Flixmedia helps India's retailers improve cart conversion by 9.4%

The challenge: rich content in India

The Indian ecommerce market is estimated to reach 350 billion dollars in value by 2030. With that growth ahead, our partners challenged us to find out whether rich content is as effective in India as it is across the rest of the global Flixmedia network.

Working with leading ecommerce retailers in India, and focusing on the consumer electronics sector, Flixmedia ran an A/B test of rich content, on versus off, across a range of brands and products.

The test: 355,794 shoppers across 2,700 product pages

Flixmedia ran a comprehensive A/B test across a sample of 355,794 unique shoppers in India throughout April and May 2023, measuring more than 2,700 unique product pages. The findings carry a statistical confidence of 99%.

We saw an average uplift in add to cart of 9.4% when rich content was switched on at the product page. Visual, informative product content brings pages to life and gives shoppers the confidence to purchase online.

Shopper analysis findings

Rich content delivered through Flixmedia lifted add to cart rates consistently across the electronics categories on offer.

Uplift by category

Computing saw an 11% uplift. Home appliances saw 10.5%. Mobile phones saw 9.4%. Home entertainment saw 8.1%. The pattern held across the range.

Price drives the impact

Price was a key driver of how much rich content mattered. Rich content was three times more effective on products above 50,000 rupees, roughly 600 dollars. Higher spend online calls for greater consideration and persuasion, and rich content delivers exactly that. For premium products, it is a priority not an option.

Content position matters

Placement changed the outcome. Retailers that positioned Flix content higher on the page saw up to double the uplift compared to content placed lower down or hidden behind tabs. Showcasing brand content prominently is essential.

About Flixmedia

Flixmedia is the world's leading content syndication platform for over 150 global brands, delivering content to a network of 1,600 plus retailers in over 90 countries. When brand content appears on a retailer page, the shopper is far more informed and engaged, and often buys more. Our job is to turn browsers into buyers.

McKinsey research shows that improving the customer experience increases sales revenue by 2 to 7% and profitability by 1 to 2%. India is the second largest internet market in the world, with an ecommerce industry projected to reach 350 billion dollars by 2030.