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Episode 218 - What Brooklinen, Realtree, and Curated Can Teach You About Brand Marketplaces
eCommerce Evolution
The 80-20 Rule of Product Pages
The 80-20 rule applies here. Look at your product pages, see how you can turn those into actual content pages. Start working on that. As you see the lift and the momentum and the conversion rate increase, then you'll be motivated to keep going down the list.
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Speaker 2
Yeah, I could not agree more. You just wrote a piece or updated a piece on Google Shopping, which I'm a huge fan of. And actually, I think you quoted me in the article, which is great. Thank you. But yeah, absolutely. But there are more opportunities like that, like with Google Shopping or product ads on Facebook or people. Their first introduction to you is the product detail page. And we run into a lot of merchants that PDP is pretty sparse. It's just not a lot of compelling content there. Well, I'll say right
Speaker 1
now, most of the brands that are doing that product page stuff really well are not the name brands that you know. Those folks, the long-term brands, they are just catching on to this stuff. They also have a lot more SKUs, thousands of SKUs. And they gawk when I'm like, you need to turn each one of those into product pages. And they're like, we will never get out of this hellhole, essentially. Yeah.
Speaker 2
I'm going to start with your 80-20 though. The 80-20 rule applies here. So take your top 20% of your product. Start working on that. As you see the lift and the momentum and the conversion rate increase, then you'll be motivated to keep going down the list. Right.
Speaker 1
Right. Yeah. So anyways, for everyone listening, look at that. Look at your product pages, see how you can turn those into actual content pages. A bunch of folks do this while Solostove is like my go-to just because I think their site's really, really cool. They only have a couple products. So that's not like the best example for folks with tons of products. The Solostove is doing it really, really well. Kelty is doing it really well. Kelty, by the way, is under-
Speaker 2
How do you spell Kelty?
Speaker 1
Oh, K-E-L-T-Y, they sell backpacks. A bunch of folks listening might even have them. They sell sleeping bags and all of that jazz too. But they are actually under an umbrella brand called Excel Outdoors where they have 10 different e-commerce sites. Kelty and Sierra Designs are two of their most popular ones. But they only have two e-commerce people running those 10 sites. Wow. And they still managed to make all of their product pages incredibly informative. So that was a really good example.
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