Chris Perry is the Co-founder and Chief Learning Officer at firstmovr, a satellite Center of Excellence (COE) for eCommerce education and change management. He is also an Executive Educator and Keynote Speaker at Path to Purchase Institute. With over 12 years of experience as an eCommerce leader and executive educator, Chris aims to empower leaders to embrace change with actionable knowledge, strategies, and KPIs.

Here’s a glimpse of what you’ll learn:

• [2:00] How firstmovr provides omnichannel education for eCommerce brands
• [6:48] Chris Perry talks about firstmovr’s ENDCAPS program and the challenges of content creation
• [13:50] The importance of updating and auditing content
• [20:33] Strategies for uploading images for content and PDPs
• [25:05] Considerations for mobile-first content
• [32:41] How to produce and measure full-funnel content
• [37:33] Testing tools for content creation

In this episode…

As brands grapple with small teams and increased content demands, compelling, optimized content remains a priority. In a landscape where even a 1% improvement can produce significant gains, how can brands ensure their content resonates with target audiences across channels?

With platform and retailer algorithms ranking content based on qualitative and quantitative factors, eCommerce thought leader Chris Perry emphasizes the importance of conducting content page audits. This includes measuring keywords for specific categories, identifying your target audience, including relevant images, and ensuring your titles reach the required character count. Updating your PDPs with a single image can increase conversion rates by 2%. Chris also recommends optimizing your content for mobile devices to meet customers where they shop. This involves creating user-friendly designs and prioritizing image creation.

Tune in to this episode of The Digital Deep Dive as Aaron Conant hosts Chris Perry, the Co-founder and Chief Learning Officer at firstmovr, to discuss optimizing content for the digital shelf. Chris explains how to test content creation tools, how to produce and measure full-funnel content, and firstmovr’s ENDCAPS educational program.

Resources mentioned in this episode:

• Aaron Conant on LinkedIn
• BWG Connect
• Chris Perry on LinkedIn
• firstmovr
• Spencer Millerberg on LinkedIn
• DetailPage
• Lauren Livak Gilbert on LinkedIn
• Digital Shelf Institute (DSI)

Quotable Moments:

• "If we're 1% better than our competition, we win."
• "The digital shelf is a practice, not a project."
• "Who owns content? Full funnel content? Nobody."
• "It's about start. Start with the big: fewer, bigger, better."
• "How do we create an awards program that celebrates best practices but also educates on best practices?"

Action Steps:

1. Conduct regular digital shelf audits: Regularly auditing your digital shelf ensures that your product pages remain relevant and optimized for the shopper experience. This allows you to create content that meets retailer requirements and evolving consumer expectations.
2. Prioritize mobile-ready content: Optimizing your content for mobile devices is crucial as more consumers shop via smartphones. This captures consumer attention in a mobile-first world.
3. Integrate social proof and user-generated content: Leveraging social proof can enhance credibility and engagement, making product pages more compelling. This provides an opportunity to build trust and connection through authentic consumer voices.
4. Develop a full-funnel content strategy: Aligning your content with various stages of the consumer journey ensures a consistent and persuasive message. This addresses the challenge of fragmented content strategies and provides an opportunity to enhance conversion rates.
5. Adopt a continuous improvement mindset: Embrace content creation as an ongoing practice rather than a one-time project, allowing for regular updates and optimizations. This mindset is effective in driving incremental improvements and staying ahead of the competition.

About BWG Connect...

BWG Connect provides executive strategy and networking sessions that help brands from any industry with their overall business planning and execution. We network and knowledge share together to better understand and adapt to the newest trends, strategies, and pain points shaping growth in the digital space. BWG Connect, in conjunction with BWG Strategy, has built an exclusive network of 125,000+ senior professionals and hosts over 2,000 virtual and in-person networking events on an annual basis.

In addition, we have had 1x1 conversations with over 5,000 brands and have a real-time pulse on what digital strategies are successful and why. This in-depth knowledge allows our team to operate on the cutting-edge and provide our clients with best-in-class guidance on how to win in the digital world. We have provided free consultations and strategy sessions for companies of all sizes, from start-ups to Fortune-100, to enable growth, resolve issues and make curated service provider introductions that can impact your digital footprint.

We have held to the philosophy of providing high-level insights and actionable knowledge with no sales pitches in order to provide to our network the ability to listen, learn and act to improve themselves as well as their organizations. Our ultimate goal is to be the resource out there to help digital executives find the research they need to excel in the modern marketplace.

If you are interested in getting involved with any of our current or past events, you can find them here. If you are looking for help & would like to set up some time to chat with our team, you can schedule a time or reach out directly to Aaron@bwgconnect.com or Tiffany@bwgconnect.com.