91.3% e-commerce brands failed to address real customer pain points in PDP content: ODN report

ODN, an e-Commerce content creator, has come up with an e-Commerce Content Analysis report. The report focuses on e-Commerce Brands Content across various marketplaces and 25 different categories comprising home and kitchen, beauty and wellness, apparel, footwear, grocery, toys, watches, health and personal care. The e-Commerce and quick Commerce marketplaces analysed were Amazon, Flipkart, Blinkit, Swiggy, Instamart, Bigbasket, Zepto, and more.

The report comes after an analysis on parameters like Titles, Bullet, Description, Images and Infographics, A+/RPD, Brand Store, Brand Story, Enriched Content etc. ODN has used tools like Helium 10, Nitti Gritti, and Amazon Brand Analytics to analyse the E-Commerce content of Brands.

Narinder Mahajan, CEO and Co-Founder, ODN, remarked that this report is ground breaking and further said, “ODN is making a concerted effort to assist retailers and e-commerce platforms in grasping the significance of using proper digital content, images, and videos to boost their sales. This report analyses the important factors to be considered by brands and platforms that will enable their sales growth.” 

Product quality issues, packaging issues, image & text mismatch, missing industry standard Information were some of the pain points focussed on.

The research showed that 91.3% of the brands failed to address the real customer pain points in their PDP content. The ‘Product Display Page’ factors were analysed on how the text content should be. The factors taken under consideration were; Titles of the listing product, Bullet points to highlight the important USP of the product, Description about detailed specification of the product and Usage of the brand.

The analyses showed that an average of 84% of the brands have ineffective titles, bullet points and descriptions along with violating Amazon style guidelines, non-SEO friendly content and not using e-Commerce best practices.

Approximately 67.54% of brands failed to meet minimum image standards, while 100% exhibited design and copy imperfections, underscoring a pervasive shortfall in content quality across the board.

56.67% of brands exhibited absence in 5 essential modules, with all issues in design and copy, while 98.55% lacked crucial lifestyle elements. These findings underscore the significant imperative for content enhancements across the board. A+ Content is an important factor that enables the brands to tell their story, encourage repeat purchases and potentially increase sales by 8% by using rich content.

35.3% of the brands did not have any video on Amazon listing. The study says that 40% of shoppers click on the listing video and 80% of shoppers watch the whole thing.

Around 26% of brands operated without a dedicated brand store, yet the majority failed to leverage their complete capabilities. Introducing enhanced brand stores has proven to amplify customer dwell time by 83% and increase sales by 35% per visitor, showcasing their potential for substantial improvement.