03 Jan +12% Sales and +39% Conversion Rate in 1 Month Following Content Overhaul
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
Best Seller
- Revenue: +83%
- Units Sold: +93%
- Orders: +83%
- Conversion Rate: +21%
- Sessions: -2%
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