Case Studies

Tag: digitalmarketing

E-commerce: How To Optimize Your Product Pages?

Selling on the internet involves ant work that never ends. Once you have chosen the platform for your online store, you have customized your theme and created your categories. It’s time to integrate your product pages and optimize them.

This is a key step for the success of your shop. Your product pages are essential to make you want to buy and convert your prospects into customers.

The Essentials To Present The Product

The first step is to present your product in a clear way for both your customers and the search engines. For this, make the most of the essential elements of a product page:

  • The title  :
    • We must be careful to always have an optimized title for SEO and that it is clear for the visitor.
  • The images  :
    • The photos must be homogeneous with each other. Try to have the same background for each product, or that the atmosphere is consistent.
    • Remember to publish several pictures of the same product in different situations and in different points of view.
    • Put yourself in the shoes of someone who has never seen the product. Show the texture, size and colors closest to the real.
  • The descriptions  :
    • In general, you must write two descriptions: a short that can be taken by Google to display in the search results and a longer text to better describe the product. Even if this step may seem tiring and tedious, do not neglect it! On one side the search engines like the content, and on the other side, your potential customer wants to have all the information about the product. You can describe its shape, its material, give ideas for its use, talk about its manufacture…
  • The technical sheet  :
    • In some cases, data sheets, or maintenance tips, or use may complete your product sheet.
  • The price  :
    • Do not forget to display the price including VAT if you sell to private individuals, in a clear and visible way.

e commerce

Reassure Your Customers

The above information is essential for presenting your products. Your page can be supplemented by various elements that will reassure visitors before moving on to the purchase.

Although these elements can be displayed in other pages, their presence on the product page can be a trigger of trust and convince the user to add the product in his basket. Among these elements of trust we can find:

  • Declinations: show the different sizes or colors of your product. Be careful not to propose more than three.
  • The stock available: inform your customers about the availability of the product, it is nothing more frustrating than receiving an email to indicate that the item purchased is out of stock.
  • The opinions: give the floor to your customers, good advice will reassure future buyers.
  • Fees and delivery time: avoid a cart abandonment at the end of the conversion tunnel, be clear from the beginning.
  • Means of payment: demonstrate that you offer a secure payment.

variant product page

Call To Action

Do not leave the user blocked on a product sheet, give him ideas to continue to discover other products:

  • Similar products: at the end of your product page you can submit products of the same category that might interest him.
  • Complementary products: a t-shirt that goes well with the proposed jeans, wax to clean the pair of shoes proposed…

As you can see, the creation of a product page needs to be thought through and worked on. The biggest challenge is to multiply this work by the number of different items you have.

But it is essential to have clear and attractive product sheets, a little for search engines but mainly for converting your visitors into customers.

Social Selling: The Art Of Prospecting Without Selling

Social selling is an approach that relies on social networks (LinkedIn, Twitter, and Facebook in particular) to identify potential prospects, connect with them, and bring them value by distributing qualified information without selling.

The Social selling is not just to create profiles on social networks. It goes further! It’s a process of researching, selecting, listening to and exchanging with potential prospects on social networks to generate opportunities and accelerate the sales cycle.

What Are The Objectives Of Social Selling?

  • Detect signals (job offers, search for partners, search for service providers …)
  • Promote the expertise of the company and its employees through the production and publication of content.
  • Social listening to better understand the needs of the targets.
  • Keep watch on posts posted on social networks, and exchange
  • Perform interactions on social networks (recommendations, likes, comments, sharing, congratulations …).
  • Connect with decision-makers via social networks.

The 4 C Of Social Selling

4 C, the 4 keys to building an effective social selling strategy.

  1. Contact: Build your network and address book according to the priority targets and networks on which the targets are present: 74% of the decision-makers are on LinkedIn and 42% on Twitter.
  2. Context: Learn to know the prospects (persona), study their needs, the themes that interest them to be able to respond precisely to the expectations of different targets by providing them with appropriate content.
  3. Content: Broadcast relevant content on the right social networks, at the right time. 65% of BtoB buyers indicate that content marketing has a significant impact on their purchase.
  4. Conversion: Create an exchange, a discussion with the prospect to enter a relationship of trust to convert it into a customer. Offer an exchange by telephone or an appointment to study their needs and provide appropriate solutions.

Why Develop A Social Selling Approach?

Before becoming a customer, your prospect will go through different stages between the moment he finds a need and the one where he makes the decision to buy, this is the purchase journey.

Buyers are now hyperconnected. They spend their time on the web and social networks and are constantly looking for information on products, services or brands that interest them.

They have gone from consumers to consumers. They do not need sellers anymore. They know more about the product they want to buy than the seller himself. When they decide to meet a seller, they already have a great knowledge of the market and products.

In BtoB, 92% of buyers start with a search on Google, and 75% use social networks, including LinkedIn. Professionals seek information and content targeted to their interests and issues.

If you or your brand is not present during the shopping journey of your targets on the internet, you are unlikely to be identified as a potential provider.

Social selling is no longer an option because your company has to adapt to the 3 phases of the buying process by providing more service, more value and developing a relationship with its customers.

