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 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 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.

Sept 15, 2022

The 3 Tmall Metrics That Every Brand Needs to Know

If you’re interested in expanding your brand internationally, you’re probably familiar with Tmall. Tmall is Asia-Pacific’s (APAC) largest marketplace, and indisputably the biggest ecommerce powerhouse in the world. It represents a huge opportunity for many brands, but entering the space is also a big challenge to take on.

At Pattern, we recommend brands looking to enter international markets should first focus on dialing in their domestic presence. Once you’re satisfied that your brand is well-represented and optimized locally, you’re ready to think about tackling new regions, like APAC, and launching on marketplaces like Tmall. Our top advice for entering Tmall is to understand and strategize around its three most important metrics: service, delivery, and content.

What is Tmall’s Detailed Seller Rating (DSR)?

Service, delivery, and content ratings are the three elements that make up Tmall’s Detailed Seller Rating (DSR) score. Each component is scored on a scale of 1-5 that is displayed publicly on your brand’s Tmall flagship store page. This is meant to help consumers decide whether or not to purchase your products.

Why DSR Determines Success on Tmall

DSR scores are important because they’re highly influential in driving conversions—customers see DSRs as a way to quickly understand if a brand is trustworthy and worth buying from. They also matter quite a bit to Tmall itself—they monitor these scores and will take action to close flagship stores with low scores.

Let’s go over each element of the DSR score and some steps you’ll need to take to achieve high ratings.

DSR Score Elements

1. Service

Service is a huge ecommerce component in APAC marketplaces. In most other regions, product listings are static, and consumers use content and reviews to make a decision about what to purchase. On Tmall, consumers want to interact with your brand and test its validity before buying—each transaction takes at least one human interaction to convert.

So, to get a great service rating, you’ll need to have a large, established customer service team dedicated to Tmall sales that can offer real, human touchpoints and very fast response times. To get an idea of the speed your agents should be capable of producing, in our Tmall benchmarking exercise, 92.5% of brands’ customer service agents replied to queries via live chat within 30 seconds, 5% replied within one minute and the remaining 2.5% of brands took longer than a minute. So, look for a Trade Partner (TP) that has enough resources to compete with those numbers, support your sales, and maintain a good DSR score.

2. Delivery

Another thing you’ll really want to focus on is a high-quality delivery experience for consumers. As in other regions around the world, Tmall consumers have high expectations for their delivery experience. In our Chinese consumer polling report that targeted consumers buying from Tmall Global, we found that 6% expected same-day delivery, 15% expected next-day delivery, and 46% expected 2-5 day delivery.They want to receive their products fast and they want the products to be undamaged and pristine upon arrival.

So, to achieve a high score for your delivery capabilities, we highly recommend partnering with a TP or ecommerce accelerator like Pattern (which serves as a TP) who has the ability to facilitate your distribution. Make sure your TP has the right infrastructure in place to support high-quality logistics experiences for all of your consumers—they should have an established, well-oiled delivery process in place and the capability to fluidly add you to their current fulfillment system.

3. Content

As in every digital marketplace, content is a huge component of the decision-making process for consumers on Tmall—they can’t touch your product with their hands or see it in person before buying, so it’s important they’re empowered to make a good decision on whether or not to purchase based on the videos, images, and copy.

The goal is to make all of the content and relevant information on your flagship site easily-accessible—consumers should be able to visit your page and make a decision about whether or not to buy without navigating to a new site/page and taking their conversions with them. Images with text and extensive product details are a great way to do this, as well as making sure your service team can speak to all aspects of your product with any consumers (via text or chat).

Expand Internationally With Pattern

As the world’s foremost brand partner for ecommerce acceleration, Pattern truly understands the significance of international expansion. With regional offices around the world, Pattern knows how to successfully launch and grow brands on Tmall and other marketplaces, with the data, insights, and marketplace intelligence to build the metrics that matter. 

It’s important to have a fantastic brand presence, a knowledgeable guide, and a clear go-forward strategy for your best chance at success. With our in-country resources, expert teams, and extensive experience in growing brands around the globe, Pattern can help you get there.

Set up a call to get your international expansion strategy in motion.