Text content important to e-commerce site success
Care needed in the management of content on e-commerce sites (Kate Billinghurst)
Attention to Text Content of E-Commerce Sites Important
Companies need to ensure their content management systems (CMS) are up to scratch in order to survive in an ecommerce environment.
This is according to Econsultancy blogger James Gurd, who highlighted that online transactions are becoming increasingly sophisticated, so businesses therefore need to adapt.
Firstly, businesses should map out what content management means for their organisation, he suggested, which involves assessing who is involved in creating material for the site. This process also includes highlighting where content used for search engine optimisation is stored on the site, whether it is through meta tags, alt images or URLs.
Taking note of where this content appears will enable an ecommerce site to assess its impact on the consumer, Mr Gurd emphasised. To achieve this you need to understand how you can tag each content component to ensure the data is being collected in the right reports in your web analytics,” he explained.
In some cases, firms will use CMS that make use of Google Analytics, for example, in order to provide a thorough indication of what is happening on their websites. My Gurd advised web-based companies to ascertain exactly what it is they want to measure before then assessing the options available to them. “If you’re not sure how it should work, speak to an expert,” he commented.
One of the main aspects of web design that companies should take into consideration is how readable their content is, as readers need to be kept engaged. The expert stressed that each page must be scrutinised to ensure it “renders well” and can be easily accessed by the consumer.
Figures from the Interactive Advertising Bureau Europe show that in the year ending in December 2009, internet marketing spending continued to grow in almost all of the 23 markets measured.