How Glasses.com Transformed E-commerce Content Creation with AI

The impact of content for an e-commerce website is massive, enabling online retailers to connect more with their audience while serving search engines with information.

The work carried out by WordLift for Glasses.com moves in an unprecedented direction in digital marketing, ensuring an increase in organic traffic with a set of AI-powered tasks focused on content.

As you may know, everything at WordLift starts with a knowledge graph, in this case, a product knowledge graph that enriched Glasses.com’s structured data already in place. Leveraging the KG, we worked on dynamic internal linking to enhance site navigation and crafted FAQs using AI to address customer inquiries directly. The multi-faceted approach ensured the engagement of high-quality content and its integration with the brand’s product offerings and customer needs.

WordLift’s actions showcase the power of AI in creating content that captures attention and engages users while improving the traffic on the site. Three years after the first implementation of the product knowledge graph, we can still track increased value for product pages that are gaining visibility, with impressions still rising by 9.33%. Read the SEO Case Study to know more 👓🕶️

Glasses.com is an online retailer of eyewear owned by the group EssilorLuxottica. This isn’t just any online eyewear retailer; it’s a journey into the future of shopping. Imagine entering a virtual fitting room, where the world’s most renowned eyewear brands like Ray-Ban, Oakley, Versace, and Coach await your arrival. Here, choosing eyewear transcends the mundane, transforming into an adventure where you can virtually try on an extensive collection of frames from the comfort of your home.

Glasses.com has revolutionized the way we shop for eyewear, blending convenience with a deeply personalized experience. It’s a place where quality meets the pulse of fashion, ensuring every customer finds their perfect pair of glasses and enjoys every moment of discovery.

The Main Goal

At WordLift, we use innovation in SEO and content marketing to attract more users from organic sources. 

In the case of Glasses.com, the objective was to increase sales using SEO and bring users value. This meant defining a mix of activities to improve content organization and the site’s accessibility. 

The SEO team at EssilorLuxottica presented us with goals and objectives that, together with WordLift’s SEO team expertise and tech stack, became a strategy focusing on the following:

• Structuring product information within a Product Knowledge Graph;
• Producing content in the form of questions and answers;
• Updating existing product descriptions with scalable content generated using artificial intelligence.
• AI-powered internal linking to merge information on how users search for glasses with website content.

The actions simultaneously improved search engine crawlers’ understanding of the site’s content and structure. They fostered an intuitive and interconnected web experience, increasing the site’s overall visibility and boosting search engine results.

Challenges

The AI system

This venture’s main challenge was ensuring the absolute reliability of the language model and the AI system used to automate SEO and content activities. In the digital age, releasing anything inaccurate could have profound negative implications.

The AI system used by WordLift was only fed from internal and company-approved sources. The tasks that made the model foolproof emphasized the importance of a solid validation framework that could guarantee the model’s integrity before its distribution.

The synergy with the knowledge graph for fine-tuning, alignment, and guardrailing makes the difference in assuring that extra confidence level.
The goal was to create a system that met and exceeded reliability standards, ensuring the final product was functional and flawless.

Measuring the impact

How to measure the impact of a digital strategy – this is always something worth focusing on, as it stirs difficulties related to other changes applied to the website, seasonality, and other external factors.

At WordLift, we use causal inference, a branch of statistics that helps us isolate the impact of the change by comparing the results achieved with the predicted results we would have had without the implementation by the team. 

Solutions & Results

Wordlift started working on Glasses.com in 2021, and we have worked iteratively on the website since then. The present business case reports the success that stems from two years of work on the website, as our goal is to bring traffic that lasts over time.

The results of the strategy were remarkable, observing an increase in clicks for every AI-powered implementation we worked on. Read on for the performance of each implementation and how it influenced the ranking of Glasses.com.

Building a Product Knowledge Graph

A Product Knowledge Graph is a transformative tool for e-commerce, acting as a dynamic, interconnected database that maps out products, their attributes, and relationships. This advanced data structure enables search engines to deeply understand and categorize your product offerings in relation to user queries, significantly enhancing SEO performance. 
Structuring data in a way that mirrors human understanding improves the findability of products across various platforms like Google Shopping and Bing Shopping and enriches the customer journey by instantly providing detailed, relevant information. For e-commerce businesses, investing in a Product Knowledge Graph means getting a new level of visibility and engagement in the digital marketplace, making it an essential strategy for driving organic traffic and staying competitive.

The Product Knowledge Graph

We created the Product Knowledge Graph for Glasses.com in 2021. Between May and September of 2021, compared to the same period in 2020, we observed a 26.3% increase in clicks on product pages. This growth is further highlighted by a 0.5% increase in click-through rate (CTR) when rich snippets are activated, demonstrating the value of rich, structured data in enhancing visibility and engagement.

