Content optimisation for increasing Ecommerce ROI: Full Strategy Guide
Ecommerce teams are facing unprecedented pressure to optimise product content, often with no end in sight. This guide helps you focus your ecommerce content strategy to achieve optimal ROI.
Why ecommerce content optimisation matters
In 1996, Bill Gates coined the now famous saying, "Content is King". In other words, the content that your company puts out there is the single most important determining factor for successful websites and online business success. More and better content equals more and better leads, plus far louder amplification of your brand’s voice.
Back in the 90s, Bill Gates was predicting the then-distant future of the internet, but his core idea remains highly relevant today. Content is still vital for attracting and engaging audiences, building trust, and establishing authority. We now live in what has been dubbed "the information age", where content is consumed at a never before seen rate. Websites have entire teams focused solely on content creation, and there are even people with "Content Creator" as a job title.
But winning customers is not as easy as churning out clunky content – whether blogs, product descriptions or features lists – simply for the sake of it. The mere existence of content isn’t enough to win in our uber-competitive modern day. Content also needs to be optimised; there needs to be a clear ecommerce content strategy. Everyone knows that attention is limited – and with the rise of short-form video and shrinking s, there’s an ever-more-urgent pressure to get to the point. 21st century customers are impatient and discerning. If your product pages, blogs, or category content don’t immediately serve their needs, someone else’s will.
As an added incentive, search engines themselves reward relevance, clarity, and structure. An ecommerce product page with precise, well optimised content will rank higher on search results pages – and consequently be seen by and resonate with a greater number of relevant customers.
With this in mind, your ecommerce content strategy should revolve around two key goals. Firstly, content should be optimised to meet the expectations of your customers – and secondly, that content should be optimised for search so that your customers can find it in the first place.
Ultimately, ecommerce content optimisation ensures your brand can compete in a saturated market by being found, trusted, and chosen.
Ecommerce Content Optimisation Strategy
Goal 1: Optimise ecommerce content for customers
When customers are considering buying a product online, they expect to learn everything they need to know about the product in as little time as possible. One study by Nielsen Norman Group found that , meaning your ecommerce product pages need to front-load value and clarity.
Here’s what to focus on in your title, description and specs to ensure your ecommerce content is optimised for increased ROI.
Title optimisation strategy for ecommerce
Product titles are often the very first piece of information your customers see. It’s important to be descriptive, relevant and accurate so that customers can quickly decide whether to explore the product further. Keywords that indicate to a customer that this product will match what they are looking for will also help improve the product’s ‘findability’ in site search or a search engine.
It’s best practice strategy for product titles to include information such as:
Brand name
Product name
Product reference code
Relevant product attributes (Colour, Size, Material, Gender etc)
Whichever information you choose to include, be sure to stick to a clear, consistent title structure across all products. If you want to include the product’s brand name, ensure it’s always included in the same position within your product title – don’t tack the brand name onto the end of some products but lead with it for others. A consistent structure not only helps customers to scan listings more easily, it also enables site search algorithms to categorise and rank your products more consistently.
Ecommerce product description optimisation
If product titles are your appetiser, your product descriptions are your main course. Optimising your product description is potentially the single most important part of your ecommerce content strategy.
So, all well and good, but how to go about optimising? To drive ROI, your product descriptions need to go further than simply listing features. Start by asking yourself: What problem does this product solve? What outcome is my customer trying to achieve? Use the answers to these questions to highlight your product’s benefits.
As Harvard Business School Professor Theodore Levitt famously put it, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.†In other words, your product description should make it immediately clear how this specific product will help the customer achieve the result they’re looking for.
Your product description is also where your brand’s voice should shine through, helping your product resonate with customers on an emotional level. Use tone of voice within your product description to communicate your brand’s identity. Is your brand more playful and quirky, or are you aiming to evoke luxury and prestige? With the right tone, a great product description can help promote your brand’s values, beliefs and philosophy, effectively aligning with your customers’ own current or aspirational values.
Ecommerce technical specification optimisation
Once a customer knows a product meets their functional needs, their next question is always: Will it fit into my life? For many purchases, especially high-ticket items like appliances or furniture, technical specifications are crucial. Nothing should feel too dry or boring for your content optimisation strategy – the importance of all those nitty-gritty details simply can’t be understated.
Think of the last time you bought a fridge freezer or similar large appliance. I’m willing to bet that you looked at its height and width before purchasing – you needed to know it would fit in your space. And if you couldn’t find the product’s dimensions, that was probably a dealbreaker. In fact, in 2023, . Incomplete or unclear technical specifications can cause doubt, leading to bounce, cart abandonment, or costly returns.
This is where detailed, structured product attributes come in. The types of specs you should include in an optimised ecommerce listing vary significantly by product category, but typically cover key data points like:
Colour – Is it matte black, chrome, or brushed steel?
Size – Is it compact, medium, or full size?
Gender – If applicable for fashion or personal care products.
Dimensions – Height, width, depth; critical for fit.
Speed – RPM for tools, spin speed for washing machines.
Material type – Stainless steel, soft organic cotton, etc…
Goal 2: Optimise ecommerce content for SEO
Alongside optimising your ecommerce content for customers, your second core focus should be that content’s visibility in search engines. After all, great content only drives results if people can find it. Despite the rise of AI search and the growing influence of social commerce, Google remains the dominant product discovery channel. In fact, every minute, ! For ecommerce specifically, That means your product titles, descriptions, and metadata all need to rank as well as inform and convert. Ignoring SEO means you may as well open your ecommerce store on Mars – you won’t have any footfall to speak of.
Ecommerce keywords strategy
Keywords are the specific words and phrases that potential customers type into search engines when they’re looking for products. Optimising your ecommerce content with the right keywords ensures your products are discoverable in search results, on your own site as well as search engines like Google. This strategy, known as keyword optimisation, has the potential to improve your ecommerce content’s visibility, increase organic traffic, and ultimately drive conversions.
To optimise effectively, brands must use keyword research tools to identify high-volume, relevant terms that match user intent. For example, shows that in the UK, “sunscreen†consistently outperforms “suncream†in search interest, even though both refer to the same type of product (and suncream is actually the more localised British term). By updating your product titles and descriptions to reflect the more commonly searched term – in this case, “sunscreen†– you increase the likelihood of ranking higher on search engine results pages.
Google Trends – Suncream vs Sunscreen in the United Kingdom over the last 12 months
Always keep in mind that successful ecommerce content strategy doesn’t mean stuffing in keywords anywhere and everywhere you can. Rather, an effective SEO strategy will meaningfully integrate keywords into well-written, informative content.
By combining keyword research with strategic content optimisation, ecommerce brands can significantly boost their products’ discoverability and conversion potential.
Let’s chat about ecommerce content optimisation
Fun88ÀÖÌìÌà are working at the forefront of large scale product page optimisation for ecommerce and travel retailers. We work closely with customers to help them create AI generated descriptions that are optimised both for their customers as well as search engine ranking, with big impact for ROI. Check out our ROI calculator below or to chat about how we can help revamp your ecommerce content strategy.
More from Fun88ÀÖÌìÌÃ
