The E-commerce landscape is constantly changing. Product descriptions often don’t get the attention they deserve. Typically, they are a copy of the manufacturer, supplemented with a few SEO terms. The use of AI can transform this process, if applied strategically. Fozzels is a tool to help you doing this, by automating the process.
Positioning product information
Before diving into AI-driven product descriptions, it is essential to evaluate the current positioning of product information. Experiment with making product information more visible or less visible. Call more or less attention to this information, position above or below the line where content is immediately visible, and experiment with only showing an intro of the text. You might use some A/B testing for this.
Segmentation by information importance and choice complexity
Analyze the impact of different variants on interaction and sales. Each positioning and form will have some effect, but you’re not looking for the total effect. You want to learn to understand for which products displaying the product information much more visibly has much effect and for which products it has little effect. This gives a classification of your products based on product description importance. You now want to focus on the segment where product descriptions have a lot of effect.
Further divide these remaining products into segments based on customer buying decision complexity. Identify which items are purchased spontaneously and which ones require in-depth consideration (compare number of interactions to purchase, for example). This step will reveal which product groups could benefit from more comprehensive or concise descriptions.
AI implementation
For products that require considered purchase, generate extended descriptions that highlight the product’s benefits and the unique value of buying from this online store. For impulsive purchases, generate shorter, catchy listings that provide the alibi to justify the impulsive purchase afterwards. Use AI (for example ChatGPT (GPT-4)) to create standardized text files for each product in each segment, maintaining SEO keywords and consistent structure. Properly feeding the AI with relevant prompts and information will ensure uniform content tailored to the information needs of each segment.
Continuous optimization and feedback
Implement a customer feedback system to assess the quality of product descriptions. Use this feedback, along with sales data, to refine AI prompts. This cycle of adjustment and re-implementation will help develop an increasingly effective text model for each segment.
This strategy allows Web shops to automate the writing of product descriptions while maintaining content quality and relevance. With an iterative and data-driven process, AI-driven product descriptions can not only reduce the burden of manual text creation, but also provide an enriched shopping experience, leading to better conversions.
Please ask our team to help you find the best product description strategy for your company.
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