Why Quality Content Is Still Vital to eCommerce Success 

But quality means more than absence of grammatical errors or presence of creative flair. Your copy should also be written and posted with an awareness of SEO. Close to a quarter of eCommerce sales are linked directly to organic searches.³

Next comes an element that is at least as important as copy: images. Customers know what looks good when they see it, even if the aesthetic appeal registers on a subconscious level. Furthermore, most online shoppers see product photos as having a huge influence on their decision to purchase (or not to purchase).⁴ Think of the images you choose as being not only an opportunity to attractively display your products, but also a way to actively sell your products by capturing unique features, benefits, and other reasons to buy. 

From a design standpoint, choosing the right images can be more of an art than a science—especially when we move from product photos to things like lifestyle images—but it’s an art that pays off in the form of longer page visits, increased likelihood of a purchase, and greater potential for sharing on social media. 

Similar logic applies to video content, which can serve as an effective way to set your brand apart on eCommerce and social channels alike. Your video doesn’t have to be an elaborate production. Something short, sweet, and to the point still reflects more effort than many brands put into their marketing and eComm presence. 

If this doesn’t feel enough like a juggling act yet, there is another factor that bears mentioning. Mobile eCommerce is growing fast—so fast that it’s expected to account for nearly 43% of total eCommerce sales in 2024.⁵ So, even brands with the most beautifully crafted words and visuals still risk falling behind the curve unless they’re ready to make the same experience available to customers in smartphone-friendly form.