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
billiger.de lists more than 50 million prices for over 1 million products. As a price comparison platform, billiger.de needs daily updated offers and high-quality content for these products to have a competitive advantage in terms of SEO and user experience.
The Challenge
The billiger.de team works to provide a comprehensive, up-to-date, and user-friendly user experience for online shoppers and bargain hunters. Enormous amounts of product descriptions often need to be updated in a very short period of time as products are improved or new products are introduced. Adjusting and updating content is time-consuming and cannot be done manually, especially when there are large amounts of product descriptions.It was impossible for billiger.de's employees to manually create and update the vast number of product descriptions and provide individual product advice for readers. The company identified the "content problem" as one of the reasons for low visibility.Their goals:
- Create unique product descriptions for a wide range of products
- Ability to update content within seconds
- Increase visibility on Google to attract more visitors
- Optimize keywords, meta descriptions, and titles for better SEO
The Solution
The billiger.de team knew they had to find a way to automate their entire content writing process. That's how they chose AX Semantics.
Scalable further development of the content towards a “product advisor”
The company can add value to customers by automating product descriptions. Before using the software, there were only brief, general product descriptions, but now the descriptions serve as a product guide for visitors. They include, for example, advantages and disadvantages of a product, the essential information at a glance, and special tips on products.Automated text adjustments and updates of enormous masses of content
With AX Semantics, billiger.de can implement text updates centrally in the AX platform and roll them out to the desired texts at the push of a button. This saves time and costs, and product descriptions are always up-to-date.Automation of product descriptions, meta descriptions & meta titles
By using the AX Semantics content automation software, the billiger.de team can automatically generate thousands of product descriptions based on structured data. Furthermore, they generate keyword-optimized meta descriptions and meta titles with AX Semantics. Since you configure texts centrally and only once in the tool, text production scales quickly for repetitive writing tasks such as product descriptions.
Example of a German product description that was generated with AX Semantics
The Results
Two full-time and one part-time copywriters from billiger.de created more than 100,000 high-quality product descriptions within a year using AX Semantics, which is an increase of 55 percent. Short, very general product descriptions were replaced by detailed and well-structured descriptions that advise readers and deliver added value. That was only possible because the time of creating a product description was dramatically reduced through automation.In terms of visibility, the company was faced with a Google Visibility Index of 13 points at the end of 2018. By the end of 2020, they increased their visibility index to 95 points, which translates to hundreds of thousands more visitors and is a great success for the company.
