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If you are selling products online, you know how important it is to have high-quality product content that attracts and converts customers. With so many pieces of content being made every day, how do we know which one is working better than the other? How do you know what piece of content works best for your products and customers? How do you measure the impact of your product content on your sales and conversion rate? This is where A/B testing comes in!
A/B testing is a method of comparing two versions of the same product content element (such as title, description, image, etc.) to see which one performs better. By running A/B tests, you can identify what content elements drive the best results and conversions, and use them to improve your product listings. And that process of bringing that piece of content closer and closer to your target audience is called Product Content Optimization. Essentially, product content optimization is the process of improving your product listings to make them more relevant, engaging, and persuasive for your target audience.
In this blog post, we will share some best tips on how to conduct A/B tests on your product content to optimize it for better results and conversions.
What is Product Content Optimization?
Let’s understand it in more detail. Product content optimization is the process of improving the quality and relevance of your product content to match the needs and expectations of your target customers. It involves creating and updating your product titles, descriptions, images, reviews, and other content elements to make them more appealing, informative, and persuasive.
Product content optimization aims to achieve the following goals:
- Increase your product visibility and ranking on search engines and marketplaces
- Boost your click-through rate (CTR) and traffic to your product pages
- Increase your conversion rate (CVR) and sales from your product pages
- Increase your customer satisfaction and loyalty from your product pages
Why do you need to Optimize Your Product Content?
Product content optimization is needed because it can make a huge difference in your online sales and conversions. According to Salsify, 87% of online shoppers rate product content as extremely important when deciding to buy.
It shows that product content optimization is not only essential for attracting customers but also for retaining them and reducing returns. By providing accurate, relevant, and engaging product content, you can increase customer satisfaction, loyalty, and advocacy.
When you are creating content for conversions, everything from the content type, the content quality, and the basics of content creation makes a huge difference. With optimization, you are also able to write content for SEO on your website. While you aim for this organic search traffic and retain it, things like using high-quality images and adding product reviews take your process of optimization up a notch.
Align Your Product Content with Search Trends of your TG
One of the key aspects of product page optimization is to optimize your product listings for consumer search trends. This means that you need to understand what keywords your customers are using to search for your products online and use them strategically in your product titles, descriptions, tags, and attributes.
By doing so, you can improve your product visibility and ranking on search engines and marketplaces, such as Google or Amazon. You can also increase the chances of matching your customers’ search intent and expectations.
To optimize your product content for consumer search trends, you need to conduct keyword research using tools like Google Keyword Planner. These tools can help you find out what keywords are popular, relevant, and competitive for your products.
Once you have a list of keywords that are suitable for your products, you need to use them wisely in your quality content. Here are some tips on how to do that:
- Use your primary keyword in your product title. Make sure that your product title is clear, concise, descriptive, and unique.
- Add secondary keywords in your product description. This is where you can provide more details about your product features, benefits, specifications, and usage.
- Include long-tail keywords in your product tags and attributes. These are more specific and less competitive keywords that can help you target niche segments and rank for more queries.
- Use synonyms and variations of your keywords. This can help you capture more organic traffic from different sources.
- Don’t forget to add the relevant keywords in the Alt-text of your visual content and even social proof, if possible.
How to Make a Great Product Page?
Before you start A/B testing your product content, you need to make sure that you have the basics of your quality content well-covered. A great product page should have the following elements:
1. Is Your Call-to-Action (CTA) Crisp and Clear?
A call-to-action is a button or a link that tells your customers what action you want them to take next, such as “Add to Cart”, “Buy Now”, “Subscribe”, or “Learn More”. A clear and compelling CTA can increase your click-through rate and conversion rate by guiding your customers through the buying process.
2. Do You Have Answers to all Your Customers’ Questions?
Your product description should provide enough information for your customers to make an informed buying decision. However, too much or too little detail can harm your conversions. Too much detail can overwhelm or bore your customers, while too little detail can leave them confused or doubtful.
3. Is Your Product Photography Great Enough?
Your product images are one of the most influential factors in your customers’ buying decisions. According to Hubspot, 67% of online shoppers rate product images as very important when making a purchase.
