Ecommerce Product Optimisation (EPO)
Turn your product data into growth tactics. Extract valuable data from your products to boost visibility, reduce CPC, and increase conversions across your entire ecommerce store.
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Ecommerce product optimisation
Make more sales by improving every aspect of your store's digital experience. It all starts with your product.
Turn your product data into growth tactics
EPO gives you access to a specific set of data that unlocks new ways to make more revenue.
Without it, scaling your site is a huge challenge.
With it, you can get measurable improvements in every part of the customer lifecycle, from acquisition to conversion to retention.
Introducing EPO: one approach that improves every ecommerce metric that matters
What is ecommerce product optimisation?
Your products contain masses of valuable data. Extract all of it and you unlock the ability to boost every aspect of your customers' digital experience.
Better visibility in organic search. Reduced CPC in your PPC campaigns by publishing more relevant, higher-quality product listings pages and product detail pages. Better cross-sell and more relevant product recommendations for higher conversion rates.
EPO isn't a marketing channel. That's the power of it. Instead of focusing on secondary marketing metrics, the end goal of EPO is getting maximum financial value from your products using the products themselves.
The main principle of EPO is taking your products' unstructured data (imagery and text descriptions) and turning them into structured data, which you then use to optimise your ecommerce store to make more sales.
It starts with data, and from there the possibilities are up to you: focus on acquisition, conversion, retention, or the whole lifecycle. Apply it to just SEO, or prioritise UX benefits.
How it works
EPO is all about working at scale. So while it's simply an approach, making it actually practical relies on AI and automation. Our process and tech stack for EPO integrates with Shopify, and it works with all other major ecommerce platforms.
Our EPO Process
1. Foundational keyword research: Get the complete picture of search relevant to the products in your store
2. Attribute identification: Find every attribute related to your products that customers search for: shape, style, size, colour, material, variant, brand, model, flavour, active ingredient, you name it
3. Attribute extraction: Find every attribute contained in your product inventory
4. Attribute matching: Match up identified attributes to the ones in your product catalogue
5. Catalogue enrichment: Update your product catalogue with new attribute tags and an ideal taxonomy, giving you 100% accurately tagged products
6. Ecommerce optimisation: Set it to work releasing new landing pages at scale, optimising product descriptions, improving site search, releasing and enhancing PPC campaigns, improving product recommendation engines...
The benefits of EPO
Revenue Growth
- Sales: Increase revenue from better product discoverability
- Conversion rate: Improved product relevance leads to more purchases
- AOV: Better recommendations increase basket size
- CLV: Enhanced customer experience improves retention
Organic Performance
- Organic traffic: More landing pages ranking for specific high commercial intent queries
- Search rankings: Greater ranking share of voice and better relevance signals improve positions
- Site search quality: Accurate tagging improves internal search
- CAC: Lower acquisition costs through improved organic shopping visibility
Paid Performance
- Ad relevance: Better product data improves landing page relevance and ad performance
- Quality scores: Higher relevance reduces PPC costs
- CPC: Lower costs through improved quality scores
- ROAS: Better targeting improves return on ad spend
Make more sales
Got an SEO challenge no one can solve? Want to know how vision AI could unlock revenue from your inventory? Want a steer on your site's potential?
If you want to improve your site's organic performance, we can help.
What Makes Us Different
»Proprietary Tools Built In-House
We invested early in AI, NLP and automation to build technology like The Keyword Universe, our proprietary research platform along with tooling for AI citation tracking. Our tools are not off-the-shelf software — they're built by us, for the specific opportunities most agencies can't see.
»A Commercially-Led Approach
We don't chase rankings and traffic for their own sake. Every strategy is built around revenue and sustainable long-term growth — the metrics that actually move your business forward.
»Flexible Support for E-commerce and Travel Brands
Whether you're scaling a large catalogue, managing a complex inventory, or looking for focused support on a specific growth opportunity, we adapt our approach to fit the size, shape and ambition of your business.
»Clear Thinking, Not Hype-Chasing
We pay close attention to where search, AI and digital behaviour are heading — but we don't get swept along by every new buzzword. We challenge ideas with logic, evidence and commercial rigour, so recommendations are grounded in what is likely to make a real difference.
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Harness AI to create and optimise content quickly at unprecedented scale. From product descriptions to category pages, deliver quality content for thousands of pages.
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Success Stories
Ready to Get Started?
Let's discuss how our Ecommerce Product Optimisation (EPO) can help transform your business's online presence.
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