ODN has unveiled an e-commerce content analysis report. As per the company, the report focuses on e-commerce brand’s content across various marketplaces and 25 different categories comprising home and kitchen, beauty and wellness, apparel, footwear, grocery, toys, watches, health and personal care.
As per the report, 91.3% of the brands failed to address the real customer pain point in their PDP content. Product quality issues, packaging issues, image and text mismatch, missing industry standard Information were some of the pain points focussed on.
Furthermore, the ‘Product Display Page’ factors were analysed on how the text content should be. The relevant factors taken under consideration were titles of the listing product, bullet points to highlight the important USP of the product, description about detailed specification of the product and usage of the brand. The analyses showed that an average of 84% of the brands have ineffective titles, bullet points and descriptions along with violating Amazon style guidelines, non-SEO friendly content and not using e-commerce best practices.
Talking about the report, Narinder Mahajan, CEO and co-founder, ODN, said, “ODN is making a concerted effort to assist retailers and e-commerce platforms in grasping the significance of using proper digital content, images and videos to boost their sales. This report analyses the important factors to be considered by brands and platforms that will enable their sales growth.”
The report also highlighted that approximately 67.54% of brands failed to meet minimum image standards, while 100% exhibited design and copy imperfections, underscoring a pervasive shortfall in content quality across the board.
Meanwhile, 56.67% of brands exhibited absence in five essential modules, with all issues in design and copy, while 98.55% lacked crucial lifestyle elements. While 35.3% of the brands did not have any video on Amazon listing. The study said that 40% of shoppers click on the listing video and 80% of shoppers watch the whole thing.
Moreover, around 26% of brands operated without a dedicated brand store, yet the majority failed to leverage their complete capabilities.