Winning Search, Unlocking Reviews, and the ROI of Content With Profitero’s Mike Black - Episode 381

Welcome to The Ecommerce Braintrust podcast, brought to you by Julie Spear, Head of Retail Marketplace Services, and Jordan Ripley, Director of Retail Operations.

Today, we’re thrilled to welcome back Mike Black, former CMO and current Chief Growth Officer at Profitero. 

We’ll be diving into key insights from Profitero’s latest reports, exploring the ROI of improving search placement and the vital role that ratings and reviews play in driving success. 

Make sure you tune in to find out more!

KEY TAKEAWAYS

In this episode, Julie, Jordan, and Mike discuss:

1. Introduction and Welcome: Mike Black’s background

2. Profitero’s Report Series

   • Background on Profitero and its role in E-Commerce analytics.

   • The digital shelf concept and its components.

   • The need for factual ROI data to support digital investment.

3. Impact of Search Placement on ROI

   • Importance of moving from page two to page one in search results.

   • Stats on sales increase with better organic placement.

   • The difference in ROI between organic and paid search placements.

4. Consumer Research and Behavior

   • Shoppers researching product reviews online even while in-store.

   • Importance of reviews in omni-channel influence.

   • The challenge of internal silos in brand side teams handling reviews.

5. Review Importance and Strategy

   • Sales impact of moving reviews from below four stars to four stars.

   • Review velocity significance in achieving high organic search ranking.

   • The connection between review quality and sales.

6. Future of Profitero Reports

   • Upcoming updates and new benchmarks in content reports.

   • Profitero’s focus on deeper content analytics and recommendations.

   • Invitation to provide ideas or questions for future research.