Academy 03.03 — Optimize your Marketing

Still on the same product, and this one is on the data and the insights, how to optimize your marketing.

And the first part is the image audit, and the second part will be the conversion blockers.

Let's get into it.

We're starting here with the image audit, and I explain to you the philosophy we are following here to give you objective feedback on your images.

And the thing is that images are always subjective, and we want to get like one feedback or one area where someone independent tries to give you like feedback what's going on with the images.

And a lot of people have no clue about what makes conversion optimized listing images, for example, or actually don't have the eye for it.

That's why we have this image audit page.

And it starts with the image audit overview.

So what is the scoring here?

We have two areas and you see the score is quite bad.

It's a 2.7.

And I even would say that is this is way worse because this listing consists of these three images.

It's doing like thousands of revenue, but the product just has these images and you see how strong the brand is.

So with these images making so many sales, yeah, it's wild.

But if you don't have such a strong brand, you need like the content because people are making the purchase decision based on the images.

And sometimes the beautiful images are actually not making the sales.

It's about having images that communicate clearly the things that matter to your audience.

That's why Scalable scrapes so much data here and turns it into an insight so we later on can build conversion optimized content that actually sells.

But here we first assess on what the status quo is.

Means you have two areas.

One is about the perception and the appeal, means the design and image quality and the perceived value.

If you have trashy cheap graphic design, even when non-designers look at this, they feel something is wrong.

And that's why high quality design is one thing we have to achieve, and the other one is the perceived value.

Means when your shots are blurry and not well lit, this will also reduce the quality, the perceived value of your product, and also will not convert that many users.

And then on the right side, it's more about the message.

And this is actually to communicate the things that matter to your audience in the most easy and clear way.

So it's about the clarity and the strength.

And why do we have these two columns here?

So we are selling to humans, and to sell to humans, you actually have to convince them.

And what we are here convincing is the brain of your customer, and the brain has two parts.

One part is the emotional one and one is the logical one, and you have to convince both brains.

And the emotional one is mostly triggered by the design and image quality, the perceived value and appeal, and the logical one is more about the information that are on your listing images.

So the customer are actually looking if the product matches There are things that are basically looking for to make the purchase decision.

And this is the overview here, and this is how the image audit is structured.

And when we scroll down, you already get certain recommended fixes and also an explanation why the score looks like that.

But now comes the detailed audit.

So on each specific image, you get these kind of ratings.

When we scroll further and you click one area, you get feedback on what the audit has seen, and then also gives you like the reason why this score or area matters, and then some ideas how to fix it.

So this way, you already can see what your starting point is.

The lower the image score is, the more potential is for conversion optimization.

And the crazy thing is that sometimes just the change of one image, for example, the main image, can result in a higher click-through rate, for example, 10%.

That leads directly to 10% more sales.

Or when you provide one piece of information that really matters on one gallery image and show it as clearly as possible, this can also already resolve in the conversion rate uplift of couple percent, what means more sales.

This was the part about the image audit, and let's get into the conversion blockers.

As you already know, Scalable has a lot of data about your product.

It consists of the conversion drivers and the review insights.

What is actually backing up what matters to your audience.

And then the image audit here is actually the thing what you're currently communicating here and in what quality.

And the conversion blockers are actually the gap, means the information that matters to your audience but are not properly communicated in your current content.

Means when a user is not finding information that are important to them on your listing, they hop on a competitor and purchase this one when they get this information.

For example, you're looking for a supplement that you want to use for a couple of weeks and the information is missing how long the bottle will last, then you probably will jump to a competitor that claims that it's for half a year and you will purchase this one.

And the role is to always provide the information to the customer that are needed to make their purchase decision.

And this is how they understand the value.

For example, how long the supplement lasts is a critical information that is connected to the value they're getting from their purchase.

And this is connected to the price, means when the supplement lasts longer for the same price, they will probably purchase the one that lasts longer.

And here in Scalable, you get this list that is as always prioritized and sorted by relevance.

And you get all the things that are actually important to your audience but are not properly communicated.

So you can click here, the whole problem is explained to you, and then you get some visual implementation ideas on how to solve this issue.

And also, as always, you can get back to the original data point and insight.

So I understand this is a lot of data, but the role of the data is to show you that Scalable has it and Scalable works with it.

Because in the next one, I will explain to you how the whole content strategy and content brief is built, because the strategy is built on everything that matters to your audience and also tackles it off in the best and easiest way possible.

And this is the foundation of all your upcoming content generations.

I see you in the next one.