Persuaders: How content+commerce creates added value and trust

The right content and commerce strategy

Higher, faster, further: the e-commerce industry continues to set new records. By the end of 2021, global market revenue will be around 2.7 trillion euros. This is an increase of 9.4 percent over the previous year. Whether you succeed in profiting from this growth in the long term depends crucially on how convincingly your e-commerce platform is tailored to your customers' individual needs. Content+Commerce is becoming a decisive success factor for a sustainably positive user experience.

Persuaders: How content+commerce creates added value and trust

Turning needs into experiences

Customers spend more than half of their time looking for content that will significantly influence their decision during the buying process. They seek inspiration, advice, tips and browse for added value.

A content+commerce strategy carefully aligned to these needs makes it possible to present compelling buying experiences. With relevant content that informs, educates, helps or is simply entertaining. The right focal points set at the right moment have a lasting positive influence on the user experience. Otherwise, there is a risk of disinterest or even frustration.

Current e-commerce studies show an average shopping cart abandonment rate of almost 70 percent. 7 out of 10 users do not complete their transaction means a global loss of revenue of $18 billion per year for e-commerce players. This not only frustrates, but it also hurts. Alarming detail: 55 percent of shopping cart abandonments are due to a lack of content.

Personalize target group and users

The essential prerequisite for successful content+commerce in the long term is to know the target group. Individual surveys help to analyze users. Once their needs, experiences and topic worlds have been identified, they can develop so-called personas. They embody a kind of prototype, a fictitious person with a name, feelings, and emotions. Existing customer data from the company's CRM system is also suitable for this purpose. Extensive data analyses and evaluations provide informative results.

The clearer the picture of relevant users is personified, the easier it is to develop the appropriate content+commerce strategy.

Getting up close and personal along the customer journey

A comprehensive profile analysis of users involves getting to know them along their respective customer journeys: Which phases do customers go through during their purchase decision process? Tracing this path in detail and thus identifying critical touchpoints is particularly important in the B2B sector. Here, several stakeholders are often involved in the purchase decision process at different stages.

Analyzing the customer journey using a touchpoint map helps identify the right content for the target group. It also clarifies at what point and at what time content should be placed in the best possible way.

Putting content under the microscope

For successful content+commerce, it is crucial to take a closer look at existing content. A content audit helps to exploit the optimization potential in a meaningful way.

On the one hand, this involves quantitative factors, such as the amount of existing content and KPIs, such as reach, page views or bounce rates. On the other hand, qualitative factors play a role: Is the existing content up-to-date and relevant for the target group? What gaps can be filled with better, new content?

All content should offer customers added value beyond the product or service. Above all, content should be understandable and easy to consume. The so-called "MVN model" is just one example of how content can be prepared in a suitable way for the target group. Based on the argumentation chain feature-benefit-advantage, it is relatively easy to find conclusive formulations that users can understand.

This is particularly relevant for the B2B sector. Here, complex products often have to be described. And they have to be described in such a way that several stakeholders can understand them. In addition, decision-maker groups have different points of contact with content and products along the customer journey. It is a challenge to optimize the content for the respective touchpoints and to remain consistent overall. Content must not contradict each other under any circumstances. This is where the most decisive advantage of a stringent content+commerce strategy becomes apparent: Based on in-depth content analyses, it ensures that relevant content is prepared in a way that is appropriate for the target group.

Positioning content correctly

Even the best content is useless if users cannot consume it. With targeted content placement, Content+Commerce skillfully combines relevant content with a seamless shopping experience to build trust.

73% of users prefer e-commerce sites with personalized content. Customer data platforms help to place customized content accurately. They use existing customer data and filter user behaviour so that targeted content can then be displayed at the right time and in the right place.

Conclusion: High-quality content+commerce not only convinces customers when they decide to buy products and services. Well-designed content and its ideal playout also create real added value: they have a lasting positive influence on the user experience and generate trust.

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