Ecommerce Platform - Content best practice tips

Ecommerce Platform - Content best practice tips

⏱ Estimated time: 5 minutes

👤 Role: Marketing Managers, Content Editors, Brand Managers

What you'll learn:

  1. Industry-standard requirements for imagery and descriptions across all modules.
  2. How to optimise Rooms, Spa, Tables, and Retail listings for higher conversion.
  3. Strategic placement and categorisation of Gift Vouchers.
  4. Techniques for using "Extras" and "Cross-sells" to increase average order value.

When should I use this?

  1. Refer to this guide during your initial platform setup, when launching a new seasonal campaign, or during a quarterly content audit.
  2. Key Logic: High-quality content is the bridge between a guest browsing and a guest booking. By following these standards, you reduce "buyer friction" and ensure the guest has all the information they need to commit to a purchase without needing to call the property.

Before you start:

  1. Collate high-resolution professional photography for all departments.
  2. Ensure you have the latest PDF menus and treatment lists available.
  3. Have access to the Ecommerce platform and (if applicable) the Gifted platform.

Step-by-step:

1. Optimise Room Listings

  1. Imagery: Use a minimum of three high-quality images per room type. Ensure "Rate Images" specifically reflect the package (e.g., if dinner is included, show a restaurant shot).
  2. Copywriting: Present room features (WiFi, Coffee Machine, Bathrobe) using concise bullet points rather than long paragraphs.
  3. Upselling: Set up Room Upgrades for all eligible types and add Room Extras (e.g., Prosecco on arrival) across all rate plans to drive incremental revenue.

2. Enhance Spa & Wellness Content

  1. Spa guests buy into an "experience." Your content must reflect the premium nature of the service.
  2. Unique Selling Points (USPs): Highlight specific product brands (e.g., Elemis, ESPA) and distinctive facility features.
  3. Descriptions: Provide detailed treatment options for Spa Days so guests know exactly what to expect.
  4. Navigation: Utilise Categories to group offerings (e.g., "Facials," "Massages," "Maternity") to prevent the guest from feeling overwhelmed.
  5. Visuals: Avoid stock imagery and duplicate photos; guests want to see the actual relaxation room and pool they will be using.

3. Refine Dining & Table Reservations

  1. Dining decisions are often made based on the most recent menu and the "vibe" of the outlet.
  2. Menu Management: Ensure current, seasonal menus are uploaded in a clear format.
  3. Inspirational Copy: Write outlet descriptions that "inform and inspire" while remaining an honest representation of the atmosphere.
  4. ResDiary Logic: If using ResDiary, you must enable promotions to ensure your menu offerings are clearly visible throughout the booking flow.

4. Maximise Retail & Gift Vouchers

  1. Retail and Vouchers are often "impulse" or "gift" purchases that require strong visual cues.
  2. Retail Layout: Use high-quality product photography and implement cross-sells (e.g., "Customers also bought...") to enhance the shopping journey.
  3. Voucher Hierarchy: On the Gifted platform, place your most popular items (Monetary Vouchers and Afternoon Tea) at the top of the list.
  4. Seasonality: Regularly introduce seasonal vouchers (e.g., Mother's Day, Christmas) and group them into categories for efficient navigation.

Best practice:

The "Mobile First" Rule: Always check your content on a mobile device after uploading. Bullet points and high-quality images are even more critical on smaller screens where users tend to skim-read.

Important Notice:

Image Consistency: While high resolution is key, ensure your image aspect ratios are consistent across a single category. Mismatched image sizes can make the storefront appear untidy and unprofessional to the guest.


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