Editor’s Note: Mattress brand PlushBeds has had success with enhancing its product detail pages using generative AI question prompts, leading to a conversion rate increase. Additionally, the brand’s customer service calls have decreased and its SEO ranking increased after implementing Alby, a generative AI shopping tool. Chief Marketer Network publication Multichannel Merchant reviews the tool’s functionality and the results of its implementation. Below is an excerpt of the piece; go here to read the full article.
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Product detail pages are one of the most critical pages on an ecommerce site, responsible for educating shoppers with everything they need to know and spurring them to “add to cart.” At mattress brand manufacturer PlushBeds, it’s key to get this page right, as the product is a considered purchase, with mattresses ranging from $1,500-$3,500, said CEO Michael Hughes.
“We have one type of customer: they want to know everything. And then we have the other one that says, ‘I don’t want a PhD in mattresses, just tell me which one is the most comfortable,’” Hughes said. “Finding the balance on a PDP of how you can put all of that together and appeal to every customer is a difficult challenge.”
Like many executives in a ChatGPT world, Hughes turned to generative artificial intelligence to balance having the right information and enough of it to satisfy both customers sets. PlushBeds deployed and tested roughly a dozen AI tools before ultimately selecting Alby, an generative AI shopping tool.
While the other tools PlushBeds tested claimed to be AI, Hughes found the chatbots only followed logical prompts for a set questions that the brand had to input itself. If a shopper asked a complicated question, one tool continually responded, “Sorry, I’m new here.”
How the AI tool Works
When PlushBeds installed Alby, immediately Hughes was impressed. It understood the nuances of answers for different products and how to compare one product to another.
PlushBeds installed Alby on all of its product detail pages. Below the add-to-cart button, Alby displays three to five questions, plus a blank question box. This allows shoppers an easy way to find the answer to a question and start engaging with the chatbot without actually coming up with the question. PlushBeds does not provide the questions. Instead, the artificial intelligence populates them from product information, customer reviews, customer service transcripts and manufacturing data specific to that product.