4. Write for Buyers, Not Bots
While it is important to optimize your product content for search engines and marketplaces. You should not forget that your ultimate goal is to persuade human buyers. Therefore, a primary pillar of your content marketing strategy should be to write for your potential customers, not bots. This applies to all kinds of content like title tags, meta descriptions, customer reviews, and video content as well.
5. Major on Benefits, Including Features
Your product features are the technical aspects of your products, such as size, weight, material, color, etc. Your product benefits are the outcomes or results that your customers get from using your products, such as comfort, convenience, safety, etc.
While both features and benefits are important for your product content optimization, you should major in benefits over features.
To major on benefits over features, you need to:
- Explain how your product features solve your customers’ problems or fulfill their needs, targeting user intent directly.
- Use emotional words that evoke positive feelings or emotions in your customers, such as “amazing”, “delightful”, “easy”, “fun”, etc.
- Test different combinations of features and benefits and their impact on conversions by comparing bounce rates, buyer journey, and more.
6. Target the Right SEO Product Keywords
As mentioned earlier, optimizing your product content for consumer search trends is crucial for increasing your product visibility and search engine ranking. However, not all keywords are created equal. Some target keywords are more relevant, popular, and profitable than others. You must explore keyword ideas based on the relevant product at hand and keep your audience in mind. However, you must also ensure to dodge keyword stuffing when it comes to search engine optimization.
To target the right SEO product keywords, you need to:
- Use keyword tools to find out the search volume, competition, and difficulty of your keywords
- Use long-tail keywords that are more specific, less competitive, and more likely to convert
- Use semantic keywords that are related or similar to your primary keywords, such as synonyms, antonyms, plurals, etc.
- Use intent-based keywords that match your customers’ stage in the buying journey, such as informational, navigational, transactional, or commercial
- Test different variations and placements of your keywords and their impact on conversions
Frequently Asked Questions
Q.1: How often should I optimize my product content?
A: There is no definitive answer to this question, as it depends on various factors such as your product type, category, market, competition, customer feedback, etc. It also varies with your content format, competitive landscape, sales funnel, niche audience, and more. However, as a general rule of thumb, you should optimize your product content at least once every quarter or whenever you notice a significant change in your product performance or customer behavior.
Q2: How many variables should I test at a time?
A: You should test only one variable at a time when conducting A/B tests on your product content. This way, you can isolate the effect of that variable on your metric and avoid confounding factors. If you test more than one variable at a time, you will not be able to tell which variable caused the difference in performance. From the business perspective, this particularly works exceptionally well for ecommerce businesses.
Q3: How long should I run my A/B tests?
A: The duration of your A/B tests depends on several factors such as your traffic volume, conversion rate, confidence level, etc. However, as a general rule of thumb, you should run your A/B tests for at least two weeks or until you reach a minimum sample size of 1,000 visitors per variation. You can use tools like AB Test Duration Calculator or Optimizely Sample Size Calculator to estimate how long you need to run your A/B tests.
Product content optimization is an essential part of your online marketing strategy from both a marketing and content perspective. Create and improve your product listings and content pieces to make them more relevant, engaging, and persuasive for your customers. By doing this you can increase your product visibility, traffic, sales, and average conversion rate. By making a well-balanced keyword list with short-tail keywords and long-tail keywords balanced across fresh content, it can create excellent content optimization opportunities.
However, product content optimization is not a one-size-fits-all solution for every product or customer. You need to constantly test and experiment with different elements of your product content to find out what works best for your products and customers. It can give an excellent direction to your funnel content and optimization process. This way, you can understand your prospective customers better and better with each testing campaign.
We hope that this blog post has given you some useful tips and examples on how to optimize and A/B test your product content. Especially for better results and conversions across your cold audience outreach interested in Google shopping or online shopping in general. It can help your sales team and marketing services team with multiple types of content.
If you need any help or guidance with your product content optimization or A/B testing, feel free to contact me at my personal email Sairam.byValueMoney@gmail.com. We are a team of SEO experts who can help you create and improve your product listings to increase your online sales and conversions!