E-Commerce Sites Fend Off Firefly with Social, Search & Video

July 30, 2014 Tim Callan

Think again, Amazon. The Fire Phone’s new Firefly feature – an alleged “showrooming on steroids” – may be one more way you drive more shoppers to your site, but it can’t beat the hundreds of thousands of e-commerce sites in the U.S. that are driving visitors to their own websites with incredibly creative content. In fact, more than 40% of marketers report that inbound marketing, such as blogs and social media, demonstrates a positive return on investment for their company.

Using compelling content, smart online retailers like Kidrobot, ReNew Life and Artbeads give customers unique and memorable shopping experiences that create powerful brand loyalty and convince customers to buy. Here’s a peek into how they do it:

1. Kidrobot Goes Social

Designer art toy retailer Kidrobot regularly sees its Instagram posts receive 1,000+ Likes, and many of its YouTube videos have received 10,000+ views. So Kidrobot brought its videos, Instagram photos, Twitter feeds and Facebook content into easy view on the search results pages of its site. Now when shoppers search Kidrobot for a product, they’ll also see Tweets, Instagram posts and other social content related to the product searched.

Social content can certainly motivate shoppers to buy. When Kidrobot integrated its social media content into its search result pages, online orders increased 13%.

When going social, the most important consideration is to leverage it in a way that aligns with the way your customers use it. If you have more fans on Pinterest than Twitter, cater to those users with high-quality photos perfect for pinning.

2. ReNew Life Uses Standout Site Search

One of the latest best practices for site search is an advanced autocomplete function that can suggest search terms, categories and specific products – as soon as shoppers type in the first couple letters of their searches. This type of autocomplete is especially powerful for retailers with products that don’t lend themselves to very specific searches, such as health and wellness retailers that often have users searching for conditions rather than specific products. ReNew Life is a great example. A search for “cleanse” offers up product suggestions for a variety of types of cleanses, along with other popular search terms.

Optimized site search has allowed ReNew Life to grow sales in a big way.  The conversion rate for ReNew Life customers who use site search is nearly 10%, more than 4x higher than non-search users.

Implementing content-rich site search is a great way to improve conversions on your e-commerce site. A standout site search can go above and beyond customers’ expectations, building loyalty and driving sales.

Capture3. Artbeads Offers How-To Articles and Videos

Retailer StacksandStacks.com found that a customer who viewed a product video was up to 144% more likely to buy the product.​ Online shop for beads and jewelry supplies Artbeads.com truly exemplifies the power of how-to videos by showing shoppers exactly how to create stylish jewelry looks with their products. In addition to more than 125 videos on its YouTube channel, Artbeads also incorporates these how-to’s into its e-commerce site, displaying links to the exact products viewers need to purchase to make the pieces shown in the videos.

With rich content integrated into its site search, Artbeads’ conversions from search increased 30% (over a 4-week promo period), while overall site conversions rose 8.6%.

Offering how-to articles, particularly in the form of nicely edited videos, displays your brand’s expert knowledge to users. When shoppers see that your company is an authority in the field, they will return to your site as a reliable resource again and again.

To learn more about how e-commerce sites can increase conversions by creating remarkable content, watch a recorded webinar on this subject or download our free e-book, Use Creative Content to Turn Online Shoppers into Buyers.

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