Our comparative study of product pages, with and without WordLift markup, revealed a clear advantage for the former. Pages enhanced with WordLift experienced a 4.68% net gain in average clicks and a 34.16% increase in year-over-year orders. This trend was even more pronounced in Google Image Search, where enriched product pages saw a 2.5-fold rise in clicks year-over-year.
Three years after the first implementation of the product knowledge graph, we can still track increased value for product pages that are gaining visibility, with impressions still growing by 9.33%.

We did a comprehensive enrichment of the Product Schema markup, adding information about shipping and return policy in the form of metadata.

Using Causal Impact Analysis, we assessed the impact of displaying shipping details on product variant pages, tracking a 36.24% increase in clicks for pages with shipping information, starting from the first implementation. This data highlights the importance of detailed product information and validates our strategic approach to SEO and content enhancement, driving tangible improvements in user engagement and conversion rates.

Experiencing The Power Of Dynamic Internal Links

WordLift employs a sophisticated approach to enhance e-commerce SEO through dynamic internal linking and optimized category pages. By leveraging the power of AI (with fine-tuned embeddings) and knowledge graphs, WordLift automatically generates internal links that are contextually relevant, improving site navigation and distributing page authority across the website efficiently. This method not only boosts the user experience by providing them with more relevant content but also aids search engines in understanding the site structure better, leading to improved crawlability and indexation.

To measure the impact, we collected query-related data from the Google Search Console and analyzed metrics such as clicks, impressions, and average position before and after the implementation. 

We observed an increase in clicks of 30% year-over-year (from April to September).

The analysis revealed that, following the addition of targeted links to a group of pages, there was a noticeable reduction in the number of searches conducted per page. This suggests that the pages became more aligned with the interests and needs of the users, effectively concentrating on content deemed more relevant and valuable to them.

Structuring Content with AI-powered Questions & Answers

Structuring content in AI-generated Q&A offers several benefits regarding visibility and SEO. Firstly, it aligns closely with the natural language queries used in voice and mobile searches, making it easier for search engines to understand and match the content with user queries. This format also allows for creating rich snippets and featured snippets in search engine results pages (SERPs), which can significantly increase click-through rates. Additionally, Q&A content is inherently engaging and provides clear, concise answers to specific questions, improving user experience and potentially reducing bounce rates. This format can enhance the content’s relevance and authority by directly addressing user queries, leading to better search rankings. Furthermore, AI-generated Q&A content can be efficiently produced at scale, covering a wide range of topics and keywords, thus expanding the site’s visibility and reach in search results. 

WordLift has published at least three questions and answers on category pages (PLPs) since October 2021. The traffic brought on the category pages keeps increasing and generating more clicks from SERP.

Enriching PLPs with question-and-answer blocks & FAQPage markup still provides value and increases organic traffic even after Google stopped fully supporting FAQ-rich results. The organization of content in the form of Q&A helps users retrieve the information they are looking for because they mention the main query from the user, therefore bringing traffic to the pages they are added to.

Generate Content at Scale for Products Leveraging the Knowledge Graph

Glasses.com is revolutionizing content creation by combining AI with a unique data preparation and model-building process that reflects its brand identity. This innovative strategy improves the quality of AI-generated content, ensuring it meets high standards.

By focusing on a Knowledge Graph-centric approach and using internal data, Glasses.com promotes sustainable and ethical AI practices. Strict validation ensures the content’s accuracy and precision, blending AI efficiency with human creativity for top-notch results.

We implemented AI-generated descriptions on a set of product pages and conducted the causal impact analysis, comparing the pages with updated content to those without AI improvements.

The results showed an increase in clicks of  27.78% after the implementation for 33 product pages- demonstrating how content optimization at scale benefits SEO outcomes.

Conclusion

The collaboration between Glasses.com and WordLift marked a significant leap forward in e-commerce content creation, setting a new standard for engaging, high-quality content in the online retail industry. By integrating comprehensive AI solutions, including a product knowledge graph, dynamic internal links and AI-generated FAQs, Glasses.com not only improved user engagement, but also refined its overall digital strategy. 

This innovative approach resulted in substantial improvements in site metrics and user experience, with more accurate product information and intuitive navigation leading to a more personalized customer journey. Glasses.com, in collaboration with WordLift, has developed a sophisticated method to produce content at scale, ensuring the highest standards of reliability and accuracy. This workflow leverages advanced AI technologies, backed by ethical guidelines and rigorous validation processes. 

This strategic partnership with WordLift opens new avenues for growth, emphasizing the creation of content that is not only engaging and informative, but also ethically produced and personalized to enhance the user experience.