“The digital shelf is the digital version of traditional store shelves, and its importance for e-commerce today is undeniable.” That was how Ana Lara, Business Development Manager at Data Seekers, opened her talk at the Intechlligent E-Commerce Summit, focused on the role visibility plays in the purchase decision.
The context: growing, but converting less
Today 20% of global purchases happen online, and countries like Spain reach 25%. The rise of mobile shopping and annual growth between 8% and 12% represent both an opportunity and a challenge.
But one figure tempers the optimism: despite growing transactions, Spain’s conversion rate is 1.5%, below the global average of 1.8%. To improve that number, “optimising the user experience is crucial, from visibility through to content”.
The two pages that decide conversion
Maximising sales means working two distinct surfaces separately, each with its own logic:
The product listing page (PLP)
This is where the customer compares. Here the essential work is on relevant keywords so your products appear in the first results: “initial visibility can define the success of the conversion”.
The product detail page (PDP)
This is where the customer decides. The focus is visual quality, description and reviews. “56% of users look at the images first; investing in high-quality photography and keeping reviews current reinforces trust and improves the buying experience.”
The uncomfortable question
“Do you control the name, description, photography and rich content of your products across your entire distribution network? If you don’t, you’re losing sales and confusing the consumer.”
Having a tool that lets you see and update that virtual showcase stops being optional. With Data Seekers you can:
- Optimise your digital visibility: control your presence in product listings and improve your positioning.
- Improve visual quality: assess and refine the visual elements of your product pages to increase their appeal.
- Manage product reputation: monitor reviews and ratings to reinforce consumer trust.
“Every click counts; securing visibility and content quality optimises conversion, avoiding losses and improving the buying experience,” Ana Lara concluded.