Create Value For Your Customers With Unique Product Content - They And Google Will Reward You
Once a user arrives at your website, converting that user to a customer is critical to meeting key performance indicators such as conversion rate, average order value, attachment rates, etc.
When your competitors are only a click away, it's important that you convince users that a purchase from your website is the right choice. One way to get the sale is to ensure your product information meets the customer's expectation. Those expectations vary depending upon the product category which supports the need to create category-specific style guidelines.
Why You Need Unique Product Content
Many retailers offer only basic product information on their product detail pages, often using only to the manufacturer's product description - the same product description many other retailers feature. Retailers that feature original product descriptions and features stand out from the competition and have a significant advantage with organic search. If the original product content has the information customers seek in the category, the retailer will benefit with higher conversion rates online and greater influence with offline sales. A/B testing has demonstrated an increase in conversion ranging from 6% to as much as 36% when unique product information is added to what some retailers refer to as "basic" or "good enough" content.
Use Unique Product Content To Eliminate Paid Search
There is one glaring reason why so many retailers spend millions of dollars each month on paid search terms - because their product information is deemed to have little value by search engines. Without optimizing product content, maintaining search relevance without paying for search terms is extremely challenging.
Virtucom's proven approach to optimizing product content replaces the need to support regular investment in paid search, instead investing once in an optimized product content record and enjoying organic search engine relevance for the life cycle of the product.
Each month, Virtucom creates tens of thousands of complete product content records for dozens of retailers. Each content record is created to specific requirements of the retailer and is owned by the retailer - never to be resold or syndicated to others.
Virtucom's Approach To Unique Product Content
Virtucom product content strategy is based upon category complexity, the level of content coverage desired/supported by the client's product detail page and assortment volume. Regardless of the content coverage and content components required, all Virtucom content is custom created and unique for each client.
Content coverage and required content components
Virtucom offers tiered content solutions, dependent upon the desired content coverage required to support your assortment. At a minimum, Virtucom will create product content that is complete, accurate and consistent within each product category, as defined by existing client style guidelines or through the use of Virtucom's internal category style guides.
Enhancing content beyond the basics will significantly distinguish a retailer's core assortment and may include additional digital assets, more feature/benefit statements or more compelling feature associations, level of support for retailer's voice, tone and style and more. Defining the content coverage and level of enhancement desired is fully customizable and Virtucom will work with you to determine which service offerings and content solutions are right for your content program.
Category complexity
There is more product information required to support a major appliance than a garden rake. A major appliance may require 20 or more product attributes to be confirmed, normalized and populated; 8 to 10 feature/benefit statements, an SEO focused product description and product name and several digital assets including alternate product views, energy guide, installation guide and owner manual.
Contrast these content components to those required for a garden rake - 4 to 5 product attributes, 3 or 4 feature statements, brief SEO focused product description and product name and perhaps one or at most two digital assets. Typically Virtucom assigns a retailer's assortment into a low, medium or high complexity level with pricing that corresponds to effort. National brand vs. private label items contribute to complexity level in terms of effort required to confirm factual information.
Quality level
At a minimum, Virtucom will create product information that is complete, accurate and consistent within a category. Enhancing content beyond the basics will significantly distinguish a retailer's core product assortment and may include additional digital assets, more feature/benefit statements or more compelling feature associations, level of support for retailer's voice, tone and style and more.
Volume
Consider for a moment the level of effort involved to create 100 complete product content records - in five product categories vs. fifty. With five categories there is an average of 20 products per category to write; referencing five category style guidelines. The throughput to create this content is lower than it is to create the same number of product content records covering fifty categories where there is on average only two product records per category.
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Ready to Rejuvenate Your Product Content?
Virtucom understands every client's content needs, site functionality and supported data models are unique to each client. To best support the specific needs of each client, Virtucom offers custom content solutions and pricing models specific to the services required by each client.
To request a quote today from a dedicated partner and industry leader who will invest themselves in support of your organization's content strategy and vision, please fill out the form below to get started!