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SellCheck Digital Shelf Demo
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Created on September 24, 2024
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Transcript
Digital Shelf Assessment
Preventable with the Right Content
79.5%
1. Not enough information or details
2. Price
of consumers abandon cart because they don’t have enough information
3. Fake counterfeit concern
4. Low-quality image/video
5. Difficult to read product description or details
6. Not enough images/video
7. Unfamiliar brand
SalesCycle 2023 (retrieved July 11, 2023)
Preventable with the Right Content
79.5%
1. Not enough information or details
2. Price
of consumers abandon cart because they don’t have enough information
3. Fake counterfeit concern
4. Low-quality image/video
5. Difficult to read product description or details
6. Not enough images/video
7. Unfamiliar brand
SalesCycle 2023 (retrieved July 11, 2023)
+45 - 58%
Average sales lift on Amazon.com when brands improve content to meet category bestseller benchmarks for images and video on a product page
Source: Profitero 2021
Designed for the Shopper Mindset
VS
System 1
System 2
Designed for the Shopper Mindset
VS
System 1
System 2
Fast
Unconscious
Automatic
Everyday Decisions
Error Prone
Designed for the Shopper Mindset
VS
System 1
System 2
Fast
Unconscious
Automatic
Everyday Decisions
Error Prone
Slow
Conscious
Effortful
Complex Decisions
Reliable
System 1
System 2
Fast
Unconscious
Automatic
Everyday Decisions
Error Prone
Slow
Conscious
Effortful
Complex Decisions
Reliable
leverages behavioral science to assess how shoppers will react in shopper mode (System 1)
Digital Shelf
Our exclusive assessment criteria sets the gold standard in the industry, expertly engineered to increase conversions. By seamlessly aligning the shopper’s mindset with a cutting-edge approach to retailer algorithms, we deliver results that drive your business forward.
Our assessment criteria is the most critical in the industry
Meeting Standards
- Image Resolutions
- Character Counts
- Word Counts
- Image & Video Counts
- Enhanced Content Present
Standard Approach
Approach
Our assessment criteria is the most critical in the industry
Meeting Standards
- Image Resolutions
- Character Counts
- Word Counts
- Image & Video Counts
- Enhanced Content Present
- Keywords
- Ratings & Reviews
- Platform Nuances
Retailer Algorithm
Standard Approach
Approach
Our assessment criteria is the most critical in the industry
Meeting Standards
- Image Resolutions
- Character Counts
- Word Counts
- Image & Video Counts
- Enhanced Content Present
- Keywords
- Ratings & Reviews
- Platform Nuances
- Shopper Behavioral Science
- Moving Beyond Brand
- Critical Lens & Shopper's Viewpoint
- Shopper Journey
- Purchase Barriers
- Mobile vs. Desktop UX
Retailer Algorithm
Shopper Mindset
Standard Approach
Approach
Who uses SellCheck?
More than 1,700 brands use SellCheck® in 77 countries
Methodology
Methodology Overview
Performance Breakdown & Recommendations
Human Vision AI
PDP Evaluation
3 business days for Amazon(other retailers 5 days).
SellCheck Panelist Group assesses in-depth retailer algorithm criteria.
SellCheck uses an AI Neuroscience Human Vision heatmapping.
Trained in behavioral science, our panelists are industry leaders, each with over 20 years of experience.
Step 1
SellCheck uses an AI Neuroscience Human Vision heatmap
3M Visual Attention Service - Results Legend
0% to 40%
40% to 70%
70% to 99%
1%
20%
40%
60%
80%
99%
Step 2
SellCheck assesses in-depth retailer algorithm criteria with a focus on behavioral science best practices.
We conduct a comprehensive evaluation of key elements on your PDP pages
Titles, Keywords, Product Copy, Product Visuals, A+ Content, ratings and reviews
We assess Product Visuals and A+ content and provide feedback through a behavioral science / shopper journey lens on steps to optimize
We ensure the page is meeting or exceeding retailer algorithms, and if it is not – we provide a detailed analysis and feedback on recommendations to optimize
We review Titles utilized and ensure mobile truncation is avoided
We research high volume keywords within the retailer and provide recommendations on how to improve your SERP rankings
Step 3
Performance Breakdown & Recommendations
3 Business Days for Amazon(other retailers 5 days)
in Action.
See the Content
Transformation
After
Before
FPO
FPO
Content that checks the boxes. The original product display page simply met the basic retailer criteria in terms of image resolutions, character/word counts, presence of content, etc.
