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Many of you are constantly bombarded with messages about the importance of inbound marketing in the e-commerce strategy. Content is King, they say! But content is broader than blog posts, and we will go over the main points of a report by the L2 Intelligence consultancy on the path that the world's leading e-commerce companies are following up to the purchase.
First of all. Who are the leading e-commerce companies?
The world's leading fitness brands, leading automakers, cosmetics, electronics, fashion, and accessories.
Where have brands been taking consumers?
The chart shows a trend among leading brands to send users directly to the product page. This means that communication focused on the product has generated more results for brands than taking users to categories or collections.
Making a good impression
Most stores have used the homepage to increase awareness of product lines and launches, however, the leading brands in American e-commerce have also used the homepage to include social content, institutional content, and smart product recommendations.
Main recommendations:
- Lead with your best foot forward: the leading market leaders are excelling at homepage content through personalization technologies to present the best-selling products according to the stage in the sales funnel or purchase history
- User content as an ally: the smartest brands use user-generated content, called UGC (user-generated content), such as reviews or social media photos on product pages and editorials. They also partner with influencers to produce content that connects better with their audiences.
- Bringing the cart closer: while catalog filters, Instagram with product links, and abandoned cart emails have been widely used, there is still a lot of room to evolve in trying to take the user from editorial content to the product page.
- Eye-catching things: despite the promise of differentiation, emerging technologies such as augmented reality, machine learning, and bots have not yet been widely used to be proven. It is important to focus efforts on having a solid foundation such as complete information, size charts, zoom, mobile navigation, easy checkout, and efficient search.
Check Commerce's recommendation is to find your own path through experimentation (A/B testing), however, if you want to follow the majority, see the full report (in English) by accessing: https://www.l2inc.com/research/content-commerce-2018
