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How Good Content Can Improve Your Shopify Store's Conversion Rates

By Shir Lapidot

Published June 17, 2021.

How Good Content Can Improve Your Shopify Store's Conversion Rates main image

The content that you show on the pages of your Shopify store is one of the most important factors that affect conversion rates. Of course, there are other factors like the audience you target and the channels you use, but even then, the content you use will affect whose attention you can grab and whether they engage with you.

The term 'content' may refer to almost anything from images and micro-copy to videos and articles. In this post, I'll focus on essential principles you should understand to create good content that converts. Reading this post will help you understand marketing in general and content in particular.

Content Drives Most of Your Shopify Store's Traffic

If your Shopify store is built correctly in terms of the content it shows, then in most cases, new visitors, who don't know your brand yet, will arrive at your site because of your content.

For example, people who click on your Facebook or Google ads before arriving at your site do so because of the ads' content. People who click on a social media post on Facebook or Instagram do so because of the content. The same is true to tweets, WhatsApp and text messages, Youtubes, TikTok videos, and of course, organic searches on Google. People who search for products find your store on Google because of the content on your products' pages.

The only visitors who arrive at your site not necessarily because of your content are people who already know your brand. These people may Google your store's name, type in the exact URL, or click a bookmark on their browser to get to your site.

People Search for What They Know

So, content is the source of most of your traffic. If you're not a huge brand like Coca-Cola or Nike, most people have never heard about you, and for that reason, when they search on Google, they don't search for you. They search for answers for their questions, solutions for their problems, or something they need. But if you're not famous and they don't know your brand name, they will not search for you.

Good Content = Good Conversion Rates

Good content increases your chances of getting discovered and noticed if it speaks to your customers' needs, not if it speaks about your business. But it doesn't end there, content plays a significant role throughout the funnel:

  1. Expert content on your store builds your brand's trust and authority.
  2. Informative content helps customers understand which products fit their needs and provides the support or education they need during their interaction with your brand.
  3. Good product descriptions and images entice customers and help them make the final decision to buy.

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