Mind the Gap

Why You Need to Create Product Context Pages

This is an important one. On Shopify, even with the latest themes, product pages are restrictive. It’s a challenge to drop a customer onto a product page and hope that all the information they need can be delivered within that one page.

So create product context pages. Carry on the conversations with your newsletters and flows with a greater control of context than your product pages can deliver.

We’re heading downwards a new era in ecommerce with the gradual roll out of Headless Commerce. This puts creativity back in the hands of the marketer. It allows you to present your message with far greater freedom. For now, though, technology exists that allows you to create unique pages with unique copy and unique context. Weirdly, ecommerce marketers rarely think this way. We’re stopped creating content outside the conforms of the homepage, the category page (not that you can do much with those either…) or the product page.

Embrace the freedom of creativity building pages that tell stories. That share customer viewpoints and allow you to speak to your customer in a way where you are educating as well as persuading.

Take a look at platforms like PageFly, Replo or Shogun and see just how easy it is to create pages that fill the gap between what you initially need to say to earn the click and where the customer places their order. That part is called context. It’s a key to driving continued ecommerce growth (the profitable kind)

And this works phenomenally well to drive organic traffic too. Bonus!