Managing Your Content Score

The information on your product detail page often acts as the key to a successful conversion rate, so monitoring and optimising content is paramount. To simplify this, emax digital provides the Content Score — a percentage-based indicator of your content's effectiveness. This score offers a quick overview, helping you identify areas for improvement.

Setting up content benchmarks

Creating a personalised content benchmark is the next step. Because content benchmarks vary by category, setting your own standards for different elements is crucial. Define benchmarks for:

• Product title length

• Product description length

• Number of bullet points

• Number of images

Specify minimum and maximum values for these elements so that an optimal Content Score falls within the range.

Extend your benchmark to include the presence of:

• A+ Content

• A+ comparison table

• Videos

• A Brand Story

• An Amazon Prime label

• A Climate Pledge Friendly label

• The Amazon's Choice label

For added flexibility, you can assign individual weights to each content element. For instance, if product title length is twice as important as the number of bullet points, you can adjust the weights accordingly. This customised approach helps you enhance your content strategy and elevate your overall Amazon performance.

To set up your content benchmarks, go to Admin → Content Score (app.emax-digital.com/administration/content-score).

Reading the Content Score

The Content Score uses an easy-to-read traffic-light system. Here's what the colours mean across the score range:

• 0–33% — Red: Content quality in the lower range of the benchmark. Action is required.

• 34–66% — Yellow: Decent quality, in the middle range of the benchmark. Action might be required.

• 67–100% — Green: High content quality, surpassing the benchmark. All good.

This categorisation applies to both the overall Content Score and individual content elements. For variables with binary values, such as A+ Content, green signifies presence while red denotes absence.

Where to find the Content Score for your items

• Within the Content board under Vendor Performance (app.emax-digital.com/performance-summary-hub-vendor/content) or Seller Performance (app.emax-digital.com/performance-summary-hub-seller/content)

• In the Content Monitor (app.emax-digital.com/content-monitor/content-master)

What does the Content Score show if I have not set a benchmark?

In the absence of a user-defined benchmark, the Content Score defaults to the values below.