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 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)