How to encrypt the optimization of product sheets? Rewriting the Product Sheets of an e-commerce catalog is an investment. For what ROI? Optimizing product listings may be necessary and beneficial, but how do you know if it is worth as much money as it costs? One of the measurement tools to evaluate the benefits of such a redesign is to compare the “before and after” numbers – especially the numbers that are directly related to the redesign, of course. Either those relating to productivity: sales, execution time of actions, etc. To calculate the optimization of your product sheets, we take into account the positive numbers and the negative numbers.
We therefore note these figures upstream, before optimization. Especially since they will be used to prioritize improvement actions. Positive indicators in the optimization of product data sheetsWhen evaluating indicators after rewriting the product sheets, there is always a tendency to first detect the positive numbers: a rise in sales, for example. In the case where an indicator has increased, divide the new digit by the old one. Your online store had a 2% conversion before redesign? This rate today reaches 5%? You divide 5/2 = 2. 5, or 150% improvement. Negative numbers in an optimization of the product sheets? Yes, perfectly, an optimized form also produces negative numbers: when the search time or the time needed to perform an action decreases, for example.
In the case where an indicator has sagged, divide the old digit by the new one. Your customers sometimes took up to 4 minutes to find information on very large sizes? After redesign, they find the information in 3 min. The improvement ratio is 4/3 = 1. 33 or an optimization of 33%. A formula for optimizing your product sheets?As I said before, the product sheet has a mission to fulfill all the way through the purchase cycle. In addition to encrypted figures and indicators, you can also measure the optimization of the conversion of your files to the co-presence of the 3 types of content essential to a good online shopping experience: Caution – You care for SEO, your meta tags, and your main keyword in your product description, which then begins with a general sentence, which announces the value proposition of your product and presents it as a solution. Consideration – You clearly and simply mention the benefits of this solution for the user, reassuring him about your competitive advantage. And structure your selling points from the user’s point of view. While insisting, always, on your conditions of sale, return etc.
Conversion – You lift all blockages and brakes on purchase through triggers and purchase incentives. And mitigate the lack of interaction through direct contact channels, which avoid inertia and procrastination. Our experience reveals that often these 3 dimensions are not present at the same level : one or the other dimension is missing, which affects the overall potential of the product sheet. one or two dimensions “take up too much space”, which affects the balance of perception. In this case, the product sheet is not balanced. This often happens in e-commerce catalogs that our customers submit to us for optimization. Our mission is therefore to study the indicators and set up an optimization plan to ensure co-presence of the three instances, so that one will tenfold the power of the next, so that the following formula works: attention x consideration x conversion. A product sheet that offers no incentive or trigger produces this (on a scale of 3, where 3 is the best score) = attention (3) x consideration (2) x conversion (0) = 0. A product sheet whose title does not evoke any benefit for the user, who can not even imagine what it is (because the wording of the product is jargon, for example) produced this = attention (0) x consideration (3) x conversion (2) = 0.
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