I had the opportunity to talk more with tED Magazine, to get into the heart of building your eCommerce business. In this article, I speak on how to build a content optimization strategy. It starts with the people: getting the knowledge and perspective from your sales reps, and then using that information to prioritize, organize and build product content. I recommend you focus your efforts: do this is batches of 10 or 20 products, and work on optimizing just those. Then start making your website more and more finely tuned to serve your customers.
Spend 2-4 hours a week getting inside your sales reps’ heads and use it to build out your web pages. For a good search experience, you want to present search results and a way to drill down further for a specific item. Creating a solid taxonomy, and a category and subcategory structure, are critical for that. Then develop a product data team and program to continue to enhance the data as needed. There’s not a distributor that can’t do this by simply thinking through the buying process from the customer’s perspective. Just look at what customers are trying to solve and write the content and descriptions around those needs. It will take some time to do, but it will definitely add to your distributorship’s unique value proposition.