The aim of this project was to optimize the online presence of Avène on a major e-retailer's website. The challenge was twofold: to create an impactful brand page consistent with the brand's image, and to maximize product visibility through an advanced SEO strategy. Several key actions were implemented to improve SEO, user experience and sales performance.
Managing and enriching product content via PIM
Optimization began with in-depth work on product content via PIM (Product Information Management). All data was centralized and enriched to ensure detailed, accurate and consistent product sheets. The aim was to improve the readability of information and facilitate consumers' purchasing decisions.
SEO optimization and the customer journey
To ensure better referencing on the site, specific work was carried out on integrating strategic keywords into titles and descriptions, optimizing product visuals (packshots, routines, product-models, product use, textures...), improving PIM content to enrich product sheets with engaging and relevant descriptions. Customer reviews were highlighted to reinforce credibility and conversion rates, and in parallel, the customer journey was optimized to fluidify navigation and maximize conversions, by facilitating access to key products and structuring information intuitively. As customer reviews are a key driver of conversion, an activation strategy was implemented to encourage feedback and promote it on product pages. This work has boosted consumer confidence and improved the SEO ranking of product sheets.
Creation of a dedicated brand page
A complete brand page was designed to reflect the brand's identity and values. This involved a layout consistent with the brand's graphic charter and premium positioning, and the highlighting of strategic ranges to guide consumers to flagship products. We integrated immersive content (brand history, product benefits, commitment) to capture attention and reinforce brand attachment.
This project optimized the visibility and appeal of the Avène brand on one of the leading e-commerce players in the Benelux. Thanks to a targeted SEO strategy, an engaging brand page and an optimized user experience, sales performance was boosted, with a direct impact on brand awareness and online sales.
