Arzum.com.tr E-Commerce Pages Content Strategy
February 8, 2026 | Our Sample Projects
Summary:
Arzum, a technology giant serving more than 10 categories from coffee machines to personal care, implemented an end-to-end content transformation project on its e-commerce channels to turn its superior product features into "customer benefit" in the digital world. Through a 7-month effort, visual and textual improvements were made on Arzum.com.tr and its marketplace stores (Trendyol, Hepsiburada), transforming technological superiority into "purchase motivation."
Case Study:
Arzum brand has very successful products in more than 10 categories. For example; coffee makers, tea makers, vacuum cleaners, blenders, food preparation, cooking and frying appliances, irons, and personal care products. These products are very technologically advanced and far superior to their competitors.
Despite having technologically superior and more functional products compared to its competitors, Arzum faced the following fundamental obstacles in the e-commerce ecosystem:
• Technical Complexity: The difficulty of translating the features of high-tech products (such as robot vacuum cleaners and coffee makers) into simple language that the customer can understand.
• Lack of Benefit Focus: While describing "what the products do," the customer is not clearly informed about "how they benefit" (e.g., time saving, guaranteed taste).
• Need for Premium Perception: The brand's established and high-quality image isn't fully reflected in its online storefronts (Look & Feel).
We collaborated with Digimar Consultancy and the Arzum team on a 'Content Strategy for E-Commerce Websites'.
A data-driven and competitive methodology was followed:
A- Strategic Planning and Visual Language (Strategic Foundation)
1- Global Benchmarking: A "Global Audit" was conducted by analyzing the content strategies of global and local competitors in different categories (food preparation, cooking, cleaning, etc.).
2- Tone of Voice & Visual Guideline: A new brand language and visual world (banners, typography, color usage) was created that doesn't just list technical features but also speaks in a benefit-oriented way. A new look & feel and benefit-oriented tone of voice guideline was prepared to direct banners and message.
B. Arzum.com.tr Experience Design (UX & UI)
1- New Homepage Designs for Homepage Transformation: New homepage designs have been prepared and implemented for mobile and desktop versions, facilitating user discovery of the product and supporting a premium feel. Mobile and desktop homepage designs focusing on user experience and product benefit explanation were prepared and implemented for Arzum.com.tr.
2- 'Product Page Global Audit' involved examining local and global competitors to establish standards for detailed descriptions (with benefit-oriented rich visuals) of product features on the website page.
3- Product Detail Page (PDP) Standards: Rich content areas were designed for "Hero" products. The visuals not only show the product but also present usage moments, technological details (engine power, blade technology, etc.), and box contents in a standardized flow.
2- Text Optimization: Product descriptions have been rewritten to be SEO-friendly and to answer customer questions (Technological Features > Customer Benefits > Ease of Use).
3. A Product Page Visual Guideline was created. Website images for selected Hero products were updated and improved according to this standard.
C. Marketplace Integration (Marketplace Optimization)
• Trendyol Store Design: Arzum's premium look and feel, found on its own website, has been transferred to the Trendyol store. Category banners and in-store navigation have been revised according to the new visual language to ensure brand consistency.
D. Video Commerce Strategy
• Dynamic Content Creation: Going beyond static images, detailed review videos in Reels format were created to showcase the functional advantages of the products. These videos were used both on marketplaces and on the company's own website, allowing customers to see the product "in action."
Key Results and Achievements
As a result of extensive content and design improvements:
• Clear Messaging: Both the "functional" (what does it do?) and "emotional" (how does it make me feel?) benefits of Arzum products were clearly communicated to the customer.
• Increased Conversion Rate: Thanks to enriched product pages and video content, visitors were able to make purchasing decisions more easily, resulting in a significant increase in e-commerce conversion rates.
• Brand Consistency: A seamless and consistent brand experience of the same quality has been built across the website and marketplaces.