Building & Scaling Effective Product

PageseZdia client webinar series : April, 2015

Who is eZdiasee what we’re up to, how we do it all and who’s on the team!

Partnering with more than

70% of Internet Retailer’s

Top 10 and the largest

eCommerce brands of India

eZdia was founded by seasoned executives from

the eCommerce and technology sectors.

Headquartered in the Silicon Valley of California, our

management team came from companies like

Walmart, Yahoo!, eBay, Sun Microsystems, Intel,

Oracle and more.

01

Product pages serve

as a doorway to

customer acquisition

and revenue.

It isn’t enough for the

door to be simply

open. Your store

should be available to

any customer on any

device.

Operational Challenges

08

Time-to-market

Cost

Quality

EFFICIENCYEFFECTIVENESS

creating enriched,

complete, engaging

content, amplification

ScaleSCALE

Let’s talk about

creating the hardest working

product pages

06

Customers shop differently, consuming

information based on preference, product

category, device their on, site functionality

and intentions.

Essential Componentsproduct attributes, availability, specs, and more…

CUSTOM UPSELL SUGGESTIONS

PRODUCT PAIRING SUGGESTIONS

OPEN GRAPH TAGS

SOCIAL SHARE BUTTONS

META TAGS

PRODUCT SPECIFIC

ATTRIBUTES

PRODUCT NAME

Bread Crumb Trail

H1 – Keyword Rich Product Name

Features & Bullets

SEO Optimized Images

Product Specs

SEO Optimized Copy

invisible product page

data includes:

• meta tags

• alt image tags

• custom, keyword rich URL

• Open graph tags

Branding

Information about Steve

Madden brand

Source : https://blog.kissmetrics.com/100-conversion-optimization-case-studies/

Making Copy Action Oriented Causes 93% More People to Click

Making Call to Action More Prominent Increases Conversions 591%

Case Studies : Effective Product Pages

12

Is the content on the page

relevant for the product or

category type?

Tip: Apparel is often

purchased with accessories or

same style in multiple colors.

Solution: Customized,

relevant cross-sells and up-

sells

Tip: Customers expect the

closest in-store experience

when shopping for apparel.

Solution: Providing alternate

images in every color shows

fit, function and perspective. +20%Simply changing the button to

red can increase conversion by

20% or more.

Case Studies : Effective Product Pages

Tip: Create a product workflow

that can be flexible and morph in

any direction you need it to, no

matter the product category

Solution: Understand the

category and how customers

interact specifically with that

product type before product data

is created.

A/B testing to your

product/category pages could

boost conversion/stickiness

(hence the SEO/authority)

significantly

+35%adding customer

reviews & ratings

can boost

conversion more

than 35%

Case Studies : Effective Product Pages

Proving

Authenticity

Increases Sales

107%

Case Studies : Effective Product Pages

• Adding Testimonials Increases Conversions 34%

WikiJob case study : Testimonials can give visitors assurance that previous people had

success with you, thus ensuring your reputability.

• Security Seal Increases Conversions 7.6% Overview and Results

Achieved:Oriental Furniture added a Buy Safe seal to their website. They checked this against

the control that didn’t have the seal. After a couple of months of testing, Oriental

Furniture experienced a 7.6% bump in conversion rate.• Bigger Product Images Increase Sales 9%MALL.CZ is the Czech Republic’s second largest ecommerce retailer. They sell a

variety of products, much like Amazon. Their goal was to increase sales.

• Bigger Button Makes For Bigger Conversion Rate

SAP BusinessObjects originally had a small blue text link for its add to cart

option and increased their conversion by 32%.

Case Studies : Effective Product Pages

Product Interaction on Different Form Factorsmaking pages smarter lessens the load on the customer (based on device)

mobile product pageinteractive graphics makes browsing

easy and the information accessible

desktop product pagevery standard format with clickable links,

tabbed information, product features in

groups and bulleted lists.

Embroidery is

Washer/dryer safe

Let’s talk about

how to create and manage

product content

06

Operational Challenges

08

Time-to-market

Cost

Quality

EFFICIENCYEFFECTIVENESS

creating enriched,

complete, engaging

content, amplification

ScaleSCALE: CONTENT CREATION PLATFORM

product content integration

Product IdentificationBuyers/Merchant

13

Product Set Up PathExample of a common workflow for product set up

Vendor onboardingProcurement

Catalog CreationCatalog Manager

SpecificationsContent Editor

Photography or Image EditingPhotographer / Image Editor

Product Copy Copy writer/editor

Style CreationCatalog Planning

Publish to eCommerce SitePublisher

AmplificationBlog, Emails, Buying

guide, Social Media.

Product Quality CheckCatalog Manager

CONCEPTUALIZATION

CATALOG CREATION

MARKETING

Can product amplification

begin as soon as

procured?

Excel /Word/ Email

Manufacturer

SEO Marketing

enrichmentSEO copy writer/ Image

enrichment.

Collaborative SystemeZdia’s solution

Style Guide

Style GuideeZdia’s solution

Style Guide EnforcementeZdia’s solution

Keyword tracking

Error and Warning

Style Guide EnforcementeZdia’s solution

Cost and ResourceLeverage Crowd (Global workforce)

Cost and ResourceLeverage Crowd (Global workforce)

sales@eZdia.comcontact us for a live demo!

Don't spend time beating on a wall,

hoping to transform it into a door.

Our CCP serves as a complete

platform, including PCM, PIM

Strategizeleverage keyword research and gap analysis to fuel

your strategy.

Source & Createfinalize the specs, assign creators, and set the team

in motion.

Share & Collaborate encourage team collaboration and quick approval

through the editing process.

12

Publish & Distributepublish and set distribution for approved content

directly from the item page or in bulk.

Build

Strategyrequest new

items, build

from keyword

research and

gap analysis.

Manage

Projectssort, search and

get a quick view

of project status

Manage Itemscustomize workflow,

tag, assign to a

campaign.

Quick Actionsshare, assign,

translate, send

back, publish