Generic to Unique: GenAI for Increasing Conversion
Desktop computer monitor showing Ocula branding and eCommerce site.
At Shoptalk Europe this year, we hosted You, I and GenAI at Soho House in Barcelona. The event was designed to be an intimate, practical discussion for brands and retailers on how Generative AI is shaping the future of eCommerce. We welcomed Paula Bobbett, Chief Digital Officer at Boots, as a special guest, and she had some really interesting insights into how Boots uses GenAI to optimise their PDP and web content.
The use of GenAI in content creation for online retailers was a hot topic at Shoptalk this year. According to Statista, 73% of US marketers admitted using GenAI tools in their content creation processes.
Attendees wondered if off-the-shelf LLMs, like ChatGPT, produce content that is high-quality enough to use verbatim on their product description pages (PDPs) or if they should be using more advanced AI-powered software to optimise prewritten and designed content instead.
We wanted to take the time to explore a few aspects of this discussion, including how off-the-shelf AI and professional specially-configured AI compare, the pros and cons, and how Ocula Boost is optimised for this specific application.
Off-the-Shelf GenAI
Using GenAI is common enough now that we can almost say it’s standard, but how much value do off-the-shelf AI solutions offer? Programmes like ChatGPT are useful for various functions, but its ability to produce publishing-standard copy creation is questionable. The pros of more basic GenAI software programs include the speed at which they can create content, the low costs associated with using them, and the lack of need for a professional proofreading service.
If being used for non-publishing copy creation, like internal guides or administrative documents, off-the-shelf solutions are great. However, you’ll need much more data, training and finesse to increase conversion rates when crafting copy for PDPs.
The cons of using an off-the-shelf solution include that the copy lacks emotion and will likely not replicate a brand’s tone of voice successfully. There’s also the risk of duplicated copy, compliance failure, incorrect product particulars, conversion rate reduction and poor SEO.
Application-Specific AI Solutions
Professional solutions, like Ocula Boost, offer users a higher quality of content. Unlike standard options, professional ones usually require configuration, and although that does take time, the results are better. The pros of using an engine like Ocula include creating professional-level content, saving hours of time, better overall website quality, lower costs than hiring an entire copy team and increased conversion rates of PDPs.
GenAI for Content Optimization
Standard GenAI engines do not have the best reputation for capturing tone and producing copy with emotion. Part of creating a brand-loyal community is finding a unique tone for your business and using it consistently across your retail presence to create familiarity for your customers.
Optimising content with an application-specific GenAI engine not only covers the more technical aspects of writing like SEO, grammar and spelling, paragraph length and readability scores but also brings a higher level of expertise in how the copy should be restructured to convert better.
Expert software must be configured properly, which is a lengthy process requiring development and iteration, but the content produced is indistinguishable from professional copy teams.
Ocula has worked with brands and retailers for years, perfecting Boost’s capabilities by balancing brand messaging, conversion rate optimisation and SEO copy. In that time, the team has developed 85+ action prompts and integrated first-party datasets to ensure the tone of voice is maintained, product technical details are correct, and the content is optimised for the buyer’s key search terms and conversion. Ocula clients see a >20% increase in conversion rates on their PDPs with the added bonus of 1,000s of hours saved and the ability to optimise in bulk.
Effect on Conversion Rates of Enhanced PDPs
Enhancing your PDPs can increase conversion rates by improving user experience, building trust, and driving action. However, humans are not necessarily the best source of these optimisations.
Once set up correctly, expert GenAI provides exceptional advantages in optimising PDPs. Firstly, these engines can leverage data-driven insights to make impactful changes faster than an individual could. This type of GenAI can also provide a level of personalisation and scalability that would be too time-consuming for a regular team member. Paired with its ability to leverage Natural Language Processing and SEO principles, using a tailored GenAI engine for content saves time and money and makes a very clear difference in your conversion rates, no matter where that traffic is coming from.
Ocula Boost: Your AI Superpower
Ocula is at the cutting edge of eCommerce, connecting retailers and consumers by seamlessly integrating generative content into online platforms. By bringing together GenAI technology with human expertise, Ocula ensures the creation of trustworthy, relevant, and effective content that’s designed to increase your conversion rates.
Designed to optimise every aspect of your PDPs, Ocula focuses not only on copy but also images and metadata. Our interface was set up to facilitate quick fixes for significant increases in traffic and conversion. Users are also able to complete bulk actions, helping you make improvements at speed and with full scalability in mind.
One of our unique features is our content scoring system, which gives you a score out of 100, allowing you to make tangible improvements based on the recommendations of the Ocula GenAI engine. We also give your closest competitors a score, giving you a clear path to besting your rivals.
Don’t waste your marketing spend by sending customers to poor PDPs. Instead, get in touch with Ocula to learn how we can help you increase your conversion rates and create a better user experience than your closest competitors.
To get started with Ocula and see where your PDPs could be performing better, schedule a meeting with Thomas McKenna, CEO & Co-Founder of Ocula, here.
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