The Untapped Potential of Product Pages: Why Your Most Important Pages Get the Least Attention
When I was CEO at Fluid, ecommerce was in the midst of a revolution: digital was no longer just one of many touchpoints—it was the first and most frequent engagement point for shoppers. But at the same time, marketplaces, social platforms, and ecommerce technology were becoming more complex, creating a new set of challenges.
- Ecommerce technology was fragile, locked away to be managed more by technologist than by merchandisers
- Marketing teams prioritized the highest traffic touchpoints
The problem is that the pages that are closest to the point of decision and represented north of 50% of page views, product detail pages (PDPs), we allocated the least possible energy. Just get them up, post some solid photography, and the sales will come. The overall growth of ecommerce perpetuated this: Ecommerce sales were booming, so clearly teams were doing everything right.
It ended up with marketing teams focused on the sexy stuff and ecommerce teams trying to keep pace with technology innovation.
In the cracks somewhere, companies managed to launch PDPs for every product. But their quality reflected their priority. In the immortal words of Flo Rida: “Low, low, low.”
Don’t get me wrong – this was the right decision. In a world where content creation is expensive, apply effort based upon the greatest impact. While social, blogs and ecommerce home pages got seasonal and holiday updates, PDPs remained “publish and forget”.
The reality is a harsh one: Today PDPs represent THE MAJORITY of ecommerce page views. MOST of them are not very good.
The AI Revolution Changes Everything
With the rise of AI, Brandfuel.ai sees an opportunity to change all of that. Our goal is for organizations to realize the opportunity all these sub-optimal pages represent.
We want brands to manage their PDP messaging as strategically as they think about a TV ad or their store’s homepage.
What if there was a way to push every marketing and merchandising strategy down to the product detail level on every page on your website, while freeing your team from the grueling work of creating and updating the content on hundreds of product detail pages? And what if you could PROVE that you had improved the performance of your PDP through quantifiably better conversion?
Imagine This Scenario
In that world, if you wanted to feature key products in a Mother’s Day promotion you would be able to intelligently identify those products and create occasion specific product merchandising, with virtually no effort, all while retaining complete control, completely confident the copy is on brand. Not only that, but those descriptions would go live and come down automatically, on a schedule your team sets.
With Brandfuel.ai not only does all of the above become possible, but ecommerce and marketing teams will be able to run dozens, hundreds or even thousands to content tests simultaneously while measuring results with scientific accuracy, so your entire site is continuously improving.
No guesswork, no grunt work.
That is what Brandfuel.ai is. The tool your team needs to be faster, better and more strategic with less effort.
Sound too good to be true? Contact us to learn more or sign up for a free trial today. We can’t wait to help you take back control of your product merchandising today.