A visual analysis of cough & cold product imagery across Amazon, CVS, Kroger, & Walmart.
Vizit analyzed the top 100 searched cough & cold products across 25 brands on CVS to reveal the highest scoring visual brands for OTC online shoppers. Product hero and carousel imagery on all product display pages were analyzed to generate Visual Brand Performance rankings.
The Visual Brand Performance leader of the 25 brands analyzed on CVS’s digital shelf is Maty’s with a Vizit score of 61.6. Maty’s high overall score is driven by consistently high-scoring product hero and supporting carousel imagery.
The chart below illustrates which brands are best and worst positioned to drive traffic and conversions based on the Vizit Scores for their hero (traffic-driving) and carousel (conversion-driving) images. The size of each brand circle represents the amount of images each brand has in the CVS top 100 cough & cold search results. While CVS product detail pages typically don’t feature many carousel images, Matty’s and TheraFlu are utilizing visually engaging carousel images to help drive their sales potential. Larger brands such as Alka-seltzer, Robussan, and Triaminic are not positioned well for traffic or conversions based on the Vizit Scores of their product hero and carousel imagery.
High-scoring CVS product hero imagery includes product packaging that features prominent illustrations – as seen on Tukol, Mommy’s Bliss, Matty’s, and Hall’s brand products. Several Vicks products with high contrast, stylized bottle cap designs also appear in the top scoring product hero images on CVS’s digital shelf.
Low-scoring CVS product hero imagery includes packaging imagery that features high volumes of text and shades of green. Walgreens, Wellements, Mucinex, and Robitussin brand products are all examples of this visual trend.
High-scoring carousel imagery on CVS’s digital shelf includes visuals that feature iconography representing symptoms treated, as well as images that use colorful gradient backgrounds and bold white text. Consumer attention is also captured by “low online price” badging on several carousel images.
Low-scoring carousel imagery on CVS’s digital shelf includes images of sides of product boxes with high volumes of text, as well as closely cropped portions of product packages. Again many of the lower scoring carousel images also include visuals of green packaging.
On the CVS digital shelf, Theraflu brand cough & cold products have consistently high-scoring product hero and carousel imagery. The brand’s top-performing SKU is TheraFlu Expressmax Daytime or Nighttime Severe Cold & Cough Syrup Combo.
While consumer attention on the product hero image is drawn to the brand logo and product details, visual engagement with OTC online shoppers is driven by the bottle’s cap and “warming relief” badging.
The other three images included in this Theraflu PDP are informational graphics. The highest-performing of these images is the infographic-style image outlining the symptoms this product is designed to address. Consumer attention and visual engagement is driven by the use of iconography in these images.
The remaining informational images feature bold white text and bright orange backgrounds. The fruit illustration captures attention and drives engagement in the first image, while the bottle cap designs drive visual engagement with OTC online shoppers in the second.