A web shopping guide is not just a set of instructions for the user to purchase products in our online store. It is also content in itself: it must be creative, offer relevant information, be user-friendly and capture the buyer's attention. Remember that the average visit time on a web page is 10 to 20 seconds, however, if the page contains relevant information this can shoot up to minutes. The shopping guide must be aligned with the tone and general strategy of the company, here are some practical tips:
Be creative, avoid using superlatives like “this is a great mattress.” There are greece consumer email list other ways to highlight the product’s qualities, such as pointing out the needs it can meet.
Attract with benefits. Many users look for special offers. Offering discount coupons, free shipping or other types of incentives can increase interest in purchasing.
Incorporate storytelling. The buying guide can be a story that inspires desires or triggers a user's imagination. An interesting way would be to place the service or product in an everyday context, where the user can identify.
Success stories or personal stories. One way to build user trust is to offer proof: “more than 1,500 deliveries made” or testimonials from people who have purchased from our brand. Remember, never ignore complaints, they are also a source of learning.
Define your Buyer Persona
The Buyer Persona is an idealized image of the buyer that must be reinforced with research into user behavior. If you have identified your audience well, it will be easier to respond to their needs. Some of the ideal types of buyers are the following:
Focused on a single product or service.
Casual seekers.
Researchers on market alternatives.
Bargain hunters.
One-time users.
Make sure you have landing pages that address at least three of these types of buyers. In the case of one-time users, they may require more advice to make their online purchase. It is these users that the buying guide should be focused on.
Examples
Ikea
Write an effective web purchasing guide