Data Sister

 Data Sister the relationship between e‑commerce landing page content and Google search results. 

TWhat role does the uniquely-crafted Product Description Page (PDP) content you create for your e‑commerce product cards play when it comes to delivering high-ranking search results in Google? The answer is, not as much as you might think, despite the massive investment brands put into creating unique content.

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What role does the uniquely-crafted Product Description Page (PDP) content you create for your e‑commerce product cards play when it comes to delivering high-ranking search results in Google? The answer is, not as much as you might think, despite the massive investment brands put into creating unique content.

We are fully aware of the importance of enhanced content for driving product sales on e‑commerce sites from to Zalan do. It’s content that powers in-store search performance, and then encourages conversion by explaining your products’ features and benefits for time‑pressed consumers, while fulfilling legal and regulatory requirements.

It has also been drilled into us that the world’s most popular internet search engine, Google, rewards unique, high quality content. Content that is grammatically correct, completely covers the topic, and is engaging and well written – just like the content you’ve lovingly created for your e-commerce PDPs.

Search Results:

Given the received wisdom you’d think the more differentiated or unique the content on your individual PDPs, the more likely they are to be returned at the top of Google search results pages. In fact, focusing mainly on providing unique content for each of your PDPs can be counterproductive, and there are two main reasons why:

1) Buyer Confusion

Too much unique content may be confusing for shoppers. Online consumers actually depend on a certain uniformity between PDPs to compare products in their consideration set. Confusion adds friction to the shopping process, leading to lower conversion rate and lower sales.

2) Google Prefers Listings

E-Store Journey research carried out by E-Store Media, shows that unique content on PDPs doesn’t have the expected impact in terms of Google search results. The research was carried out using E-Store Journey, an E-Shopper Research™ offering that provides insights to help brands understand how they perform across the complex online path to purchase. It shows for product and category related searches, up to 82% of relevant Google search results are e-commerce related. The average was 43% across the research sample.

Whither unique content

When it comes to going beyond Matrix Content, brands should think in terms of Enhanced Content or Rich Content rather than focusing on the distinctiveness of the content for each SKU. Enhanced content plays a significant role in shopper assurance, and conversion. It is also important in terms of in-store positioning, where maximizing the rich content capabilities of different e-stores comes into play. Products like E-Store Content allow brands to create, manage, update and publish adapted content for each SKU that leverages the different search mechanisms used in specific e-stores.

To find out more please reach out to your client partner or contact us via email. 

How to make AI generated art?

Get unique, highly personalised images just by describing it. Trained by millions of images on the web and guided by professional artists and graphic designers, our can create anything you can imagine—all from scratch each time.

Use cases

A good picture is worth a thousand words. AI generated images have the ability to turn a thousand words into a million. Whether you’re writing an article, building a webpage, or running an ad campaign, build up an instant library of creatives and resources to fully express yourself.

Marketers

Distinguish yourself from the competition with one of a kind pictures that speak to the heart of your audience. Supercharge your marketing collateral ideas.

Artists and designers

Inspire and fuel creativity. Use AI generated images to springboard your ideas and kickstart the creation process. Don't start from a blank canvas.

Entrepreneurs

Unlock and express the ideas you have without huge budgets. Build your brand, spread the word and communicate your message with unique images for your website or product.

Captivating images created by our image generator?

We often struggle to find the right image — some aren’t free to use, others aren’t captivating enough and most are either irrelevant or inappropriate.

Using the Hypotenuse image generator saves you the the time spent creating your own graphics, designing your own pictures or hiking through the web in search of that perfect image.

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If you’re interested to see what type of images our AI can create, here are a couple of examples our AI Image Generator has created.

Tell a story

Who doesn’t love a good story? Bedtime stories, ghost stories, war stories, tragic star-crossed lover stories, that-awkward-thing-I-got-mocked-for-in-middle-school stories. Telling stories, both to ourselves and others, is part of what makes us human. It’s also a powerful marketing tool, especially for your product descriptions.

This description below does so much more than introduce a backpack and explain how many items it can hold. It tells (you guessed it) a story.

ENDOR COMMANDO

Officially-licensed Star Wars merchandise

Sometimes blending in is the best plan

Big enough for your Ewok BFF

Pack it up! We’re deploying to Endor in the morning, and you need to find a bag big enough for the essentials with extra space for a small teddy-bear like lifeform. Hypothetically. We’re not telling you to take an Ewok back with you, but… if you find your Ewok BFF, you’ll have the option.

This Star Wars Rebel Alliance Special Forces Rucksack is big enough to fit everything you need for your day, and then some (including an Ewok). The camo accents will make it harder for the Stormtroopers to spot you on Endor which is a huge plus, especially considering their rucksacks are (you guessed it) white. Sometimes standing out is the worst thing you can do.

