![Grant Arnott: Managing director at specialist content provider The Media Pad. [Main image: Wendell Teodoro@Zeduce.org]](http://yaffa-cdn.s3.amazonaws.com/ragtrader/images/dmImage/StandardImage/Grant Arnot - mid.jpg)
The first step to boosting profits through content is to create useful, original product descriptions throughout your site.
The second is to add helpful, complementary information and imagery – sizing guides, fabric care tips, multiple product shots, zoom functions and even video.
International online fashion retailer ASOS saw a significant lift in conversions when it added video of models on the catwalk – shot simultaneously with the stills, a highly efficient production process.
The third is to utilise customer ratings and reviews to not only provide trustworthy reviews from peers, but to further boost trust and rankings with search engines.
Many e-commerce platforms now offer ratings and reviews as a standard feature, or there are specialist providers like BazaarVoice who can significantly boost performance through user-generated content.
Modcloth, a highly successful fashion retailer specialising in vintage apparel, uses ratings and reviews on items not only to improve sales, but also allow customers to ‘Be The Buyer’ and rate proposed designs before they even go into production.
CONTENT STRATEGIES
When it comes to content strategy for online fashion retailers, UK pureplay Net-A-Porter is an exemplar. From its inception, Net-A-Porter has built its business on being not only a retailer, but an authority on all things fashion.
Online and offline magazines, videos and apps combine to inspire, delight and complete the customer experience.
In Australia, savvy retailers are taking cues from publishers and media companies, creating strong engagement with audiences through blogs, videos, style guides and helpful articles to create sites that are not only stores but destinations.
Sportsgirl heavily leverages magazine-style content online to engage shoppers. Recently, Myer joined the blogosphere with the Miss Shop Blogger Project, a joint venture with pop-culture website Pedestriant.tv. The project includes 14 Australian and one international blogger.
The convergence of media and retail is an increasing trend. Virtual mall ShopStyle has partnered with Fairfax to produce news and lifestyle website 'The Daily Life' , leveraging the media company’s existing audience and content capabilities to drive online retail sales.
As online retail becomes more and more competitive, particularly in the world of fashion, content is well and truly in the spotlight.
‘Storytailing’ is a critical factor not only in the customer experience, but in increasing qualified traffic, improving search rankings and boosting conversions.