The year’s winding down and for most ecommerce companies are throwing everything they can at the conversion beast. This is make or break season for most companies, and with the fourth quarter/holiday season coming up, now is the perfect time to go implement those conversion-lifting projects you’ve identified but never really found time to do.
One area that I’ve championed but never really got to do is rewriting product descriptions. While most landing page optimization initiatives focus on trust-building elements and finding the right layout/label combinations, I can’t stress enough how important your product/service data set is and I would wager this type of LPO-related enhancement has the highest incremental conversion potenial - simply because you placate the highest item on your visitor’s needs heirarchy: is this what what I was looking for?
There are two important points to remember when embarking on a content overhaul:
What makes for kingly content?
There’s no right or wrong answer to this. At a minimum, I would require an intriguing benefit-laden paragraph to open it all, a generous serving of bulleted, easy-to-scan product technical specs to reinforce these benefits and to cap it off, a closing paragraph that reinforces why your customer should be shopping for this product on your site.
Determine your priority SKUs
Chances are you don’t know where to start. It wouldn’t be too bad if you were to rewrite just a couple of pages, but if you’re a retailer with half a million SKUs, identifying which SKUs to prioritize is a daunting task already. Now you know why this initiative didn’t leave the concept stage for the past 2 years.
Do you start with the fastest moving SKUs and work your way down? Do you go with the products that have the highest profit margins? There are more than a few ways to skin this animal but I prefer the following criteria:
Highest Traffic SKUs with the Highest Profit Margins AND with the Least Amount of Sales
That’s it for now. I’ll share more insights once we get the project fully underway.
October 17th, 2008 at 11:23 pm
Wow you really are the SEO king. Marghil Macuha talks about as being “the man” when it comes to SEO.
By the way Marghil Macuha and I have just launched our free new blogging ebook. Check it out at http://www.zdiaz.com/index.php/2008/09/29/finally-our-very-own-guerilla-blogging-ebook/
I know we still have a long way to go when it comes to SEO compared to you, so we would appreciate any comments, suggestions from you regarding our work. Our work is primarily for the newbie-intermediate blogger level. Plus it helps give us love links hehehehe. Hope you could also help us promote it too. Thanks and more power to you !
November 6th, 2008 at 11:16 am
Wow! before i ask my self whats the SEO all about and whats the importance
of this and now i could say that it helps a lot,and i really inspired of it….
May 7th, 2010 at 8:29 am
Copywriting is also a skill that takes years of practice to become very effective in advertising what you are selling and ,”