WordPress gives great opportunities for the development of eCommerce projects. The chance to create your online store for free within a WordPress platform is really promising, but you would need much more than a WordPress theme with a bunch of plugins to make your eCommerce project successful.
One of the most important things on your way to the glory among thousands of competitors in online sales is your content. The ability of your WordPress website to attract visitors and convert them into loyal customers is mostly dependent on the quality of your content and its correspondence to your potential audience demands.
Product buying guides represent one of the most amazing opportunities to attract users’ attention and keep them engaged within your WordPress eCommerce project. We will observe the features of product buying guides and will look precisely at the first steps of creating your own product buying guide for a WordPress website.
What Is a Product Buying Guide?
Product buying guides are your special content pages which help a user to navigate through the assortment of your WordPress eCommerce project and give useful tips on choosing the right option for individual demands of this user. In other words, product buying guides represent the new vision of product description, which is not isolated anymore but connects with other similar products and allows a user to analyze all options in a few seconds.
The simplest decision about product buying guides is to gather similar products in one category and give tips specifically for this category. In this case you can also use the products of the chosen category to make good examples for all comparable features of the goods. For instance, your fashion shop can include product buying guides for T-Shirts, jeans, sneakers and other groups of goods. Each group will have its own special tips, which use certain T-Shirts, jeans and sneakers as examples correspondingly.
A good product buying guide will bring benefits for both your WordPress project and your potential customer. Users will receive professional assistance without a need of using feedback channels and experiencing additional waiting time to connect with a shop assistant. Moreover, good product buying guides allow users to avoid lots of common mistakes while choosing a wrong size, type or quantity of goods on your WordPress eCommerce website. The gratitude of these users will surely pay for your time and effort invested for buying guides.
On the other hand, your WordPress project will have a powerful impulse for its SEO development with product buying guides. Search engine appreciate all efforts directed to the creation of useful content. And there is no better content for an online store then a product buying guide. Moreover, a good product buying guide is a perfect tool for sales.
How to Create a Product Buying Guide?
We strongly recommend you to lay the idea of product buying guides at the step of creating your WordPress project. This idea should include the way you choose to speak with your audience – through dedicated blog posts, category-related guides or some other, more sophisticated strategy of comparing your similar goods and giving your users related tips.
After you have got an idea, 4 of the most important steps await you on the road to a successful product buying guide. Let us now observe these steps in details.
Analyze and Define Your Audience
How do you imagine the portrait of your common website visitor? How old is he, where does he live, what is he dreaming about and foremost important – why did he come to your WordPress eCommerce project? These questions could be answered either with your marketing strategy or with Google Analytics (and similar tools) data.
Google Analytics will be very useful if you already have a WordPress eCommerce project that has some audience. In this case you ought to study all data – from age and sex of your visitors to the period of the day they mostly spend on your WordPress project. All data can be useful – you only need to learn how to interpret them correctly. Our dedicated Google Analytics guide will help you in this important and difficult task.
In case you are only creating your WordPress eCommerce project and do not have visitors on your website yet, you need to imagine your common user portrait by yourself. Even more important is to observe your Google Analytics data after the start of your project to see how your imaginary portrait corresponds to reality.
Speak the Language of Your Audience
The majority of internet users does not read text content properly. They just scan it in search of some specific information they need at the moment. Your task is to make this scanning process as simple as it can possibly be. For this purpose, you will surely need to increase your readability score, which shows the ability of a user to quickly understand what you are writing about. We can recommend you another dedicated article for this case: Increase The Readability Score of Your WordPress Website.
Do not forget about videos and images for your product buying guides. These types of content generally get more attention of a common user and involve him for the longer period of time. Although videos require much more time and effort for their creation, the result is usually worth the deal.
Search Engine Optimization
One can hardly overestimate the meaning of the search engine optimization for the development of a modern WordPress eCommerce project. Strictly saying, SEO rank shows the opportunities of your website to get new visitors. That is why search engine optimization is a cornerstone of every online project.
Search engine optimization is a very large topic. If you are not acquainted with it, we suggest you to visit our dedicated blog category and read lots of useful tips for the development of your search optimization strategy.
Call to Action
A call to action element of your product buying guide should be the finishing touch for a masterpiece you create. Without a call to action element your effort will be done to no purpose. Imagine yourself as your user and feel the sense of incomplete for a content that guides to a purchase but does not give the direct opportunity to order goods. This is an awful feeling your users should never experience and you need to attach all of your effort to shield them from such a shock.
Microinteractions can also be very helpful while guiding your user to a purchase. Microinteractions are not the same as call to action elements, but they engage a user and catch his attention to the process of feature`s exploration within your product`s catalog. If you want to learn more about microinteractions, we can offer you a dedicated guide for this purpose.