Back to Basics: Laser-Focused, Customer Content
Product: The on-page content & metadata of the Husqvarna Ecommerce catalog. The assortment of product sold D2C through a variety of channels including Amazon, Tractor Supply Co., Lowe’s, and Husqvarna.com
Role: Husqvarna’s on-page product content needed help. 27%+ of PDP’s had a 74%+ bounce rate from under-performing on-page copy & visuals. To start rectifying this. I established processes, task managers, and operations to start producing and approving written, visual, and A+ content creation. Working by product category, I program managed the approval of competitive claims, storytelling layouts, and semantics. To get content like this correct, right out of the gate, a granular approach is needed. Drilling down to SKU level to ensure meaningful features, visual styles, and customer feedback (via on-page Q/A & reviews) all align in a useful way.
In one such instance, one of Husqvarna’s popular consumer grade battery chainsaws, the 120i was struggling with negative reviews around battery usage. Auditing the content, there was opportunity for in-use photography, SEO keyword strategy, and a more cohesive storytelling experience about the value of the Husqvarna battery lineup & system.
Working with our marketing excellence team, I worked to split test visual styles of all above fold standard content. I tested content against key customer metrics (like starting, power, fuel consumption) Using the performance of A vs. B content, I then consulted an SEO agency to guide the integration of high-MSV ranking keywords into the winning copy.
Post publishing SEO relevant copy and “visual spec” oriented content across retail channels, in the case of the 120i, the results were quite surprising. Not only did the 120i’s bounce rate come down to a modest 47% but came with a 19% increase to unique page visitors and a 21% increase in duration.
Check out examples from the project:
