5 ways to increase e-commerce revenue with CMS, Monogo E-commerce News
I've had a lot of inspiration lately related to content and content management systems. These inspirations are experiences and observations of what business results can be achieved by focusing on content.
Yes, content gives organic traffic that converts. This is a fact. By publishing a lot of, high-quality content, you can ensure that you have an ever-increasing number of potential customers. We're talking about an extra thousand page views in the first year of operation alone. And this content will be working all the time. Every week there is more of it, which means more indexed pages, more keywords your e-commerce appears for, more search engine impressions of your domain and so on. You know what I'm getting at.
In fact, my company website, monogo.co.uk, within the first year of working with content, increased its thematic keyword reach by several hundred per cent, and the number of x15+ visits. We are currently experiencing a steady 20%+ increase in visits from quarter to quarter. No advertising, just content.
This is so that we go through this not only by advising our clients, but also by applying the same techniques to ourselves. Let's take action!
It is worth starting with what is content?
Content, or content
Content, or anything that is published on your web pages. This can be text, images, videos, comments, etc. It can be text, images, videos, comments, etc., all of which can then be read and indexed by a Google or Bing robot. Because, after all, we publish so that someone can read it.
For this to work, we have 2 possibilities. One is a customer who goes to your shop page and searches through it encountering content. He views or reads it. The other option is to use a search engine such as Google or Bing. If your content has been indexed then there is a good chance that you will start to appear (or more precisely, your online shop will start to appear) under certain keywords to potential customers using search engines. If the title and the first few words are sufficiently interesting or relevant to the customer's needs, they will come to your site.
From then on, you can treat him as your potential customer and it is all up to you how he is guided.
Let's now move on to my subjective list of 5 reasons why a CMS will increase conversions in your e-commerce.
Faster delivery of content for e-commerce
Why should publishing speed matter at all? After all, are you publishing 1 or 2 articles a week anyway?
Let's imagine a situation where, hypothetically, 5 people are involved in the content publishing process at your company. In simplified terms, the process could look like this:
Content Delivery Process
- a manager talks to the business about goals.
- the same manager tries to discover what keywords can support the business objectives.
- the whole group tries to come up with publication titles in a workshop format.
- business approves article titles, which then land with copy writers.
- The article thus prepared goes through the editors and gets approval or corrections. A revision phase follows.
- In the meantime, graphic designers prepare the artwork for the article. Graphics are also reviewed.
- Once the text and graphics are ready, someone asks IT to put them on the website. This is an extreme situation, if you use Magento (Adobe Commerce), you already have a simple CMS that you can use (say). without IT involvement, to get something published.
- The text you have prepared, can be published, or set up when it appears on the web.
Now let's imagine that this whole process is done on emails, Excel and Word files. Each version is emailed (because not everyone is on the same network/domain).
With proper control, it is possible to deliver a reasonably minimal amount of content per page in this way. However, with a CMS, most of the steps, can be done in the system. For example, builder.io is able to support collaboration between different roles, gives permissions and, above all, excellent tools for visual content management. As a result, you don't have to worry about how the article will look after publishing. All because you have a live preview of your site with the new content you create. Regardless of device or screen size.
Now, think about it, you're cutting the average time from idea, derived from a business goal, to publication by 50%. That means the cost of producing content is significantly lower, or you can publish more in the same budget and time. And all thanks to a decent CMS.
Better control over SEO
It's been a long time since I've seen an online shop that doesn't use the help of an SEO agency. And this is the right approach, because, after all, no one expects that a very dynamic SEO topic, can be addressed without dedicated resources. Good SEO means traffic, and traffic means sales and data for conversion optimisation.
Once, the technical aspects of SEO, implemented decently, will allow a content and SEO strategy to be implemented with peace of mind. However, there comes a time when we need to react very quickly. In that case, it would be good to have extensive control over what we show to the Google and Bing bots. The worst thing is if you only have part of that control in your system. Going through the process of implementing changes, can be very long. And yet that time is not there!
Again, and in this case, a CMS comes to the rescue. With it, you will not only have control over the entire SEO area, but it will also allow you to make changes on the spot. That is, of course, if the initial implementation is robust. That's why it's a good idea to have an SEO agency available to the implementation company on every project so that they can be involved in the implementation process. To advise and validate.
Personalisation available at a glance
What products your customer sees is a matter for the e-commerce engine. But what banners, texts, images or marketing description blocks they see is already a CMS department.
We have written many times at Monogo, on the importance of personalisation. By how much it can increase your conversions. This is another aspect of e-commerce business that is no longer taboo. Any e-commerce business that is serious needs to take an interest in the topic of personalisation.
Again, a good CMS, will be able to consume segments (coming, for example, from the Adobe Experience Cloud engine) and deliver the right content to customers, at the right time. Because it's not just about personalising the welcome email. Personalisation should penetrate very deep into the purchase path of your online shop customers.
With a good targeting engine in your CMS, you will have the flexibility to deliver content. Which will allow creativity to explode in this area. Because at the end of the day, technology will not stop you. And as we know personalisation means more conversions.
Straight from Figma to website (almost)
Your agency for graphic design of new pages (landing pages) is more than likely using Figma. It's such a market standard. How about reducing the time it takes to implement new visuals by 80%? Sounds sensational, even unbelievable!
However, it is slowly happening. Literally in just a few days, builder.io introduced a new feature which enables the implementation of a workflow between Figma and the CMS. And this is just the beginning, as the company promises that an import option between Figma and your 'custom components' will soon be available. What does this mean?
It means that builder.io will be able to recognise your application and instead of using standard components, it will use your context. This will be a revolution.
Sharing content externally
Let's say you have an idea for a mobile app. Maybe not even one. Why not, after all, some customers could have the app on their phone's desktop instead of typing in your shop address every now and then. However, the question is how to feed such an app with content?
The answer is (not CMS this time) relatively simple: an API. With an API, you can link multiple systems together within a single app. In this way, you deliver the experience (experience), the customer is looking for. Customers have a habit of returning the purchase, for a good UX and a good experience.
Re-using content that already exists in a CMS is very good practice. But for this you need a CMS that is built in the right way so that it has a Content API. Contrary to what you might think, not all options on the market will give you the right level of freedom to do this. It is worth checking well before choosing the one content management system.