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1、The impact of improving contentThe importance of content basics and how it impacts salesROI SERIES345689Table of contentsAll about product contentThe impact of adding images,videos and enhanced contentThe benefit of further optimizationBenchmarking against your categoryYour content action planMethod
2、ologyAll about product contentAccording to research from Power Reviews,nearly half of consumers considered“picture(s)provided of the product”as one of the top factors influencing whether they click through to a product landing page.But what is the actual sales impact of improving the basics like ima
3、ges,videos and enhanced content?Profitero sought to answer this question using our daily Amazon sales and content data.We believe the findings are directionally applicable to any retailer and underscore the critical importance of investing in product content,as well as analytics to monitor and bench
4、mark performance.Enhanced/A+contentImagesVideoTo maximize sales on the digital shelf,add a videoPROFITERO PRO TIP:Make sure you protect your investment with regular status reports on your content compliance.With Profitero,you can set up daily alerts that will notify you as soon as your content devel
5、ops an issue that needs addressing.36%23%16%Conversion rate25%19%10%The uplift of improving product contentSource:Profitero;A&Amazon.co.uk,Aug 1-Oct 31,2022Adding enhanced/A+content(where none was previously)TrafficSales26%14%9%Adding videos(where none were previously)Adding 1-8 images(from a base o
6、f 1+images)Brands can expect significant sales lifts on Amazon by improving product content.The biggest lift comes from adding videos(+36%),then adding more images(+26%)and finally adding enhanced content(+25%)where there was previously none.We also found substantial traffic increases,which means co
7、ntent also plays a role in driving Amazons flywheel i.e.,better content,higher search placement,increased traffic and more sales.The biggest uplifts come from adding 5+imagesAdding 5-8 imagesAdding 1-4 images52%25%10%21%12%8%Products that add a low number of new images(1-4)can expect a modest sales
8、uplift of 21%.But our research shows that adding 5-8 is worth almost 2.5x that amount.The acceleration that eCommerce has seen since 2020 means that most brands have covered the basics of product content.To stand out you will need more images to maximize your conversion rate.For maximum impact,start
9、 by benchmarking the number of images on your priority SKUs vs your category&then check the health of the rest of your portfolio,The uplift of adding images(from a base of 1+images)Source:Profitero;A&Amazon.co.uk,Aug 1-Oct 31,2022Conversion rateTrafficSalesHow do you stack up compared to your catego
10、ry?The first step to getting the most from your product content is understanding what the norm is for your category and how you benchmark against it.Our research shows that sales arent necessarily concentrated in products with the highest number of images,but this varies by category.On the other han
11、d,products with only 1-2 images consistently have a very low share of sales.This underscores our finding that the biggest impact happens when you add 5+images.Share of 1P unit sales by number of images,within each categorySource:Profitero;A&Amazon.co.uk,Aug 1-Oct 31,2022Health&Personal Care9Consumer
12、 DurablesGrocery#of images78312645Low shareHigh shareHow do you stack up compared to your category?When it comes to videos,one may be all you need.In our research,across all categories,most sales are concentrated in products with just one video.Products with two videos have the next highest share of
13、 sales,but interestingly,for Consumer Durables there is a large cluster of sales going through products with 4+videos.Consumer Durables are often a more considered purchase and usually come with a higher price tag.In the world of eCommerce,a video is the closest consumers can get to a brick&mortar e
14、xperience from the comfort of their homes.So it makes sense that these high ticket items may need more than one or two videos to help them convert.Share of 1P unit sales by number of videos,within each categorySource:Profitero;A&Amazon.co.uk,Aug 1-Oct 31,2022Low shareHealth&Personal CareHigh shareCo
15、nsumer DurablesGrocery#of videos2014+3PROFITERO PRO TIP:In Profitero,you can easily find the right benchmarks for your product content.You can benchmark your performance against the best sellers in your category and your competitors to understand what best-in-class content looks like for your catego
16、ry.Analyze metrics such as“No.of videos”to ensure your content is keeping pace with the competition.Grocery+12%+18%+24%+13%The category that sees the biggest uplift from improving content is Consumer Durables.This is no surprise given these are often higher value and less frequent purchases compared
17、 to Grocery and Health&Personal Care.As a result,shoppers are looking for education and reassurance.The uplift from videos&enhanced/A+content varies the most between categories,but the importance of images is universal.Its important to remember that product content rules and benchmarks can vary by r
18、etailer as well as category.If youre serious about optimizing your PDP for specific retailers,talk to us about our new Boost offering which highlights the content areas most likely to drive sales for each retailer.Sales uplift of different content levers by categorySource:Profitero;A&Amazon.co.uk,Au
19、g 1-Oct 31,2022Health&Personal CareEnhanced/A+contentConsumer DurablesVideosImagesConsumer Durables see bigger uplift compared to FMCG+43%+39%+53%+22%+30%Build a content action plan to boost your salesHow to benchmark&optimize with ProfiteroFocus areaStay on top of eComm trends and anything related
20、to consumer behavior(e.g.,mobile,social,etc.)these technologies have huge implications for how product content must evolve Utilize AI technologies to do real-time A/B testing of product visuals before content hits the digital shelf,then initiate a continuous loop of testing,learning and syndicating
21、successful new initiativesBe ready for whats nextUpdate the content elements on your PDPs to meet benchmark standards,including your own internally established rules and your retailers vendor scorecards,then monitor your content to make sure it stays correct Get inspiration from top-performing compe
22、titor products to understand how they are upgrading their PDPsStart with the basics on priority productsEnsure digital shelf fundamentals(e.g.,availability,price,etc.)are solid before continuing to invest in content Focus on priority SKUs,adding videos to products without them for the biggest lift A
23、fter the basics are set,optimize images to resonate with target consumers(i.e.,pay attention to the quality aspects)Be smart with your investmentsImplement a Product Information Management/Digital Asset Management(PIM/DAM)tool to syndicate content across retail sitesCheck compliance of your PIM/DAM
24、with a third-party auditing tool,like Profitero Measure the ROI of content changes to understand what works and where you may want to invest more Work with your brand teams to factor in eCommerce photography specs and needs for new productsMonitor,manage and syndicate contentMethodologyConsumer Dura
25、bles includes categories such as DIY&Garden,Home Audio,Small Kitchen Appliances,and Toys&GamesGrocery includes categories such as Alcohol(U.K.only),Home Cleaning,Pet Care,and Shelf Stable GroceriesHealth&Personal Care includes categories such as Body Care,OTC Medications,Oral Hygiene,and Vitamins&Mi
26、neralsUsing our daily item-level view of Amazon sales,traffic&conversion,and search placement data,Profitero studied the impact of more than 8.5k unique PDP changes,spanning 4k+products in multiple categories across A&Amazon.co.uk.Data was collected between Aug 1-Oct 31,2022.This analysis primarily
27、focuses on products changing their product content related to the number of images,videos or Enhanced/A+content.The sales uplift is calculated using the first-party unit sales.Research approach and sample:Category definitions:1P seller is winning the Buy BoxProducts are in stock&available to purchaseProducts are not on promotionProducts must have at least 10 glance views per dayProducts must have a conversion rate of at least 0.1%per day(conversion rate is calculated using first-party unit sales/total glance views)Factors we considered: