterproof. If your online store sells building materials, you should specify all the advantages of this particular model of paint or plaster, and so on with any product items. Your description should smoothly introduce the consumer to the story, and then convince them to buy this particular product, it is possible to do this by giving a sufficient number of positive arguments-based on the characteristics of the product.

Expert opinions, how important it is for sales

Another way to convince an interested buyer to make a purchase is through expert opinion. If your product is rated by bloggers, independent associations, or companies, be sure to draw the buyer's attention to this. Embed this information in the product description and then the customer will have no doubts about the quality of the product. Often, potential buyers are not satisfied with what the manufacturer said about the product, they need an expert opinion from a disinterested party that will confirm what the manufacturer said.

What growth can an online store with properly designed content expect

It is worth noting that, although content is one of the fundamental factors of store promotion, it is not an advertisement. You can use SEO optimization to develop your resource, but you won't notice a huge increase in visitors. Content-in an online store plays more of a limiter role. Thanks to good quality content, the number of users is slowly growing and does not decrease, as in the case of its absence. That is why it is very important that your resource has only high-quality content that can not only interest the user of the service, but also encourage them to buy, even if they did not plan it.

It is worth noting that the strategy of running an online store with high-quality content-over time, it pays off. Your customers see clearly stated positive aspects of the product in the description and trust you. Consumer trust has a direct impact on both the number of visits to your resource and the total profit from sales of products presented in your online store.