Effective content that converts. We used a strategic blend of the retailer algorithm and the shopper mindset to elevate the PDP content and drive organic conversion.
Above the fold: Title
After
Before
- The title is extremely short even when considering the parent child ASINs.
- There are many high performing keywords and claims that can be used for findability not found here.
- Consider adding in more high performing keywords to draw in shoppers from search page / help in SEO.
40
We added more keywords and claims to the title to help with SEO and drive shoppers from the search page to the product page.
100
Above the fold: Images
After
Before
+ Packaging images are high resolution. - This section is severely lacking in creative and compelling visuals. - Claims are not visible via mobile device. - Each package is nearly identical, which can cause confusion about sizing.
60
Above the fold: Images
After
Before
We added powerful and impactful images along with simple, powerful claims and icons to accommodate visual shoppers as well as drive conversion.
- Image 1 is subtly enhanced for mobile friendly viewing.
- Image 3 emphasizes the natural benefit of the food.
- Image 4 addresses the low understanding & education of “human grade.”
- A timely/relevant product review reinforces the brand.
60
Amazon Fresh: Before Optimization
They Covered the Basics…
- Title
- Images
- Descriptions
- Fulfillment
- Etc.
The image slots Amazon offers are additional spatial real estate available to help convert visual shoppers. Using high resolution images, it is common practice to include creative, claims and certification icons, reviews, infographics, rebranding transparency, mobile image tags, lifestyle images for the product in use, etc.
Amazon Fresh: After Optimization
Amazon A+ Modules
Above the Fold Images
Bringing the entire organization to a new "superior" level
P&G Europe tasked the Sellcheck team with assessing brand content & training brand teams. Everyone who interacts with Ecommerce in any way was trained to be equipped with the tools, thought processes, and execution to develop “Superior eContent” today and in the future.
Product Visuals: Before Optimization
Images
60
The image slots Amazon offers are additional spatial real estate available to help convert visual shoppers. Using high resolution images, it is common practice to include creative, claims and certification icons, reviews, infographics, rebranding transparency, mobile image tags, lifestyle images for the product in use, etc.
- Hero Image does an ok job showing the multi-pack and pods, but the 114 is small on the lower right. Consider using a mobile Image Tag with the count and pod on the bottom / side of image.
- The Images 2/3 and 5-6 clearly shows the pod but are not leveraging any written claims/copy.
- No imagery on Back of package found
- The seventh image is getting truncated / cut off from view. "Keep out of reach of children" essentially doesn't exist to many shoppers viewing page.
- Hero Image is only 484 by 401 pixels, where other images are 1500x1500 pixel resolution. Increase these quality of image.
60
Product Visuals: Before Optimization
Images
The image slots Amazon offers are additional spatial real estate available to help convert visual shoppers. Using high resolution images, it is common practice to include creative, claims and certification icons, reviews, infographics, rebranding transparency, mobile image tags, lifestyle images for the product in use, etc.
- Hero Image could still use a mobile Image tag/enhancement with the count and pod on the bottom / side of image.
- The Images 2/3 and 5-6 are night and day difference with the powerful images/icons with matching claims.
- Still no imagery on back of package found, but much more information displayed through out.
- Image 4 has a great before and after image but might not be as relevant during the winter season, consider leveraging different seasonal content.
- Hero Image and others are maxed out at 1500x1500 pixels
60
“SellCheck has an impressive, in-depth knowledge on eCommerce, from retailer platforms to search algorithms to product content design best practices. The P&G eCommerce organization benefitted immensely from both, their content assessment service, as well as the bespoke superior eContent training deck they prepared for us.”
Nora Abdullah Mansell Marketing & Media Leader for eCommerce Europe
“For every $1.00 we spend with SellCheck we see a $3.88 return”
Tim Executive VP
“SellCheck has been instrumental in helping us navigate the ever-evolving eCommerce landscape. Their expertise in this area has been invaluable, ensuring that our digital presence is not only competitive but also optimized for conversion. Their ability to seamlessly integrate our eCommerce activations with in-store initiatives has created a holistic, omnichannel shopping experience that our retail merchants truly appreciate."
Paras Shah Georgia Pacific Director, Digital Marketing
Let's Talk Results
+131.43%
Increase in Sales
*Not including COVID category spike
$851,100
“Kudos to you guys for the success the JustBARE® Chicken brand has seen – the hard work is starting to pay large dividends.”
Rory Brand Manager
$115,300