Impact of Keywords in Product Title on Product Sales Conversion
SSRN Electronic Journal
2023
- 473Usage
- 2Captures
Metric Options: Counts1 Year3 YearSelecting the 1-year or 3-year option will change the metrics count to percentiles, illustrating how an article or review compares to other articles or reviews within the selected time period in the same journal. Selecting the 1-year option compares the metrics against other articles/reviews that were also published in the same calendar year. Selecting the 3-year option compares the metrics against other articles/reviews that were also published in the same calendar year plus the two years prior.
Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
Example: if you select the 1-year option for an article published in 2019 and a metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019. If you select the 3-year option for the same article published in 2019 and the metric category shows 90%, that means that the article or review is performing better than 90% of the other articles/reviews published in that journal in 2019, 2018 and 2017.
Citation Benchmarking is provided by Scopus and SciVal and is different from the metrics context provided by PlumX Metrics.
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
Provide Feedback
Have ideas for a new metric? Would you like to see something else here?Let us know