UK Fashion Brand
Increasing Online Conversions by Improving Product Descriptions
At a time when digital marketing is an asset to flourishing businesses worldwide, a UK based fashion apparel brand was struggling with sales and low returns of investments for their website. They came to Outreach Crayon to get our aid in finalizing their Search Engine Optimization strategy to boost their customer count and work through the suggestions from multiple agencies.
Our team came up with a solution to their dilemma- improving the descriptions of the products available in their store. A piece of writing that conveys the features and benefits of a product, it ranges from basic facts to stories that make a product compelling to an ideal buyer.
Facing a Challenge
What We Did?
We streamlined the brand’s marketing strategy to suit their needs and target their customer base more effectively.
Initially, they had been provided with two different solutions by research analysts to work out their audience. The agencies gave them plenty- 16 segments of customers grouped according to their age, shopping history, how much money they spent, and where they lived.
Naturally, with this information overload, they felt pressured to come up with 16 different messages for these 16 groups. They turned to a second opinion from a behavioral solutions consultancy which focused on the data about ‘Why’ and not just ‘What’.
They in turn extracted data from prospective and former customers in both the UK and US markets. Around 19,000 people in total participated. This reduced the sixteen original client segments down to three actionable groups for messaging and digital interaction- confidence boosters, integrators & social manipulators.
They defined the first category as consumers who shop to get self-worth back, to feel more successful. It’s not about the individual products but about the brand. Owning any product from the brand, even a small one, reinforces that feeling in them.
The second category was the smallest 20%, buying the company’s apparel to maintain their group membership. They bought the products as a ticket to fit in, as well as impress the group. The third category constituted the people used the brand as a way to stand out and enhance their social group status, both at work and home.
Our team was well versed in digital marketing and we knew that e-commerce websites could improve their organic search rankings by enhancing product detail and category pages with unique, keyword-rich product content.
Based on this, product description was crafted with a universal message which included 3 separate risk-alienating lines in the same piece of copy.
Confidence-boosters were assured that the specific item would be the perfect treat to give them that new-thing feeling, integrators were told that it was something their friends would appreciate and compliment on and social manipulators were asked to take charge of their wardrobe and were assured this would make them stand out.
The product descriptions were crafted so that they included every aspect of the product a user might want to know such as styles, colors, weights, technical specifications, sourcing, sustainability and delivery details.
Furthermore, we made sure that the product descriptions were apt and well in line with the brand image and theme, for a website that provides all the details about their product is always deemed more authentic than its competitors.
What have we achieved so far?
The technique is to understand that different people pay attention to different things. If a consumer is driven by the need to stand out, that’s the kind of message consumers pay attention to and ignore everything else.
Good marketing is finding out the user base and projecting the strength of the brand onto them.
Through our efforts we were able to:
- See 15% increase in conversions rate for the brand
- Sales of the same products with the same price but with a different description went up by 23% in the UK and 51% in the US market.