- Praveen Dhama
Why Should Brands Pay Attention to Perfect Page Analysis or Content Benchmarking?
A Perfect Page Analysis is a complete overview of the brand's product listing across ecommerce platforms like Amazon, BigBasket, Flipkart, etc. Generally, it evaluates the content aspects such as usage of top-performing category keywords, title, bullet points, product description, content placement, presence of product images/videos, SEO friendliness of title, rating, and review count.
The character and word limitations might alter across platforms; however, the approach might remain almost similar.
Consumers often look at the product page content before making their final buying decision. In fact, 22% of online shoppers make a transaction because of accurate and informative product descriptions. On the other hand, product positioning measures the average ranking of a product listing based on keywords on eCom platforms. The position of the listing matters because most people tend to choose from the top visible listings or the products listed on the top three pages.
According to Statista, 40, 38, and 35 percent of consumers find products through search engines, Amazon, and other marketplaces, respectively. Certainly, higher visibility would boost the consumer's interest in the product listing. However, most brands hardly pay attention to page analysis and positioning, which diminishes their opportunity of grabbing the potential customer base and thus the revenue/sale.
Importance of a Perfect Product Page and Positioning
A perfect page analysis curates a higher score if it has a specific number of reviews, SEO content, accurate product description, etc. The question is 'Why?' Why are these aspects important for a perfect page on an ecommerce marketplace?
Having a high perfect page summary score means the consumers are likely to trust your product listing and brand, which might increase the transaction/conversion rate. Besides, it becomes a great factor in ensuring long-term relationships with your brands.
For example, SEO-friendly keywords make the product more appealing to the customers and would likely enhance discoverability, even on search engines like Google, Bing, etc. Improving product page content aspects could, in turn, enhance ranking if it is a part of the eCom platform's algorithm.
Another positioning aspect is this - Imagine you searched for a 'smart watch' on Amazon and repeatedly came across Brand A compared to others. You would probably trust this brand on this factor and visit any of its variants. Price, rating, and delivery would also become important before visiting the page, but you might visit it because it repeatedly occurs and see what it has to offer? - It's a likely scenario. Right?
According to Praveen Dhama, Manager, mScanIt, powered by mFilterIt "Lower the search rank (brand to be among the top listings of the search page on an ecommerce marketplace), higher the chance of a product being noticed and bought by the consumer."
We can assume that search ranks on ecommerce marketplaces can alter based on the best, most helpful, and most popular results for the consumers. It is just like search engines like Google and Bing. But how can we be sure about it?
Maintaining perfect product pages would likely enhance consumer experience by including images, videos, and texts relevant to the product. Moreover, the pages include optimum reviews and ratings, and 35% of online shoppers make purchasing decisions based on other customers' reviews. Given this fact and the importance of accurate information (stated earlier), it is certain that eCom marketplaces would likely offer results matching our criteria, as mentioned above.
How is Perfect Page Analysis or Content Benchmarking Done?
Perfect page analysis is done by reviewing the contents of a product listing, such as the title, bullet points, product description, A+ content, etc. Content benchmarking reviews the brand's score versus the competition in all such aspects. Analyzing these aspects helps brands review their market positioning's possibility of consumer interactions, especially through organic keywords, best/worst performing sections, etc., and take measures to enhance the underscoring aspects.
We analyzed the average search rank for SKUs of one of our ecommerce clients and discovered it was between 5-20. However, after post-reviewing these aspects and comparing them with the competitors through mScanIt, the brand discovered that using specific keywords in the desired number of times within the ecommerce product listings could alter their ranking.
Our eCom Competitive Analytics team found the best keywords using share-of-shelf metrics, Google keyword planner, and Amazon PI keywords. After using the keywords, the brand SKUs ranked among the top three products under various keyword searches, which increased their product page visits and conversions/sales.
Brands that want to optimize their search results on eCommerce platforms and search engines must pay attention to page analysis and positioning of their SKUs. Measuring their results versus the competition would give an accurate picture of their score and ranking and help detect improvement areas.
eCom Competitive Analytics offers such results to brands and insights that they can use to resolve their page analysis issues. Moreover, the automated solution detects such results in real time and offers an option for exporting reports.
For more information about the advantages of mScanIt for your brand, connect with us through email, or leave us a message in the comment or contact section.