SEO and Shopper Intent: Driving Retail Media Success for Proven
conversion rate compared to 23% on average before optimization.
units sold compared to +3% for the non-optimized ASINs.
ROAS compared to 4.49 for the non-optimized ASINs.
Context
Proven aimed to boost its Amazon performance.
Our mission ? Implement a strategic SEO optimization to maximize the impact on units sold despite a limited budget, by improving conversion rates.
Our action plan
Strategic Approach: We began by analyzing and selecting ASINs for products that did not comply with Amazon's best practices but still showed strong performance. As a result, we carried out a targeted SEO marketing overhaul on 73 high-potential ASINs out of 308.
SEO Marketing Content Optimization to Better Match With Shopper Intent: The action plan focused on optimizing titles, bullet points, descriptions, and back-end keywords. Our approach was guided by three key principles.
Structure: Enhancing field length and ensuring readability best practices.
Keyword Relevance: Selecting strategic keywords to attract the right traffic.
Marketing: Optimizing copywriting to engage consumers, encourage them to stay on the page, and drive conversions.
Aligning SEO with shopper intent: a powerful Retail Media lever activated by Proven to boost product visibility and conversion
The results
The 73 optimized ASINs showed significant improvement: The average conversion rate increased from 23% to 29%, which also boosted the profitability of our investments, with a ROAS of 5.98 compared to 4.49 for non-optimized ASINs.
Thanks to this improvement, fewer clicks are needed to convert, reducing acquisition costs.
As a result, units sold increased by 17% for optimized ASINs, compared to just 3% for the others.
