Most e-commerce sites waste 50% of their product page views by serving identical static content to every shopper, regardless of context or intent. Manual publishing workflows prevent teams from personalizing content for seasonal campaigns, traffic sources, or shopper behavior—leaving money on the table at the most critical point in the purchase journey.
Think about that.
The page on your site that is the closest to the decision to buy — and you are still serving the EXACT SAME CONTENT TO EVERY SINGLE SHOPPER.
Regardless of…how they got to your site…what they are shopping for…what they have bought in the past.
REALLY?!?!?
In ecommerce, the product detail page (PDP) is the single most leveraged piece of real estate you have. It’s where shoppers decide to buy or bounce. Yet most brands still treat it as static.
In a world where content creation has gone from expensive to immediate, you’re still giving every-single-shopper-the-exact-same-content.
Why?
It is because your publishing flow has been built on ChatGPT, Excel, email, copy and paste. It is because you are doing all of this by hand. It simply won’t scale in a world of AI.
Mother’s Day comes along. Still the same product description, not context relevant. But you have paid media, TV, radio and social for the holiday.
Marketers spend millions tailoring campaigns to seasonal context — but then fail to extend that same relevance to the PDP, where purchase intent is highest.
When you say it out loud, it simply seems impossible that the experience would be so vanilla. But it is the case for virtually every ecommerce site on the planet.
If you’re finally ready to stop the insanity? Contact us today and we’ll show you how you can not only deliver more tailored shopping experiences, but do so faster and with lower cost than how your ecommerce team is operating today.
Get started today with Brandfuel, to help you respect your shoppers.
Get the latest insights on e-commerce content operations delivered to your inbox.
Andy Lloyd is the CEO of Brandfuel and a veteran of e-commerce content operations. At Fluid, he helped brands deliver great brand experiences through superior UX design. At NetSuite, he led all commerce strategy and execution, supporting a unified customer journey across channels that ensured the front end customer experience aligned with the back end inventory and systems of record. He has spent over two decades helping brands optimize their product content for better customer experiences and higher conversion rates.
As CEO of Fluid, I witnessed how ecommerce teams neglected PDPs despite them representing the majority of page views.
Read ArticleDiscover Brandfuel's capabilities in managing and optimizing product content.
Learn MoreWhile AI has transformed content production, the real bottleneck lies in manual workflows.
Read ArticleAs CEO of Fluid, I witnessed how ecommerce teams neglected PDPs despite them representing the majority of page views.
Read ArticleDiscover Brandfuel's capabilities in managing and optimizing product content.
Learn MoreWhile AI has transformed content production, the real bottleneck lies in manual workflows.
Read Article