We’ve encountered thousands of pieces of product content over the past decade and more. A worrying number of them have least one of the following problems:
Designed product-first, and not customer first
- Designed without recognising the range of customer and retailer requirements that they need to meet
Content is often produced for packaging, advertising, launch materials, and brand websites. This content then has to be re-purposed for use in customer-facing situations, such as retailer websites. This can involve lengthy and costly processes to re-write copy and reformat images. More often than not, time and budget pressures mean that you end up with low-quality content that sits somewhere in-between. A square peg awkwardly hammered into a round hole.
But does it have to be this way? What if you were able to redesign your content process to be consumer-first, with an eye on retailer restrictions? What would that look like?
One of our clients recently asked us this very question. It’s one we’ve thought long and hard about over the years, so we were eager to discuss. To start the conversation, we brainstormed a set of 5 suggestions. Obviously, these won’t be for everyone, but hopefully, they might provide a spark for you to begin thinking about what improvements you could make.
5 Ways to Improve Your Product Content Process
- Start with the consumer. The cardinal rule of product content. If it’s not offering anything of value to the consumer, it has no place in your product content. It’s all too easy to fall into the trap of simply ticking boxes and filling retailer requirements. If the journey doesn’t begin with you understanding who your consumers are, what their needs are, and how best to fulfil them, then your content isn’t going to work.
- Recognise the range of retailer requirements. Understand what the extremes are, and try to design content that meets as many of these as possible. Changing content at a later stage in the process costs money, and often shifts it from your initial consumer focus. Anything you can do to avoid that via planning will be worthwhile.
- It’s always easier to crop than stretch; It’s always easier to compress than expand. Make sure you’re producing assets that do more than meet the minimum requirements. If you need to make changes, it’s always easier to cut back than fill empty space. Stretching content too thinly will result in lower quality, or pages stuffed full of filler.
- Consider making your content modular. Create self-contained copy, images and features that can be added, removed and reorganised to fill specific retailer needs. Consider having common copy & images to describe features that are present in multiple products. Look into ways to automatically organise and populate this content to all relevant products.
- Find a balance. The best possible product copy would be created bespoke in every language by a native-speaking product director with a clear grasp of your brand’s guidelines. There are (unsuprisingly) very few vendors who are able to do this. However, there is value in trying to avoid generic and lifeless product content as much as possible within your budget. Try to find a sweet spot by focusing on “hero” items and high-profile products. This allows you room to make efficiencies on accessory/lower tier products while still maintaining full coverage.
Hopefully, these suggestions will have got you thinking about ways to improve your own processes. To hear our full recommendations and how we can help you to achieve them, visit our Contact Us page.
This week, we’ve been looking into examples of the new Premium A+ Modules on Amazon.com. We’ve been comparing their desktop and mobile versions, and trying to understand what their potential impact will be in the Amazon EU locales. Today, we’re going to be looking at a few of the other modules on offer in the EU. We’ll be highlighting what features might be available and how they display on mobile devices.
Module 6: Comparison Table A
Of all the new comparison tables launched, this one is the most similar to the current comparison table standard. It expands upon the original by allowing up to 7 products and 12 features, utilising a horizontal scroll to allow for easy comparison with the current product.
However, some vendors may find this version to be less flexible than the original. Every section comes with an associated character limit, with each feature and detail only allowing 30 characters.. This might hamper those who wish to include features with lengthy technical names. There’s also a hard lower limit of 4 products and 5 features. This seems specifically designed to prevent some of the more creative uses of comparison tables we’ve seen in the past.
Module 5: Carousel
We wanted to highlight this specific module because of the buttons that are included at the bottom of each image: “Shop Samsung”, “Shop Apple”, etc.
These link through to an Amazon search query, allowing the vendor to drive traffic to either a curated list of products, or organic search results regulated by a set of filters. A+ links have previously been restricted to single ASIN detail pages, so this is an interesting example. Hopefully this may herald a partial relaxation of those restrictions.
In our previous posts, we’ve been looking at how the new Amazon.com Premium A+ Modules display on both desktop and mobile platforms, to try to understand what this will mean for the Amazon EU locales when these new features are widely rolled out to all vendors/countries. In this small study, we’re going to be looking at the content displayed on the popular Bose QuietComfort 35 (Series II) high-end headphones.
Module 5: Full Background Image with Text
Very similar to Module 1 both on desktop and mobile, but without the image-distortion issue.
Module 6: Banner
This one is a little different. Essentially, it’s just a Banner image (with the content left-aligned), and a textbox overlaid on the right. Unlike the previous banners, this one only features a header in a narrower area, and the image is 700px high.
Bit of an odd choice display choice with this one. The text is presented above the image, in a different font and centre aligned. This gives it the effect of looking out-of-place when compared to the other elements on the pages. This is further reinforced as both this and Module 5 have a white background, in contrast to the others.
It’s worth noting that this module is another that does not directly align with the current EU Premium A+ Module portfolio. It’s possible that this may have been a test, or maybe something that will be available at a later date.
Module 7: Comparison Table C
This is the one of the three new Premium A+ implementations of the comparison table. It’s much more graphical and less cluttered than the previous incarnation. The trade-off is that it only allows a customer to compare the current product with a single alternative at a time, rather than being able to see a whole upsell range at a glance.
Of all the mobile implementations, this is the one that makes the most sense. Changes in the layout have been made, most notably that you can only see the features for one product at a time. But the way it’s been done is stylistically consistent with both the desktop layout and the other mobile modules. It’s clear and easy to understand, and seems to load/perform very smoothly.