0:31 Hey, everyone, and welcome to today's session. We are so excited to be talking with you today about the ten ways to optimize your product detail pages for growth. 0:40 And before we get started, We just wanna say thank you for taking your valuable time out of the day to spend it with us here at bizarro voice. And my name is Brandon Klein. 0:49 I'm a product marketer here at bizarro voice where I focus on helping brands and retailers create smarter shopping experiences. So without further ado, let's go ahead and jump right into things. 1:02 Today, there's a tremendous pressure on companies to operate more profitably, and there's also pressure on stakeholders to do more with fewer resources, If you're being asked to increase revenue, conversion rates, traffic, average order values, and prove you're doing it more efficiently, then you're in the right place. 1:21 I'm here to share with you a surefire way to do this by focusing on one core area of your business. It's the rich product detail page. And this represents a huge opportunity, but the question becomes, how do you embark on this journey in the face of the following challenges? 1:40 It's no secret that advertising is getting more expensive. For example, over the past year, prices for Amazon's core search ads if spike is demand, his grown according to e commerce ad tech firm type metrics. 1:52 And at bizarre voice, we saw companies reporting a cost per click increase of eleven percent in the first quarter of twenty twenty two. And as advertising costs increase, conversion rates were every visitor you attract becomes even more important. 2:07 And unfortunately, on average, only one point seventy seven percent of e commerce website visits convert to a purchase. 2:16 So we're all struggling to convert traffic. It's a very common problem. Research from the Baymart Institute reveals that only fifteen percent of the top seventy one grossing, US, and European e commerce sites have a good product page user experience. 2:34 In fact, when it comes to user experience, more than half of all product pages rank either mediocre or poor. So why do product detail pages despite being so critical to e commerce success underperform so often? 2:48 It's usually because product detail pages are one, too basic, two, haven't been optimized for their target customers. 2:58 So let's get into the rich product detail page. The modern shopper journey is fueled by the rich product detail page, or the PDP. 3:07 As marketers, it's natural to look at your campaigns and products from a sales perspective, but it's important not to lose sight of the shopper's point of view and the customer experience with your brand and products. 3:18 The PDP is unique in that it drives interest at every stage of the shopper journey from the initial search all the way through to the purchase. 3:27 And today, we're gonna look at how your product detail page influences every step of the customer journey. And how to optimize your product detail page, or as we like to say, app as our voice, how you can turn mediocre product detail pages into rich PDPs. 3:45 In our session today, we've laid out a clear path to help you optimize your product detail page. This right here is the playbook, and you have a wide open opportunity to run these plays. 3:57 Let's dig into the different ways you can optimize your product pages starting at the discovery phase with search. The primary way people search for a product is through a web search. 4:10 Let's look at a search example for best waterproof mascara. What comes up when you search for this product, at the top of the search, you have the products, the product itself. 4:21 Then below that, you have product review syndicated from product detail pages. And this is the user generated content that helps brands and products show up in search. 4:31 In fact, there are about twenty four ways that user generated content when regularly updated and in good volume and quality can help product pages show up on search. 4:45 Optimizing your product detail pages, For search should be the primary way to attract shoppers looking to discover and connect with your brand and products. 4:54 You might be wondering, well, why? And it's because it's often the highest quality traffic and the most likely to convert. It can reduce the cost of customer acquisition by eighty seven percent and a return on investment or ROI from these efforts can be as high as twelve to one, and that's enormous. 5:14 With advertising becoming more expensive, user generated content like reviews is your cost effective way to increase your visibility and consideration in those top search results. 5:28 Bizarro was commissioned an independent study with Forrester Consulting that analyzed data from twelve of our clients. And the study found that bizarre voice customers see a three times increase in organic search rankings and traffic. 5:40 And that's because we make sure all reviews from your product detail pages are syndicated to major search engines like Google, not just the first few reviews. 5:51 Imagine having hundreds, or even thousands of reviews for each of your products, and Google has only seen the first few. That can happen, and it's an absolute tragedy when it does. 6:04 Now, let's move on to optimizing your product detail pages for research and consideration. Research is a key factor in a shopper's journey. 6:12 Three quarters of online shoppers conduct research prior to making a purchase, and three in every five in store shoppers practice the same behavior. 6:21 And if you look on the left, our research shows how this shopper behavior plays out across different almost all industries come out in the high or very high research behavior categories where the shoppers are intending to purchase in store or online. 6:39 Today, in, two of every three in store shoppers, admit let's restart from that one. In three, two, one. 6:50 Today, Two and every three in store shoppers admit to using their phone in store to research purchases, and they're mainly checking the best deal available and product reviews, and they're getting feedback also from friends and family. 7:05 So my next recommendation is to help in store shoppers easily research your products online. They're doing it anyways, so you may as well make it easy for them and reduce any friction in store. 