Increase Your E-commerce Store User Engagement
with Data-Driven Micro-Content

See also: Online Shopping and Payments

In January 2020, there were 1.74 billion websites on the Internet, most of which generate content. This leads to an oversaturation of information that can negatively affect user engagement.

Businesses have to be creative today in order to grab users’ attention and maintain their interest. Increasing the amount of content does not necessarily lead to better results. Nor does changing the format.

Companies must focus on the value for users, offering benefits that competitors cannot provide. And the best way to do this is by using data-driven micro-content.

Content statistics

  • The amount of branded content increases by 300% annually. At the same time, the level of user engagement does not change.

  • 63% of users dislike the use of repetitive generic advertising messages by businesses.

  • 95% of B2B users believe that content should be relied upon to assess and trust a company.

What is data-driven micro-content and why is it needed?

Micro-content is a term that originally appeared in UX (user experience). Micro-content can refer to subheadings, article page titles, and email subject lines. In the context of content marketing, this is a broader concept. Here, it is understood as information that is presented in a concise, laconic form.

Short texts are not new. However, data-driven micro-content differs in that it allows you to give the maximum amount of facts and expertise in a small dose. It makes information quickly accessible. Therefore, it is a great way to inform, educate, and persuade your audience.

Man using computer.

5 Ways to Use Micro-Content on Your Website

Single charts

Big data is a great tool because it provides you with a lot of useful information and insights. However, it is important to present that information in a concise and user-friendly way. And since it’s very likely that your company's audience is not made up of professional statisticians, a large amount of dry facts and numbers is not easy to understand.

But that doesn't mean that the information shouldn't be shared. It should just be presented in the appropriate format, such as in the form of single charts.

  • This way of presenting data allows you to create concise content that is extremely effective. Rather than overwhelming users with all the information at once, you can pick the important dataset and present it in a visual and easy to understand graph.

  • Diagrams are especially useful when comparing two options for something. If your audience needs to make a decision, this will help them understand the options. First, define the message you want to convey to your audience. After that, proceed to the design and presentation of the data in the form corresponding to the task. You will be able to communicate what is important while pushing users to make a decision.

  • Remember that there are different types of charts. Several years ago, the options were much more limited. Today, there are many types of charts that allow you to visualize even complex data in an interesting way. Play around with different options to see what works best for you and your audience.

  • Less well known, but effective are Mecco diagrams and donuts.

Another advantage of single charts is that you don't need to have much mathematical or statistical knowledge. The average person can create single charts. All you need to do is select the relevant data points and visualize them by entering them into an online chart editor. By simply filling in a few fields, you can create a powerful, representative chart that you can share and publish.

Facts Backed by Data

Every company is constantly gathering a huge library of datasets, whether they choose to use it or not. As you do business, data is provided to you through your customers, partners, and communities or audiences. This data can be used in a myriad of ways, but we want to highlight how sharing information with your users can turn your experience into a powerful demonstration of your trustworthiness.

  • The most obvious way to demonstrate is a comparison with facts. This will lend weight and credibility to the facts. And content - memorability.

  • Quoting is a terrific substitute for summary data. It strips information out of its length and makes it laconic. At the same time, it allows you to go deeper into the subject of consideration and analyze it from the position of an expert.

  • Such micro-content is great for your PR efforts. Data-driven facts let you inform and educate your audience in an easy and entertaining way.

  • In this micro-content, it is important to combine aesthetic visual elements with your data points.

  • Also, the image must be accessible. Make it so that users can find it through search engines. Use social media. For better promotion and increasing the number of image impressions, it is appropriate to tag the image with the appropriate keywords.

Most importantly, you don't have to be a designer. It is possible to create an attractive banner without any graphic skills. Design applications will help you with this. Many of them contain ready-made templates that you just need to fill in with data and text. A couple of minutes and the image is ready. If design isn't your strong suit and you have some budget, do research on the best B2B web design agency that specializes in this type of content.

Important! When using company data, take care of security. The use of your own data must be accompanied by the application of mandatory protective measures. Information leakage must not be allowed. To avoid third parties gaining access to corporate data, we strongly recommend using a Virtual Private Network (VPN). Security experts recommend using the appropriate paid VPN services, or experimenting with free VPN trials available for iPhone / Android, Windows, MacOS or Linux. Finding a program for a specific operating system is not difficult. Moreover, there are cross-platform services.

Desk with laptop, flowers, poster and glasses.


Let's imagine that there is a recipe for a dish. This recipe will include a list of ingredients and the amount to use, preparation directions, cooking time, and processing temperature. Before you put this recipe out into the world, you need to make sure that you are describing a course of action that is guaranteed to lead to a predictable, desired outcome. The overall success of the outcomes of your users will determine the credibility of your recipe and your brand.

Now let's continue the analogy. You can put out “recipes” or instructional content that is born of your expertise and you are confident will help achieve a desired result. The question is what does your brand have to offer? Think about the benefits that you can bring to users and offer education that is well within the competence of the company. Share your experience. Try to describe a clear path to success in a specific area, and customer confidence is guaranteed.

Rendered maps

Rendering maps is a great way to create quality data, and most relevant in the context of micro-content. They are great for businesses with diverse users in different geographic locations.

  • With the help of visualized data, maps demonstrate interesting uses of the product, present public information on the Internet and trends.

  • Such micro-content is great for the propaganda stage. Especially if the cards contain information about the use of the product.

  • They look very convincing. This provides a representation of the user experience and validation of the business's concern for it. This is how you increase brand loyalty.

Sometimes rendered maps look amazing. Companies think they can only be created with an entire data mining team. However, that’s not the case.

All you need to create rendered maps is data and internet access. And the budget, if needed, will be minimal. There are a huge number of programs that allow you to turn geodata into interactive maps quickly and easily.

John Venn, logistician and philosopher, devised Venn diagram charts to visualize the relationship of quality data points. With Venn diagrams, you can present complex ideas, making them simple and easy to understand. For this reason, they are gaining popularity on the Internet.

Venn diagrams are ideal for:

  • Illustrations of connections between parts of something;
  • Explanation of complex topics;
  • Research of different categories of elements in common;
  • Laconic argumentation of points of view in discussions.

These logic diagrams can be used in many ways. When creating them, it is possible to realize all the marketing imagination and creativity of the author. Also, diagrams do not limit the style of the content. It can be informative and can help the audience get familiar with a subject. Also, the content is capable of performing an entertainment function. This is a great way to increase user awareness of an issue and visualize the stages of marketing.


In an increasingly competitive environment, companies have to come up with new ideas. Creating micro-content is one way of interacting with users through your site and/or social networks. However, just being on the site does not guarantee the audience's interest in you. Today it must be earned.

Micro-content based on data allows you to offer users’ information with a qualitatively new level of value. This is insider knowledge that a person can only get from you.

Do you want to be remembered? Be unique. Micro-content based on data can help with this.

About the Author

Rebecca Willis is an HR manager, personal trainee in management, freelance writer and active guest contributor.