Ecommerce Braintrust Best of 2025 | Replay: Winning Search, Unlocking Reviews, and the ROI of Content With Profitero's Mike Black - Episode 425
Jan 6, 2026
Mike Black, Chief Growth Officer at Profitero, dives into the intricacies of e-commerce analytics. He explains the concept of the digital shelf and why effective search positioning is crucial, sharing insights on how moving up search results can dramatically boost sales. The impact of online reviews on conversion rates is explored, revealing how they influence both digital and in-store behaviors. Mike highlights the importance of maintaining high star ratings and how early review accumulation aids in establishing social proof. Prepare to rethink your e-commerce strategy!
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Episode notes
Digital Shelf Is The Whole Shopper Journey
- The digital shelf equals all engagement points a shopper uses on a retailer site, not just product pages.
- Winning search, content, availability and price together determine online shelf performance.
Endless Aisle Is A Myth
- Online assortment feels endless but shopper behavior limits visibility to a small slice of results.
- Each keyword acts like its own aisle and winning top spots across keywords wins the category.
Higher Rank Boosts Conversion Too
- Moving up SERP not only increases traffic but also conversion, so sales grow faster than visits.
- Higher organic rank often reflects better content and review health that improve conversion.