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Gin brand Larios sells its products on different internet portals including online marketplaces and e-commerce sites for retailers and wholesalers. As part of a joint plan to improve its digital assets, we put together an optimization strategy to improve product descriptions for digital shelves.
e-Commerce product descriptions provide vital information to attract, inform and convince a potential customer to purchase an item. Additionally, they represent the brand. All products must convey the brand identity: its values and its essence. At Optopus, we have a process for creating textual assets that tick all the boxes:
We created a complete document for Larios outlining brand tone of voice, technical specifications for product naming and descriptions, and optimal keyword density.
We also outlined a textual hierarchy (content strategy) determining which points should be included in each description, and their order of importance according to path-to-purchase and brand positioning.
In addition, we also detailed a specific Amazon product title “formula” to be used across SKUs. From this point on, the document created by Optopus acts as a base guide when developing text content for each online distributor, and guarantees the consistency across all of Lario’s digital content.
