Content is an integral part of successful sales on marketplaces. The quality and content of a product card directly affects ranking, conversion and seller’s profit. In this article, we will discuss what selling content should be like in order to truly work and bring the desired result.
Sales on marketplaces
The e-commerce industry has experienced significant growth in the past decade. International revenue exceeded $6 trillion by the end of 2023, and is projected to increase to $6.9 trillion in 2024 and $8.148 trillion by the end of 2026.
Online commerce on marketplaces continues to grow by almost every metric, and that’s why it’s important for a seller to pay special attention to the selling content and how its core components will look.
First of all, the content should be original and attractive. It should stand out against the background of other offers and interest the audience. For this purpose it is necessary to:
- use media content — attention-grabbing images and videos, infographics.
- qualitatively describe products and their characteristics using rich content.
- work with user-generated content — answer questions and user reviews about the product, receive photos and videos from real customers.
Uplevel your e-commerce images
The quality of photos in product cards is of utmost importance to attract customers and increase demand.
Images with no emphasis on the subject or poor quality are just a few reasons why a customer may abandon a purchase and a seller may not pass moderation on a marketplace. Professional photos with a unique style can have a significant impact on commercial performance:
360-degree images make it possible to view products from different angles and have a number of advantages:
- Demonstration: colors, volume and features of the model are clearly visible.
- Stand out from the crowd: product cards will have a special sign to acknowledge the presence of 360° photos.
How to write a selling description
An important part of selling content on marketplaces is the product description. It complements the main characteristics and can answer users’ questions, closing their doubts. If the description is clear and corresponds to the product, buyers will not have the feeling that they have been deceived. Let’s highlight the main tasks of any description:
Rich content is an effective marketing tool that allows you to enrich your product description by including multimedia elements such as images and videos.
What is the advantage of such content?
- Emotional impact is improved. Media elements increase the impact on buyers’ emotions and cause more desire for action. This makes it possible to better remember the product and make a buying decision.
- The product is presented from different angles. The buyer can consider the product from all sides and form their own opinion about it.
- Refunds and returns are reduced. Short videos and multimedia can reduce negative events, leading to higher rankings catalogs.
- The benefits of products are revealed. This kind of content is the best way to visually showcase the full benefits of a product. A video can convey more information than a long text description.
Increase interactivity and user loyalty
The type of selling content that is often overlooked is user feedback and questions about a product.
User-generated content helps to:
To engage interactivity and motivate customers to leave reviews, make them happy:
Checklist: how to create selling and high-quality content for marketplaces
Use high-resolution photos. They can have a significant impact on the main commercial indicators: increase conversion rates and raise you to the top.
Add infographics — this allows the customer to get information about the product in a few seconds and appreciate its main advantages.
Use video content. A good video will attract attention and convey what cannot be shown in a photo.
Write a clear description of the product: reveal all the features and improve the text with key phrases and multimedia rich content.
Increase user loyalty and interact with users through questions and feedback. This way can improve your rating and future transactions.
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You can read about our cases in the e-commerce niche here.
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