+12% Sales and +39% Conversion Rate in 1 Month Following Content Overhaul

January 03, 2022

Metrics

12%

Lift in revenue

7%

Lift in units sold

39%

Lift in conversion rate

83%

Lift in revenue for best-selling product

Context

As one of our first actions upon partnering with a cereal brand, we determined that an overhaul of their copy (titles, bullets/features, description), visual assets (main image, infographics, lifestyle imagery, A+ Content, Brand Store), and SEO, would be very important in boosting the conversion rate (CVR) and thus sales.

Tactics

Conducted extensive research (i.e., keyword research, market research, competitive analysis).

Analyzed & assessed the research data to prioritize which keywords should be used in the copy, as well as the back-end SEO fields, in order to drive ranking for high-value keywords, as well as conversion.

Wrote new bullets to more clearly communicate features and benefits.

Created and A/B tested (via PickFu) new main images.

Developed new infographics and A+ Content with an emphasis on bigger callouts that are easily digestible combined with key features + benefits and lifestyle imagery.

Revamped the Brand Store: a robustly developed, consumer friendly store that had a more user-friendly navigation, more insights into the brand story, and branding consistent with the brand’s DTC site and overall brand image.

results

Within only 1 month of this new content going live, the results were very positive:

ALL PRODUCTS

Revenue: +7%

Units Sold: +12%

Orders: +6%

Conversion Rate: +39%

Sessions: -4% (however, when compared to the trailing 60-days, they increased by 11%, and the trailing 90-day, by 25%)

Received high ranking (top 10, page 1) + click share (up to 61%) + conversion share (up to 67%) for high-value terms, many of which we previously weren’t ranking for at all

ALL PRODUCTS

Revenue: +7%

Units Sold: +12%

Orders: +6%

Conversion Rate: +39%

Sessions: -4% (however, when compared to the trailing 60-days, they increased by 11%, and the trailing 90-day, by 25%)

Received high ranking (top 10, page 1) + click share (up to 61%) + conversion share (up to 67%) for high-value terms, many of which we previously weren’t ranking for at all

BEST SELLER

Revenue: +83%

Units Sold: +93%

Orders: +83%

Conversion Rate: +21%

Sessions: -2%