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BIC UK aimed to improve the discoverability of their diverse product portfolio on Amazon UK. The core objective was to achieve higher organic search rankings, ultimately driving increased visibility and improved conversion rates. This undertaking was underpinned by a commitment to data-driven content optimization, ensuring that the optimizations were backed by data.
Using Content Optimizer, BIC identified products requiring additional keywords and determined which unique keywords to add to each PDP and Amazon’s backend. Keywords were prioritized based on their relevance to category search behavior, BIC’s specific products, and usage by category leaders. GenAI then enabled the team to rapidly generate multiple new copy options for each PDP, incorporating selected keywords into titles, descriptions, or bullet points. After selecting the optimal copy, the BIC team syndicated these changes to Amazon via Content Optimizer’s Salsify integration, significantly simplifying content syndication.
By adding highly pertinent and targeted keywords, BIC successfully achieved a dual benefit: a significant surge in their 1P (first-party) sales and a substantial enhancement in their organic search ranking. Partnering with the Profritero+ team, BIC was able to see that on average, daily 1P sales increased by more than 35%. This substantial uplift underscores the direct correlation between optimized PDP content and consumer purchasing behavior .
Additionally, organic rank for these same PDPs also increased an average of 8 spots. This improvement in organic visibility is crucial, as higher rankings directly translate to increased product discoverability, more clicks, and ultimately, a greater likelihood of conversion.
The combined effect of improved sales performance and enhanced search ranking solidifies the efficacy of a data-driven approach to PDP optimization in driving e-commerce success for brands like BIC.
