unleash the power of content

of 33 /33
Unleash the power of content

Author: others

Post on 16-Oct-2021

0 views

Category:

Documents


0 download

Embed Size (px)

TRANSCRIPT

What’s inside
Tips, tricks, and insights to make content work for you
SEO, content strategy, and keywords
How you can get HP content
Next steps: learn, apply, grow
1
2
3
4
5
2
3
> Go to table of contents
Sources: eMarketer surveys in Mexico, 2020; France, 2019; and the US, 2018
What is content? Content can be anything on a webpage that’s optimized for a human audience and a machine audience, for shoppers and search engines alike.
Content that
Content
Source: Salsify Study, 2017
Why does content matter?
of online shoppers say that product content is extremely important or very important to their buying decision.
87%
of shoppers have been dissuaded from completing a purchase due to inconsistent or incomplete content.
98%
5
Demand generation
> Go to table of contents
6
The anatomy of a product detail page: Above The Fold
Product title
Like a first impression, the product title tells shoppers what the product is,
including key information such as product type, model number, and color.
Images and videos
and encourages conversion.
User ratings and reviews
Positive reviews are a valuable asset, both in terms of quantity and quality, that fosters shopper trust.
Product overview
Clear, concise descriptions answer shopper questions and improve search engine results.
Bullets
Compelling bullets convince shoppers that your product is a good value for the price.
7
• Displays price from highest to lowest
H P X600 Wireless Mouse H P 24-Inch Monitor H P UltraSlim Dock 2013 D9Y32 Docking Station H P Care Pack with 3-Year Warranty
Price Price Price Price
Upsell chart
• Displays price from lowest to highest
$ $$ $$$
200 pages 400 pages 600 pages
• Up to 2x more prints with Original H P ink vs refill cartridges
• Up to 25% savings
• Up to 2x more prints with Original H P ink
vs refill cartridges
• Up to 2x more prints with Original H P ink
vs refill cartridges
The anatomy of a product detail page: Below The Fold
8
Videos
Videos show the product in action, further showcasing the features and benefits while boosting conversions.
Cross-sell chart
This chart displays complementary accessories and products that enhance the main product’s performance.
Enhanced modules
Enhanced modules are a great tool to highlight specific product
features and benefits.
Upsell chart
An upsell chart clearly shows a value add-on and how shoppers
benefit from buying up.
The product details below the fold further enhance the shopper experience by diving deeper into the features and benefits.
Clear, compelling product copy is a powerful sales tool
of shoppers find product copy key to their purchase decision.
Over 80%
of shoppers consider trust and transparency more important than price.
62%
9
Product copy uses words to inform, inspire, and convert.
Sources: eMarketer surveys in Mexico, 2020; France, 2019; and the US, 2018
Source: Time, 2015
A Microsoft study found that the average human
attention span has dipped to just 8 seconds – less than that
of a goldfish. Which means you have mere seconds to
make a good impression.
• Optimize for readability first, SEO second
• Your HP rep can give you more great tips on product titles
11
Product Category Identifier
Model Number
Product Title Structure – Ink Cartridge – Example
> > > >> > >
*The use of Original HP on remanufactured cartridges may lead to brand infringement.
Please check with your HP representative if you’re not sure.
A great product title includes:
• Brand name with Original where possible*
• Selectability number
• Product category identifier
• Model number/SKU
• Additional information if applicable: list of top printers, paper when included, Instant ink, or automatic replenishment
Original HP 60 XL Ink Cartridge Tri- Color (CC644WN)
12
How to create effective product titles: printers
*If model number includes letters, add that key feature to the title. For example, d will become duplex and w will become wireless.
A great product title includes:
• Brand name
• Sub brand
• Model number*
• Product type
• SKU
Feature SKU Number
HP Officejet 3830 All-in-one Wireless Color Printer Instant Ink Ready Automatic 2-Sided printing
K7V40A
> > > > > > > > >
Printer, Instant Ink Ready with Automatic
2-sided printing (K7V40A)
Ink Ready with Automatic 2-sided printing (K7V40A)
How to create effective product titles: PCs
13
• Master brand
• Sub brand
• Brand modifier
• Color (for laptops only)
Good to know Different customers search different features; include all that will fit. PC product titles have 2 versions: Short version (<70 characters) / Long version (<160 characters)
