Client perspective
“The team was professional, efficient, and delivered exactly what we needed.”
Terrezzy van Haaren
E-commerce & Content Specialist · Versuni
Excerpt from the existing review of the ConvertEngine project.
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CASE STUDY · VERSUNI
Brand New Digital helped Versuni improve product titles and descriptions for five Philips product categories in the Netherlands and Belgium. Our ConvertEngine approach combined shopper insights with AI-assisted content optimisation.
Client
Project snapshot
386
SKUs
6
retailers
2
countries
3
months
The challenge
Versuni needed to improve Philips product titles and descriptions across six retailers in the Netherlands and Belgium.
The work covered floorcare, garment care, kitchen appliances, coffee and air products, with the aim of making written product information more relevant to customers across a broad retail environment.
Our role
BND was responsible for optimising the titles and descriptions for 386 SKUs using the ConvertEngine approach within a three-month delivery period.
The assignment focused on written product content. Image production and optimisation were outside the project scope.
Retailers and markets
The project covered product content for six retailers serving the Netherlands and Belgium.
Retailers covered in this project
Markets: the Netherlands and Belgium.
The approach: ConvertEngine
BND used its ConvertEngine approach to optimise product titles and descriptions for the Versuni project. The Philips XC2011/01 example below shows how search behaviour, shopper needs and content structure informed the optimised content.
Understand search behaviour
Review keywords, retailer requirements, category attributes and competitor product content.
Identify shopper needs
Analyse reviews for purchase motivations, customer questions, relevant benefits and objections.
Restructure product content
Bring relevant product characteristics into titles, clarify benefits and organise information in a logical hierarchy.
Review and implement
Review content against agreed requirements before implementation.
PRODUCT EXAMPLE · PHILIPS XC2011/01
From product specifications to shopper-focused content.
The Philips XC2011/01 example shows how product specifications were translated into clearer, shopper-focused content. The optimised title and description are live on Bol.
Original title
Philips 2000 series XC2011/01 - Steelstofzuiger - LED
Optimised title
Philips Steelstofzuiger Draadloos XC2011/01 - Zuigmond met LED verlichting - Zonder Zak - Incl Handstofzuigerfunctie - Alle Vloertypen - Lichtgewicht
What changed in the title
Product type first
“Steelstofzuiger Draadloos” moves the main product type towards the beginning.
Relevant search terms
“Zonder Zak” and “Alle Vloertypen” make useful product attributes explicit.
Clear product benefits
LED lighting, hand-vacuum functionality and lightweight positioning are surfaced in the optimised title.
Project scope: product titles and descriptions. Product imagery was outside scope.
Product description
Optimised product description for the Philips XC2011/01, live on Bol.
View full screenshot
The outcome and client perspective
Over three months, BND optimised product titles and descriptions for 386 Philips SKUs across six retailers in the Netherlands and Belgium.
Reported by Versuni
Versuni reported an average conversion-rate increase of 5–8 percentage points across the full set of 386 SKUs following the content optimisation.
The reported improvement reflects Versuni’s measurement. Other commercial factors may also have influenced performance.
Product content support
Does your product content need a more consistent approach?
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