How to Audit your Product’s Ecommerce Marketing Content
No matter what it’s for, conducting an audit can be a time consuming task. However, a key reason brand teams should consider auditing their product marketing content across brand and retailer.com sites is to help with consumer conversion.
Once a consumer has landed on your product listing, quality content that’s consistent & accurate is key to converting a visit to a sale. However when brand’s have a lot of skus, completing an audit can be quite the undertaking. To help, below is a simple process to follow to make the project more manageable.
Before you begin, there are four key areas you’ll want to identify:
Which products to focus on. For your audit, it’s best to start with top performers in your portfolio or those generating the most traffic for your brand.
The retailer listings under review. All sites have different content requirements, so it’s important to have a clear understanding of where you’ll focus your content audit.
Which keywords to incorporate. It’s important to understand and include the keywords consumers are searching for so your product resonates with the audience and has the attributes they’re looking for.
Brand style guidelines to follow. To ensure a positive experience, the listing content should follow and support the standards set for the brand.
Next, you’ll want to identify a master version of your product listing content. This will be the benchmark used to audit the individual listings.
The master product listing should include the following categories:
Product Title
Variants
Product Description
Product Bullets
Ingredients (if applicable)
Instructions
Keywords
Image Thumbnails
Once the above has been identified, compare individual product listings to the master version in order to identify where changes need to be implemented.
After the audit is complete, address the problem areas to ensure your product listing content is consistent & accurate across brand and retailer.com sites. This will ensure your brand is delivering quality content that will convert a consumer’s visit into a sale.
If your brand doesn’t have the resources in-house to complete an audit or implement the changes, schedule a call. Working across hundreds of products, The Marketing Lens helps brands optimize and implement new online marketing copy & imagery.