Background: Customers often give extensive feedback and reviews into products. Testing different variations of copy on product pages helps identify messaging that best resonates with customers in their stage of the purchase journey.
Insights: Topic analysis and text analytics revealed key product use-cases and underemphasized value propositions that could help customers generate more interest in a given product.
Hypothesis: If we focus product image tagline and titles to overemphasize key customer value propositions highlighted in customer reviews, then we will generate more purchases from customers on product pages. We tested 25+ different versions of each product page to identify the following winning messaging choices.
Work:
Optimal Product Page for Amazon Smart Plug
Optimal Product Page for Ring Indoor Camera
Optimal Product Page for Ring Spotlight Camera
Optimal Product Page for Ring Video Doorbell
Optimal Product Page for Blink Mini
Results and impact: The updated product pages drove statistically significant positive results with a XX% win-rate, average +X% increase in sales, and +XXK incremental sales. I shared these results with 15+ cross-functional teams to showcase team best practices, drive additional testing in other digital placements, influence go-to-market playbooks, and generate scaled learnings to Canada and Mexico marketplaces.