3 Keys to Ecommerce Content Marketing That Drives Conversion

Emilee Valken

January 26, 2021

Your ecommerce revenue is the product of three basic factors—traffic, price, and conversion. If you're serious about increasing your revenue on online marketplaces like Amazon, your strategy needs to revolve around increasing one or more of these factors. Learn more about the ecommerce equation here.

Traffic can be expensive to increase, especially if your strategy includes paid advertising. Increasing your price isn’t usually a wise option because of the intense competition on online marketplaces.

Focusing on conversion, on the other hand, is one of the simplest ways to up your revenue on ecommerce without investing in advertising or raising your prices. But what does a conversion-based ecommerce strategy look like in practice? Pattern ecommerce experts answered that question, and many more, in a Jan. 20, 2021, webinar titled, “Marketplace Content Conversion: Dialing in Your 2021 Creative Strategy.”

3 keys to creating marketing content that converts

Content is the key to conversion on Amazon. Everything you curate to educate your customers about your products—listing titles, descriptions, photos, videos, A+ content, and below-the-fold marketing content—influence whether they click “add to cart” or keep shopping.

But not all ecommerce content is created equal. At Pattern, we don’t want our partners to create content that just takes up space, but content that directly translates to increased revenue. To create marketing content that converts, we focus on three key goals: engage, educate, and connect.

“We make some really beautiful visuals, but that’s not the goal,” said Pattern VP of Creative Josh Mendenhall in the webinar. “The goal is to do these three things of keeping someone engaged in this product.”

1. Engage

To successfully engage a customer, Mendenhall explained, brands need to focus more on high quality photo and video elements.

“Just because you have a product on Amazon and there’s a picture of it doesn’t mean that someone’s going to buy it,” Mendenhall said. “Educating consumers through the visuals of the product is the biggest thing that might be overlooked.”

Your photo stack should feature professional-quality images in a variety of settings. Here are a few best practices for ecommerce marketing content engagement on ecommerce:

  • Focus on lifestyle-led images that show consumers how your product can fit into their day-to-day lives.
  • Highlight your product’s key features by using photos showing it in use and in its environment.
  • Include aspirational photos with situations that customers can see and hope for in their own lives.

Mendenhall highlighted Pattern’s work with Popsockets, a popular phone grip brand, as an example of engaging photography. Pattern’s creative teams didn’t just create an image stack with a product 7 different times in 7 different angles. Instead, we showcased the glow-in-the-dark feature by shooting the product images in a set with black lights, and incorporated different types of photography to keep the consumer interested and engaged.

Ecommerce Content Marketing That Engages Customers (2021) | Pattern Blog

2. Educate

It’s a misconception that product education only happens through the bullet points, Mendenhall emphasized. He called image stacks a “huge opportunity” when it comes to educating consumers and pushing them closer to converting. The average person will view every image in an image stack but only read 20% of the webpage.

Make sure your photos show key features and benefits of your product. You can use iconography or infographic images to educate in a way that still engages. It can also be helpful to layer your images with powerful testimonials that would otherwise be buried by reviews. Consider showing your product’s actual size by comparing it to a common object and show consumers how to use your product.

Consider Pattern’s work with the health brand Thorne, pictured below. Highlighting the supplement’s key features—including that it’s dairy, soy, and gluten free—educates customers about the product through the photo stack instead of through the product description that’s often ignored.

Ecommerce Content Marketing That Educates Consumers (2021) | Pattern Blog

3. Connect

Connection is the third and final key to creating ecommerce content that converts. Consumers want to buy from brands they can feel emotionally connected to and passionate about.

Prioritize establishing and maintaining a consistent brand voice, branding, and style. It’s important to only work with partners and agencies that understand your style and are committed to maintaining it. Understand your demographic and highlight them in your visuals. And like we mentioned before, use aspirational photography when it makes sense.

The marketing below is a great example of a brand that uses its image stack to both highlight their demographic and use aspirational photography. Pattern partner Owlet creates a sock that monitors a sleeping baby’s heartbeat and oxygen levels. Since Owlet’s key demographic is mothers, particularly mothers who are seeking for reassurance that their babies are safe at night, the images highlight mothers who look rested, relaxed, and happy.

Content Marketing That Connects with the Consumer for Ecommerce (2021) | Pattern Blog

Best practices in ecommerce marketing content creation

While engaging, educating, and connecting form the basis of our content creation strategy, Mendenhall mentioned several additional tips and best practices that brands should keep in mind. Below are just a few:

  • Update and refresh your marketing content. While your brand should stay consistent, it’s important to periodically refresh your content. This is especially relevant for brands whose products perform best during certain times of the year. Make sure these updates are always data-based.
  • Create personas for your target demographic. Before you can implement any of your creative content, it’s important to understand who your client is and what kind of marketing content they’ll likely connect with.
  • Adapt listings for an international audience. When selling internationally, remain true to your brand while also appealing to the target international audience. Make sure all translations are accurate. You may also consider international live streaming or microblogging.
  • Consider investing in video content. Using video in your product listings improves conversion by up to 85%, helps SEO, increases email click through rates by 96%, and reduces returns by a quarter.
  • Maximize every opportunity to tell your brand’s story. This means using every available image slot, taking advantage of tools like A+ Content, creating an Amazon storefront consistent with your brand, and hosting Amazon Live events.

How working with Pattern can help you increase content conversion on ecommerce

For this webinar, we invited two of our partners, Spectra Baby USA and Zebra, to share how partnering with Pattern helped them improve their brand equity and increase conversion. Before partnering with Pattern, both brands struggled with more than 100 vendors selling their products on Amazon with inconsistent product listings and poor quality creative content. Now, Pattern is the sole seller for both brands, which has increased their conversion and revenue.

Spectra Baby USA manufacturers breast pumps and initially made up to 98% of its revenue through the insurance market. After updating the company’s branding to be more appealing to mothers and partnering with Pattern for a more unified message, National Sales Director Chris Mayhew said Spectra quadrupled its revenue, 20% of which comes from Amazon and retail partner sales.

“We weren’t in control of our brand,” Mayhew said. “Once we were finally in control of our brand and we conveyed what we wanted to do for moms, our conversion rate just skyrocketed.”

Zebra Ecommerce Strategy Advisor Cathy Lowery shared a similar experience with Pattern. Lowery said Zebra started partnering with Pattern 3 years ago to fix what she called a “mess” on ecommerce. Unauthorized sellers had started to cause a disruption in the marketplace because of poor image quality and inaccurate product listings.

“When we decided that the right strategy was to engage with one authorized seller, which was Pattern, that took us down the journey and the path of fixing all of those images and listings and so forth,” Lowery said. “And we’ve been extraordinarily happy with the results.”

Are you ready to take control of your brand and start creating ecommerce marketing content that converts? Pattern is here to help. Email hello@pattern.com or fill out the form here to schedule a free consultation today.

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 26, 2022

Top 5 Ways to Prepare for Peak with Google Ads

Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.

1. Go Early

In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.

From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.

2. Get Ready for Privacy Changes

 According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.

From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.

It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.

3. Ensure Consumers Can Discover your Brand

A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.

Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.

The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)

4. Get Moving with Performance Max

Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.

Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.

5. Flight Budgets Accordingly

Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.

Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.

Sept 20, 2022

4 Ecommerce Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.