Marks & Spencer: Sales boosting e-commerce
Marks and Spencer, one of the best loved brands in the UK, commissioned Speak’s e-commerce team to review and revise the product pages of its premium menswear offering, covering collections such as Autograph, tailoring and technical winterwear.
The project was aimed at improving SEO performance, conversion rates and brand perception for the most high-value pages on the company’s e-tail site – delivering exceptionally engaging, brand-relevant copy at speed and scale and with minimal briefing input.
what we did
We started by creating a new content framework, based on criteria such as SEO, CMS requirements, consumer segments and tone of voice guidelines. We then delivered an initial sample and, based on client feedback, iterated our approach in order to deliver the full batch of product copy within a very tight timeframe, in order to meet seasonal merchandising deadlines.
The copy we delivered exceeded the stringent publishing standards set by the M&S digital marketing team and established a new quality benchmark for premium product offering online, as well as improving organic SEO performance for key products.
Site users also commented on the accuracy and usefulness of the new descriptions via unprompted positive comments in product reviews.