Machine-generated text creation is a relief for copywriters and content managers in e-commerce. Anyone involved in writing texts benefits from it. There are two key technologies: generative AI and rule-based data-to-text systems. Most have already had their first experiences with generative AI, most notably GPT. But how do these two technologies differ in terms of […]
The Case
Kofferworld offers around 10,000 products in its online store. In the beginning, Kofferworld was very performance-driven and relied mostly on Google Ad campaigns, affiliate marketing, and price search engines. However, as the market continues to narrow, they are always looking for new ways to grow. Relaunching the web store opened up new opportunities for Kofferworld, for example the introdution of automation tools became possible.
The Challenge
Because Kofferworld's online store was experiencing an increasing amount of downtime, the company decided to relaunch its website in April 2021. As part of the relaunch, Kofferworld wanted to transform its rigid and chaotic data into structured data. In addition, the product detail pages were just a collection of rigid data and did not encourage purchases as they were very unappealing to users. As a result, organic search traffic and search engine rankings were also lacking. Kofferworld wanted to change all that.
Their goals:
- Improve product detail pages by creating valuable content for users and provide them with comprehensive knowledge on each product
- Write product descriptions that contain important keywords and improve SEO
- Drive conversions by creating highly engaging product pages with conversion-boosting statements that provide detailed information about each product
The Solution
Kofferworld knew they needed to find a way to automate their content writing process in order to achieve their goals. So they decided to use AX Semantics.
Structure and organize data in PIM
In order to create and design the desired texts, the Kofferworld team identified, structured, and organized relevant data. They built their own data structure and decided which data they needed. By implementing a PIM system, data is easier to update and maintain. As a result, the efficiently structured data serves as a great basis for creating appealing and creative content.Search engine optimized and automated product descriptions
Thanks to AX Semantics, Kofferworld creates high-quality product descriptions automatically. Every product description of Kofferworld contains important SEO keywords to improve the ranking of each product page. Because the content is highly relevant and helpful, it has a higher visibility in search engines. In addition, the content generated is always unique, eliminating duplicate content.Well-written and comprehensive product pages
With AX Semantics, Kofferworld designed detailed and well-structured product descriptions that provide comprehensive information about each product and include statements that drive conversions. Bullet points, subheadings, bold keywords and product images, coupled with a great product page structure, give users a great impression of the product. Now that the product page is more appealing to users, so is the product.
Automatically generated product description for a trolley bag in kofferworld's online shop.
The Results
Not only is Kofferworld experiencing strong growth in organic search, they are also experiencing strong growth in sales. They have seen some amazing results:
- Compared to 2021, the company saw a 31.44 percent increase in traffic on product detail pages in 2022.
- Revenue from product detail pages as entry pages increased by 76.87 percent.
- Organic traffic increased 36 percent in 2022 compared to 2021.
