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Mastering the Art of Content Optimization for Sustainable Ecommerce Growth & Improved Customer Satisfaction

Mastering the Art of Content Optimization for Sustainable Ecommerce Growth & Improved Customer Satisfaction

Digital marketplaces have grown exponentially, and the importance of every touchpoint a brand has with its audience has grown with them. The online listing of a product isn’t just a mere description; it’s the digital storefront, the first impression, and often the decisive factor in a consumer’s purchase journey. Imagine walking into a store where the product labels are inconsistent and have varying descriptions, images, and quality. Would you trust that store? The digital realm is no different. In the vast expanse of the internet, where trust is paramount and attention spans are fleeting, the consistency of your product listings can make or break your brand’s reputation and sales. Figure 1 showcases the impact your digital presence drives on customer engagement and conversion.



Figure 1: Drivers of Digital Listing Performance

Digital assets
3x conversion rate when high quality images and videos are used for products.

Product descriptions
50% product returns are from customers who state that the product did not match the description.

Overall content
23% incremental sales. YoY by optimizing end to end product collaterals – description, content, specifications, image and video assets.

Product specifications
76% of visitors spend maximum time on product specification (rated as the most important factor in engagement to purchase).

Search keywords
70% of clicks and 30% of conversions come from the top 3 search results on retailer websites.

Product titles
30% of visitors drop from the shopping process due to poor product titles.

For brand custodians and ecommerce enthusiasts, there are several vital questions to consider:

Are you watching your brand closely across marketplaces?

In the ecommerce space, consistency isn’t just a best practice—it’s a necessity. Each product listing is a testament to your brand’s commitment to its consumers. But what if that commitment appears fragmented across platforms?

Are your sales getting hampered by inconsistent content across marketplaces?

Our extensive client engagements and meticulous analyses consistently suggest that it does. Disparate brand narratives can confuse consumers, diminish trust, and ultimately, affect conversions. Consider a consumer comparing products on multiple ecommerce sites. Discrepancies in your product’s presentation can raise doubts about its authenticity. And don’t forget, there’s also the question of content quality.

Are online shoppers resonating with your digital shelf content?

In today’s data-driven landscape, consumers demand transparency, relevance, and engagement. A mere factual description is no longer sufficient. Your content should captivate, inform, and inspire.

Is your content engaging enough for a customer to base their purchase decision on it?

In the competitive world of ecommerce, your listing should be more than just informative; it should tell a story, evoke emotions, and offer a unique value proposition.

How can you address these questions effectively? With advanced content analytics enabled through digital shelf analytics platforms such as eClerx’s Market360.

 


Figure 2: eClerx’s approach to effective content –
Analyzing multiple aspects of listings on ecommerce marketplaces

 

01. Reachability and findability
Is the content making the product highly visible across search mechanisms? What steps need to be taken to improve findability?

02. Conversion and revenue
Is the content driving higher sales for the product? Are ‘reviews/ratings’ and discussions around the product affecting sales?

03. Competition
How effective is the content relative to own and competitor content? What high performing buzzwords need to be included in our listings?

04. Compliance
Is the content compliant to marketplace and internal guidelines? What steps are recommended to improve content compliance?

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Content Compliance Analyses

Ensures that content adheres to established brand guidelines and standards through automated frequent monitoring of content and auditing against the exhaustive list of parameters for all the products in your portfolio. In addition, analyses highlight issues with exact product listings, making it easier to track down the points of brand dilution.

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Gap Analyses for Content Completeness

Helps you utilize the product merchandising options marketplaces offer to their full potential by running automated gap analyses to understand the problem areas across your product listings and which PDPs need the most attention regarding content completeness and provides specific recommendations to make your listings A+.

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Test & Learn Approach for Content Effectiveness Analyses

Allows you to run bold marketing experiments on a focused set of products without negatively affecting your topline numbers. A setup that turns the subjective nature of the content into an objective assessment comparing different content strategies and their impact on topline performance indicators like sales and revenue.

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Consumer Satisfaction Analyses

Showcase how satisfied your customers are with the content placement on the product pages. Are they able to find what they need in the description? Are the product descriptions, titles, and specifications clear enough for your target audience? Are they complaining about products not matching their description?

Some of the benefits of advanced content analytics initiatives include:

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Enhanced Brand Trust

Consistency breeds trust. When customers encounter your brand across different platforms and find consistent information, they are more likely to trust your products and make purchases.

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Improved Search Visibility

Search engines reward consistency with higher search rankings. A consistent online presence makes it easier for search engines to recognize and promote your products.

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Streamlined Operations

Content consistency streamlines internal operations by reducing the time and effort required to manage and update listings across multiple platforms.

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Better Customer Experience

A seamless and consistent shopping experience across marketplaces makes it easier for customers to find, understand, and purchase your products.

An experienced partner makes the difference

Maintaining a strong online presence, enhancing share of search, and elevating customer satisfaction can easily become difficult for brands—especially those with diverse offerings across multiple sales avenues. This is where eClerx digital shelf analytics platform — Market360 — can be extremely powerful.

eClerx’s Market360 addresses the core challenges of ecommerce content optimization through comprehensive features and data-driven insights. By leveraging Market360, brands can achieve not only content consistency but also tangible results, including enhanced brand trust, improved search visibility, streamlined operations, and ultimately increased conversions and revenue.

In a recent consulting engagement with a large technology manufacturer and retailer, we observed that developing well-crafted content—including high-quality images and strategic keywords—significantly impacted customer views on products and helped to optimize product listings and improve the customer journey.

It’s important to remember that the art of optimizing content for sustainable ecommerce growth and improved customer satisfaction is a multifaceted endeavor. By leveraging advanced content analytics platforms like eClerx’s Market360, brands can not only enhance their online presence but also secure their reputation and drive sales in today’s highly competitive digital landscape.