Public Relations & Social Marketing Insight

Howdy all and welcome to a special edition of Whiteboard Friday. My name is Rand Fishkin. I'm the founder of Moz, and today I want to talk with you about how to craft the best damn ecommerce page on the web. I'm actually going to be using the example of one of my very favorite ecommerce pages. That is the Bellroy Slim Wallet page. Now, Bellroy, actually, all of their pages, Bellroy makes wallets and they market them online primarily. They make some fantastic products. I've been an owner of one for a long time, and it was this very page that convinced me to buy it. So what better example to use?

So what I want to do today is walk us through the elements of a fantastic ecommerce page, talk about some things where I think perhaps even Bellroy could improve, and then walk through, at the very end, the process for improving your own ecommerce page....

Content creation in ecommerce isn’t something that is by any means easy to get right but when you do, the results will speak for themselves in terms of conversions, brand recognition and engagement.

2015 was a great year for brands beginning to really leverage content on their ecommerce stores and 2016 is set to continue this tradition as more and more become aware of its importance in the customer experience and journey. These days, it’s is a crucial component of remaining competitive within your industry and its importance will only grow.

Whilst content on ecommerce sites might not immediately be the thing that you think of when it comes to driving sales and conversions, there is a huge amount of value to be had in reaching users at earlier stages in the buying process. Larger retailers like Wiggle and REI are very strong examples for using content to position themselves as an authority, with various different objectives, but merchants of all sizes are now allocating large proportions of their marketing budget to content strategy....