Shoppers Are Back. Is Your Content Set Up to Convert?
With consumer confidence increasing, getting shoppers from click to cart means optimising three things: creative, copy, and customer experience.
May’s Market Report shows revenue is up 21% YoY across our client portfolio, confirming that the forecasted spending surge is under way.
With economists tipping an extra $45 million in NZ consumer spend by Christmas, brands that tighten up their content now will be perfectly positioned to capture demand throughout peak season. That means scroll-stopping creative, compelling website copy, and a smooth customer experience.
Here’s what matters most, and how to optimise across all touch points.
Scroll-stopping Creative
Think of your ad creative as your first encounter with a would-be customer. It has to earn attention in under three seconds, communicate clear value, and feel native to the platform it’s on.
When done well, great creative can lower costs across the funnel – better click-through rates mean cheaper impressions and a stronger return on every dollar spent.
Cutting through in 2025 isn’t about louder graphics or heavier animation; it’s about relevance, clarity, and social proof that feels real.
Take action:
- Cycle hooks often. Watch for signs of audience fatigue and adapt.
- Design vertical-first. Include short, punchy openings for Reels, Shorts, and TikTok.
- Bake in social proof. UGC, reviews, and “as seen in…” badges lower CPCs and build instant trust.
- Localise offers. Highlight shipping speed, duty-free perks, or seasonally specific cues.
Compelling Website Copy
Traffic means nothing if your product pages don’t persuade.
Shoppers today skim first, then scroll, so your copy must deliver benefits and proof points in bite-sized chunks. Clarity reduces friction, boosts conversion, and even lowers return rates by setting the right expectations up front.
AI tools like Google SGE and ChatGPT also look for pages that answer questions directly – rewarding clear, structured information over fluffy keyword stuffing.
Take action:
- Lead with benefits. Swap “luxury cotton blend” for “softer, lasts longer, washes cold.”
- Answer real FAQs surfaced from reviews, chat logs, and customer-service tickets.
- Add comparison tables or quick-scan icons so buyers can validate decisions in seconds.
- Implement schema markup (Product, FAQ, Review) to earn rich-result real estate in Google’s AI-enhanced SERPs.
Smooth Customer Experience
Email remains the cheapest, highest-return channel – when you treat it as a personalised customer experience rather than a weekly blast.
Intelligent automation uses real behaviour (opens, clicks, repeat visits) to trigger timely messages that feel human, not robotic. It nudges first-time buyers toward a second purchase, nurtures VIPs with exclusives, and re-engages lapsed shoppers before they drift for good. Nail this, and you compound the benefit of every ad dollar you spend acquiring new traffic.
Take action:
- Adopt intelligent automation. Trigger post-purchase content when a parcel is delivered, not five days later.
- Segment by intent. Reassure new buyers with sizing tips; reward loyalists with first-look drops or secret sales.
- Show, don’t just tell. Embed GIF tutorials, unboxing videos, or styling tips to cut returns and build excitement.
- Test subject lines monthly. Even a 2% open-rate lift translates to meaningful incremental revenue.
Need a Head Start?
We'd love to hear from you!
Contact us below and we’ll pinpoint the quick wins in your ads, pages, and flows, so when consumer wallets open wider this spring and summer, your brand is already in their open tabs.