PDP Revisions & �Content Approach
Status Update Digital Shop 2.0: Alignment on PDPs
6/29/2023
Agenda
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Progress Since Last Meeting
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As we're wrapping up the "meetings" �we're focused on the "doings"
Overall Approach
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Content Deep Dive
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Meeting Date | Met With | High Level Takeaways | Recommendations/Next Steps |
6/20/23 | Raymond Wacek, Nicole Schalk – Super Cruise |
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6/21/2023 | Amy Brassell, Michael Szachta - OnStar |
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6/23/2023 | Vanessa Stieneker, Lyuda Astapova - OnStar |
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6/28/2023 | Laura Thorton, Arnie Magnotta - OnStar | TBD | TBD |
6/29/2023 | Travis Bradburn | TBD | TBD |
OnStar Audience Segmentation (Lyuda & Vanessa)
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Interview led to diamond in the rough: A look at audience data
OnStar Resources to Prioritize Content (Amy & Michael)
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“A Whole Lotta Ingredients to Make the PDP Soup”
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Journalistic Deep Dive Informing PDP Content
Being systematic in creating PDP system
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Approach Each PDP Systematically
PDP Pages Are...�
Research �
North Star�
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Research Notes for Each Interview
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Key Outcome: Invited to DBT Demo Days (6/28 – 4pm)
Key Outcome: PPT and pointed finger towards meeting Travis and Arnie
Key Outcome: PPT on audience segmentation and shined light on product development process via research
Bold Writing with Strong Visual Presence
Written Copy Approach�
Visual Content Approach�
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Headline-Oriented Approach
Headline Copy Approach�
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Content Strategy & �Message Hierarchies
Focus on the benefits. From top to bottom.
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OnStar Product Categories
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| Plans & Subscriptions | Super Cruise Performance Enhancements | Personalization Entertainment |
Products | OnStar Products |
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PDP Considerations |
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The content of the page reflects the information needed by the user to make a decision about the product. As we finalize the categories and the types of content, we will make selections based on the needs of the user. Bundles demand Comparison Tables, Vehicle Enhancements demand How-To explanations and Personalization products demand big visuals – the pages will incorporate these elements in their designs where necessary.
The PDP is Part of an Ecosystem
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Marketing Landing Page
Department Landing Page
Product Detail Page
Product Detail Page
Category Landing Page
Product Detail Page
The content on the PDP must reflect what the user has seen on the pages they’ve navigated through to get there. We must accommodate users that have landed directly on the PDP and those that have found it through other pages.
Bringing Life to Product Detail Pages
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With the components available to the team today we have an opportunity to bring the Product Detail Pages to life. We can bring humanity and interest to the pages by adding components that focus on the Product Benefits.
We recommend keeping the component that names the product and presents the persistent ("sticky") price and Buy Now Call-To-Action, and adding another component that reflects the marketing messages – and visuals – that brought the user to the page.
New Components on the Horizon
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In the long-term we will consider adjustments to the components to deliver more of the content desired by our users.
Beyond adding visual and benefit-oriented interest to the page, we can explore more comparison, video and Social Proof content.
Components to Match Information Needs
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Next Steps include:
Good | Better | Best PDPs
You better you better … you best? (GM is, ooh)
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What Makes a Great PDP
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Incorporate new initiatives, such as:
- Update components to function the way we’ve outlined previously in this presentation
PDP Direction: Choice/Conversion
Systems Approach
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Consumer Chooses Product(s)
PDP (Product Detail Page)
CLP (Category Landing Page)
DLP (Department Landing page)
eCommerce Experience
End State Vision
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Next Steps
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We told you, so you tell us.