Multichannel mail-order retailer KLiNGEL is a pioneer in the automation of product descriptions. The retailer operates 60 online stores in 12 countries and needs a lot of texts for its numerous products. Meanwhile, the medium-sized family business generates 50 million texts per month. A truly impressive figure! Even more so, since the company started out […]
The Case
billiger.de lists more than 50 million prices for over 1 million products. As a price comparison platform, billiger.de needs daily updated offers and high-quality content for these products to have a competitive advantage in terms of SEO and user experience.
The Challenge
The billiger.de team is working on a comprehensive, updated, user-friendly offer for online shoppers and bargain hunters. Enormous quantities of product descriptions often have to be updated within a very short time as products are improved, or new products are launched. Adjusting and updating content is very time-consuming and cannot be done manually, especially when numerous product descriptions are needed.It was impossible for billiger.de's employees to manually create and update the vast number of product descriptions and provide individual product advice for readers. The company identified the "content problem" as one of the reasons for low visibility.Their goals:
- Create unique product descriptions for a wide range of products
- Ability to update content within seconds
- Increase visibility on Google to attract more visitors
- Optimize keywords, meta descriptions, and titles for better SEO
The Solution
The billiger.de team knew they had to find a way to automate the entire content writing process. That's how they chose AX Semantics.
Automation of product descriptions, meta descriptions & meta titles
By using the AX Semantics content automation software, the billiger.de team can automatically generate thousands of product descriptions based on structured data. Furthermore, they generate keyword-optimized meta descriptions and meta titles with AX Semantics. Since you configure texts centrally and only once in the tool, text production scales quickly for repetitive writing tasks such as product descriptions.Automated text adjustments and updates of enormous masses of content
With AX Semantics, billiger.de can implement text updates centrally in the AX platform and roll them out to the desired texts at the push of a button. This saves time and costs, and product descriptions are always up-to-date.Scalable further development of the content towards a “product advisor”
The company can add value to customers by automating product descriptions. Before using the software, there were only brief, general product descriptions, but now the descriptions serve as a product guide for visitors. They include, for example, advantages and disadvantages of a product, the essential information at a glance, and special tips on products.
Example of a German product description that was generated with AX Semantics
The Results
Two full-time and one part-time copywriters from billiger.de created more than 100,000 high-quality product descriptions within a year using AX Semantics, which is an increase of 55 percent. Short, very general product descriptions were replaced by detailed and well-structured descriptions that advise readers and deliver added value. That was only possible because the time of creating a product description was dramatically reduced through automation.In terms of visibility, the company was faced with a Google Visibility Index of 13 points at the end of 2018. By the end of 2020, they increased their visibility index to 95 points, which translates to hundreds of thousands more visitors and is a great success for the company.
