The simplest method of improving usability is optimizing texts on webpage. We use this method to increase conversion. This time we worked for Natural Labs LLC.  Natural Labs LLC is an expert in distributing high-class natural cosmetics worldwide, for years. Its international scope means access to the best offer of the producers.

Why have we decided on cooperation?

In the times of the crazy Panda and Penguin – Google algorithms promoting quality content – creating unique content in e-stores becomes more and more important. Most often, it means creating original (non-copied) product descriptions.

  • First, their uniqueness is welcome by Google which makes the store and its products naturally promoted as “long tail” in SERPs. To sum up, quality descriptions = bigger traffic from SEO.
  • Second, adequate descriptions sell more. To achieve that, they should have unique character. So, we use the so-called “language of benefits” and proper content arrangement to make it easier for the users to scan the text.

In the case of Vitalab, its owners did a good job as well as SEO and unique descriptions were concerned because their generated substantial traffic. But the problem was unclear content layout and wrong use of sales phrases.

Goals and realization

We started from tests to verify our predictions as to the unclear nature and low persuasiveness of the descriptions. On a group of products, we prepared new content and through Visual Website Optimizer, we performed A/B tests to determine which texts (ours or the client’s) worked better.

Just to clear out: the A/B tests are tests that compare and indicate which version is better. In this case, we showed old and new descriptions. The traffic was normalized to make the survey authentic. The tests took 1 month.

We analyzed three aspects:

  1. placing an order (conversion rate),
  2. adding a product to the cart,
  3. performing an action on the website.

Old description on the left, new description on the right


Effects offers top-quality products and this is what we wanted to show in the descriptions. Knowing that the users scan the text instead of reading it, we formatted descriptions in such a way as to make it easier for the users to find the key words and aspects that drove them to buying. The tests proved our predictions right, the new texts clearly improved the results.

Let’s take a closer look:


The new descriptions proved to work better with each of the above goals. The rate of the products added to the cart and the conversion rate grew by ca. 19%, while the engagement grew by 3%.

What is equally important, summing up the whole work, ROI was as follows:

ROI = income/cost x 100%
It reached 2723% in only a month.

To sum up, the conclusions are obvious: it pays off to invest in the unique content in a store because it considerably increases sales. It is worth noticing that this is a single investment whose effect will last in the subsequent months.

Tomasz Karwatka

Supervisory Board Member at Divante. Leading industry voice who believes eCommerce can improve our world. Co-founder of Vue Storefront and Open Loyalty, angel investor, and founder of Tech To The Rescue. CEO at Divante eCommerce Technology Company | LinkedIn | Twitter

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    great case!
    Could you share more details about this? First of all you don’t write anything about hypothesis, only about impact on seo and impact on sales. Did you have any?
    Next thing is seo, did you measure and if yes, how do you mesure impact on seo? How many unique users did you have in experiment? Why I’m asking? Do you check statistically significant of result? It’s quite small change in percent points ~1.5pp. And last, does only 20% of engagment means that this page have 80% bounce rate? Don’t get me wrong, I really love A/B testing, I’m just curious.