4 Storytelling “MUST KNOWS” In E Commerce

4 Storytelling "MUST KNOWS" In E Commerce website

Let’s just say a customer buys something from your e commerce store. One of their friends sees them wearing or using the item that was purchased from your store and asked where the customer bought it from. What will they say? As an e commerce brand you would want your customers to be able to describe your business besides just the name of your online store right? You’ll want them to remember what a great experience they had shopping on your site and share it with their friends. “I got it from this super cool online store…”

Have you as an e commerce business given your customers the content they need to connect with your store on a more personal level? Here are four tips you need to know on storytelling in e commerce that will ensure your customers have a one of a kind shopping experience on your site.

Home Page Visuals

To be honest, you only have a few seconds to catch a customers attention. Is your landing page telling a strong visual story from the moment it loads? An important thing to have on your main page is images and you want it in HD. Cool pictures of actual people using your products is best. An example would be, if you’re selling skin care, you may display an image of a woman with flawless skin applying the cream on her face.

To avoid overloading and confusing the customers, stick with a few strong storytelling elements. Sometimes people tend to overshare and that’s normal. But, the potency of your storytelling will dilute with each addition. Another great addition would be a slogan. Come up with a slogan that will help set you apart from your competition. With your prominent background photo and cool slogan, your site is sure to catch customers attentions. The skin care store can emphasize on their natural ingredients used and maybe what sets them apart from other skin care brands out in the market.

All Things On Your Page

For all the details that you have been wanting to add onto your home page but can’t on the main page, it can onto the “about” page. The “about” page is where you can be more detailed when it comes to explaining to customers what makes your business and brand one of a kind.  Here are a few ideas that will help you create an informational “about” page that will help create a bond with your customers:

  • Funding (if you had one): Where did your brand come from? Did it come from a Kickstarter campaign? Or did you have a great idea come to you one day and decided to make your idea into a e commerce reality?
  • Products: You know what sets you apart and how your products are different compared to others. But your customers don’t, well not yet at least. Well, tell them! As Crazy Egg writes, “Honestly, most people don’t know the difference between Italian leather and Chinese leather. One leather bag looks just like the other. It’s not about how many pockets it has. It’s about the story.”
  • Workflow: Does your brand have a different or special way of storing or shipping your products? Do you have in house manufacturers or are your items outsourced? Basically, anything interesting about your products that may interest your customers.
  • Future: Do you have any plans in the future for your e commerce business? Are you planning on opening up your store to other countries? Create excitement of your businesses growth and make them feel like they are apart of it all.
  • Employees: Who are the hero’s behind the website? Talk about your employees (if you have any) or even about yourself! This is the best way to get personal with your customers. Make them feel like they know who they are buying from.

Product page Content

Case study: A customers compared product pages for a fashion website. Website A only had the name of the dress “Little Black Dress”. Whereas website B had the name of the product, a in depth description of the item and how to style the fashion piece. Of course as a consumer myself, I’d defiantly go with website B because it includes a ‘fashion story’. Not only am I buying the dress, but I’m also buying the styling tip they are offering.

In addition, avoid boring and generic website templates or even worse, empty content placement on product pages. There are many website hosting companies that can help you out with that. And the best part it, there is no coding involved! If you’re not very tech savvy, fear not! At the end of the day, your platform is the foundation for the look and feel of your website, including the glorious product pages.

Longform Blog Content

Last but not least, your blog. There is no place better to post supplemental storytelling materials. Ideas for blogs posts can include articles about the industry, company updates, seasonal posts, lifestyle content and so much more. You can write basically anything you want really. As long as it matches up with your business and its interesting. Also, you can track your blog’s traffic using Google Analytics with is a great way to make sure this strategy is working.

The conclusion is that, try not to overlook these four very important key points for story telling in e commerce. They are your best chance to successful e commerce store and connecting with your customers.




Mobile Commerce Drove 2017 Back-To-School Sales

Mobile Commerce Drove 2017 Back-To-School Sales

According to research conducted by a marketing company NetElixir, this year’s back-to-school season just recently passed and mobile commerce made the grade. It contributed to a 3% increase in the overall e-commerce sales! They also stated that mobile orders went up by 44% and revenue was up by 65%. They also saw a 13% increase in the mobile average order value (AOV), which only indicates that customers are more into using a mobile device for pricier items.

