Each retailer has its own unique algorithm which delivers search results against your shoppers’ search terms. Over a third of a brand’s online sales will come through shoppers using the search function on the retailer sites and 95% of these come from the first page of search results.
Seeing sales growth decline, a global snacks brand set out to understand how to increase its share of search within a major UK retailer working together with the e.fundamentals Customer Success team. In this particular retailer, the inclusion of key terms within a brand’s product name has a significant impact on if and where your products will appear when a shopper is searching for them.
Using e.fundamentals analytics insights and partnering with the Customer Success team, the brand was able to reverse-engineer the algorithm and identify the key elements impacting organic search in the category and that were missing from the brand's product names and product description pages.
Here are the three things the brand did using e.fundamentals data insights and Customer Success expertise:
After making these content changes, the brand saw substantial uplifts in their organic search placement across the UK retailer and thus increased its share of search.
Inspired by the impact of the changes, the brand asked e.fundamentals Customer Success team to widen the scope of analysis and apply the learnings across other major UK retailers.
This post has been updated and was originally published April 2021. eGrocery is evolving at eye-watering speed, but does your team have the skills to make the most of the…
Learn the basics of digital shelf optimization, why it's critical for CPGs to master it and how digital shelf analytics can help you drive eCommerce growth.
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