How Automated Product Descriptions can save Time and Money and boost SEO
Greeting Card Start-up Utterlyprintable about their Experience with Automated Content Creation
UtterlyPrintable.com is a UK-based start-up offering “design yourself” invitations and greeting cards. The product range, with more than 3,500 templates on the website, focuses on the most important life events: Weddings, Christenings, Funerals, Removals, etc.
We spoke with Chris Hughes, CEO of utterlyprintable.com, about their experiences in using AX Semantics.
What do you use the software for automated content generation for?
Primarily, we wanted to use the natural language generation software from AX Semantics to auto generate product descriptions for our entire range of designs. Alongside that though, we also wanted to generate instructive, but - for SEO reasons - differentiated product page text that would help explain our service, how to order, and ultimately improve a customer’s experience on our site.
How many descriptions have you already generated/do you plan to generate?
Our first batch of texts was around 3,500 in number, but each broken into multiple parts, corresponding to different sections of our website. The average text size was 550 words, meaning that we generated almost 2 million words in total. However, this is just the tip of the iceberg. It is our intention to drastically increase our design range and product offering over the next year. With AX Semantics, we feel confident that we can stay on top of the User Experience and SEO challenges that this rate of growth presents and we are sure that this kind of SEO automation will work for us.
Essentially, a main constraint of product expansion has been removed entirely.
Which problem/challenge do you solve with AX Semantics software?
Ultimately, we sell designs. So as a small team, how do you create truly descriptive, floral, and keyword optimised text at scale? Given that the alternative route of freelance copywriters was prohibitively expensive, and given our intention to grow our design offering, this posed quite a challenge.
With regard to describing the visual appearance of each design, it really was AX Semantics’ focus on data that presented a solution. Setting about the problem programmatically, we broke each design down into as many possible attributes as possible: main colours, background colours, font style, number of photos, design focuses, style/vibe, seasonal affiliation, format, sizing, fold location, gender suitability etc. etc. In all, we ended up with 90 potential data fields for each design. With the flexibility that the software provided, we could weave this into descriptive text that properly engaged with the aesthetic of a design.
And the platform’s inherent flexibility was also key to our project. For example, different products on our site required entirely different language and tones. You cannot employ the same upbeat adjectives and phrasing that you might use for a christening invite, when describing a funeral announcement card. Likewise, an elegant and artistic wedding invitation needs more effusive language when compared to a straightforward, single-photo thank you card. AX Semantics’ data driven focus gave us the ability to hit that flexibility and variation.
How many people in which roles work with AX Semantics?
As mentioned, utterlyprintable is a start-up. We had just one person tackling our project with AX Semantics. Whilst it was a manageable task, it was essentially a full-time focus for several months. But given the growth facilitation that work now provides moving forward, we 100% consider this to be time well spent.
Do you already see effects through the use of automated texts? If so, which ones?
It really is too early to tell because, at the time of writing, the text generated is only just going up on the site. However, we are wholly confident that the content generated will improve the experience of customers on our website; improve onsite conversion; and drive forward our SEO efforts.
What plans do you have for the future?
For the next year-or-so, we intend to repeat through a cycle of design creation followed by text generation. For us, this is a simple route to growth. Following that however, we aim to expand geographically. We suspect AX Semantics might well be able to help.
How would you describe the benefit of AX Semantics software to someone in one sentence who does not know the tool yet?
With all your effort in the front end, AX Semantics gives you the ability to create genuinely unique and helpful text content at the click of a button.