7:15 For example, Many of the elements on your product detail pages can be leveraged on in store signage or through QR codes that can take shoppers to the corresponding product detail page. 7:27 Now that you understand how to help shoppers research online and in stores, let's look at what you need to consider to optimize or conversion. 7:36 Because when potential customers land on your product detail page, it needs to be able to drive conversions. Product reviews photo galleries and questions and answers are the core building blocks of a rich PDP. 7:52 They help convert shoppers browsing products online into confident purchasers. In fact, when shoppers interact with relevant used content, brands in retailersC, up to a hundred and forty five percent lift in conversion, an increase in revenue per visitor, and an increase in average order value. 8:10 Again, this is part of the Forrester site I mentioned earlier. My next six recommendations are all that optimizing your product pages for purchase. 8:21 And to illustrate these points, we've mocked up a rich PDP. You can find a bizarre voice dot com forward slash products. So let's go ahead and have a look at that. 8:31 Here's an example using a fictional retailer called lipstick for you. This is a product detail page without any rich content for a rich lipstick from the fictional vendor lip slips. 8:44 As you can see, there's nothing special here in terms of content. It's just a basic e commerce site with studio photography of the product, different color choices, some details about the product, shipping information, and some similar products. 8:58 And shoppers can select the quantity of products they want and add to their cards. This is a PDP in its simplest state without any user generated content. 9:07 Now, let me walk you through a PDP to his user generated content, which is the rich content. For starters, I recommend that you showcase your highest converting content. 9:18 First, the top three things Shoppers seek when researching products to buy are, number one, price comparisons, number two, product ratings, and number three written reviews. 9:28 In the rich PDP, we see an overview of the ratings with the overall number of reviews and the questions answered by either the Blitt split team or other consumers. 9:41 We recommend adding Q and A just above or below ratings and reviews depending on your industry and the number of questions you get about your products. 9:51 Shoppers interacting with Q and A content before and after purchase, which helps to drive traffic to your site. 10:02 Heats scrolling and you'll see that in addition to studio photography, there is a consumer photography element. And with phone cameras now, shoppers images are very high quality. 10:13 And the next thing down is what we call galleries, which is a part of the social commerce solution app is our voice. Galleries allow brands to syndicate specific content to their product pages and retailers to receive images from vendors to populate product page galleries. 10:32 When I click on one of these images, it opens the shop window. The photo is marked up with all the products, which shoppers can immediately add to their carts. 10:41 You can see how this journey also helps you increase the average order values. A picture is worth a thousand words, and when shoppers engage with them, sales also go up. 10:51 In fact, you'll typically see a 3x increase in conversions. And that stat is from our Forrester total economic impacts day, which we have referenced throughout today's session. 11:04 My next tip is to regularly audit and optimize the various elements of your product detail page. Some things I recommend you monitor include quantity, how many reviews or images the product has, quality, the star rating, review length, and image quality, and recency when the review or image was submitted. 11:21 Many retailers in our network set recommended benchmarks for brands in these areas because they work. And one of our largest retailers, for example, recommends achieving over a hundred reviews, syndicating at least five social images to fill product detail page carousels, and submitting fresh reviews in content three to four times a month, and even more during key seasonal moments. 11:48 Next thing that comes into view is our review highlight snapshot You'll notice there are over a thousand reviews in this example, which is a lot for anyone to read. 11:58 And this brings me to my next tip. Make product review highlights easy to skip. Adding highlights above the individual product reviews can increase engagement with content by twelve percent. 12:10 Think of it as giving shoppers the cliff notes version of individual reviews. And scrolling down, we see the most helpful favorable review and the most helpful critical review. 12:22 Remember remember when shoppers check out reviews, they want to see both ends of the spectrum. Maybe feedback endorses the authenticity of positive feedback. 12:33 Thirty five percent of shoppers are distrustful of sight that only have positive reviews. Below these most helpful and critical reviews are photos from all of the reviews that allow shoppers to browse visually. 12:47 Another best practice is adding filters so customers can see, easily search and filter the content that's most relevant to them. 12:55 In this example, the retailer lipstick for you could choose the relevant filters for this lipstick product such as color, but you can easily filter for other key intent, drivers such as use case. 13:14 Now let's scroll down to see the reviews. Looking at the second review, you can see it's completely transparent about its origin, something that's very important when it comes to building trust with shoppers. 13:25 For example, you can see this review is originally posted on Influster dot com. If you haven't heard of Influster dot com, it's a review community of over seven million active members. 13:36 And we also have a product that does our voice call review source, which allows you to syndicate reviews from that community onto your site And the third review indicates it was gathered through a promotion, and this could be from a sampling campaign, for example. 13:51 And finally, the fourth review shows it was originally posted on the vendor site blipslips and syndicated to the retailer lip sync for you. 14:00 We have a syndication solution for this and it's one of the top reasons our clients prefer with our voice. And since we have syndication network of over twelve thousand brands and retailers, you can put your reviews everywhere you sell your products online. 