How to Identify Content Gaps on SKU Pages
SKU pages need to do more than merely describe products. Product pages act as your virtual salesperson, highlighting and positioning the most important and intriguing features and benefits. In order to remain as competitive as possible, your product language needs to go beyond marketing copy to increase your conversion rates and decrease abandoned shopping carts.
Leveraging Product Content Gap Analysis
Every SKU page should feature the same basic elements to ensure the highest rate of conversion. The following worksheet can help you identify content gaps in both new and existing product pages and landing pages.
Write Long and Short Product Descriptions:
- Define the three to five most important product details.
- Include those points in a short description as a bullet list that consumers can easily scan.
- Feature those same points in a long description (100-150 words) in an easy-to-read narrative style. Think of your long descriptions as a direct conversation with your buyer.
Include all Technical Specs for Your Products:
- Define those specs clearly if they’re unique to your product.
- Use charts and tables to show how those specs compare to other products.
- Include infographics that highlight vital product details.
- Identify long tail keywords for every page.
- Include at least one keyword in H1 and H2 headers.
- Feature keywords at least once in both your long and short descriptions.
Other Key Page Features:
- Include any warranty information.
- Define availability and estimated shipping times.
- Include several high-resolution, high-quality photos with the product from as many angles as possible. Treat every SKU page as a virtual showroom.
- Highlight positive customer reviews.
- Update your SSL certificates and all of your company’s trust badges (e.g. SSLValue, BBB Accreditation, TRUSTe, etc.).
- Feature 60- to 90-second product videos.
- Promote social media sharing buttons throughout your site and product pages.
Define your Product Content Strategy
As your content marketing continues to evolve, build in steps to tweak and improve your optimization strategy for all of your product pages. When writing your descriptions, remember that the customer is shopping for a reason. As a marketer, ask yourself:
- What are the pain points that this product is solving?
- How can this description inform and educate the customer further?
- Who are the people most likely to shop for this product?
- Does this language address that audience directly?
- How does this language demonstrate the company’s expertise about this product?
Create your Buyer Persona
Create a simple buyer persona for your site. If you reach more than one customer audience, create a persona for each type. For example, if you sell automotive products to the trade, you’d use technical specs and a professional tone. If you’re selling to the general public, the tone might be less formal and highlight user-friendly features. With a clear and well-defined image of your typical buyer, you can better communicate using a targeted product content strategy.
Just the FAQs
A brief FAQ builds trust and reinforces customer confidence in your site and products. Look for key areas where they can be featured and update them regularly with the most common questions your customer service team receives. Eventually, your FAQ will evolve into an interactive knowledge base for new and existing customers, which increases your site’s overall searchability.
Your product pages are the backbone of your site. Take the time to create SKU page content that enables buyers to make safe and informed decisions about every purchase.