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Case Study
Central Garden & Pet Outshines the Competition on the Digital Shelf with Optimized Visual Content
Learn how Central Garden & Pet used Vizit to optimize images and drive a 30% increase in conversion rates.
The Challenge
Comfort Zone, a Central Garden & Pet brand, relies heavily on its ecommerce sales, with product listings on Amazon, Chewy, and Petco. With an ever-growing list of pet suppliers entering the market, the brand was faced with sharing its digital presence alongside competing pet supply companies. It needed to optimize the visual assets across its product detail pages and identify the image details that would help set its products apart from the pack, driving more online conversions.
The Solution
Vizit offers Ghirardelli an AI-powered solution to measure visual effectiveness, enabling their ecommerce and creative teams to identify and optimize underperforming product images. After integrating Vizit’s Conversion Optimizer into Salsify, Ghirardelli’s product experience management platform, the team could automatically reorder product images based on Vizit’s proprietary effectiveness score before distributing content to retailer sites, maximizing their PDPs’ conversion potential.
Comfort Zone used Vizit’s Visual Content Performance software to determine the images and visual elements that would be most effective with the brand’s target audience in real time. This technology unveiled visual trends and insights within product content, enabling Comfort Zone to identify and create more effective content than their competitors on the digital shelf.
30% increase in conversion rates
60% increase in visual effectiveness
99%-
99% decrease in testing time
The Result
Ghirardelli’s recent optimization efforts with Vizit’s platform and new Conversion Optimizer App within Salsify resulted in significant improvements in both Amazon conversion rates and team efficiency. The most impactful change has been their team’s ability to quickly evaluate PDP image performance and receive real-time feedback on optimization changes by simulating their customers’ visual preferences using Vizit.
Using Vizit to analyze their own product visual content as well as the competitive set on the
digital shelf, Comfort Zone was able to uncover the visual trends that drove image
effectiveness with their audience, including:
- Product rotation, contrast, angle, shadows, positioning, and included prop contents
- Lifestyle imagery, cat model usage, settings, scenery, layout, colors, and composition
By acting on trends and insights from Vizit, the Comfort Zone brand has engineered their content to have a selling advantage over competitive offerings on the digital shelf.
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