Every online interaction with a brand has the potential to lead to a conversion – so content plays (or should play) a key role in any ecommerce strategy. Well-crafted content not only informs users about the product, but also creates experiences, builds relationships and persuades them to make a purchase. Understanding how content drives e-commerce conversions is fundamental for any brand that wants to compete effectively in the digital marketplace.
Challenges of personalisation and the role of content in content marketing
What’s the reality? According to HubSpot research, only 35% of marketers believe their audiences receive truly personalised experiences, and only 65% of consumers believe brand content is relevant and tailored to their needs. This gap is due to a lack of audience knowledge – less than half of marketers know where their ideal customers consume content, what their interests are, or what their buying habits are.
To bridge these gaps, brands need to leverage tools such as content management systems (CMS) and analytics solutions. Well-planned and personalised content has the potential to increase sales, improve user engagement and build customer loyalty.
Content-driven e-commerce philosophy
The content-driven approach to e-commerce goes beyond traditional product descriptions or simple promotions. It uses content as the primary tool to engage users and guide them through the entire buying journey. In essence, content in e-commerce has evolved from a mere product support feature to a sales tool in its own right.
Content in an online store plays several critical roles:
- Education: Educates consumers about product features, benefits and applications.
- Inspiration: Motivates users to try new things or solve problems in innovative ways.
- Persuasion: Convinces users to choose a brand’s offering by effectively communicating value and uniqueness.
- Build trust: Strengthens customer relationships by demonstrating the brand’s expertise and authenticity.
How content affects conversion rates
Strategically placed, well-crafted and consistent content has a direct impact on conversions in several key areas:
- Improved search engine visibility (SEO):
SEO-optimised content drives more organic traffic to your website. More traffic means more opportunities to convert. - Increase engagement:
Engaging, valuable content keeps users on the site longer and encourages repeat visits, which is critical to building relationships. The more engaged a user is, the more likely they are to make a purchase. - Reduced bounce rate:
Quality content reduces the likelihood of users leaving the site quickly. When content is engaging and tailored to users’ needs, they are more likely to explore and stay on the site. - Simplified purchase decisions:
Educational articles, guides and reviews help consumers better understand products and how to use them, making purchasing decisions easier. Clear and streamlined checkout processes further increase conversion rates. - Build trust:
Authentic and transparent content builds trust in the brand. Users who perceive a brand as trustworthy are more likely to make purchases and recommend products to others. Educational and transparent product content can position the brand as an expert in its field.
Content formats that support conversion
Content marketing can take many forms that effectively drive conversion. Here are a few examples:
User Generated Content (UGC)
User-generated content is one of the most effective ways to drive conversions. Online users tend to trust content created by other users more than content created by brands. Examples of UGC include product reviews, opinions shared on forums and blog posts. This type of content not only builds trust, but also provides authentic insights that can convince potential customers to make a purchase.
Video in content marketing
Video is becoming increasingly popular in content marketing. They can be used to showcase products, services and brands in a compelling and engaging way. With their dynamic format, videos effectively capture user attention, increase engagement and foster stronger customer relationships. In addition, video serves as an excellent educational tool, demonstrating product benefits and practical applications, which facilitates purchase decisions.
How to implement a content-driven commerce approach
Creating thoughtful, well-crafted content is only half the battle – it also needs to be managed effectively. Traditional e-commerce platforms often lack the advanced content management capabilities needed to implement a successful content-driven strategy. That’s where a dedicated CMS comes in, enabling not only easier content management, but also deeper integration with e-commerce platforms.
With the right CMS, you can manage multiple user experiences and pages from a single platform – from product pages to shopping carts and landing pages designed to drive traffic and increase conversions. This is particularly important for large ecommerce businesses with multi-channel strategies. A robust CMS ensures that content serves as a seamless, central driver of engagement and sales across all touchpoints.