Master Brand
Sub Brand
Brand Modifier
15-ds1010 Touch Screen
Windows 10 AMD Ryzen 5 8GB RAM – 256GB SSD FHD Nightfall Black
Product Title Structure – Long Version – Example
> > > > > > > > > > > > >
Touch Screen, Windows 10, AMD Ryzen 5, 8GB RAM,
256GB SSD, FHD, Nightfall Black
E-tail headlines Shoppers have short attention spans, so a headline captures the product in 1 sentence that answers: why buy, who is the audience, what’s the use case
14
Thin and light, the HP ProBook 440 Laptop lets professionals stay productive in the office and on the
go with all-day, long-lasting battery.
all-day battery, thin and light professionals in the office, on the go
Get more done at home and on the go with the HP Officejet 3830, with the easiest way to print from your smartphone or tablet.
print from smartphone or tablet
home and office users print on the go from mobile devices
Original HP 63XL/63 multipacks provide the right amount of ink for everyday home printing.
right amount of ink HP 63XL/63-compatible printer users everyday home printing
E-tail headlines Why buy Who is the audience What's the use case
15
• Repeat the brand, product, and sub brand
Sources: eMarketer surveys in Mexico, 2020; France, 2019; and the US, 2018
Product overview example - HP Officejet 3830 printer (keywords and features are shown in color)
HP Officejet 3830 All-in-one printer is ideal for home and office printing, scanning, and copying. Connect and print easily from any smartphone, tablet, or PC. Easily manage your printer through your smartphone with the free HP Smart App. Affordable high-quality printing in color or black-and-white. Compact and easy to use with a 2-inch display and a 35-page automatic document feeder. Free access to HP Printables coloring pages, recipes, and more. Compatible with Windows, Linux, and Mac OS.
• Put the best features first
• Avoid feature overload
• Include category keywords
80% of shoppers say they either consider or ignore the product based on the product description.
HP Officejet 3830 All-in-one Wireless Color Printer, Instant
Ink Ready with Automatic 2-sided printing (K7V40A)
Best practices • Have 6+ bullets
• Include helpful info; don’t use irrelevant info for a longer list
• Use the So what? test
Examples Before
All-day battery.
Fingerprint reader.
After
Do more with just one device. Print, copy, scan, and fax with this all-in-one printer.
Work without disruptions. With the all-day battery, you can work all day and not carry a charger.
Stop typing long passwords all day. The HP fingerprint reader saves time and adds security.
HP 63 Tri-color Original Ink Cartridge
17
Hero image and gallery
Source: Onespace. A brand's guide to creating image carousals that convert.
of customers who look at an image
carousel view every single photo.
95%
The average shopper expects to see between 5-8 images for a product on an e-commerce page.
6+
Clean and minimal, no overlays
Labeled to address shopper
page ranking
HP Envy x360 15.6” 2-in-1 Laptop PC 15-ds1010,
Touch Screen, Windows 10, AMD Ryzen 5, 8GB RAM,
256GB SSD, FHD, Nightfall Black
• Showcase product in use; include at least 1
Create a great visual story with the right image Not every image type is right for all content. Tailor your images to the story you’re telling.
While HP makes many types of media available, please check with your HP rep on the available images for a specific product.
Feature images
• Help shoppers visualize features and benefits; include at least 2
Annotated images
• Explain selling points and answer shopper questions; include at least 1-2
Product images
• Highlight product design; include at least 3-4 from various angles
Videos
• Explain features and technologies in a virtual demo; include at least 1
19
Ratings and reviews For consumer electronics, reviews can increase conversion by 113%.
Best practices
Respond to negative reviews to show you care
Source: Bazaarvoice, 2019
What it offers
Syndicate ratings and reviews from its network Syndicate ratings, reviews, and assets via partners like CNET or Icecat
Automatically receive ratings and reviews from HP
Has its own ratings and reviews display Has its own ratings and reviews display No 3rd-party dependency
Easy to enable if you already use Bazaarvoice Easy to enable if you already use these syndicators No additional cost or agreement
Content usually sits below the fold Content usually sits below the fold Can select the most relevant products
Chargeable May be chargeable Requires technical setup
Has its own ratings and reviews display
20
the cross-sell rate of PC accessories* for a leading
Latin American e-tailer.
charts for a digital purchase.
