Tips for Driving E-Commerce Conversion Through Copy & Imagery

October 6, 2022

Tips for Driving E-Commerce Conversion Through Copy & Imagery

In an omnichannel retail environment, your copy and images sell your products. When consumers don’t have the in-person shopping experience, they look to you to provide the information and data they need to make an informed and confident purchase decision. 

Your copy and imagery directly inform brand perception. The right product content will engage shoppers, build brand trust, and drive conversions. 

Your product detail pages won’t reach their full potential unless you optimize your copy and imagery. The two elements work hand-in-hand to deliver the results you’re looking for. Product content builds consumer confidence and brand loyalty, which are crucial for immediate and long-term revenue. 

Below we share our top tips for earning online conversions through your copy and imagery. 

How to Drive Conversions with Product Content 

Your content will either help you earn revenue or drive customers elsewhere. Read on to learn product content best practices that help your business convert leads into happy, long-term customers. 

1. Invest in Quality Imagery and Copy 

Consumers are savvy, and they will immediately spot low-quality images and copy that’s thrown together. The first step in driving conversion through product content is investing in quality. 

1WorldSync’s 2021 Consumer Product Content Benchmark report found that content quality was among the highest-ranking conversion factors for online consumers. The study found that 81% of shoppers found content quality more important than brand recognition when making purchase decisions.  

Furthermore, 56% of shoppers say high-quality media, like 360-degree spin imagery, has persuaded them to buy something they didn’t think they needed. 

Your product imagery choices can mean the difference between losing a sale and convincing a shopper to make a purchase when they had no intention of buying your product in the first place.  

2. Create an Interactive 360-Degree Viewing Experience 

Quality isn’t the only consideration for product imagery. Your image type can drive shoppers to buy. 

When choosing product imagery, consider the benefits of 360-degree product photography. 

Online shoppers rely on the product content you provide to make an informed, confident decision. 360-degree images allow consumers to examine all angles of a product. These images are the next best thing when they can’t hold an item in their hands in-store. Spin imagery provides the complete picture of your products, inspiring trust and confidence among your shoppers. 

In some cases, product photography isn’t financially or logistically feasible. Product renderings allow brands to access realistic images that don’t require the time investment needed for product photography and the shipping and logistics that it requires. With rendering services, you can reap the benefits of publishing spin imagery without the resources required for traditional photography. 

3. Preemptively Answer Questions on Product Detail Pages 

The omnichannel shopper –– and today, that’s every shopper –– has access to limitless product information thanks to the ever-evolving digital shelf. At any time of the day or night, consumers research and shop for products.

As they shop, they’ll have various questions. It’s your job to preemptively answer consumer questions and concerns on your product detail pages. 

By proactively addressing shoppers’ questions, you provide the answers they need to move forward with their purchase. Instead of looking elsewhere online for answers, you provide them at the point of sale: your product detail page. 

Proactively answering consumer inquiries instills trust and moves shoppers toward purchase, increasing your conversion rates. 

4. Manage Expectations with Clear Copy 

Your product copy does more than educate consumers about the product. It can help manage post-purchase expectations as well. 

Clear, post-purchase copy should outline the following: 

  • Confirmation of purchase 
  • Shipping information, like shipping costs and estimated delivery date 
  • Packaging examples, so shoppers can know what their package will look like

Managing shopper expectations is essential for creating positive brand experiences and earning long-term loyalty and conversions. A recent study found that inaccurate delivery data can deter up to 70% of shoppers from shopping with that retailer or brand in the future. 75% of consumers note that putting an estimated delivery date within product page copy positively influences their decision to purchase. 

Give your shoppers clear expectations. By doing so, you build trust, create a positive experience, and increase your conversions. 

5. Transform Positive Reviews into Effective Copy 

Customer ratings and reviews give insight into brand perception and buyers’ experiences with your product. Effective review management is essential for any brand’s longevity: 98% of shoppers say product reviews are an indispensable resource when making online purchases.  

Because good reviews carry significant weight with potential customers, brands must capitalize on positive consumer experiences and repurpose positive reviews into effective copy. 

There are many ways you can transform positive customer sentiments to create copy for your site, e-mail campaigns, and socials, a few of which we list below: 

  • Repurpose reviews into attention-grabbing e-mail subject lines or website headlines 
  • Infuse direct-quote testimonials throughout your PDPs and site 
  • Use reviews as inspiration for content ideas  

Potential customers trust product reviews and highlighting positive reviews is perhaps the most authentic marketing approach brands can take. Your customers know your products from the consumer side of the transaction. Take their words and transform them into engaging copy to earn more conversions. 

6. Convert through Consistency 

Brands must consider many factors when crafting copy and choosing product imagery. But effective content strategy doesn’t start and end with content selection. Secure content accuracy and consistency across all channels to see the most conversions possible. 

Shoppers engage with your brand on multiple channels across multiple devices. To earn trust, you must ensure content consistency on every platform and channel where you sell. 

Consumers expect a seamless content experience everywhere they interact with your brand. Managing your copy, imagery, and other content through a single source of truth allows you to reduce time spent on manual management, reduce or eliminate consistency errors, and cultivate trust among your shoppers. 

Earn More with Compelling Product Content

Product copy and imagery are the customer-facing content that drives conversions. To secure your place on the digital shelf and take hold of your market share, you must implement a content strategy that engages consumers, delivers on quality and information, and converts buyers. 
1WorldSync has the tools and solutions you need to create, publish, and effectively distribute your product content. Learn more about conversion-driving imagery and copy in this e-commerce product content checklist and reach out to begin a conversation with our team today.