Profitero：2023年内容优化对ROI的影响分析报告（中译版）（11页）.pdf

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