Welcome to part two of the Blind Spots series, where we examine shopper behavior and the road to commerce success.
Part one paid close attention to the relationship between traffic and media and introduced the concept of audience blind spots – serendipitous shoppable moments that materialize outside of the traditional funnel model of shopper behavior.
The rise of Retail Media in recent years has propelled retailers and marketplaces into greater prominence than ever before in the world of commerce, collapsing the shopping journey and creating new challenges for brands.
However, it’s important to recognize that there are valuable spaces on both retailer and marketspace sites that brands can directly influence or optimize – Product Pages and Brands Stores.
These spaces allow brands to tell their unique story, and the most successful brands take great care to maximize these areas.
So, having first focused on how they must rethink their view of the commerce funnel to discover their blind spots, this second installment turns its gaze to the point of conversion in an eCommerce journey – Product Pages.
Brands often think about how to increase traffic to their Product Pages, rather than focusing on converting the traffic they already have. Product description page best practices must be followed to avoid inefficiency, poor customer experiences, and an over-reliance on paid media.
By optimizing Product Pages, it’s possible to improve marketplace rankings, boost conversion rates, and ultimately increase sales.
This second episode in the Blind Spots series will provide some helpful pointers to getting Product Pages right, from designing best-in-class imagery to A+ content and product comparisons.
