Hey — It’s Nico.

This is Behind Tactics 🧠, the Failory newsletter where I share the strategies behind the best startups.

This issue takes 6 mins to read. If you only have one, here’s what you need to know:

• AI can transform e-commerce product pages, making them more detailed, engaging, and tailored to users, which improves both SEO and conversions.

• Goldelucks increased orders by 31.56% with a simple AI-generated tweak to their product page messaging.

• Personalization on product pages, powered by AI, is a promising idea that could make shopping experiences feel more personal and relevant.

• Businesses like Varnish and Vine have seen significant revenue growth by using AI to optimize all their product pages.

• AI-driven A/B testing helps e-commerce stores identify the best layouts, descriptions, and headlines, taking the guesswork out of content optimization.

Let’s get into it.

The Strategy

AI Product Pages

Product pages are the backbone of any e-commerce or marketplace business. They’re where decisions are made or abandoned. Yet for years, writing good product descriptions has been a nightmare, especially for larger operations with thousands of products. You either settle for thin content that frustrates users and makes Google ignore you, or you spend months writing descriptions manually, which no one wants to do.

But there’s a better way now, and it’s surprisingly underused: AI. Over the last year, tools like GPT-4 Vision have made it almost effortless to create detailed, engaging, and even personalized product pages. This is an easy way for eCommerces to boost sales by improving user experience, driving higher SEO rankings with rich, relevant content, and tailoring each page to what customers actually want.

Continuous Optimization

To begin with, let’s address the obvious: AI makes writing detailed product pages much cheaper and faster. For businesses with massive inventories, this is a game-changer. Instead of spending weeks crafting descriptions manually or settling for bland, generic content, you can let AI handle the heavy lifting.

But there’s more to this than just saving time. AI also opens up the possibility of A/B testing on a scale that was practically unthinkable before. Think about it: you can create multiple versions of your product pages, tweak the messaging, try different headlines or layouts, and see what resonates most with your customers.

This is exactly what Goldelucks, an Australian dessert company, did. They didn’t just stop at improving their product descriptions—they tested different ways to highlight unique selling points. One tweak, a simple message at the top of their site about adding a confetti explosion to any hamper, boosted their orders by 31.56%.

What makes AI so powerful here isn’t just the ability to create content, but its potential to continuously optimize it. With AI, you’re not limited to static product pages. Instead, you can treat each page like a living experiment.

Imagine having an AI that constantly adjusts and tests headlines, descriptions, or visual elements on every product page. For Goldelucks, an AI could have generated multiple variations of their confetti messaging, tweaking tone, placement, or design, and automatically tested them all to see what performed best.

This kind of granular optimization is a big leap forward. Instead of relying on guesswork or gut instincts, you’re guided by data. Each page becomes an opportunity to fine-tune your messaging, finding exactly what resonates with your audience and increases conversions.

And the benefits don’t stop at conversions. More detailed content also improves your SEO rankings and makes your pages more engaging for users. When customers have the information they need, they’re more likely to stick around and shop. Plus, Google rewards pages that provide value with better visibility.

Personalized Product Pages

But scaling content is just the beginning. The next step is personalization. AI could allow companies to tailor product pages to individual customers based on their behavior or preferences.

Picture this: someone buys yellow sunglasses from your store. Next time they visit, a dress page might say, "This dress pairs perfectly with your yellow sunglasses." It’s subtle but incredibly effective. You’re not just showing them a product; you’re creating a moment of connection that feels personal.

Personalized content could improve engagement and boosts conversions because it feels relevant. People are more likely to click "Add to Cart" when the page seems to understand their needs.

For now, this kind of personalization is more of an exciting idea than a widely adopted strategy. But with AI, it’s becoming a real possibility—one that could redefine how e-commerce connects with customers.

Should I?

Why This Works

• You maximize every product page’s potential: Instead of treating all product pages the same, AI allows you to experiment with each one individually. Tailoring the content to highlight different benefits or unique selling points lets you find what works best for every product, increasing conversions page by page.

• A/B testing at scale becomes practical: AI removes the manual workload from A/B testing. You can run dozens of experiments simultaneously across your entire catalog, testing headlines, images, and layouts to see what resonates most with your audience—all without extra effort.

• It connects better with search engines and users: Search engines love detailed, relevant content, but so do customers. By using AI to craft pages that answer common questions or emphasize key benefits, you hit the sweet spot for both, improving SEO and user experience in one go.

• Personalization deepens the customer connection: AI’s ability to use purchase history or browsing behavior to tailor content makes pages feel more relevant. A personalized recommendation isn’t just helpful—it creates a sense of being understood, which builds trust and boosts conversions.

• Constant iteration keeps you ahead of competitors: Markets change, and customer preferences shift. AI lets you continuously adapt your content to stay relevant and effective. This gives you an edge over competitors who set their pages once and forget about them.

How to Apply It

• Start small with your top performers: Identify your best-selling or most-visited product pages and experiment with AI-generated content there first. This gives you a manageable starting point while maximizing the potential impact.

• Run continuous A/B tests: Use AI to create multiple versions of headlines and descriptions. Test them against one another to discover what drives the most engagement or sales. Make adjustments based on the results, and repeat.

• Incorporate personalization: Use customer data to tailor content. For example, highlight how a product complements a past purchase or customize descriptions based on the customer’s location or preferences. Small, relevant tweaks can make a big difference.

• Keep content fresh and relevant: AI can help you update your product pages frequently, keeping them aligned with seasonal trends or shifting customer interests. This prevents your pages from feeling stale while maintaining high SEO rankings.

Yes, But

• AI-generated content can lack depth: While AI can churn out descriptions quickly, it often misses nuances that resonate with customers. Over-reliance can result in bland, surface-level content that fails to engage.

• Too much variation can hurt consistency: While AI allows for endless experimentation, it can lead to product pages feeling disconnected from the rest of your site. If every page uses a different tone, layout, or style, the overall user experience may suffer, making your site feel less cohesive and professional.

Keep Learning

Others Playing It

• Varnish and Vine, a US plant ecommerce, utilized AI to improve all of their Product Pages and saw a 43% increase in revenue.

• Hannah & Henry, an Australian bag e-commerce store, leveraged AI-driven A/B testing to optimize layouts and descriptions, helping them identify what resonated best with their customers..

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That’s all for this edition.

Cheers,

Nico