Product Specifications

Star Wars Rebel Alliance Special Forces Rucksack

Officially-licensed Star Wars merchandise

Includes roll-top, 2 front zipper pockets, and 2 zippered side pockets  Endor Commando Alliance Special Forces patch is prominently featured on the front

Features faux Aurebesh on the side pocket (it would say “Restore the Republic”, but each letter is backwards) – you don’t want EVERYONE to know your true mission, do you?

Also shows the Rebel Alliance symbol

If you put an Ewok in the bag, don’t roll the top down too tight

Adjustable shoulder straps

Materials: Polyester, faux leather (vegan), and silicone strap closure

Dimensions: 18″ tall x 12″ wide x 5″ deep

Care Instructions: Wipe clean with a damp cloth

Weight: 2 lb.

WARNING – ENTANGLEMENT HAZARD. Keep away from very young children. Do not place around neck. 

Instead of telling you “this backpack will make you feel like you’re in Star Wars,” the copywriter instead tells a story that makes you imagine that you’re in Star Wars already—before you even buy the product. One of the bullet-point features promises that the backpack can fit your Ewok BFF, and this is recalled in the description below. In the middle of the standard specs at the end of the description, between the dimensions and weight, is a final note on carrying your Ewok BFF in this backpack: “If you put an Ewok in the bag, don’t roll the top down too tight.”

What does this Ewok BFF narrative actually tell you about the product? Nothing, really.

But the story is there because this product description puts the customer first. We buy stuff, in general, because we think stuff will make our lives better. And we buy merch in particular because attaching a beloved brand to ouridentity makes us feel better about ourselves. (Yep, we’re going deep here.) If you’re 10, you might actually want to be Princess Leia and buy this backpack to feel like you’re her. If you’re 30, you might want to reclaim part of your childhood or perhaps take on the rebel persona to feel more confident in the real battles you do face every day. Either way, you want to feel like a character in Star Wars.

How to tell your customers a story

Jot down some ideas:

What story would ignite your buyer’s imagination? How can your product support that story?

What’s your buyer’s underlying emotional or psychological need for this product? What stories could you tell that tap into or meet this need? How could that story feature your product?

And then start drafting!

Product descriptions let you put your customers first

If you’ve been reading this blog for a while, you’ve probably seen at least one of our customer spotlights. We love our customers! As a former small business marketer myself, I love our passionate dedication to empowering and supporting small business growth.

For your business, too, your customers’ wins are your wins. If you’re a small retailer, this is true not just with your in-store customer service, but also your ecommerce website’s overall UX, its check-out flow, your online return options, and your product descriptions. By writing accurate, educational, and engaging product descriptions, a copywriter serves their customers just as much as a sales associate does when someone walks through your shop’s front door.

In fact, your product description is arguably your best opportunity to provide the heart and soul of that in-store experience for online shoppers. It’s also your chance to snag prospects who research online before buying in-store, as do a whopping 81% of retail buyers.

Don’t worry—you don’t need to be a brilliant copywriter to write product descriptions that work.

You just need to keep your customer first. Not sure how? Here are five examples of epic product descriptions that you can learn from and use as inspiration.

Here’s the product description:

Open your door to the world of grilling with the sleek Spirit II E-210 gas grill. This two burner grill is built to fit small spaces, and packed with features such as the powerful GS4 grilling system, iGrill capability, and convenient side tables for placing serving trays. Welcome to the Weber family.

Bias alert: I kind of want this. My husband and I love summer, and we love burgers. But we’re urban apartment dwellers with no space for a BBQ.

The product description for this grill speaks to the target market (me!) by expressing how its main features address my need for a grill that can squeeze into a tiny balcony space.

How to turn your features into benefits

To get started writing features and benefits for your products, ask yourself some questions:

Who’s your target buyer?

What does that person need?

What do they want?

What are their pain points?

Those answers will help you get started on a strong product description that turns features into benefits—and potential customers into buyers.

How to address pain points

To use this method in your product descriptions, you need to identify pain points. Got repeat customers? Send them a survey asking them why they bought your product and why they keep buying. Ask questions designed to draw out some of the ordinary problems they face every day. Got customer reviews? Peruse them to find common threads around your product solving the buyer’s problem.

For bonus points (see what I did there?), check out Chewy’s description for the exact same KONG product. Map out how that copywriter addresses the buyer’s pain points, describing the same features and benefits in a slightly different way.

Sound good? Great. Let’s keep going.

FAQ

How does the Hypotenuse AI Image Generator work?

What type of images and art can the AI Image Generator create?

Are generated images unique? What's the copyright on the images?

Is creating images from text going to take ages?

Are there any restrictions on what art I can create?

I think AI that makes art is evil and has a lot of repercussions.