From 2.3% to 4.7% Conversion Rate with Content Optimization
Client Overview
A high-end jewelry brand specializing in handcrafted pieces, the brand offers a range of elegant jewelry, from rings and necklaces to bracelets and earrings. Their products are designed to provide both beauty and sophistication, with a focus on quality craftsmanship and attention to detail. Despite having a strong product offering, the brand struggled with lower-than-expected conversion rates on Amazon, primarily due to missed content optimization opportunities.
The Challenges
The jewelry brand faced significant challenges with its conversion rate, which was stagnating at 2.3%. The brand’s listings were missing critical elements such as:
Images that showcased the jewelry in the best light.
A+ Content that could help elevate the product descriptions and provide a richer customer experience.
Under-optimized bullet points and descriptions, where key selling points were not fully communicated within the character limits.
This content gap was impacting the brand's visibility and appeal, causing customers to move on without converting.
Our Approach
SellerQI helped the jewelry brand identify and fix its content gaps using its ASIN-level analysis and actionable insights. Here's how SellerQI addressed the specific content gaps:
Missing images: SellerQI’s ASIN-level analysis identified missing or low-quality images for key products. This Amazon software for sellers flagged these listings and helped the brand focus on adding high-quality lifestyle images that showcased the jewelry on models, improving the overall aesthetic appeal. Featuring close-up shots to highlight the craftsmanship and intricate details of each piece, which is crucial for jewelry listings.
A+ Content enhancement: SellerQI also pointed out gaps in A+ Content, which were either missing or underutilized. The tool guided the brand to add enhanced brand content, such as detailed descriptions, high-quality images, and lifestyle visuals, helping the brand tell a compelling story about the jewelry's craftsmanship, design, and materials. It helps potential buyers quickly understand the benefits of choosing their products over competitors.
Character limit optimization: SellerQI highlighted that the jewelry brand needs to optimize bullet points to include more keyword-rich content and highlight key features such as materials, care instructions, and unique selling propositions.
Our Results
After implementing SellerQI’s recommendations, the jewelry brand saw an immediate and impressive improvement in its conversion rate within a short period. Here's the impact:
Metric | Before Optimization | After Optimization | Improvement |
Conversion Rate | 2.3% | 4.7% | +104% |
Add-to-Cart Rate | 3.1% | 5.8% | +87% |
Customer Engagement on A+ Content | Low | High | Increased visibility & trust |
Conversion rate more than doubled from 2.3% to 4.7%.
Shoppers spent longer on product pages, increasing engagement and likelihood of purchase.
Listings became compliant with Amazon character limits, improving readability and SEO.
Actionable, ASIN-level insights allowed the seller to replicate successful strategies across multiple products efficiently.
Enhanced A+ Content helped communicate the brand story and product quality, critical in premium jewelry categories.
By leveraging SellerQI’s actionable insights to fix content gaps, the jewelry brand was able to double its conversion rate, significantly improving its Amazon performance.