UK Retailer Marks and Spencer has recently taken back control of its online store from Amazon, bringing it in-house and putting greater emphasis on editorial content and daily blogging of magazine style content.
Laura Wade-Gery, multi-channel and e-commerce director for M&S, said that shoppers were 24% more likely to buy from the website if they had viewed editorial content first. “That’s why we have put publishing and browsing at the heart of the site,” she said. Shoppers will be able to get tips and advice on putting outfits together, see video and close ups of individual pieces and see how M&S is interpreting the latest fashion trends.
This soft sell approach can be equally as effective for smaller businesses, particularly where you have products or services that can’t be easily explained in one glib phrase. While your ‘boiler plate’ website information might contain carefully honed selling copy on what sets you apart from your competitors, that often washes over the casual reader. What people want to hear is how you or your company can help them, not how brilliant you are.
…shoppers were 24% more likely to buy from the website if they had viewed editorial content first
As long as you have a blog or news publishing facilities on your website then you can provide a regular stream of success stories, new product news and other relevant content such as advice, alerts about your industry etc, etc. Get into the habit of linking to these stories on social media and you gradually build an archive that informs the market about your products and services and boosts your website on search engine results pages. Don’t expect leads and enquiries to flood in overnight, however. These are habits of successful businesses and gradually build your reputation and credibility in your marketplace.
Read more about Marks & Spencer’s new online store here: Marks & Spencer takes control of its online store from Amazon
Your website design and setup should have facilities for blogging, otherwise you end up with a catalogue website that is only read by you, your colleagues and maybe close family. Contact Dinesh on 07941 686113 or submit our contact form.
