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The brand was experiencing poor placement performance at Shop Apotheke in Germany. The brand was spending more time on page 2 and not enough time on page 1, meaning that shoppers would not see their products to consider purchasing them. The brand was therefore underperforming and at risk of losing market share to competitors whose products were appearing on page 1 with compelling product content.
The brand partnered with the Profitero+ insights teams to identify that the likely cause of placement issues was poor product content. The Profitero+ teams provided recommendations to refine descriptions with relevant keywords, clear benefits and consistent branding to support SEO. In order to quantify the impact of the changes made, the brand was able to use Profitero+ placement data to measure how placement performance was influenced.
Upon refining product descriptions, the brand’s placement performance was lifted significantly, appearing on page 1 more frequently, seeing an increase of 71% in days spent on page 1 which made the product easier to find. The brand also saw an average organic rank increase of 42 places, meaning that consumers were more likely to find the brand before finding competitor products.