Source: eMarketer, 2019 * PC accessory cross-sell rate was observed during a 6-month pilot with a leading Latin American e-tailer, 2018-2019.
$ $$ $$$
200 pages 400 pages 600 pages
• Up to 2x more prints with Original HP ink vs refill cartridges
• Up to 25% savings
• Up to 2x more prints with Original HP ink vs refill cartridges
• Up to 8% savings
• Up to 2x more prints with Original HP Ink vs refill cartridges
Upsell Recommendation
Standard cartridge > combo packs > XL cartridge
21
How to create impactful upsell and cross-sell charts Upsell chart • Answers “why buy up?” and “best for” • Displays price from lowest to highest
For more help on upsell and cross-sell, check out our tools on the next page or talk to your HP rep.
HP X600 Wireless Mouse HP 24-Inch Monitor HP UltraSlim Dock 2013 D9Y32 Docking Station HP Care Pack with 3-Year Warranty
Price Price Price Price
22
How to create impactful upsell and cross-sell charts Cross-sell chart • Highlights “better together” benefits • Displays price from highest to lowest
Cross-sell Recommendation
Printers Cartridgers, papers
For more help on upsell and cross-sell, check out our tools on the next page or talk to your HP rep.
HP LAPTOPS CARE PACKS
23
Upsell and cross-sell charts 2 free tools to grow your upsell and cross-sell revenue
• Upsell solutions Help shoppers choose products with side-by-side comparisons
• Seamless integration Integrate directly onto your site’s product pages
• Always up to date Skip maintenance with daily automatic refreshes
Learn more with a how-to video
Recommended accessories tool Product comparison tool1 2
• Improve customer experience Make it easy for shoppers to find and buy compatible HP products
• Increase quality Get real-time, authentic HP content
• Easy installation Use the script for easy and effective code
Learn more with a how-to video
24
25
Source: Backlinko, 2018
Best practices
HP Supplies Search used SEO and content strategy to increase share of voice by nearly 40%, from no ranking on the 1st page to a top 3 ranking.
Content is 1 of the top 3 ranking factors for organic search results.
Backlinko.com achieved a 652% traffic increase in 7 days from optimized content.
Include keywords and search terms in headlines, title tags, and descriptions
Research and leverage customer’s natural language
Optimize page code, schema, and content, especially images, for faster load times
Build internal links with keyword-rich anchor text
HP desktop computer HP [With selectivity number, eg: 65]
HP laserjet printer HP desktop tower HP [With selectivity number, eg: 65] Ink cartridge
HP all in one printer wireless
HP desktop computers for gaming
HP [With selectivity number, eg: 65] XL
HP inkjet printer HP gaming laptop HP [With selectivity number, eg: 410a] toner
HP officejet printer Best HP gaming laptop HP [With selectivity number, eg: 410a]
HP laser jet HP laptop computers HP [With selectivity number, eg: 410x] toner
HP laserjet pro HP [With printer model number, e.g; ENVY 4500] ink
Printers PC Cartridges
No unbranded significant keywords
Cartridges are searched by brand because they need to work with HP brand printers
Color laser printer Gaming laptop
Best laser printer Laptops for sale
All in one laser printer
Desktop computer
Inkjet Best laptop for video editing
Desktop computer for gaming
Ask your HP rep for the latest HP product keywords.
27
> Go to table of contents
27
A multilingual sales-support platform where partners can find available content, including:
5 Competitive content4 Datasheets 3 Specifications 2
Key selling points 1
Product images, videos, banners
• Brand photography and iconography • Campaign files and event documents
Go to HP Sales Central and choose your language.
Enter SKU number in the search bar.
Click the product name to select the content type.
How to use: Access requires signup.
28
• Enhanced service delivers below-the-fold content, such as rich media banners, videos, product comparisons, and accessory options for a better shopper experience
• Service is provided by syndicators such as CNET, Icecat, and Flixmedia
• Service may be chargeable
• Talk to your HP rep to learn more and check out HP syndication
29
Syndication Syndication is the fully automated transfer of content—maintained by HP—to partners. No manual work is needed.
Apply 1. Start with the tips in this playbook
for your existing content
2. Evaluate and tweak content till you reach target traffic and sales
3. Measure the impact of changes with A/B testing
1. Check out content resources at HP Sales Central
2. Find insights on SEO and SEM
3. See tips and tricks for review
4. Learn about syndication
help your content
2. Contact your HP representative to learn about HP Amplify, a program that helps partners grow their e-commerce
Grow
31