Learn How Danone Uses Similarweb to Increase Product Clicks and Drive Conversions
Actionable retail insights delivered by Similarweb allowed Danone to ramp up their keyword strategy.
About Danone
Danone is a leading multi-local food and beverage company building on health-focused and fast-growing categories in four businesses: Essential Dairy and Plant-Based Products, Early Life Nutrition, Medical Nutrition and Waters. With a unique health-focused portfolio, Danone has become a key player in the food revolution and aims to inspire healthier and more sustainable eating and drinking practices.
"Similarweb data was the only source of data we used to create our keyword strategy for media agencies along with understanding shopper behaviour at category level."
Sofia Piana
Digital Excellence Manager at Danone
The Challenge
Optimizing keyword strategy on retailer sites
Maximizing brand visibility in the highly competitive 'Yogurt' category on retailer websites posed a key challenge for Danone. Their objective was to enable their media agency to implement a cost-effective keyword bidding strategy and appear on top for on-site searches.
The Solution
On-site search data for the win
90% of the category traffic came from search keywords, making on-site search strategy more critical than ever. Similarweb data was further leveraged to get higher ROI from their retail media investment budget.
The Success
Boosting sales by identifying gaps in consumer trends
Initially targeting 'Greek Yogurt' was costly due to high competition for this specific keyword. Analyzing Similarweb data revealed an optimization potential—consumers searched more for 'Greek' over ‘Greek Yogurt’. Shifting focus to this cost-effective keyword drove better visibility on retailer sites. This strategic insight also prompted a change in product descriptions and packaging. The CTR increased by 0.4 pp resulting in improved sales.
