New To The User: PDP Content
Product: Sunbelt Rentals’ Product detail pages are the highest converting page type throughout the site. My operation set out to create SEO focused, customer-oriented, application-aligned on-page content.
Role: : Product detail pages at Sunbelt Rentals capture 45%+ of complete web traffic. Critical to quality leads and eCommerce add to cart conversion, quality content is 1st priority in terms of organic retention. Current means of producing content was to either:
- Copy like descriptions from other like product pages.
- Write copy that is as generic as possible as to not conflict with any product spec discrepancies within the inventory management system.
Neither of these options are good for the customer.
To remedy this, I set out to trailblaze an agile operation that would produce content approved by multiple stakeholders under an agreed-upon content strategy. A strategy that shifted focus from filling fields to meaningful use-case content that filled carts.
While establishing roles, scrum masters, and sprints schedules, I built out a tactical pipeline that was able to produce content from start to finish, in a MoM basis. In our first year, this new pipeline was able to produce over 400+ new PDP’s content or 61,000+ words for 12 individual, prioritized verticals.
When attempting to publish this content to the site, my team ran into a political issue. The team responsible for authoring this specific content did not want to publish this material as it was not generic enough / relevant to their taste. With SEO backed data in hand, I worked with leadership to define the issue and the cost of inaction. As a compromise solution, the first 90 pages worth of produced content was published to the site. This initial wave of content saw a 68% increase to page 1 SERP ranking and an ~8.4% organic increase in session volume out of season.
Knowing the content is effective and with executive support, operational experience was brought in, and I worked with key stakeholders through a variety of workshopping sessions to identify breaks and improve our pipeline. This ultimately included more stakeholders so there was uniform alignment on content approach and style.
In the following months as more content was uploaded to key PDPs, we saw our initial trends continue with an 11% increase to organic session volume and an up to 3% increase to organic revenue attribution per vertical.
