Driving eCommerce, 50,000 Steps at a Time
Marks & Spencer has asked content specialist agency Quill to re-write 50,000 product descriptions to help drive online conversion.
A fascinating insight into the level of effort required across so many detailed areas in order to optimise the online customer journey – this one focusing on the old elusives;
- Clarity
- Benefits
- Plain English
Thanks to Sam Richardson of Twilio for highlighting this story and M&S’ Stuart Stiles for taking the time to explain the background – and how M&S is ‘closing the loop’ by tracking #NPS and returned order rates for the products, too Charged Retail‘s story is here.
