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Ceva, one of the world’s leading animal health companies, wanted to boost sales and awareness of one of its brands, Feliway, in the main online pet-related distributors.
As happens in many companies, internally they did not know how each e-retailer’s algorithm works, what opportunities they were not taking advantage of, and how to stand out within their product category on third party eRetailer sites. How could they differentiate themselves from the competition? How could they climb positions in consumer searches? How could they customise and improve product pages within their most successful e-retail sites to better inform consumers? What could they learn from competitors? How were their key SKUs performing?
We undertook an audit to answer those key questions for key eRetailers in three major European markets: Germany, France and Spain.
At Optopus we are specialists in optimizing brands and their products in the world’s leading e-retailers. We call this ‘brand CRO at third party sites’.
Our process consists of performing a double ad-hoc audit, totally customized for each eRetailer. The analysis criteria changes depending on each platform and product category. For Ceva, we set up an approach focused on auditing eContent across priority e-retailers within their key markets – starting with Zoomalia, Zooplus and Tiendanimal.
Our audits investigate media opportunities and their technical specifications, intrapage SEO opportunities & eContent gaps – amongst other variables – at both SKU and platform level.
The process includes a two-fold analysis. Firstly, we create a report that includes opportunities detected on each eRetailer platform. And secondly, we analyse current SKU performance on those same platforms.Thus, we analyse the content of priority SKUs to identify content gaps and draw up an action plan (which we can also implement) to improve overall product performance.
Ceva was able to understand the media, search and content opportunities available on each distributor’s platform. It also gained a complete analysis and report of how its SKUs were performing across various metrics – visual presence, textual impact, SEO, cros-selling & advocacy – across those three markets.
Additionally, an action plan was provided to help improve content with the ultimate goal of increasing conversion and the overall effectiveness of a brand’s online presence across the three analysed sites.