It’s amazing how many e-commerce companies don’t offer content in the top half of their web pages. A picture is worth a thousand words, but an Internet page without words is an opportunity missed and it leaves room for confusion.
When we write content for e-commerce sites, the ultimate goal is to entice consumers to buy the website’s products or services. Written content is an additional tool in your conversion toolbox.
Let’s see how above-the-fold content successfully reaches out to customers on the following websites:
Starbucks warms its readers up to a cupful of coffee with its content.
The adjectives and story go down smoothly and the font sizes and styles are easy on the eyes. There’s an obvious call to action that drives the reader deeper into the purchasing funnel. Starbucks doesn’t confuse the reader with too many choices.
Sharing ideas about how to play with and teach baby using Baby Einstein products is exactly what new parents and Google appreciate.
Fanimation invites customers to take personal tours through the major categories in their fan store.
The content on this American Spice category page marries baking with memories from a certain time of year. You can create emotional and psychological connections to categories or products with word pictures. We like the play on the words, “Hot Deals” with spices warming up customers. However, the link takes buyers to a horizontal category page verses a vertical product page. This link might serve better at the bottom of the baking supplies page, after customers have searched through all of the products, but still are looking for more suggestions. We’d also change the graphic’s wording into two sentences.
Notice that Amazon also moves buyers deeper into television verticals through the content linking. Some people notice words before they notice pictures. Don’t forget the words!
White Castle has a social media presence to go with their yummy pictures. They haven’t forgotten to make your mouth-water with words that sell burgers! Notice they suggest how to freeze and reheat sliders. Did you know how to do that? Now, you might buy a few extra just to try a reheated, late-night snack at home.
White Castle offers recipes and videos to sell even more burgers. Show people how to eat and they will eat!
What are some of your favorite above-the-fold content pieces? Share them with us!