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Impact of Keywords in Product Title on Product Sales Conversion

SSRN Electronic Journal
2023
  • 0
    Citations
  • 473
    Usage
  • 2
    Captures
  • 0
    Mentions
  • 0
    Social Media
Metric Options:   Counts1 Year3 Year

Metrics Details

  • Usage
    473
    • Abstract Views
      361
    • Downloads
      112
  • Captures
    2
  • Ratings
    • Download Rank
      509,390

Article Description

In recent years, the e-commerce sector has emerged as an integral component of consumers' daily lives and an essential facet of the global retail industry. As evidenced by the fact that over 15% of total retail sales in the United States, amounting to $269.5 billion, occurred through e-commerce platforms in Q2 2023, the retail sector is witnessing a significant shift towards the digital realm. Given this transformation, retail businesses are presented with a compelling imperative to enhance every facet of their online operations. This study delves into the realm of product sales conversion within the Amazon e-commerce platform, specifically focusing on the impact of incorporating top search keywords in product titles as opposed to not including them. Employing a rigorous methodology, four A/B testing experiments were conducted, facilitated by the retailer's experimentation tools and reaching an extensive audience of 2.5 million unique customer accounts. The analysis of the experimental results, grounded in a Bayesian approach, coupled with a 95% confidence interval derived from posterior probability distributions, revealed a substantial and statistically significant enhancement in product sales conversion when top search keywords were integrated into product titles. These findings hold significant implications for brands seeking to optimize their product titles for greater sales conversion, offering valuable insights into the effective utilization of product titles as a tool for driving sales in the dynamic landscape of e-commerce.

Bibliographic Details

Tarun Gupta; Supriya bansal

Elsevier BV

Ecommerce; Search Marketing; Product conversion; Content Marketing; Marketing strategy; Organic ranking

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