PDP Optimization: 3 Insights Metrics for Improving Content Quality

To win market share, most brands understand that analytics will play an essential role in finding success on the digital shelf.

In Deloitte's 2019 study, "The Analytics Advantage," 49% of respondents felt that analytics is the critical factor for better decision-making, while 16% believed it to be best for enabling vital strategic initiatives. Another two-thirds said analytics is essential for driving business strategy.  

But how can data be used day-to-day to fix content quality on product pages across the digital shelf, while aligning to brand and compliance? The answer: Analyze the right metrics to know how to improve a page and increase sales.

Benefits of the Right Ecommerce Metrics

By 2020, there will be 40 times more bytes of data than there are stars in the observable universe, according to a recent report from software company Domo. Thankfully, you don’t need to look at all that data to prioritize optimization or identify weak or inaccurate product content.

The right metrics drive your ecommerce strategy by pointing to the content elements that should be enhanced, while also showing where to enforce brand compliance and how to improve share of search. Executing on a few metrics — versus a universe of data — is easier, even for multiple SKUs and across channels, like Amazon or Walmart.

Salsify Insights Content Module

The Salsify Insights Content Module is a digital shelf analytics solution that will help your team access up-to-the-minute metrics that will help you target and prioritize content enhancements.

These insights help teams build a holistic view of their product detail pages (PDPs), aligned with their central source of truth for product content.

Each product page is scored, showing when content is off-brand, out of compliance or inaccurate, or needs a search engine optimization (SEO) check-up. Your team will gain clear direction on how to optimize a page, and prioritize the pages that need the most urgent attention.

These insights are especially helpful on Amazon, since third-party (3P) sellers can use off-brand or non-compliant content, or if Amazon cannot accept your brand data.

Metrics to Enhance Product Content Quality

And since the Salsify Insights Content Module is nested within the Salsify Product Experience Management (PXM) platform, teams are ensured a top-line view of their source of truth while enabling them to take immediate action. Within this module, there are three reports that offer content-optimization metrics to help teams drive results on the digital shelf.

Make the Grade: PDP Quality Metrics 

The Salsify Product Page Report benchmarks your product content against data-based best practices and assigns a letter grade to each page calculated using insights from the most critical attributes. These attributes include title length, description length, number of feature bullets, number of images, and quality of images, as well as the average rating and number of reviews.

Salsify generates this report for a wide range of retailers, including Amazon and Walmart. Salsify will also create workflow tasks for your ecommerce team within the platform to ensure listings are updated and optimized to improve customer experiences.

This report will highlight your content optimization opportunities, helping you gain a clear understanding of how your PDPs compare to top-performing pages online. These insights can help you develop key performance indicators (KPIs) for your ecommerce team, prioritizing content health and success. Benchmarks are essential to know how your ecommerce performance fares against the competition. 

Keep It Consistent: Product Consistency Metrics

The Salsify Brand Compliance Report is an overview of your product content on retailer websites compared to your core data to ensure compliance. It can help you quickly compare the following attributes to ensure content consistency: price, name, main image, and product description.

This report can help you save time by avoiding time-consuming, manual content comparisons on every retailer site. It will give you a compliance score of product attribute accuracy, helping you take action quickly to ensure content consistency across the digital shelf.

This consistency ensures your customers get accurate information that helps them make informed purchasing decisions about your products.

Stack Up Against Your Competition: Share of Search Metrics

The Salsify Share of Search Report identifies all of your relevant search terms and calculates your percentage of the search results compared to your competition. Sometimes, your competitors aren’t outselling you based on quality or price, but because they’ve made their products easier for shoppers to find.

This report can help you improve your SEO strategy, decide how much to invest in demand generation, and better understand your competitor’s strengths and weaknesses on the digital shelf. It will give you key insights to increase your search engine ranking and boost your ecommerce performance.