Should I include tutorials and how-to content?

Question

As an e-commerce business owner, I'm exploring ways to provide more value to my customers and potentially improve my conversion rates. I've heard about the benefits of creating tutorial and how-to content, but I'm unsure about the best approach. Should I invest time and resources into developing these educational materials? What impact might they have on my online store's performance, customer engagement, and overall sales strategy?

Muhammed Tüfekyapan · Accepted Answer

Should I Include Tutorials and How-To Content?
Tutorial content serves three simultaneous goals: it ranks in search, it reduces purchase hesitation, and it improves customer outcomes after purchase. Few content investments work this hard across the entire customer journey.

Tutorial Content by Stage

Journey StageTutorial TypeGoal
  
    Discovery (SEO)"How to apply liquid foundation for beginners"Attract new audience via search
    Product consideration"How to use [Product Name] for best results"Reduce application anxiety, increase confidence
    Post-purchaseIncluded in confirmation emailImprove results, reduce returns, increase satisfaction
    RetentionAdvanced techniques with purchased productsDeepen product engagement, drive repeat purchase

High-Converting Tutorial Formats

Video tutorials (YouTube/Instagram)
    Most preferred format for makeup application. Embed on product pages to increase dwell time and reduce return rates. YouTube tutorials also drive significant organic search traffic.

Step-by-step blog posts with photos
    Ranks well for long-tail how-to queries. Works for skincare routines where the step-by-step format aligns with how customers actually use products.

Product page "How to Use" section
    Every cosmetic product page should have a brief application guide. Reduces the most common pre-purchase question and improves add-to-cart rates.

Customer tutorials (UGC)
    Real customers showing how they use your products. Collect via Instagram hashtag or email follow-up. More trusted than brand-produced tutorials and requires no production budget.

Converting Tutorial Traffic
Visitors consuming tutorial content have demonstrated product interest - they're learning how to use something they're considering. Growth Suite's Trigger Campaigns can be set to present a targeted first-purchase offer to tutorial content visitors after they've spent 2+ minutes engaged - converting educational interest into purchasing action while the product is front-of-mind.

Should I include tutorials and how-to content?

TL;DR - Quick Answer

Complete Expert Analysis

Should I Include Tutorials and How-To Content?

Tutorial Content by Stage

High-Converting Tutorial Formats

Converting Tutorial Traffic

Turn This Knowledge Into Real Revenue Growth

+32% Conversion Rate

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Muhammed Tüfekyapan

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Use Cases

Journey Stage	Tutorial Type	Goal
Discovery (SEO)	"How to apply liquid foundation for beginners"	Attract new audience via search
Product consideration	"How to use [Product Name] for best results"	Reduce application anxiety, increase confidence
Post-purchase	Included in confirmation email	Improve results, reduce returns, increase satisfaction
Retention	Advanced techniques with purchased products	Deepen product engagement, drive repeat purchase