(source: unsplash)
Small is greater than big.
Back in the day, size mattered. Size allowed consumer brands to reach vast audiences via global ad campaigns. It spread manufacturing costs across thousands of SKUs. It gave big brands access to a whole slew of advantages smaller competitors couldn’t match. It also spread brands’ focus thin and made many deaf to their consumers—a small price to pay given the advantages.
it’s a different world now
But the internet is sweeping all that away. Its democratizing effect has cleared the way for thousands of smaller, direct to consumer brands to lure away larger, more established brands’ most profitable customers simply by listening to those consumers, and making them more meaningful products based on those conversations.
Brands need to be more meaningful now
It’s not size consumers want. It’s connection.
Today, size isn’t the advantage it used to be. Big or small, what matters most now is how well a brand connects with its customers and how well it communicates that connection throughout the customer journey—from the first social post to the final shipping email.
every point along the customer journey must be meaningful
Customers want to believe in, and feel connected to, the brands they support. They might be shopping for a summer dress, handcrafted chair or more sophisticated wristwatch. But they end up buying the dress, chair or watch that aligns with their attitudes and core values.
People don’t just buy products. They buy experiences.
That connection needs to be felt at every customer touchpoint.
Social media is a large part of the seismic shift away from large, mass market brands. It’s allowed smaller, digital-first brands to bypass paid media and earn customers’ attention, trust and loyalty by sharing content that matters to them. And the more that content connects organically, the lower the cost to acquire those customers.
Spend time getting the content right and you don’t have to spend money on ads.
The same is true when it comes to the product page. Brands that focus on content that resonates with their community win. And the better that content connects, the easier it is to convert those customers. Which is why we want to make it effortless for brands to share inspiring stories, photos and videos at the most critical point in the customer journey: on the product page, where the customer and the buy button meet.
The product page is where all your investment in social media pays off.
According to the Clutch 2017 e-commerce website survey, the three most important factors influencing online purchase decisions are 1) detailed product descriptions, 2) product photography and 3) customer reviews.
Invest in your the content most critical to conversion
In another study, poor product page content was responsible for a 20% drop in conversions. That means, for the average brand making $10,000 a day through their online channel, poor product page content is likely costing them $1,000,000 a year in lost sales. And that doesn’t even include the loss of trust and repeat purchases due to that same poor content.
Great product page experiences lift conversion, lower returns and create loyalty.
Invest in your product page experience.
Create, learn, adapt and grow.
But what exactly is poor product page content? How long should a product video be? Is the photography more important than product copy? The bad news: the answers to those questions are different for every brand. The good news: that’s why we’re building Pagemunk.
Pagemunk is a data-driven approach to your product page experience.
Pagemunk allows brands to stop guessing at which product content best converts and start working with their shoppers—using their own purchase data and reviews—to discover what content ignites their interest and gets them to click the buy button more often.
Do less busy work and more inspiring work.
With Pagemunk, teams spend less time cutting, pasting, uploading and guessing and more time crafting content they know inspires their customers.
Tracksmith’s product pages are the Niketown if ecommerce.
DTC, as a movement is revolutionizing commerce for the better.
When DTC thrives, consumers win.
We believe in the direct to consumer movement and want to help DTC brands thrive. Because the more DTC brands thrive, the more consumers will be able to make meaningful choices about the products they want to bring into their lives.
Brands that invest in their customer experience will win.
If you believe in that too, help us build the best app possible. Sign up for our beta program and together we’ll make it easier to craft product page experiences that thrill shoppers and create more loyal customers.