An informed shopper is a motivated shopper.
Prospective customers who are browsing your site’s buyer’s guides are, typically, in the latter stages of their journey. That means they’re ready to pull the trigger on a purchase but need a little more information.
In most of these cases, your leads already know that they need a product like yours. They’re just not exactly sure which one to choose yet.
Your job is to present them with the kind of information that would help them click on that magical “Buy Now” button.
But what makes a great buyer’s guide? What’s the ideal content for one of these pages, and what’s the best way to present it?
In this article, we’ll take a look at five buyer’s guide tactics that will help boost your ecommerce site’s conversion rates.
1. Summarize Your Top Choices Early
Some of your customers will be so close to making a decision that they don’t need to read every line of content in your buyer’s guide.
For these shoppers, the most important thing is your recommendation. They’re simply interested in seeing what you think the best options are and will happily act on this knowledge.
Make sure that you meet the needs of these people by giving them an early summary of the “best” products in your buyer’s guide.
Best Mattress Brand gives us an excellent example of this tactic in their Best Adjustable Beds of 2021 buyer’s guide.
The article kicks off by presenting shoppers with three top choices in three unique categories:
- Best Adjustable Bed Overall
- Best Affordable Adjustable Bed
- Best Adjustable Bed for Couples
This is an excellent way to serve the needs of customers who just want to get on with the process and don’t want to get bogged down in the details.
The Balance Careers takes a slightly more minimalist (but no less effective) approach to this tactic with the summary in their 7 Best Online Photoshop Classes of 2021 buyer’s guide.
2. Don’t Hold Back on the Visuals
Many buyer’s guide articles forget how important it is for shoppers to actually see what the product looks like from various angles.
These sites often make the mistake of:
- showing products inside their packaging
- only featuring the manufacturer’s logo
- displaying only one image that gives no valuable info about how it looks
So, supplement your product entries’ usual content with detailed visuals. Take high-resolution photos from more than one angle. Include other objects or people in the photos to communicate size and scale. Make sure you showcase the item in a way that makes it look appealing to potential customers.
Real Thread does an amazing job of showcasing the items in their article on The Best Custom Hoodies and Sweatshirts.
3. Give Your Customers a Ton of Options
Some shoppers enjoy the browsing and research part of their shopping experience. These individuals aren’t scared to interact with a ton of information and appreciate long articles featuring plenty of items.
Indulge the needs of these people by populating your buyer’s guide with a very long list of high-quality products. Then, don’t hold back on the amount of information you give on each of these items, either.
Remember that people still want to buy a product that’s best for them. Just because you’re giving them many options doesn’t mean you should skimp on the details.
Have a look at how Gili Sports presented the content in their incredibly comprehensive list of The 30 Best Paddle Board Accessories.
The site went out of its way to give shoppers more choices than they can shake a stick at. Nonetheless, they didn’t hold back on product descriptions, specs, pros and cons, and images.
Man of Many takes a similar approach in their article on the Best Home Gym Equipment Pieces, offering their readers 20 product options.
4. Improve Readability
Even highly motivated shoppers don’t enjoy slogging through inaccessible, unfriendly walls of text.
People reading content on the web prefer to engage with written information that’s been conveniently “chunked” into easily digestible sections of information.
Buyer’s guides are no different. Your readers will, in all likelihood, skim through the content of your page. That’s just the way people engage with online info nowadays.
Long sections of unbroken text alienate skim-readers and also make it hard for people to process information.
TechRadar took this approach to a new level with their article on The Best Wireless Earbuds. The site’s designers position written information in small chunks, using short paragraphs, plenty of images, and an attractive grid display for each of the products in their buyer’s guide.
5. Get to the Point Early
Chances are, people aren’t reading your buyer’s guide because they need to be convinced to make a purchase. They’re likely to be researching products because they’ve already decided to buy something, and they just need a bit of guidance in choosing the exact item that’s right for them.
With this in mind, if you make them read a long-winded introduction before getting to the meat of your article, you’re only creating a needless obstacle.
Avoid the temptation to place flowery prose between your shoppers and the content they really want to interact with. They’re on this page because they want to read reviews, compare specs, see images, and find out which item is best for them.
Give them what they want as soon as possible.
Dive In show us how it’s done with an excellent, concise, 250-word intro to their article on The Best Hiking Backpacks in 2021. No complication, no fuss. Just the absolute minimum info the reader needs before continuing on their shopping journey.
Some Final Thoughts
Your ecommerce buyer’s guide exists to take advantage of shoppers’ eagerness to buy something.
In many cases, people reading a buyer’s guide don’t need to be convinced to buy a product. They’re simply looking for the item that best meets their needs.
Always bear this in mind when writing and designing a new buyer’s guide. Think about what a motivated customer wants to see. Put yourself in their shoes and ask yourself: “What information do I need to act on this impulse to buy something?”
If you take a customer’s perspective when creating content for your ecommerce site, you’re significantly improving your chances of conversion.