In a typical eCommerce journey, brands need their products to be discovered, then to be considered and finally to be purchased:
- Discovery: A typical eCommerce discovery works via Search. You go on Amazon and start a search for your needed item like a White iPhone 16.
- Consideration: Once you see the search results, images, titles and price kick in to encourage further consideration. When you click on an item, additional content assets (images, videos, docs), deeper description and key values, and obviously reviews kick in as parameters for the buyer to consider
- Purchase: If the value proposition is right and the price makes sense and there is a good level of purchase satisfaction from others, a purchase is made
Quality content supports the Discovery and Consideration phases, which is why it is critical for the eCommerce funnel.
Content score is a metric used to evaluate the quality, completeness, and performance of product content on an e-commerce channel.
Now, with the help of artificial intelligence (AI), content scoring has become smarter, faster, and more scalable than ever before.
What Is an E-commerce Content Score?
An e-commerce content score is typically a grade assigned to a product listing based on various content elements that are considered critical to the product listing discovery and consideration. These elements typically include:
- Product title (Quality, length)
- Description (Length, structure, key values)
- Use of relevant keywords
- Images (Number, quality)
- Videos or 360-degree views (Number, quality)
- Technical specifications
- Customer reviews and ratings
- Questions and answers
- Documents such as instructions, charts, schematics
Traditionally, maintaining eCommerce content per product and per eCommerce channel is a manual or semi-automated process. Today, AI-powered tools can automate this process, providing real-time insights and recommendations.
Why Content Score Matters
- Improved Search Visibility / Share of shelf
eCommerce search engines prioritize well-structured, keyword-rich content. A high content score often correlates with better search results ranking, which means your products are more likely to appear higher in search results, thus being discovered more often. - Higher Consideration Rates
When potential customers review the eCommerce search results for the product they are looking for, a great title, cool image and good reviews score are key factors for them to decide to check your product out - Higher Conversion Rates
Once a potential customer reviews your product page, detailed and accurate product information helps them make purchasing decision. A high content score ensures that your listings provide the information shoppers expect as well as make sure your content is on par with the other products in the category - Reduced Returns
Clear, comprehensive content helps set accurate expectations. When customers know exactly what they’re buying, they’re less likely to return products
How AI Is Transforming Content Scoring
Artificial intelligence is changing the game by automating the content scoring process. Here’s how:
- Automated Content Analysis
AI algorithms can scan thousands of product listings and evaluate them against predefined benchmarks as well as their wider category listings. This includes checking missing images, videos, values/attributes and more—saving teams countless hours of manual review on a per channel basis (Like an Amazon vs Walmart benchmark of quality) - Natural Language Processing (NLP)
NLP allows AI to understand and assess the readability and clarity of product titles, descriptions and specifications. It can flag complexity and suggest improvements that align with the standard for the wider category on that channel. - Real-Time Scoring
AI-powered tools provide real-time content scores and actionable recommendations. This enables content teams to make immediate improvements and respond quickly to changing competitive standards. - Multilingual Optimization
For global e-commerce brands, AI can evaluate and optimize content in multiple languages, ensuring consistency and quality across regions.
How to Improve Content Score
To improve your content score, whether manually or with AI assistance, focus on the following:
- Titles and Descriptions: Use clear, concise titles. Descriptions should highlight key features, benefits, and use cases. Focus on what matters to the customer.
- Images and Media: Include multiple high-resolution images showing the product from different angles or in different compelling cases. Add videos or 360-degree views. Visual content significantly boosts engagement and trust.
- Specifications and Attributes: Provide detailed technical specs, dimensions, materials, and other relevant attributes. This information is crucial for comparison shopping and filtering.
- SEO Optimization: Use relevant keywords naturally throughout your content. Optimize meta titles and descriptions to improve click-through rates from search engines.
- Customer Reviews: Encourage satisfied customers to leave reviews. User-generated content not only boosts your content score but also builds social proof.
- Content benchmark: Regularly compare your product listing to the category and top selling items on each eCommerce channel to make sure you follow the latest trends in keywords, images, titles etc.
Conclusion eCommerce is a high touch sport, requiring brands to monitor and optimize their product listings on every eCommerce channel on a regular basis to make your products sell well. AI is making it easier than ever to achieve high quality content analytics at scale. A strong content score is a clear indicator that your product listings are ready to attract, inform, and convert customers. By leveraging AI to automate and enhance content scoring, businesses can stay ahead of the competition without increasing their team size.