Desktop usage and sales definitely slowly being taken over by mobile commerce. There was a 3 % drop in desktop orders and revenue only increased by 2%. Studies also found that the average order value for desktop purchases only increased by 4%.

According to data which was collected and analysed specially for the back-to-school season, the desktops average order value increased only by $5 from $127 in 2016 to $132 in 2017. While, mobile commerce’s average order value increased by $13 from $96 in 2016 to $109 in 2017.

The spend on mobile only continues to increase and accelerate every year. We can say with confidence that mobile commerce sales percentage will only keep on increasing in the years to come according to the CEO of NetElixir.

It is a great opportunity for ALL retailers to be prepared to convert their websites into mobile friendly ones. As you can see from the increase of mobile commerce sales, people are getting more and more comfortable with purchasing off their mobile devices. For retailers who do not wish to make their site mobile friendly, you guys are missing out! Udayan Bose also said “The good news is that the gap between average order value on desktop and mobile is decreasing. Historically, this gap has been about 30%-35%. With our back-to-school data, we see this gap coming down to under 15%, which means that the trend to spend less on mobile is waning.”

Research has also showed that people do not only purchase on mobile solely for last minute purposes, like they have in the past years. Data shows this year, there was one major spike in the purchasing activity from July 31st to August 2nd. The percentage of mobile sales this back-to-school season was constant.

This article was originally written by Chain Store Age by Deena M. Amato-McCoy on the 14th September 2017

E-Commerce Content Marketing Tips You NEED To Know!

E-Commerce Content Marketing Tips You NEED To Know!

One of the best ways to get new customers to your e-commerce store is through content marketing. Consumers much prefer content produced by the company, no one knows better than the company itself. In addition to that, according to an article by Small Biz Trends, consumers prefer to learn more about a certain product through the companies own blogs and articles compared to seeing it on an advertisement. The up side to content marketing that most e-commerce businesses will love is that it costs way less than regular marketing. Not to mention it also generates three times more leads!

Tips on Content Marketing For E-Commerce

Content marketing can sometimes be a challenge to carry out if you have no idea what it is. You can’t just be spurting out information that you have no idea about. Readers have to be intrigued by your content in order for them to click on it and keep coming back. Here are five simple steps that can help you boost you e-commerce content marketing.

Buyer Personas

In order to generate good content marketing, it is important to understand your customers better. How do you do that you ask? Well its quite simple. You could first start off by creating buyer personas. What a buyer personas are detailed descriptions of who your targeted customers are. It is important to know who your customers are and what they want. How are you going to produce tailored content to catch your target customers attention if you don’t know anything about them? Customers often ignore content they don’t find interesting or content they find unrelatable.

Every business should at least have an idea of who their customers already are, However, ‘having an idea’ just isn’t enough! You need to know everything there is to know about your potential customers! Example, their age, location, income, needs, interests and anything else you can think of. We are aware that it is not easy to obtain all these information, but worry not because not all your information has to be 100% accurate for ever single customer. At the end of the day, all the information you have collected should paint a CLEAR picture of your ideal customer.

Before you create your buyers personas, you have to identify your target customer groups. This part falls entirely upon how wide your target customer base it. You might have one group or five groups or even as much as fifty groups! For example, if your e-commerce business is online fashion for men and women then you would probably have one target customer group that would be centered around men and another on women. If your business requires you to have many target customer groups, then it is not necessary for you to create a detailed persona for each of your customers. What you could do instead is pick your top three and add more as you go along.

Once you have identified your customer groups, the next thing to do is start researching the group categories to get detailed persona information. Here are some of the questions you would want to be asking yourself about your ideal customer:

  • Age
  • Gender
  • Occupation
  • Income
  • Hobbies
  • Relationship Statuses
  • Social Media platforms of choice
  • Communication preference (telephone, email, etc)

These are just a few common questions that are often asked. You could of course have more questions as you go, and depending on your business and industry.

