How Can Content Marketing Increase Your Ecommerce Conversion Rate?

Written by
Michelle Laurey

Did you know that according to a survey, 88% of businesses are not happy with their eCommerce conversion rate? Chances are, you are not happy with yours, either. 

Even if you are, there’s no harm in improving it through content marketing, right?

An eCommerce site relies entirely on conversions. 

Traffic is essential, but ultimately you need it to convert into sales. On its own, traffic is pointless, regardless of how many people visit the site.

On average, sites that employ content marketing have a 2.9% conversion rate, while sites that neglect to use it have a conversation rate of 0.5%. That should jolt you out of your comfort zone.

Content marketing is an opportunity to connect with and engage your customers, which leads to brand loyalty. Loyal customers boost conversions and sales. It is that simple and straightforward.

However, knowing that is not enough. 

The question that should be on your lips is how content marketing can increase your eCommerce conversion rate.

Create Product Videos 

Watching online videos is now part and parcel of surfing the internet. You can market your eCommerce through short, catchy videos that explain what services or products you offer and how they benefit the intended audience.

The video can be in the form of an online course, ad campaign, webinar, or any other alternative out there. 

If there is a way you can make the video go viral, even better. 

When the video is viewed and shared by many viewers, your chances of getting them to become buyers increase.

Blog Posts That Promote Your Products

Blog posts are perhaps the most straightforward form of content marketing if you have a site. 

All you have to do is write SEO-optimised content that is informative, easy to read, and engaging enough to be read to the bottom line.

In your blogs, try not to pass across as someone eager to make a quick sell. Take the time to interact, answer questions, and inform your customers or would-be customers.

What if you have no time to write? Consider hiring seasoned freelance writers to create the blog content for you. 

You can also open the door for guest bloggers to post on your site, though you need to be extra careful here to establish clear guidelines to stay on brand and topic. 

Take the time to go through each guest post before approval. If you want to go that direction, create a page dedicated to guest posts on your site. Some guest bloggers will require payment, while others do it free of charge.

Using User-Generated Content

You can also let your satisfied customers unknowingly do the marketing work for you. Encourage them to share their experience with your product or services. 

They will then write positive reviews, which are themselves content that can lure potential customers.

This is an authentic tactic; for the sake of business ethics, never nudge your customers to twist the facts. 

However, you can ask them to be as informative as possible. You then share your customer success stories with the larger public. The potential customers can then easily build trust in your brand.

However, some customers are reluctant to write reviews or share their success stories. 

You can rope them in by organizing a social media contest to encourage them to share their feedback with the public.

For instance, ask the customers to share videos or pictures related to your product or service. The best picture or video wins a prize.

Social Media Marketing

To reach out to as many customers and would-be customers as possible, you should employ the sharing benefits of popular social media platforms. 

It would be best if you determined where most of your target audience are based.

The following are the leading social media channels and the features they offer.


If you plan to use lots of images to market your eCommerce, then Instagram can help. It is used mostly by the younger generation.


Twitter is useful for textual content that carries a short, informational message. You describe what you have just posted on your blog along with the link to it.


Facebook Live has become popular because it enables you to engage your audience in real-time, teaching them, and getting their feedback on the spot. 

It enables you to nurture loyal followers.

You can also post your blogs on your Facebook page and respond to your customers' comments or private messages.


Pinterest will also favor you if you use lots of images because it focuses on visual appeal. Your image should have a link to the page you hope to lead the potential customer.


LinkedIn works just like Twitter or Facebook; you can share images, videos, or links to your blog posts.

However, it mainly targets the business-minded section of internet surfers, so use formal, business language.

Easy-to-Navigate Website

At times, you lose a customer merely because he is unable to find the link to the product or service he is looking for quickly. 

Your website or blog should be easy to navigate so that the potential customer is not confused or frustrated. While at it, ensure the site is mobile-friendly.

Avoid needlessly complicating your site. 

Ensure that the categories are clear and easy to locate. The search function should also be noticeable. The customers should be able to filter search results to save time.

The fonts you use should also be appealing, but keep readability in mind. 


As you develop the content marketing strategy to increase your eCommerce conversion rate, keep your customer at the heart of your efforts. 

Whatever you create should be able to catch their attention and prompt them to click that “add to cart” button.

Who is the author?

Michelle Laurey works as a VA for small businesses. She loves talking business, and productivity, and share her experience with others. Outside her keyboard, she spends time with her Kindle library or binge-watching Billions. Her superpower? Vinyasa flow! Talk to her on Twitter @michelle_laurey.

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