Weekly Content Critique: Kangaroo Patties

In our collective weekly journey across the web, we encounter all manner of product pages. The beautiful, the beastly, the modern and quaint, and the just plain weird. Apropos of what we do, Fridays will feature a short review of one such page, our take on its content merchandising success product page formula).

For our debut, we are serving up kangaroo patties from Marx Foods. My vegetarian comrades, I apologize in advance. If you’re the kind of non-meat eater who skips summer barbeques to avoid seeing raw meat, stop here and check out this Bizarro cartoon instead. If you enjoy the sight of raw meat in the morning, continue on. (For the purposes of this post, I will tap into my meat-eating alter ego.)

The introduction: 4 pings

The very first words are the product name. The next line+ gives the useful comparison to beef burgers–particularly relevant in the case of a somewhat exotic food–and how to cook said product. And, this is a good word count for introductory text.

Informative copy: 4 pings

In case you didn’t know (and why would you?) kangaroo meat has a full-bodied flavor with smoky hints and has almost no fat or connective tissue, so it cooks quickly. It also has more protein and less cholesterol than lean beef.

Sounds like a pretty thorough explanation of what this meat is and why you want to eat it, especially important because I imagine most people reading this have not tasted the delicious fruits of kangaroo.

Effective images: 3 pings

As a non-meat eater, I think they did a fine job with this. The visual lives up to the description (low connective tissue and fat content), and I like the reflective surface touch. An image of a cooked burger on a plate with fixings and a bun would be a good addition–whenever you’re selling food, give consumers an image that makes them salivate.

What I’m buying: 5 pings

Absolutely on. Not only do I know how many patties there are (40), but also how much each one weighs (1/4 pounds), how much the whole box weighs (10 pounds), and how they are packaged (in 1-pound packs). The consumer doesn’t have to do any work here.

Design: 4 pings

One failure in the design department: no bullets. The longer paragraph could have been effectively presented as a bulleted list that would be easier to skim. However, they make up for this with a few tabs that offer more information, and with very effective purchase information–price, shipping info, and quantity are compactly sandwiched between the product name and the buy button.

Final score: 4 pings

If I ate meat and had the inclination and expendable income to procure more exotic types, I’d give the kangaroo patty serious consideration.

The complete page (click for full size)

Marx Foods kangaroo burgers page

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