Other ways of collecting data include focus groups, sending out questionnaires and good old surveys. However, these methods require more time, but if you have the time then why not? After you have collected all the data you need, you can start putting your personas together. They are what we like to call a ‘customer profile’.

Look Out For Your Competitors

It is extremely important that you know who your competitors are in the market. Look for business who are like yours or offer similar products/services. Once you have identified who your competitors are, look at their content and style of writing to compare with yours. Look at their blog (if they have one) and their social media channels and check and take notes of what they are doing. Check how often they are posting, what they are posting and etc. Besides that, also look at their e-commerce website. Look at how it is structured, what kind of content is on the page, type of media used and much more. Collect as much information as you can so you can take back some ideas and improve your own site.

Another way to keep your eye on your competitor is to ‘spy’ on them and figure out their backlinks are coming from. Not only is this a great way of understanding your competitors but it also allows you to know your industry and market a little better. Tools such as SEMrush can help you out. Create a list of the top 30 keywords that you would like to rank number 1 for. Look at what keywords your competitors are ranking for and get some ideas from there. Even if it does not put you above them on the Google search page, you will at least be on the same page as them.


Do you already know what type of content you would like to be generating? The type of content that you put out is crucially important. Don’t just put out content for the sake of updating your social media pages or blog. If they are not related to your business or interesting, chances are your customers will ignore it. You want to make sure your content is beneficial and interesting to your readers and customers.

There are so many types of beneficial content that you can create, such as:

Buyer Guides: A buyer guide can be a bit long to write and take a bit of time, but it will be well worth it. It can help increase your organic search ranking and at the same time persuade customers to make a purchase from you! What better way to kill two birds with one stone? However, be very careful as the content should be well written and include useful information that will help with supporting your brand’s call to action.

Customer Feedback: Real customer feedback can help your business gain the trust of new and potential customers. But of course, this is only if all the reviews are good ones. Unfortunately, that is not always the case and you will definitely face some unhappy customers. The best way around receiving bad reviews are to ask your customers for one. This is because most happy customers will be willing to write you one. On the other hand, unhappy customers would probably want nothing to do with your business anymore.

Product Comparisons: This is very popular amongst the readers. People love options and knowing what is the best one in the market. Best part of it all is, you don’t even have to take sides when comparing. You can remain neutral as long as you presents all the facts of the product and let customers decide what best fits them.

Infographics: People might tell you that infographics are a thing of the past. But that is not entirely true! If you do it right, an infographic will definitely provide value to your content marking strategy. Anything visual will definitely have more of an effect compared to just a paragraph of plain text. It would be even better if you got influencers to help promote your infographic. From there, you can acquire a good number of links.

Come Up With A Schedule

When you have a clear idea of the type of content you want to create, create a schedule for it, to keep everything organized. In the schedule you can include when you plan on posting, what kind of content you are posting or even potential posts ideas. It is a great tool that you can use to your advantage and help better allocate your time!

Plan your strategy out properly to get the most of your content marketing. As you go, you’ll get a better idea of what your target audience is searching for and you can then adjust your schedule accordingly.

Here are a few things that you can add to your schedule:

  • Date of scheduled post
  • Type of post
  • Title of post
  • Short synopsis of the post
  • Keywords you are going to use
  • Where you are publishing it

Image and Video

Another great way to boost your e-commerce content marketing strategy is by using images and videos. According to this infographic by the InstanteStore, 65% of audiences are more likely to remember posts when images are paired with the information.

Lucky for us the e-commerce world images are easy to come by. If your business revolves around selling products, then take pictures of them and use those pictures as your content. The content of your main e-commerce site should be filled with pictures of the products you are selling. But of course, be creative with with way you take the pictures. Don’t just take a picture of the product itself. To make the picture more appealing, create a backdrop for it or place it with other props to make the image more attractive to look at. You could also feature someone using your product, giving the picture more life and reliability.

Video is becoming more and more popular in the content marketing world today. Everybody loves watching videos! At least I know I do. This just means that you can add video into your content marketing strategy. This could potentially help you get ahead of the competition and boost sales. Your videos don’t need to be a huge production (hollywood style). It can be as simple as an informational video, showing how to use a certain product. You could also use videos to complement other pieces of content. This is a great way to get the attention of new customers. And hopefully they will soon be buying customers!








