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TRANSCRIPT
How to Optimize Your
Product Content for a
Successful 2019
Presented by
PRESENTER
MODERATOR
Rob Gonzalez
Co-Founder of Salsify
Ezra Palmer
Executive Producer of Multimedia
at eMarketer
Tech Talk Tuesday
How to Optimize
Your Product Content
for a Successful 2019
Let’s discuss:
Rob Gonzalez
Co-founder
• Your Ad Spend
• Relevance on the Digital Shelf
• Impact of Search and Conversion
• Ongoing Battle for Market Share
• Examples of Optimization
• Q&A
Page Performance Impacts Ad Performance
“You can advertise all you want,
but if your product pages aren’t
compelling, that money is a waste.”
-Steve Johnson, Director of Ecommerce and Digital Marketing, E-
Cloth
78% of consumers are more likely to buy from a ‘personally relevant product page’
“One thing I love about customers is that they are
divinely discontent.
Their expectations are
never static.”
Content Needs Do Not Remain Static
TimePIMDAMOther
Performance
TimePIMDAMOther
Performance
Days/Weeks
TimePIMDAMOther
Performance
Share
Days/Weeks
TimePIMDAMOther
Performance
Share
Lost
Days/Weeks
TimePIMDAMOther
Performance
Share
Better Way
Lost
Days/Weeks
15%
TimePIMDAMOther
Performance
Share
Days/Weeks
Sales Rank
Lost
Better Way
You must keep optimizing to win
3 things to know about Sales Rank:
● It’s dynamic and changes
with buyer behavior
● It’s relative to your
competition in a given
category
● Winners continue to win.
Higher sales rank improves
your visibility in search,
increasing the likelihood
you’ll keep winning
Above
the fold
Below the
Fold
Your opportunity to brand on retailers’ site
Enhanced content: below-the-fold, “from
the manufacturer,” “A+ content”
“Enhanced Brand Content on Amazon,
“rich media” on Walmart
Above
the fold
A+
content
1818
Enhanced Content Improves Sales and Search Rank
● Enhanced content can increase
conversion rates by 10% on
Amazon
● Consumers will stay on your page
longer to research the product
● Increased purchases will result in
a higher sales rank
ShurTech Averaged a 15% Improvement for Sales Rank on Amazon
ShurTech’s focus
on enhancing
product pages
have lifted their
search rankings
to the top on
high value
products.
Bring it all together for an optimized product page
Images and videos need to match current packaging and advertising
Title must be be optimized for discovery
Unit data is accurate and appropriate to all markets where product is available.
Feature bullets are maximized to appeal to customer needs.
Product stock is actively managed
Price compliant third-party sellers
Price point optimized for conversion
53% of the time, a listing
with more images
will convert at a higher rate
and outrank it’s top competitor
Q&A SESSION
MODERATOR
Ezra Palmer
Executive Producer of Multimedia
eMarketer
PRESENTER
Rob Gonzalez
Co-FounderSalsify