{"id":25781,"date":"2015-06-17T08:57:40","date_gmt":"2015-06-17T15:57:40","guid":{"rendered":"http:\/\/content26.com\/?p=25781"},"modified":"2017-02-21T13:47:38","modified_gmt":"2017-02-21T21:47:38","slug":"study-results-views-and-sales-up-for-a-top-etailer","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/study-results-views-and-sales-up-for-a-top-etailer\/","title":{"rendered":"Study: Increased Sales for a Top Etailer"},"content":{"rendered":"

Enhanced Content Improves Views, Conversion, and Sales<\/h2>\n

We all know the purpose, benefits, and craft of creating enhanced content for online retail, but there\u2019s nothing like hard data to back up the theory. Recently, one of our top clients provided us with preliminary findings on the enhanced content we\u2019ve created for some of their product pages<\/p>\n

Our client is a major ecommerce player. Last year, they ranked in the top ten on the\u00a0Internet Retailers Top 500 list<\/a> of leading North American e-tailers. Our confidentiality agreement prevents us from sharing too much about our client, but we think you\u2019ll agree: the results are in and they\u2019re promising.<\/p>\n

The study is based on a small sample size of products from two of our client\u2019s top product categories. They are indicated in the graphics below as \u201cProduct Category 1\u201d and \u201cProduct Category 2.\u201d Each category is further divided into SKUs containing our enhanced content and SKUs without our content.<\/p>\n

The findings compare page visits, conversion rates, and overall units sold in January 2014 (pre- enhanced content) and January 2015 (post- enhanced content).<\/p>\n

\"Content26-data-measurement-Jan.-2014-&-2015\"<\/p>\n

Big picture data indicates a remarkable overall page visit increase of 42%. Conversion rates (defined as add to cart in this study) have also risen 9%. And another remarkable number: 40% increase of units sold within the study size.<\/p>\n

Page Visits and Conversion\u00a0with Content<\/h2>\n

Almost across the board, each group has seen a rise in page visits. Product Category 2 (items without content) shows a decline of 7%. This could be based on a number of things we can\u2019t pinpoint in a high-level study, such as business buying cycles, time of year, or other website variables unrelated to product content. Based on the increased page visits in other categories, we believe the numbers could be higher once these SKUs are backed by content.\"Increased-Page-Visits\"<\/p>\n

In our client\u2019s study, conversion is defined as an \u201cadd-to-cart\u201d measurement, independent of actual purchases. It follows that increased page visits result in more shoppers adding products to carts. To see an average conversion rate growth of 3.55% across all categories isn\u2019t surprising.<\/p>\n

Product Category 1 (with content) shows a small decrease of 0.9%. It\u2019s difficult at this early stage to pinpoint why we\u2019re seeing a loss here. This could indicate several things, including an improved customer experience. Shoppers may be following through with their purchases rather than abandoning products in the cart. Despite the small decrease in conversion with this sub-category, overall sales and views are still up.
\n\"Conversion\"<\/p>\n

Stay Tuned<\/h2>\n

The findings are based on a small sample size, but the results support what we believe: good product content is integral to ecommerce success<\/a>. We\u2019re eager to see how these findings progress. Stay with us as we track the numbers over time.<\/p>\n","protected":false},"excerpt":{"rendered":"

Enhanced Content Improves Views, Conversion, and Sales We all know the purpose, benefits, and craft of creating enhanced content for…<\/p>\n","protected":false},"author":34,"featured_media":25782,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[789],"tags":[1382,1385],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\n\t\n\t\n\t\n