14:14 Let's move on to the questions and answers section, which builds on the importance of transparency and building trust. If one consumer has a question, chances are, other customers are seeking the same answers. 14:29 Having definitive answers gets in front of questions and objections that may prevent someone from purchasing your product. In this example, questions are either answered by other consumers or by the blip slip team, which would then have a verified status. 14:43 We also have a solution called Connections, which allows brands to conveniently respond to questions posted on multiple retail websites. 14:52 And that my friends is an example of a rich PDP. Now imagine if you and your team could understand simmer sentiment with the click of a few buttons or automatically derive key themes around what shoppers love about products or what needs improvement. 15:09 Do you think that would be a game changer for making strategic decisions within your business? Of course, it would be. And with the bizarre voice insights platform and the help of advanced machine learning, you can use your customer's own words to surface how they feel about your product, and most importantly at scale. 15:30 Now let's have a look at optimizing your product pages for advocacy. While collecting the data and insights is critical, STOW is putting them into action. 15:42 You have an opportunity to leverage the power of your shopper's own words across all of your marketing channels as well as on your PDPs. The bizarre voice insights platform can help you quickly identify notable customer quotes to use for marketing purposes. 15:59 And here are two examples of how you can incorporate those customer quotes specifically into your PDPs, but Don't just copy and paste quotes or use them in images. 16:09 You can weave keywords and phrases from customer feedback into your copy like in your product description and future sections. And don't forget to ask for reviews post sale. 16:22 That can be done by automating an email or text message or view request to customers following a purchase. And in fact, the text message or view collection you can collect almost two times more ratings and reviews compared to post purchase email requests. 16:37 And, really, that highlights that what was once a trend which was consumers interacting with businesses through text message, it's now commonplace. Sampling is a great way to collect advocacy content. 16:51 We create scalable sampling campaigns that put your products in the hands of the right customers by matching you to your ideal target audience. 16:59 And the result will be more high quality reviews, photos, social content, that boosts consumer confidence and inspire shoppers. 17:09 You can also leverage content from your advocates on your product detail pages And with mobile phone images being so good, there are a lot of high quality images out there. 17:18 Our platform handles permissions at scale and even suggest mass products from a catalog, which should be tagged in the photos. One of the most significant challenges brands reach our space is getting customer ratings, reviews, questions and answers, and visual content everywhere their products are sold both online and in store. 17:37 But finding the right partner for content collection and syndication can be the solution to this problem. Synication is a content distribution that allows brands and retailers to share and display customer content across a network of websites. 17:52 It helps brands ensure their content is available wherever consumers are shopping and helps retailers deliver an exceptional shopping experience with plenty of content across all products. 18:03 Cindication also increases the overall number of reviews and ensures more products have at least one review. But content syndication is only as powerful as the network that drives it, which is why the size of a network really matters. 18:17 And the Forrester study found that bizarre voice network, the bizarre voice network provides businesses with a ten times increase in contents indication and a three times increase in content coverage of products. 18:31 With over twelve thousand brands of retailers, bizarre voice is the world's largest content syndication network, but we don't stop there. In addition to retail partner sites, we distribute content across search engines like Google and social media forms like Facebook, Instagram, and TikTok. 18:47 And then entire bizarre voice network gets content in front of over one point three billion shoppers every month And it's not just ratings and reviews that reach billions of shoppers. 18:57 Questions and answers and customer photos and videos are also synthetic, which means more product related visuals get indexed by Google. 19:06 To recap, by creating a rich PDP, you can do more with less. And operate more profitably. That means working smarter and not harder. 19:16 In today's session, we provided you with the playbook transferring mediocre product detail pages into rich PDPs. I wanted to share an example of a bizarre risk customer who is selling with its PDPs, just Petco. 19:30 They have seen the positive impact that rich PDPs have on the full shopper journey. Along with their existing massage voice solutions, which are ratings, reviews, questions, and answers, social commerce, and syndication, Petco recently extended their partnership with ZARS to add sampling for their national brands and private label ones as well. 19:51 And this example really showcases how creating a rich PDP can impact results. Discovery has increased with improved SEO, consideration factors like ratings, Regency and quality reviews have seen significant jumps. 20:03 Revenue, average order value and conversion rates have all increased and even more dramatically with products being sampled. And finally, all the great content is being collected by vendors, or being collected by vendors is syndicated to the Petco site. 20:21 To wrap this session up, here are key takeaways. Standing Mountain Search is key to driving the highest quality traffic, cost effectively, Confating favorably in online search is a surefire way to capture shoppers eyeballs and beat the competition. 20:36 Providing an engaging and compelling experience, drives conversion and increases average order value, and curating, syndicating, and showcasing high quality content at scale is the best way to build trust. 20:52 So with that, let's go ahead and jump into q and a.
