To review New Era’s existing product description template with the aim of improving product page conversion rate and decreasing page bounce rate.
To write bespoke, SEO optimised product descriptions for New Era’s existing range of headwear, clothing and accessories then write descriptions for all future product launches.
Each description was designed to comprise of an opening sentence incorporating top level product information, followed by bullet-pointed features and benefit such as fabric, team, style and colour.
The template was created to ensure the descriptions were search engine optimised whilst providing the optimum customer shopping experience.
To date, over 1,800 product descriptions have been written for New Era’s Autumn ‘15, Holiday ’15, Spring ’16 and Summer ’16 collections. Autumn ’16 and Holiday ’16 are in progress.
Following the implementation of the new template, product page conversion rate has increased by 2.7% and product page bounce rate has decreased by an average of 1.2%.
“iThink Media approached the product description improvement project with enthusiasm.
They clearly set out their process and we are extremely happy with the end result.
The brand tone of voice captures our language perfectly – it is emotive without being overly sales focused.“
– Simon Glass, Assistant Retail & Digital Marketing Manager EMEA