In this article, we explore the value of including product features on your website, how it can help drive revenue, the optimum number to include, and how we manage to achieve this for our clients.
Initial analysis
In order to discover areas of content creation for our client, Timberland, we undertook a ‘People Also Ask’ framework. The framework looks into the total search volume of all keywords and queries, the relevancy – based on the total number of times that a particular query appears in the keyword set, and the difficulty – which is based upon a few different metrics that are applied to all the keywords that this query appears for.
Following this analysis, our content team wanted to explore whether adding product carousels on FAQ content would assist in creating additional revenue for the client.
Product features
In order to create the product carousel, our content team developed a data set with all of the product FAQ pages, including the number of product carousels to feature on each page, ranging from 0-4 product features. Following this, using Google Analytics to identify the assisted revenue and last click revenue, our content team was able to map out the data into graphs in order to identify the most effective number of products to be showcased on each page.
The optimum number
When reviewing the results of the Google Analytics data analysis, we were able to identify that fewer product carousels seemed to achieve higher revenue and conversion rate. For example, having three or less product features on a page did generate additional revenue. However, results also highlighted that the optimum number of product features to include in a page in order to achieve the highest possible revenue return was one.
Additionally, our content team was also able to conclude that any pages that included more than three product features would see a decrease in the chances of additional revenue. This also made a point for the importance of data when implementing product features.
Is it worth it?
The analysis of consumer search query data, and results from testing these within product features for Timberland, has proven the success of incorporating product features within your client’s pages. Product features allow customers to visually comprehend what they’re purchasing. At a time where in-store retail is near impossible for most of the UK and the rest of the world, it is worth considering this within your content marketing strategy.
However, the key is to analyse your data. By using a People Also Ask framework, or something similar, you will be able to understand what it is your customers are searching for. This will help better inform which product features to showcase more widely. Secondly, as we have seen from our work with Timberland, the optimum number of product features is between 1-2 features per page. It is worth being mindful of this when planning your strategy to ensure you’re not impacting your chances of driving revenue.
If you would like to know more about using product features in your content strategy, get in touch. Or, if you’d like to keep up with the latest updates and news in the world of digital and tech, sign-up to Croud’s fortnightly Digital Digest newsletter using the form below.
