Sell the Hole, Not the Drill – A Guide to eCommerce Content Strategy – Behind Companies

You can’t say something like this without explaining how to balance this with optimizing for search traffic, which is the source of the majority of ecommerce sites.

The failure of eCommerce is that the functionality has been designed to sell, but sites have overlooked the opportunity to build relationships with their customers and genuinely make their lives better. Most online shopping engagements only make customers’ wallets lighter.

via Sell the Hole, Not the Drill – A Guide to eCommerce Content Strategy – Behind Companies.

About these ads