1. The right preparation :
Effective e-commerce content management requires more than a robust content management system (CMS). It also requires tools that simplify the creation, deployment and management of consistent content across multiple channels. Key elements in this process are design systems and component libraries. Put simply:
A. Design System
Design System – it’s a collection of design principles, visual components and standards that define how user interface elements should look and function. In the context of e-commerce, it plays a critical role by ensuring
- Visual and functional consistency: Every element on the site, from banners to CTA buttons, is seamlessly aligned with the brand identity.
- Team efficiency: Design and content teams can use pre-defined standards, eliminating the need to create everything from scratch.
- Scalability: A design system allows for easy updates and changes across the content ecosystem.
Learn how to effectively implement a design system and maximise ROI in our article: Successful Design System Implementation: The key to maximising ROI.
In a CMS, the design system works behind the scenes to ensure that all content adheres to the brand’s established standards, regardless of who creates it.
Find out more about what a design system is and how it influences the perception of digital products in our comprehensive guide: All about design systems.
B. Component Libraries
Component Libraries – they are collections of ready-to-use elements, such as product cards, FAQ sections or galleries, that can be used in a CMS. These libraries are a practical implementation of the principles of the Design System and enable
- Fast content creation: Content creators can select and combine ready-made components, significantly reducing the time it takes to build pages.
- Adaptability to business needs: Components can be easily modified to meet the specific needs of marketing campaigns or promotions.
- Error reduction: Standardised components minimise the risk of inconsistencies or visual errors.
In a CMS, component libraries act as a toolkit used by both marketers and technical teams, streamlining the process of creating consistent and visually appealing pages.
2. Choosing the right tools:
- Choosing the right CMS
Choose a content management system that is both flexible and scalable, allowing for easy customisation and expansion. Key features to look for include personalised content creation and support for multiple media formats.
- Integration with e-commerce platforms
Ensure that the CMS integrates seamlessly with your e-commerce platform. Check for the availability of APIs and plug-ins that enable efficient data exchange between systems, synchronised workflows and smoother operations.
3. Integration of CMS with e-commerce platforms:
This approach uses the CMS as a backend to deliver content via APIs to various front-end channels, increasing flexibility and speed.
- Plugins and modules:
Leverage pre-built integration solutions that seamlessly connect CMS and e-commerce functionality without the need for complex coding. A well-designed and optimised website can significantly increase conversion rates.
- Data Synchronisation:
Implement mechanisms that automatically update content and product data between the CMS and e-commerce platform. This ensures consistency and reduces manual effort.
4. Managing multiple channels:
- Product Information Management (PIM):
Implementing a PIM system facilitates the centralised management of product data, making it easier to present consistent information across multiple channels. Understanding the needs of potential customers is essential for effective product content management.
- Process automation:
Set up automated updates to ensure that product information remains current and consistent across all platforms. Automation minimises errors and improves operational efficiency.
Conclusion
In e-commerce, content not only supports sales – it often drives them. A content-driven strategy goes beyond simply publishing information; it’s about creating cohesive narratives that engage, inform and persuade. Modern CMS tools simplify the execution of such strategies by providing platforms that support both content creators and the organisation’s overarching business objectives.
Author
Agata Kuich
IT Business Partner
Agata, an IT Business Partner at SYZYGY Warsaw since 2018, brings over 13 years of industry experience. She specializes in building teams for complex projects, combining business awareness with a deep understanding of client needs. Agata has worked with brands such as Nutricia, Żabka, Danwood, Kyocera, and currently, Lufthansa Group. She is also actively involved in initiatives promoting equality and accessibility in technology, serving as a mentor for Dare IT.
Agata’s other content:
Wondering how to improve your e-commerce?
Your content attracts customers, but does it help them make decisions? Challenges such as integrating systems, optimising the shopping experience or managing multiple channels can get in the way. If you want your platform to be not only visually appealing, but also effective in achieving your business goals, let’s talk.
