Product content is one of the most important factors in e-commerce, as it is what customers use to make informed purchase decisions. In today’s competitive e-commerce landscape, businesses need to provide their customers with accurate, informative, engaging and rich content for brand awareness. This means creating content that goes beyond simply listing product features and specifications, and instead focuses on telling the brand story and highlighting the unique benefits that the product offers. Here’s how we helped a global brand manufacturer enhance its existing product content database across its seven sub-brands in Southeast Asia.
Objective and challenges
With a goal to create a seamless, user-friendly experience and provide information to help its customers feel confident when buying online, the client wanted to enhance its existing product content database across its seven sub-brands. Being a standards-starved space, the enterprise sought Netscribes’ research and content expertise in creating product descriptions that provided accurate and useful information to its customers in Southeast Asia.
Approach and Solution
Research Analysis
Our research team undertook a competitive benchmarking analysis with a deep-dive into category-level research to define best content practices both textual and visual. After analyzing the client’s position vis-à-vis its competitors in the APAC region, and determining the pain points left unaddressed by its rivals, we made the requisite recommendations which formed the bedrock of our content creation. Next, we undertook a product-focused research to identify the key features and purchase triggering factors by evaluating various research reports, blogs, social media, and articles, to evaluate the customers’ decision making process
Content Creation
Our content experts first developed an in-house content guideline highlighting various spelling, grammar, style, and tone specifications to be employed. Basis this, our writers crafted rich, detailed, product descriptions in alignment with the research, while ensuring accuracy and uniqueness of product information. Leveraging the product insights gathered, we created product content that comprised of the following aspects:
- Detailed specifications and features
- Key differentiators
- Key purchasing factors
- Queries consumers raise when purchasing a product
- SEO-friendly keywords
Additionally, a two-step QC process was incorporated to ensure that the content was lucid, engaging, and grammatically correct, aligned with the research, and included the relevant keywords.
Results Delivered
Netscribes provided rich, elaborate product descriptions highlighting:
- Key product features
- Feature call-outs with benefits
- Professionally-shot product images
- ‘Compare-to’ images for better illustrating the product benefits
Benefit
The client company’s now enhanced product content has played a pivotal role in facilitating a better purchase experience for customers, reducing customer complaints and negative reviews, achieving greater quality and consistency and a higher conversion ratio.
