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Visual Analytics Deep Dive
Feb 2024
Allergy Medicine
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Category Leaders
Content Spotlight
Hero Image Spotlight
Carousel Image Spotlight
Category Trends
Top Hero Image Trends
Keeping it cool
When it comes to the top-scoring hero images in the category, those using cool tones like purple, green, and blue reigned supreme. Packaging often included pops of brighter colors such as yellow or orange, but these were clearly secondary to the cooler color palette.
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Tight cropping with no borders
High-scoring hero imagery was overwhelmingly closely cropped shots of the allergy medicine packaging. Most of these visuals had little to no border visible. Conversely, the least appealing visuals in the benchmark often featured white borders around the product packaging.
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Boxes versus bottles
Allergy medicine can be delivered in different formats, and Online OTC Buyers preferred to see their options in boxes as opposed to nasal sprays or pill bottles.
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Top Carousel Image Trends
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Enjoying the great outdoors
Top-scoring carousel imagery often showed models being active outside. These lifestyle visuals typically included elements like green grass or trees, and had the models hiking or participating in some sort of activity.
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Lifestyle imagery with pets
Online OTC Buyers found visuals that included pets to be highly appealing. Most of the top performing imagery that followed this trend featured models playing with dogs in an outdoor setting.
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Copy at the top of the image
Both lifestyle and information carousel imagery utilized copy positioned at the top of the image to great effect. Vizit attention maps showed that audiences were highly likely to see the descriptive text and engage with it.
FAQs
Analyzing and Measuring PDP Visual Content
Vizit uses AI to simulate the visual preferences of consumer audiences and rate imagery for appeal, and effectiveness. Content Effectiveness Rankings are AI-driven assessments of brand visual content across the digital shelf. The higher a brand's content ranking, the more likely its content is to appeal to the target audience.
About Content Effectiveness Rankings
Content Effectiveness Rankings
Content Effectiveness Rankings is the first and only AI-generated index of brand content across ecommerce retailers. Brands are ranked by how effective and appealing their visual content is for online shopper audiences in over 20 unique consumer product categories. The Rankings Index is meant to highlight ecommerce content excellence, while the accompanying reports spotlight specific listings, images, and visual trends that are most effective at attracting and converting online audiences.
About Vizit Audience Lenses™️
Generic Vizit Audience Lenses™️
Generic Vizit Audience Lenses™️ simulate the visual preferences of broad category online shopper audiences (i.e., online petcare shoppers). Vizit’s AI learns from millions of organic audience interactions these audiences have with online imagery to replicate their preferences for visual content and generate Content Effectiveness Rankings. Vizit customers rely on more sophisticated and customized Audience Lenses to analyze, measure, and optimize visual content within the Vizit platform.
About Vizit Content Scoring
Vizit Content Scoring
Vizit scores visual content for effectiveness with consumer audiences. Each image receives a score from 0-100 that predicts its level of effectiveness with the specified audience. Product detail page (PDP) or listing-level scores are driven by an aggregate score of the product hero or primary imagery, carousel or secondary imagery, volume of content, and sequencing of content. Content Effectiveness Rankings scores may aggregate several brand PDPs depending on retailer search and best seller lists, which fluctuate often. Higher-scoring images and PDPs are more effective and appealing to online shopper audiences.
About Content Benchmarks
Content Benchmarks
Vizit content benchmarks are sets of competitive visual content on specified retailers. These content benchmarks provide valuable performance context and comparisons with specific examples of high and low scoring imagery. Content Effectiveness Rankings are based on an analysis of the first 100 products that appear on a retailer search query or best seller list.
About Vizit Image Insights
Vizit Image Insights
AI-powered visual appeal insights reveal specific aspects of imagery that are appealing and unappealing to a selected audience, while attention insights simulate human eye tracking and indicate where attention is likely to be garnered and how the average consumer is likely to view the elements within an image. Along with Vizit Scores, these insights are leveraged to prioritize changes that increase an image’s overall effectiveness with the intended audience.
About the data
Content Effectiveness Rankings Data
The data powering Vizit’s main Content Effectiveness Rankings index comes from an analysis of visual content from thousands of top selling and top searched products on Amazon U.S. Content scores and overall brand rankings are driven by Vizit’s AI-powered assessment of visual content using their Audience Lens™ technology via the Content Effectiveness Monitoring product. Only the top 10 brands in each category are revealed in Content Effectiveness Rankings. To see a full category analysis, as well as deeper visual trend data and insights, request a demo or submit your own brand or product content for analysis.
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