Game Of CyberAttacks : Security Lessons From Latest HBO Hack

Fans of the popular series Game Of Thrones had a good time looking for the recently leaked episodes ahead of the screening. Imagine if hackers managed to steal the entire Game of Thrones Season 7 episodes and put all of them up. Fans will be raving and studios will be fuming. Am sure they didn’t know how compromised their cyber security was until then.

HBO recently suffered a massive cyberattack, with hackers stealing 1.5 terabytes of data from inside its network, including upcoming episodes of shows such as Ballers and Room 104. But the crown jewel of the hack wasn’t even a video, it was the script to this Sunday’s episode of the wildly popular HBO series Game of Thrones. The network’s chairman and chief executive, Richard Plepler, confirmed the hack and called the recovery efforts “nothing short of herculean”.

He also said something more important, something that many people overlooked: “The problem before us is unfortunately all too familiar in the world we now find ourselves a part of.”

We often think of major data hacks as individual unrelated incidents, but when we step back and look at cybercrime as a whole, some very disturbing trends start to emerge. Last year alone, companies and individuals were targeted by an estimated 90 million cyberattacks globally — that’s more than 12 attacks per second. Just last month, Lloyd’s of London warned that a major global cyberattack could trigger more than $65 billion of economic losses. For comparison, the 1999 Sydney hailstorm — the most expensive natural disaster in Australian history — caused about $2.3bn in total damage.

Over the past decade, we’ve seen a significant evolution in the scale and sophistication of hacker organisations, along with the types of businesses they target. Historically, hackers tended to go where the money was, primarily targeting banks, merchants, retailers and other organisations that directly handled financial information and transactions, but as these organisations improved their security standards and began locking down their systems, hackers started looking for easier targets.

Trial by combat

With streaming services like Netflix and Hulu leading the way, the global entertainment industry is now worth about $2.7 trillion, equivalent to the combined value of the world’s top 10 banks. HBO by itself generates about $8bn in revenue, with Game of Thrones being its most popular series, it is no surprise that professional hacker groups are increasingly targeting major movie and television studios.

In 2014, a group of hackers known as the “Guardians of Peace” infiltrated Sony Pictures and spent at least two months inside its network copying critical files, stealing up to 100 terabytes of data. The group demanded that Sony halt the release of the major motion picture The Interview, threatening terrorist attacks and causing Sony to cancel the film’s premiere and mainstream release. Just a few months ago, Netflix was hit by a ransomware attack from “thedarkoverlord” hacker group, which ultimately leaked an upcoming season of Orange Is The New Black. Even HBO is no stranger to these types of attacks, with the first four episodes of season five of Game of Thrones leaking out to BitTorrent before the season premiere.

Where are dragons?

The entertainment industry needs to update its security model to reflect the reality of the modern IT ecosystem. Many organisations still focus on perimeter defences — firewalls, intrusion detection systems and network access control. But perimeter defences are only effective in protecting data inside the network. What happens if, as was the case with Sony, your network is compromised? And more importantly, how do you continue to protect the data once it leaves your network?

The good news is that all of the technologies needed to protect against these types of attacks are already available from companies like BlackBerry. Enterprise file synchronisation and sharing solutions are used by several entertainment companies to securely share encrypted files and control digital rights even after the files leave their network. Using secure communication solutions means it is safe to communicate with external parties over secure channels, be they email, text, phone or instant messaging. Unified endpoint management solutions are also key in centrally securing and controlling all IT endpoints, including desktops, laptops, mobiles or even IoT devices. And finally, cybersecurity consulting services can be used to assess an organisation’s defences, bringing “ethical hackers” into their environment to simulate a real-world attack.

If Game of Thrones has taught us anything, it’s that enemies will always try to find and exploit our biggest weaknesses, be they physical, mental or in this case digital. And just as in the hit HBO show, our goal isn’t to make our defences impenetrable, it’s to make them strong enough that hackers simply move on to easier targets. In the end, enterprises and individuals who adopt this approach to risk management will have the best chance to survive the digital winter.

The above article first appeared in The Australian on 8th August 2017 written by Alex Manea