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Case Study
Achieving More Engaging External Comms with Effective Imagery
How Woodside Homes improved web, email, and social communication with AI-recommended content
The Challenge
The company wanted to better engage with customers and contacts via their website, and social media and email campaigns, but they were struggling with choosing the right imagery for each channel. Woodside Homes had plenty of high-quality visuals to choose from and needed a way to determine which was best for the specific medium and the audience.
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.
In using Vizit to analyze and measure imagery options and visual trends, Woodside Homes was able to hone in on the unique consumer preferences their target audience had on their website, in social channels, and in email correspondence. Opting for Vizit-recommended content subsequently had an immediate impact on performance, even when written content and page structure remained the same.
28% increase in traffic
9% increase in pages per session
Better email and social engagement rates
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.
With new imagery in place on the Woodside Homes website, the company saw traffic increase more than 28% and pages per session grow more than 9.6%. They also saw drops in bounce rate and time to convert. High engagement was also found on social channels—where followers, likes, and comments and shares all grew—and in email campaigns, which saw better open rates and less unsubscribe requests.
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