Blogging is one of the most effective ways to bring e-commerce brands in front of a large audience, gain their trust, and eventually convert them to customers. But the reality is most ecommerce blogs struggle to generate traffic, not to say revenue.
At XYZ Advantage, we’ve driven millions of dollars for ecommerce brands with blogs.
But until May 2021, I thought only mega brands can do this effectively.
Today, we’ll explain the 4 key design strategies and the 5 absolutely best examples that turn your blog into a revenue generator.
4 Key Strategies for Ecommerce Blogs
- Maximizing E-commerce Revenue Through Blog Page Design
- Traffic – Find your money keywords to set the course
- Planting the Seeds: Embedding Blogs Throughout the Buyer’s Journey
- Make Your Blogs as Unskippable as a Favorite TV Show
5 Best Blog Design Examples for Ecommerce
- Example: Capture’s Rapid SEO Growth
- Example: How Barkbox Makes a Subdomain Blog Work
- Example: A TOFU/MOFU-Centric Delicious Blog Design by Almond Cow
- Example: Caraway Home’s Blog Seamlessly Blends into the Buyer’s Journey
- Example: How Birddogs Nails the Art of Blogging with a Punch
Let’s get right into it.
Maximizing E-commerce Revenue Through Blog Page Design
We need to explain how blog design can directly impact your e-commerce revenue. It’s more than just aesthetics; it’s about facilitating a journey from reader to customer.
You need 3 core principles to make this journey a reality.
- First up, driving traffic. Without eyes on your blog, there’s zero chance for revenue. SEO is your best friend here. We’ll lightly touch on this below.
- Now, about interconnection. Your blog should seamlessly guide visitors towards your products. It’s not just content; we’re talking design and intuitive user experience (UX). That’s the focus of this article.
- Lastly, convincing action. If your blog doesn’t inspire actions, carts remain empty. We’ll touch on this but will dive deeper in another article.
Traffic – Find your money keywords to set the course
Let’s be real, most ecommerce brands don’t see a payoff – therefore the question of “does blogging help SEO?”
The issue is most blogs write about what they want to talk about, not what their customers are searching for.
But don’t worry, the solution is simple: use an SEO tool to identify topics and keywords with decent traffic potential (and with a difficulty level you can compete in).
If you’re not sure how to do this, check out our guide on prioritizing keywords.
Example: Capture’s Rapid SEO Growth
|3 and a half
|Unique product to help you digitize old memories (VHS, photos, film reels, etc.)
|Several blogs on this website for various media types:
Video digitization tips [https://www.capture.com/blogs/video]
– The True Cost of VHS-to-Digital Conversion
– A Comprehensive Guide to Old Home Movie Formats and Their Preservation
– The Fascinating History of the Invention of VHS and the Birth of a Home Video Revolution
– From the Archives: Last VHS Movies Released That You Can’t Miss & Where to Get Them
– The Comprehensive 2023 Guide: How to Dispose of Old VHS Tapes Responsibly
Capture, a fresh face under the umbrella of YesVideo, the industry leader in memory digitization, recently began taking blogging seriously. A few months in and the eCommerce site has posted nearly 100 blog entries.
What stands out? Their approach to blog design and laser-focused SEO strategies.
Topic and Keyword Selection: A Masterclass
Full disclosure, we’re the brains behind the Capture growth, so we are probably biased; but the numbers don’t lie. 😉
Their blogs aren’t just numerous; they’re targeted. The topics they choose and the keywords they hone in on are worth studying.
If you’re struggling with selecting the right topics or keywords, Capture’s blog is almost like a free course. Pay attention, and you could get both the traffic and conversions you’ve been aiming for.
So there you have it—Capture is a prime example of how a brand new to blogging can skyrocket to success by knowing what to write about.
Planting the Seeds: Embedding Blogs Throughout the Buyer’s Journey
Many e-commerce sites isolate their blogs, putting them on a subdomain or giving them a different look.
It’s almost like they’re whispering: “When you’re here to read, don’t think about shopping,” and vice versa: “Need a product? Forget about that helpful article.”
Seems counterintuitive, doesn’t it?
This kind of separation can actually hinder your blogs from generating revenue. Successful brands strategically weave their blogs into various stages of the buyer’s journey.
Some blogs are designed to educate when customers are just browsing. Some blogs are there to guide customers during their research and evaluation phase. And of course, some blogs will persuade customers when they’re ready to make a purchase decision. With the product seamlessly integrated or presented as a logical next step, the path to purchase becomes irresistibly smooth.
Example: How Barkbox Makes a Subdomain Blog Work
|Almost 3 years old
|A monthly subscription service that delivers customized dog toys, treats, and other pet-related goodies right to your doorstep.
If you’re hesitant to move your blog from a subdomain to your main site, take a page out of Barkbox’s playbook.
Barkbox is a monthly subscription service for dog toys, treats, and chews. Its blog, BarkPost, is a hit, and for good reason.
Convenient Product Menu
Firstly, the product menu header is consistent between the main Barkbox site and BarkPost. This design choice keeps readers oriented and eases the transition back to “shopping mode.”
Let’s talk about images.
Barkbox’s blog is a parade of adorable dog photos that are hard to scroll past. If you’re anything like me, a dog lover, you’re already hooked.
Then there are these funny and well-made sketches that punctuate the content. They capture your attention and keep your thumb scrolling.
Right in the middle of the page? A perfectly-placed call to action (CTA). It’s different enough to catch your eye but not so different that it feels out of place.
These CTAs often feature irresistibly cute images, compelling you to learn more.
