While it’s true, content is king, sometimes we completely miss the value of our content as a tool to help us sell more. One of the most common mistakes I see in eCommerce with emerging online brands is the dreaded handoff between the WordPress content site and the online store. I tend to see it more often with the eCommerce SaaS platforms like Bigcommerce and Shopify, but it exists all over.
Here’s what happens, we create these beautiful blogs and write awesome content that engages our customers, but then we forget that we’re selling stuff. That wonderful article about your talking strawberry t-shirts completely falls flat as a marketing tool because we never guide the customer to the website to buy it.
Content for content’s sake is one thing, but I often see merchants getting tens of thousands of visits to their wordpress site and only hundreds to their eCommerce store. Is this because our readership is separate from our customers? In most cases it isn’t. Most times it’s because customers have no clue how to get to the product page on the eCommerce site to buy. Sometimes we do a good job at directing our content marketing traffic to the eCommerce store, but then create such a terrible and different shopping experience on the eCommerce store that our readership bounces off the site for fear that they’ve been duped or targeted in some online fraud scheme.
If you’re using WordPress and a separate store to sell your product, here are some key things to think about:
- What is the end goal? This is different for everyone; sometimes you really just want to educate, and other times you want to educate and sell products. Be clear about this, as it directs your marketing and sales strategy, and really your company overall.
- Brand Consistency: The transition from your content marketing website to your eCommerce website needs to be smooth and seamless. Not only are URL changes a contributor to both bounce rate and abandoned carts, but also the flow and consistency of a website.
- Transitioning back and forth: One of the worst things you can do to your blog visitors is transition them over to your eCommerce site and then attempt to lock them in a box so to speak, thus creating a poor navigation experience that causes panic to a visitor and ultimately a bounce for your eCommerce site.
- SEO: There are a million things that affect SEO, but it’s worth an analysis of your website by an expert (which we are not) to really understand if your website is optimized with all the things mentioned above. This is a big deal to Google and thus should be to you as well.
If you would like to chat a bit more about this and have us take a look at what you’re doing, feel free to give us a call at 818-392-4263.