A recent study by Onespace found that effective product content accounts for over 87% of all conversions. In addition to that, it boosts your organic traffic in a short period as well.
There is a myriad of products available online and an endless stream of descriptions. Is your content designed to stand out in this sea of alternatives? How will you capture the buyer's attention with your description?
What if your product content read like it was written for a high-end magazine? Wouldn’t that probably do the trick?
We, at Streamoid, have analyzed 10’s of 1000's of fashion product pages to understand what makes product content good or bad. This blog captures our learning of what is relevant and how we achieved success in automating most of it.
Let’s dive in
Product Titles & Descriptions
With eCommerce flourishing, the number of products available online is increasing concurrently. In such a scenario, having a distinct product title and description that captures the buyer’s attention is critical.Product titles are essential as they impact SEO. It is imperative to keep it short and descriptive. A dichotomy that needs a clever resolution. Your descriptions, however, should explain the functionality of the product. This allows shoppers to understand the product and visualize how it can fit their requirements as well. Describing the aesthetics of the garment, the occasion it is suitable for, and how it will make the wearer feel adds so much context to an otherwise sterile shopping experience.
The Voice & Target Audience
It is easier to describe products when you know your target audience. Of course, in the beginning, it might seem like a challenge. But, when you, as fashion retailers have a fair understanding of your ideal buyers, you can make better-informed decisions about your marketing strategy.
The audience affects not only the language and tone but also what style tips you use in the descriptions. Make sure to keep the content jargon-free and compelling. Reading product descriptions should make your customers feel like they are turning pages in a high-end magazine.
Product Features & Highlights
No one likes to read long paragraphs. Short and simple is the way to go. Add your product’s highlights in an easy-to-digest bullet format. Buyers should be able to skim through your description. Make it easy for your customers to identify purchase indicators with ease.
To sell your product effectively, you must identify and highlight its unique features. Rich product attribution gives additional information to the shopper adding to purchase confidence.
Over 70% of eCommerce website customers say that product images are very essential while making their purchase decision. It is useful to have consistent product photos. High-quality photos with high resolutions present your products in the most favorable light. It is better to have plain backdrops so that the shopper is not distracted by the clutter.
However, mood shots add a lot of value if executed well as they add context to the products. It is always helpful to have multiple photos to give the shopper different views of the product.
Your unique selling point is a particular feature that distinguishes your product from others. In order to market your product to your ideal buyer, you must first identify its unique selling point.
The concept of USP extends beyond free shipping, discounts, or your return policy. It should be a quality that cannot easily be replicated by your competitors. For instance, the occasion, aesthetic style, etc.
Reviews and Ratings
There is no easy way to trust eCommerce websites. Particularly for novices. Reviews and ratings offer customer validation and security. They play an influential role in the customer’s shopping journey.
Not all brands have the luxury of having tons of reviews and ratings but there are other ways you can show customer validations. Making Instagram images into shoppable galleries on your website in one such way.
Who doesn’t love a helpful styling tip? Typically, customers worry about how to style a product before purchasing it, so they are reluctant to buy it.
Very few sites offer style tips but this could be an attractive feature. One that works would motivate a shopper to add not only the query garment to their cart, but also others. It gently guides shoppers into making the right choices, educating them and making them come back for more.
I bet by now you are thinking, yes, we agree but how do we make it happen for 1000’s of products daily?
Here is where we come in. Our deep dive into developing effective product content has been very successful and here is how we solved the problem.
Rich product attribution
We use ML models to auto-tag products with rich data. This enables us to automatically generate:
1. The key product attributes to describe the products in great detail
2. SEO tags for each product
3. Alt tags for each product
4. Write algorithms to get the most appropriate product titles
5. Write algorithms to generate Vogue style product descriptions
With core expertise in computer vision and ML modeling, we have built background removal tools that automatically identify the fashion products in the images and crop the background accurately. Among other things, they shuffle, reorganize, and add ALT tags to images.
We have a solution that captures images from Instagram into shoppable galleries and links them to similar products in the catalog. Shoppers can see real customers wearing the products in different locales which not only adds context to the garment but celebrates your customers on your website increasing their loyalty.
The one question that started it all. Intense research and development were put into creating this feature. Our AI styling engine generates remarkably high-quality styling descriptions. This is proof that in a turning test people were not able to differentiate which descriptions were done by humans and which by AI. Style tips tell you not only what to wear with the garment, but also what occasion it's suitable for and how you will feel wearing it.
Tap into the ability of AI to scale top-quality content across all product pages. Book your free trial now.