The challenge
Sales growth slipping on page one
Each retailer has its own unique algorithm that delivers search results against shoppers’ search terms, and search drives a large share of online sales.
Seeing sales growth decline, a global snacks brand set out with the CommerceIQ Customer Success team to increase its share of search within a major UK retailer, where key terms in a product name have a significant impact on if and where products appear.
Declining sales growth
Online sales were slowing
A unique algorithm
Every retailer ranks search differently
Missing key terms
Product names lacked words shoppers search
The approach
Reverse-engineering
the retailer’s algorithm
Using CommerceIQ Digital Shelf Optimization and Customer Success expertise, the brand identified the key elements driving organic search in the category that were missing from its product names and product description pages.
Data-driven analysis
A subcategory deep dive to find the key words influencing search at this retailer
Set gold standards
Agreed naming conventions with a clear hierarchy and every key word needed to convert
Implement and track
Names updated across the portfolio, with impact tracked against other retailers
The results
Substantial uplifts in
organic search placement
After making these content changes, the brand saw substantial uplifts in organic search placement across the UK retailer, increasing its share of search. Inspired by the impact, it asked the Customer Success team to apply the learnings across other major UK retailers.
