Content is Everything - Product Page
•Télécharger en tant que PPTX, PDF•
0 j'aime•115 vues
Understand what makes content effective and design a successful product page that leads to conversion.
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (20)
Similaire à Content is Everything - Product Page
Similaire à Content is Everything - Product Page (20)
Dernier
Dernier (20)
Content is Everything - Product Page
- 1. Chance Bliss iMedia, VP, User Experience
- 2. Content is Everything How to Increase Conversions with Effective Content
- 3. People don’t come for technology, design or an experience, they come for content.
- 4. The internet is a content delivery system.
- 5. When we... click a headline share an image follow a friend comment on a post subscribe to a newsletter C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E F O L L O W C O M M E N T S U B S C R I B E C L I C K S H A R E S U B S C R I B E We are sending and receiving content.
- 6. Those organizations that can consistently provide valuable content will have the greatest influence over people’s decisions.
- 7. Influence The more you want the internet to work for you, the more you have to facilitate and monitor conversations that are happening.
- 8. SEEK AWARENESS LEVEL OF ENGAGEMENT – Lifecycle stage INTEREST EVALUATION SATISFACTION LOYALTY ADVOCACY CONNECT SHARE CONTRIBUTE PUBLISH ORGANIZE Company Generated Content User Generated Content Collaborative Content LEVELOFCOMMITMENT-Activity
- 9. What do people respond to? Storytelling Nobody buys your skills, product or company. They buy an idea, a vision, a dream of how they can reach their goals.
- 10. Image Source: Origin / Hill Holliday , Telling Tales
- 11. Image Source: Origin / Hill Holliday , Telling Tales
- 12. Image Source: Origin / Hill Holliday , Telling Tales
- 13. The product page is the… Conversations center of the universe.
- 14. Anatomy of a product page
- 15. Product Name Product Images Product Options or Variations Product Descriptions Product Specifications Pricing Availability Delivery Get the basics right
- 16. Formula: Brand + Name + Model Number + Important Features Name
- 17. Good Example
- 18. Bad Example
- 19. Images should be shown in scale and context so users can grasp the overall size and application. Images
- 20. In Scale
- 21. In Scale and context
- 22. In Context
- 23. Each option or variation should have its own page. Users should be able to easy select between options within each page. Options and variations
- 24. Good Example
- 25. Descriptions should be clear, concise and structured, focusing on unique benefits. Descriptions
- 26. Good Example
- 27. Bad Example
- 28. Specifications should be structured and grouped under consistent labels and units of measurement. Tooltips on technical language also helps. Specifications
- 30. Price and calculated discounts or sales need to be highlighted. Price $
- 31. Good Example
- 32. Bad Example
- 33. Product availability needs to be real-time with clear labels: per-order, number of items in stock, sold-out or discounted. Availability
- 34. Good Example - 1
- 35. Good Example - 2
- 36. Show all delivery options with estimated costs and dates Delivery
- 37. Good Example
- 38. So sorry… the basics aren’t enough Basic information is not enough to convince someone that your product or service is the right choice. c
- 39. You compete on providing context and value Where you compete is not on the basics but how well your content conveys context and value. Your content need to answer these questions: Is this the right fit for me? Is this worth it?
- 40. Frequently Asked Questions Tips and Guides (videos) Manuals, software and other support materials Alternative Products Related Products Compatible Products Site-authored Content
- 42. User Reviews & Ratings Community-Authored Questions & Answers User Stories User-authored Content
- 44. Feeding the content machine
- 45. User generated content will give you the ideas and raw materials for generating site authored content. Raw materials
- 47. What are people looking for? I want to become good at something I want to find a better solution I want to choose the best option for me I need to complete a task
Notes de l'éditeur
- Just as a quick background before we get started My name is Chance Bliss. I am the VP of User Experience at iMedia Interactive agency based in New Jersey 20 years on both the agency and client side
- Let’s get started… So as you can guess from the opening slide, I believe content is the most important part of the success or failure of any website
- User’s don’t care about your technology, our your design They don’t care about what technology you chose to run your CMS, CRM or eCommerce They don’t care about your logo or secondary color palette They just expect those things should work They care about whether you are providing the content they need
- At it’s most basic level, the internet was built as a content delivery system
- All the actions we take on the web can be boiled down to sending and receiving content
- Why does content matter? Today’s most successful sites and see how their success is related to the content they provide Example Amazon Yes, amazon is successful because of their technology But without all that product information and customer reviewers what is Amazon? Customer reviewers are one of the primary drivers of traffic to Amazon Content has a huge impact on whether you are going to click that link, add to cart and fill-out that form
- When I talk about storytelling, I am not talking about a long scrolling storying about the founding of our company But stories around your customer’s interest and needs Not just talking about themselves and their products
- So how valuable is content? This was a study done across multiple sites to understand the influence of content on value In this case, they compared the perceived value of a hotel room. Left, they showed just the basic information about the room Right, they added a picture and a story of someone who stayed in the room Difference in value was $7.00 or about 5% which is huge for many industries that are working on 2% and 3% margins
- Here is another example of a painting being sold where the artist’s image and personal story is added The painting was perceived to be 11% more valuable Even the slightest additions can add significant value in the eye’s of the customer
- This example is even crazier eBay listing of fish shaped spoons Right, a basic description Left, a poem from a famous poet I assume the poem was about fish…but the spoons receive 64% higher bids
- So how do we feed the content machine? Many of our clients don’t have a dedicated creative teams to write original content, but there are ways around that…
- User generated content is the best source for content ideas because it is address the customer’s specific needs in their own words Those ideas can come from allowing customer to post reviews or questions and answers on your website But that raw materials and ideas can come from outside sources too (social media, review sites, blogs, videos,…)
- Renttherunway.com Content Ideas Dresses for summer weddings How to match with your date Fashion designers who make the best summer dresses Fashion designer who make dress that are “true fit”
- OK. So what content are people looking for at a high-level? Good at Something – I want to retire early. How can I save more money? Better Solution – I keep missing payments. Where can I pay my bills in one place? Best Option – I travel a lot. What credit card should I choose? Complete a task – I need my account number so I can transfer some money
- Questions Are there any online tools you could suggest that help with your content strategy? Gather content Grammarly Hemingway Editor How can I use Kentico to improve my content management? ERIC- Can you shed some light onto Kentico Draft? You have more knowledge on the details of the product and its capabilities. How do you keep content on track for large website projects? Big projects typically require a full content team A specific owner for content and to manage the process & workflows How should branding inform your content strategy? Understand your target audience The tone in which you write your content is very important Use visual content- don’t forget about social and visual posts/ content What makes your brand different?