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