And when you dive into an individual blog post? The product integration is seamless. It’s so smooth, you might find yourself adding items to your cart without even realizing it.
Last thought: If Barkbox ever merges its blog back into its primary domain, we bet their SEO could soar even higher. However, they’re big enough not to need that boost, but smaller brands? Definitely something to think about.
BarkPost sets a gold standard for subdomain blog design, with:
- Show-stopping, fun product photography
- Heartwarming customer photos (happy dogs)
- Well-placed, natural CTAs
- A user-friendly header that keeps shopping a click away
Example: A TOFU/MOFU-Centric Delicious Blog Design by Almond Cow
|Almost 3 years old
|Almond Cow is a company specializing in a plant-based milk maker that allows consumers to create their own almond milk and other plant-based milks at home.
Almond Cow takes the cake, or shall we say, the almond milk, when it comes to delectable blog design in the food sector.
What stands out? It’s the simplicity. Their blog design is elegant yet functional, a formula many miss while juggling visuals and text.
Their layout adopts a one-to-two column module that makes content consumption a breeze. Think of it as your favorite recipe, broken down into bite-sized steps.
And their actual recipe posts deserve a special shoutout for UX brilliance!
The layout features a thoughtful division between ingredients on the left and cooking steps on the right. No more toggling back and forth in a cooking frenzy!
Serving sizes and important nutritional facts are highlighted at the top, catering to those with dietary preferences or allergies.
And for the cherry on top? A print button for easy access. They know exactly what recipe enthusiasts need!
Low on design resources? This type of template is a lifesaver, requiring minimal custom development while still looking great.
Ah, the images! High-quality food photos that stir up your cravings. A visual treat that also feeds your purchasing intent.
When you’re hooked and hungry for more, the purchase link is right there in the article. A design choice as smooth as their almond milk!
So, if you’re looking for inspiration on how to nail an easily-executable blog design in the ecommerce space, Almond Cow serves up the perfect example.
- Simple design that balances text and visuals.
- Limited custom development needed—perfect for those short on resources.
- High-quality food images that whet your appetite and drive interest.
- Purchase links seamlessly integrated into articles for smooth buyer transition.
- Recipe UX designed for ease and convenience, from ingredient lists to print buttons.
Example: Caraway Home’s Blog Seamlessly Blends into the Buyer’s Journey
|5 years old
|Caraway Home is a New York-based company specializing in eco-friendly and non-toxic ceramic cookware.
If you’re into eco-friendly cookware and killer content, you’ve got to check these guys out.
First off, the blog feels like a cozy extension of their main site. Same look, same vibe, so you never feel like you’ve left the room when you switch from shopping to reading.
Their articles? So not fluff.
They’re tackling the real stuff like sustainability, cookware tips, and home hacks. Think of it as a backstage pass to all you need to know about living a greener, cleaner life.
And guess what? They’re sneaky good at showing off their products in their posts. Not in your face, just naturally part of the conversation.
Browsing the Caraway Home blogs feels like a cozy continuation of their main shopping site.
- Blog and main site are like twins—totally in sync.
- Their articles are genuinely useful.
- They drop their products into the convo like a pro.
- That CTA? Perfectly placed for when you’re ready to pull the trigger.
Example: How Birddogs Nails the Art of Blogging with a Punch
|Almost 3 years old
|BirdDog specializes in men’s athletic shorts that have a built-in liner, effectively combining underwear and shorts into one product.
|The Weekly Bird
A humorous and unconventional blog design.
You’re not alone if you feel confused.
They’re basically the cool kids of men’s shorts and gym gear. Casual, funny, and a bit irreverent—that’s their style.
Their blogs are actually their weekly emails, like the stand-up comedy of e-commerce.
You’ll either find them hilarious or think they’re nuts. If it’s the former, you’re probably who they want to see. If it’s the latter, I guess they don’t mind you rolling your eyes.
Firstly, the tone. It’s like chatting with that friend who always has a wisecrack up his sleeve. They take the usual blog rulebook and toss it out the window.
You’re gonna laugh; you’re gonna think, “Did they just say that?” Yep, they did.
Their topics are anything but boring.
We’re talking about hilarious takes on fitness, culture, and of course, life in gym shorts.
It’s not just about selling; it’s about entertaining you while you shop, or even if you’re just there to kill some time.
Ah, and the product placement. They slide their shorts into the conversation as smoothly as a jazz saxophonist hits a high note. Subtle, but it sticks with you.
They’re as casual as a Friday night, making you feel like buying their stuff is the most natural next step to take.
BirdDogs knows how to have fun, and they bring you along for the ride. You end up having such a good time, you almost forget you’re in a store.
- Hilarious and relatable tone that makes you forget you’re actually shopping.
- Blog topics are random but cleverly tie back to their products.
- Smooth and subtle CTAs that feel as natural as your next laugh.
- Overall, a chill place to hang out, even if you’re not in the mood to shop.
Make Your Blogs as Unskippable as a Favorite TV Show
So there it is, folks!
A blog that’s designed well isn’t just a place to stuff keywords for SEO; it’s a real tool that can amp up your e-commerce revenue.
Think of it as the friendly salesperson of your online store, one who knows when to talk, when to listen, and when to lead a customer to the checkout button.
If you ever find yourself stuck or uninspired while crafting your blog, drop us a line and we’ll be happy to help.
Bottom line? Keep it exciting, keep it relevant, and keep it buyer-focused.
Do that, and your blog won’t just be a collection of articles—it’ll be an e-commerce powerhouse.
Catch you later, and happy blogging!