By Ellie-Rose Davies, Content Executive at IMRG
Retailers are under constant pressure to make every channel work harder. From product discovery to delivery updates, each touchpoint is an opportunity to build confidence, drive conversion, and strengthen loyalty. Yet improving channel performance isn’t just about running more campaigns, it’s about making smarter choices with content, testing, and post-purchase experiences.
In this blog we cover:
- Product experiences that improve results
- Split testing to sharpen campaigns
- Treating delivery as a conversion channel
Product experiences that improve results
For retailers, the challenge isn’t just getting products in front of customers, but ensuring the information, presentation, and content around those products inspires confidence at every touchpoint, on every channel.
As Justin Thomas, VP Sales, EMEA North at Akeneo explores, ‘To drive conversion today, retailers can move beyond isolated channel strategies and focus on delivering consistent, compelling product experiences across every touchpoint (omnichannel).’
‘Whether it’s email, paid social, affiliates or direct traffic, many successful campaigns are those underpinned by high-quality, consistent and rich product information.’
‘Retailers are also increasingly leveraging user-generated content, particularly reviews, to boost trust and relevance at the point of purchase. Reviews add credibility and context that static product specs can’t, especially when surfaced strategically across channels.’
Justin says, ‘We’ve seen retailers dramatically improve ROAS (Return On Ad Spend) and click-through rates by aligning creative content with the most up to date, localised product data and user feedback.’
Justin continues, ‘We recommend retailers audit their product information regularly to ensure it is channel ready and then personalise based on use.’
‘AI is helping retailers take this even further, by automating product copy generation, dynamically tailoring messages by audience and channel, and surfacing the most relevant content or reviews in real time.’
‘By combining rich product data with AI, brands can not only scale their marketing efforts faster, but also continuously improve performance through smarter insights and faster testing cycles.’
Alexander Otto, Head of Corporate Relations at Tradebyte also emphasises the importance of strong product content, stating that ‘Retailers aiming to boost conversations should prioritise two things: strong product content and effective retail media.’
‘If you’ve ever struggled to find something on a marketplace, your customers likely have too. Optimising product titles, descriptions and keywords improves visibility and rankings, whilst accurate and relevant information gives customers the confidence to buy.’
Alexander shares that ‘Spotlighting popular products and keeping content fresh can also drive measurable results. McKinsey reports that 83% of apparel and footwear brands are investing in retail media and performance marketing.’
‘Brands like Spectrum have seen new-to-brand sales rise by over 900% through performance marketing on Amazon alone. Whether through paid campaigns, social or email, clear, consistent and informative content across every channel is essential to converting sales,’ says Alexander.
Experts at Prisync reflects on how product experiences and content should truly be representative of the brand, and when paired with competitive pricing it can improve conversion:
‘To increase conversions in 2025, retailers can ‘focus on each marketing channel with a clear pricing strategy and a personalisation mindset.’
‘Campaigns that succeed often optimise their offerings to be special to the target customers of that campaign. For example, the Dove campaign for Real Beauty emphasizes women celebrating their unique beauty with confidence.’
‘Although the price of the products was never emphasized in ads and social media, women who believed that society’s beauty ideals needed to change purchased Dove products, proving that brand values can drive value perception,’ shares Prisync.
‘Thus, increasing conversions is a multifaceted process that merchants may approach holistically. Whether it involves using dynamic pricing and recommendations with urgency.’
For example, ‘countdown banners and time-limited emails during Black Friday or highlighting best-selling items and conveying the message that trending products might soon sell out — can prompt shoppers to act more quickly and complete their purchases.’
‘Retailers can also consistently monitor competitor prices and stock levels to stay competitive and actively adjust their pricing to improve campaign conversion outcomes,’ notes Prisync.
Split testing to sharpen campaigns
One great way to improve channel performance is by testing and learning. Split testing landing pages provides clear evidence of what resonates with customers and where small changes can drive big results.
Rachel Said, Head of Affiliates at Genie Goals urges retailers to explore this. She says, ‘Split testing landing pages in Google or Meta paid activity is an important way to optimise your campaigns.’
‘In traffic-driving campaigns, you can use your engagement KPIs to assess the success of your landing pages, whilst with conversion-driving activity, you can use conversion rate as your measure of success.’
Rachel shared a core piece of advice for retailers, saying ‘The important thing is, as with all split tests, to make sure that you’re not testing too many different attributes at once, and that you drive enough traffic to each version of the landing page to give a statistically significant result.’
Treating delivery as a conversion channel
Beyond ads and campaigns, some of the most powerful conversion opportunities can happen after the checkout.
Every email and update after checkout is a chance to connect. When delivery communications are clear, timely, and personalised, they don’t just answer questions, they can create confidence, loyalty, and reasons for customers to come back again.
Arne Jeroschewski, Founder and CEO at parcelperform says, ‘Optimising traditional marketing channels is a constant challenge. Yet many retailers overlook their powerful and cost-effective channel for driving conversion: the delivery experience.’
‘While a great marketing campaign brings a customer in once, a flawless delivery experience can bring them back again and again. In the new era of AI Commerce, this becomes even more crucial as transparent operational performance overtakes traditional ads.’
‘By using AI Decision Intelligence to analyse and improve the post-purchase journey, retailers can gain actionable insights to improve their service, build trust, and turn a simple delivery into a powerful engine for loyalty and repeat conversions.’
Gavin Murphy, CMO at Scurri, explores how to optimise post-purchase channels further, stating that ‘Marketers often overlook delivery emails, but they’re one of the most powerful tools in the conversion toolkit.’
‘While traditional channels like paid and social can suffer from ad fatigue, 81% of consumers say they’re more likely to open emails updating them on their delivery status, a consistent, high-attention moment that’s too valuable to waste.’
‘Our research shows nearly half of customers (49%) say they’re more likely to buy again if a retailer includes personalised offers in delivery updates.
‘Even better, these emails are already expected by the customer, so they avoid the pitfalls of spam filters or unsubscribes, especially if customers are given the choice to opt out post-delivery.’
Gavin notes how ‘Many retailers are now integrating marketing and fulfilment systems to turn tracking emails into tailored brand moments, introducing loyalty nudges, new product suggestions, or subscriptions based on buying behaviour…’
‘And it works: 50% say receiving these offers gives them more confidence in the brand.’
‘Conversion is about owning every customer touchpoint afterwards, too. Delivery updates are no longer just operational, they’re commercial – branded, personalised and well-timed, they’re the next frontier in customer lifetime value.’
As this blog has shown, strengthening product experiences, testing and learning, and making the most of post-purchase touchpoints can help retailers to drive more consistent results and create customer journeys that inspire repeat sales.
Want to read more? Here are 5 recent IMRG blogs that may take your interest:
- Why Real-Time Price Visibility Is Now Core to Retail Strategy – IMRG
- Combining SEO, Digital PR and CRM to drive sustainable growth – IMRG
- How Missed Price Moves Impact Online Retail Conversion – IMRG
- Ecommerce H1 Review 2025: Key learnings and expectations for H2 – IMRG
- How to approach ID verification as eCommerce fraud increases – IMRG
Published 19/08/25
