Content, Conversion and Clients...

The eCommerce industry practically revolves around these catch phrases.

While content creators and strategists strive hard to garner the customer attention by providing viable advice to their impending problems, not all of them gets converted into actual client base. This is the most disheartening thing that comes with the occupation. When your hardwork does not materialize into concrete numbers; and its the latter that counts for the higher-ups who peruse your performance record.

The tactic for besting the eCommerce arena is to think like a online retailer and customer both. Two most pertinent aspects of this exchange process is "how do I want to sell my wares?" and "why do I want to buy these wares?" respectively. That practically sums it all up.

As a copywriter and content strategist, your role set is to be the connecting link between this buyer-seller community, each of whom looks up to you with baggage of expectations hanging around.

For most of us the ultimate eCommerce retail site is probably Amazon. What makes it so popular and trustworthy?

Including a clean site design and user friendly features, every eCommerce site should take care to include detailed product descriptions, recommendations, product ratings and credible shipping options for building that client-trader relationship.

Well that's that. But what happens when you are involved in the business cycle that requires you to make an impact in a subtle manner. Exactly that's what copywriters and content marketers are - your backhand support.

If you are an aspiring for a role in this support cubicle, here is what you can start doing:

1. Call Them To Action

There is no better way to keep a customer's attention going than letting them "do things" they want to on your website. A thorough website is one that has adequate call-to-action tools employed. Be it Add to Cart button, Proceed to Checkout, Confirm Order or a roll down product list redirecting to sales details, customers just love performance action. Customers are like skittish rabbits looking to act when they come onto a website. So if you have your act clean and in line with what they are looking for, the interest is automatically converted to pitching sale.


There are times when one is unable to make a online purchase, either due to doubt related to the product or other technical glitches that inhibit the process. If this is "The" product that you were looking for and getting it at a throw-away rate, one would obviously shoot a enquiry mail or look up contact details. However, from the business perspective of it, eCommerce owners cannot be too hopeful for such clients to always come back to them.

In such a scenario, the owners have to don their thinking hats and anticipate what possible grievances that a customer could approach them with. Sleep on it that customers do not always know the best way to express their queries themselves and you have to extend your hand in support here as well.

That's where a nicely crafted query/contact form keeps the ball rolling for you. It should be such that the customer simply has to click and communicate the problem. No body has time nor patience to write long drawn mails. Also, be sure to make your query form to look like a customer response survey as well by asking them equally the good and bad points of your service.

Customers are a breed apart. not everyone is same and hence their behaviors patterns cannot be charted out uni-dimensionally. While some prefer to call and interact straight, others simply choose to put in  a mail. It is at the service end of the business that conversions materialize actually. How helpful and open to serve your business is, will be detrimental.

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