Key Results Snapshot
At a time when many eCommerce sites are aggressively funding paid search campaigns that generate just a 5x to 7x return on ad spend (ROAS), a new competitive content strategy produced sales 30.6 times the investment.
Competitive content goes beyond following SEO, GEO, and CRO best practices to produce product pages designed to outperform competing product pages.
In a controlled test with a large eCommerce site, after just 10 weeks, the competitive content test group outperformed a similar control group of products across all key metrics.
- +31% more Google search impressions
- +8% more organic traffic
- +11% more sales revenue
- +5% higher conversion rate
- +6% longer page engagement
- +9% higher AOV
The Context
At a time when most eCommerce sites see organic traffic declining, customer acquisition costs increasing, and AI fundamentally changing the way eCommerce customers shop online, optimizing product page content to be more relevant and better address buyers’ pre-sale questions and concerns is a low-risk, high-reward strategy.
Instead of using a checklist approach toward building product page content, Competitive Content leverages agentic techniques to research competitors, identify content gaps, and deliver a more complete product page that search engines and customers alike prefer.
DynEcom’s platform generates a range of user-inspired content that’s designed to align with the way customers search. The content is automatically refreshed regularly to further raise its value in the eyes of AI search engines.
The Test
DynEcom conducted a controlled test with a large medical supply and sanitation product eCommerce site with over 100,000 products and over 20 years of growth. The site had just finished using AI to update its entire product catalog, putting the site’s performance baseline well ahead of many of its competitors.
After selecting a cohort of the site’s strongest products, the products were randomly assigned to either a test group that got incremental content updates or a control group that did not.
Google Analytics was then used to track search impressions, organic clicks, orders, conversion rate, and revenue.
The Results
After the first 10 weeks, the results are clear. The test design compares weekly averages before and after publishing the new content to calculate the net lift.
While search engines are not typically quick to reward site improvements, maybe the strongest indication of future success is the increase in search impressions. According to Google Search Console, impressions for the test group content grew 31% more than the control group.
It’s clear that after the first few months, the pages with Competitive Content have enjoyed a significantly higher conversion rate, demonstrating that competitive content helps improve the results across all eCommerce sales channels. The conversion rate for the test pages rose from 7.1% to 9.6%, or a 34.2% improvement.
The most important eCommerce result, of course, is the ROI for this solution. AI enables the ability to generate Competitive Content for as less than $1.00 per page per month (less than the cost of one paid search click). While the return on content spend (ROCS) was an impressive 31 times the cost, the better measure is not the sales return but the incremental margin dollars generated from the Competitive Content.
The site currently operates with an average gross margin of 27%, and the test group has generated an ROI of 826% (Incremental margin dollars divided by the cost of content) monthly.
About DynEcom
Founded in 2015, DynEcom has exclusively developed content strategies for eCommerce sites. Notable clients have included Amazon, Walmart, Alibaba, CVS, CDW, Lowe’s, and other eCommerce sites.
Contact: Greg Harris / greg@DynEcom.com / 1-650-260-4411