E-commerce sites have become indispensable for consumers when shopping. Attention is also being focused on “pulse consumption” consumer behavior, in which people search for a product they want to purchase or are interested in, and then make an instant purchase on the spot. While the rise of e-commerce sites has increased the possibility of purchasing, it has also brought to light the issue that it is difficult to verify the effectiveness of creative advertising because product data is used as is. What is effective advertising on e-commerce sites?
Based on successful examples of how three major companies, Rakuten Market, au PAY Market, and Toys R Us, maximized the number of conversions, we will examine new creative ideas for e-commerce sites and advertisements that meet consumer needs.
Reference source:
Find the “words” that maximize conversions – Optimizing Google Shopping ads as seen in Rakuten Market, au PAY Market, and Toys R Us
Rakuten Market seeks effective product titles
Rakuten Market handles hundreds of millions of products. Due to the wide variety of genres handled, until now it has not been possible to formulate and analyze hypotheses for all product data. What kind of measures are necessary for each product to obtain a higher number of conversions? After much deliberation, Rakuten decided to “replace the product title.”
Using “Word Mix Modeling (WMM)”, we extracted data on the words that were most effective in the past. This method involves creating and posting new creative copy based on those words. Since the most effective words were already in the title, they optimized conversion by moving them to the top of the page.
By improving the title, the number of conversions, impressions, and clicks increased significantly in all categories. As a result, it can be said that the effect was greater than expected.
au PAY Market overcomes the issue of character limit
In the au PAY market, product titles have also been improved to differentiate the company from its competitors. The problem was that the product titles used in the past had words promoting sales etc. placed at the beginning, and the required product name was not displayed due to the number of characters.
au PAY Market also uses “Word Mix Modeling (WMM)” to rearrange the order of titles. By putting the high-converting words first, all numbers went up. The deterioration in CTR caused by the lack of a product name has also been improved.
Toys R Us adds new words that are highly effective
As a result of its own analysis of titles that lead to purchases, Toys R Us implemented measures to add new words to product titles. Words such as “girl, boy, celebration, birthday present” were selected using Word Mix Modeling (WMM) to improve clicks and impressions. As a result of adding selected words in the product title, all numbers increased, similar to the above two companies. It can be said that we were able to create effective advertising that matched consumer needs.
summary
In shopping advertising, where the results of creative efforts are said to be difficult to see, the efforts of the three companies are a “new success story” in which the results can be visualized. On e-commerce sites that handle a variety of products, effective words may change depending on the time of year, season, etc. In addition to optimizing product titles, optimizing descriptions will also become an important issue. We can expect further development of e-commerce sites by understanding the needs of consumers, which are increasing year by year, and by each company working to improve their results.
Reference source:
Find the “words” that maximize conversions – Optimizing Google Shopping ads as seen in Rakuten Market, au PAY Market, and Toys R Us