PMI utilises Profitero+ alongside A/B testing to increase product sales by 62%

A “one-size-fits-all” content approach was underperforming across IQOS ILUMA products, limiting organic search, engagement and ROI across indirect e-commerce.

Global markets received SEO recommendations from Publicis Global supported by Profitero+ to identify high-performing keywords and validate PDP updates. Distinguishing variants by colour, optimized versions retained detailed descriptions, while the control group used a more benefit-led, simplified format.