 The Prospect Buying Path

  • During the discovery phase: the client begins to worry about his problem or need and to take an interest in the idea of solving it. At this point, you must provide information by creating content tailored to the keywords searched on the web.
  • During the stage consideration: the customer does not know yet how it will solve their need, but he devoted himself to research products or services that will allow him to solve it. At this stage, the challenge is to help the customer find the right solution and evaluate them.
  • During the Decision Phase: At this point, the client has selected the different options available to him. The challenge is to position yourself as an expert to reassure the customer that choosing your product or service is the right solution.

For this, your website and your social networks are a major social selling tool because you can communicate, share content, and interact with your target prospects to promote the sales process.

However without a marketing strategy with a production of quality content, you will have trouble developing your social selling approach to your prospects on social networks.

Social Selling: The Inbound Marketing Strategy Guide

Social selling relies on inbound marketing and content marketing to communicate, and connect with customers and prospects without selling. What social selling strategy to be effective?

Inbound Marketing

Inbound marketing is a strategy that consists of:

  • Attract Internet users with a website optimized for content and SEO.
  • Turn visitors into prospects with free content to download.
  • Convert leads to customers with a marketing automation strategy.
  • Retain customers to become ambassadors of the brand.

Companies that have adopted inbound marketing generate 54% more leads than traditional methods.

Content Marketing

Content marketing is the heart of inbound marketing.

Its goal is to create and distribute free, qualitative, creative and relevant content intended for its targets in order to touch it, engage it in a relationship and turn it into a prospect and then customers.

Quality content is content that does not speak for itself. To impact your audience, your content must solve a problem, hence the importance of knowing your targets better to meet them.

And to know your targets, you will use the technique of buyers personas: it is about creating the typical profiles of your ideal customers centered on their needs, their challenges, their brakes, and their motivations. In a process of social selling, the profiles of your buyers’ personas will allow designing a content strategy that will be attractive and shared on social networks to connect with your targets.

Which formats for your editorial strategy?

  • The blog article
  • Images and photos
  • Videos
  • Computer graphics
  • The case study
  • The white paper
  • The webinar

The video will be the preferred format because it is content consumed by Internet users, and it allows to interact with prospects in a simple and powerful.

Which Social Networks To choose In Social Selling?

75% of Internet users are present on social networks. The choice to deploy a social selling strategy will depend on the sector of activity and the uses of the targets.

Each social network has its uses, and we do not communicate in the same way on Facebook and LinkedIn for example. It will be a question of adapting the contents, and the tone according to the targets.

The goal is to share engaging content and generate interactions to engage targets and conversation. You have to be social on social networks and have a relevant presence.


It is the reference professional network, and the most suitable for social selling in BtoB and generates leads through targeting features for digital prospecting.


BtoB or BtoC is the social network of the snapshot. It is adapted to social selling especially on niche communities, or influencers and opinion leaders. Prospects are responsive on Twitter. You have to be very active on Twitter because there are so many tweets, and you have to stand out to be visible.


It is the most widely used social network in the world, and prospects are necessarily there. Nevertheless, it is a network especially adapted to a BtoC target. To practice social selling on Facebook, you will need to contact a different professional profile than a personal profile.

The communication on Facebook works well with publications on the employer brand of the company to make you want to join. It is not easy to develop a community in BtoB or with small business targets.

The visibility of company pages becoming increasingly weak on Facebook, it is necessary to communicate via a private Facebook group with content adapted to the expectations of the audience.

How To Be A Perfect Social Seller On Social Networks

Well used social networks are strong levers to engage prospects with a tailored and personalized speech.

Social selling is above all a position of expertise and credibility to establish relationships of trust with prospects. We do not sell on social networks, we socialize! The philosophy of social selling: “Stop selling, start by helping”.

A mere presence on social networks will be insufficient to have an impact on sales. It’s actions and interactions that will turn engagement into sales.

The perfect social seller knows how to “listen to customers” on social networks to meet their expectations. He is alert on the needs to show his expertise, and get in touch with them more easily.

Being a perfect social seller

  • To learn about the particularities of social networks

Social networks do not all have the same uses and the same codes. Understanding their operation is essential.

  • Be active to be visible and capture prospects

Build your personal brand and put your profile forward by multiplying content publishing and sharing. You have to show yourself on social networks to make yourself visible. It’s a way to work on personal branding and to heal your e-reputation.

  • Engage with prospects
  1. The first step is to know the prospects before they become customers.
  2. Start by following the target leads on social networks.
  3. Identify their interests as well as the people with whom they engage.
  4. Like or comment on their contents.

The second step will be to approach them with a speech adapted to their stage of maturity of purchase and to convert them into a buyer.

Put In Place An Effective Social Selling Strategy

Before you start social selling, think about your strategy:

  • What are your goals?
  • Who are your buyers’ personas?
  • What are their expectations, their needs?
  • What content to produce with which format?
  • Which are the social networks adapted to your strategy?
  • What messages to send to your prospects?
  • What indicators to follow to measure your actions?

Defining all these elements will allow you to have a clear and precise way to reach your goals with social selling.

AdCortex offers Integrated Digital Marketing services to startups and businesses. As fans of the scientific method, we at AdCortex combine science with all our digital marketing activities. Our formula is a method for designing and optimizing high-performance marketing campaigns. Get in touch to power up your digital presence starting today!

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