eCommerce has challenged brand managers in almost every category, and power tools are no exception. Brands now market in both offline and online channels to an ever-widening range of consumers – from the “truly handy” to the “YouTube handy.” In e-commerce, this means providing online retailers with accurate, detailed content for the former, while offering pretty pictures and safety warnings for the latter.
So which power tool brands are best managing their products online and how much impact does the content actually have?
To answer this question, we analyzed the most popular power tool brands sold through Walmart.com and focused on a narrow price range (only items from $50 to $70) to limit the impact price had on a consumer’s decision to buy. After focusing our dataset, we evaluated and ranked the top-selling power tool brands using Content Analytics’ ShelfRank™ algorithm, which summarizes the health of the product’s presence online by breaking down and assessing different components of its content and outputs a Content Health Score. Here are our key takeaways:
1. Solid content coverage.
We found that as a category, the overall product content for power tools was relatively strong, with an average Content Health Score of  (out of 100). These e-commerce managers as a whole provide buyers with the content they need to make informed purchasing decisions.
2. Content and conversion.
More interestingly, we looked at power tool items by sales and concluded the best-selling items typically had higher Content Health Scores. The first page of best-selling items had an average Content Health Score of 80, and the scores of each subsequent page declined significantly, with page 4 items coming in with an average score of 54.
AVERAGE CONTENT HEALTH SCORE OF EACH PAGE SORTED BY BEST-SELLING POWER TOOLS
3. Hyper Tough leads the pack.
For brands in the $50-$70 price range, Hyper Tough had an average Content Health Score of 94, outranking well-known brands such as Black+Decker and Stanley. Hyper Tough products consistently utilize e-commerce best practices, with thorough product descriptions, multiple images and solid numbers of user reviews.
TOP 5 POWER TOOL BRANDS RANKED BY CONTENT ANALYTICS’ CONTENT HEALTH SCORE
While certain brands use promotion and advertising to gain market share, it seems that actively managing and enhancing product content is a powerful way to make organic gains in this category.
Marcus Shen & Liz Lee