How to get the most out of your eCommerce digital content

This is a guest post from HINGE Global, which recently held a webinar on how digital content can help you achieve your coffee eCommerce goals. NCA Members can view a recording of the webinar here, and learn more about Hinge’s Amazon Coffee Data Dashboard here.


In the US, eCommerce has grown by 32.4% since the start of the pandemic, and the US Department of Commerce shows that by the end of 2021, eCommerce will make up 13% of total retail sales (up from just 4% 10 years ago). 

The “endless aisles” of eCommerce means that consumers have easy access to millions of products that meet their specific needs. In 2021, there were 36,263 coffee products across 1,769 different brands, over 100X more than a typical grocery store!

All this means that winning in eCommerce requires a different approach than traditional retail stores.  E-Commerce managers need to make sure that the products can be discovered by consumers (via search), that consumers understand the product benefits (via the product detail page), and that consumers are persuaded to buy (i.e., conversion). Plus, consumer expectations continue to rise. Consumers shop multiple channels and are constantly comparing product offerings across sites.  This means that best-in-class digital content is critical to helping brands win in eCommerce.

1. Great copywriting (and keywords) helps your product be found in search.  The goal of copywriting to improve your brand’s organic search rank within the category.  Improving organic search results will also improve the return on advertising spending, because your marketing dollars will not have to work as hard. The secret to great copywriting is the artful blend of channel-specific keyword research, coupled with persuasive and clear writing, all while staying true to your brand’s voice. 

2. Product photography and lifestyle images drive conversioneCommerce shoppers spend less than four seconds before they click on a specific product listing. This is why it is critical to have eye-catching and appealing digital images. Product images need to grab shoppers’ attention, communicate the key benefits, and persuade consumers to buy the product.  Given the importance of product images, we strongly recommend that eCommerce sellers have at least 5 images per product listing.  To maximize eCommerce sales, all images should be created with a mobile-first approach.

3. Enhanced Brand Content (also known as Rich Media or A+ Content) boosts conversions by 12%-36%, according to Walmart.com. In fact, some retailers are starting to mandate the use of Enhanced Brand Content because of the improved customer experience.  Enhanced Brand Content typically sits below-the-fold, just before product reviews.  Because of this position, many consumers will scroll to this section while they do additional product research before making an online purchase.


HINGE GLOBAL is a leading full-service eCommerce agency, with particularly strong experience in Coffee and Foodservice.  Their team of eCommerce experts can help you optimize your online product detail pages, copywriting, and enhanced content.  Additionally, through their partnership with Salsify, HINGE GLOBAL can publish all your digital content to all your eCommerce sites, including Amazon.com, Walmart.com, Target.com, Shopify, and more. Reach out to HINGE GLOBAL for more information at contact@hingeglobal.com.

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