In the rapidly evolving world of ecommerce, brands can no longer rely on static strategies or last year’s playbook. Success today requires a data-driven mindset, continuous experimentation, and a tight alignment between creative content and advertising performance.
In this episode of CarrTalk, Owen Carr, Chief Merchandising Officer, sits down with Antayra Mares, a senior creative and digital leader at Spreetail and Buy Box Experts, to unpack what’s working right now in ecommerce advertising, and what brands should prioritize in.
From A/B testing and listing optimization to AI-driven creative and full-funnel strategies, the conversation offers practical insights for brands looking to improve conversion, scale efficiently, and stand out across marketplaces.
Start with a Strong Data Foundation Before Scaling Ads
One of the central themes of the discussion is the importance of building a solid data and content foundation before increasing ad spend. While many brands rush into paid media, Antayra emphasizes that advertising cannot compensate for weak product pages.
“Before scaling ad spend, brands should first build a strong data foundation,” Antayra explains. “Even the best ad strategies can’t make up for a weak product page.”
With Spreetail working across hundreds of brands and more than 15 marketplaces, the team is uniquely positioned to analyze millions of data points related to traffic, conversion, and shopper behavior. That visibility consistently reinforces one lesson: optimize listings first, then amplify with ads.
Why Content and Advertising Must Work Together
A key insight from the conversation is that organic content and paid media are deeply interconnected. Creative assets such as images, titles, A+ content, and copy, directly influence ad efficiency, click-through rates, and conversion.
“You cannot put out paid advertising and then take a look at the page and it looks like something completely different,” Antayra says. “Organic and paid media go hand in hand.”
Effective creative strategies include:
- Lifestyle imagery that aligns with shopper intent
- Clear, benefit-driven headlines
- Consistent branding across ad formats and product pages
Listing Quality Scores and Measurable Impact
Spreetail uses an internal Listing Quality Score (LQS) to evaluate how well a product page is optimized. This score considers factors like image count, lifestyle photography, A+ content, title structure, bullet points, and copy quality.
Antayra shares a compelling example from Spreetail’s work with I2Poly, where strategic listing improvements drove measurable gains:
“We launched over 158 premium image modules over the last year. That improved their weighted SLQS from 60% to 87.3% and increased overall conversion rate by 70% year over year.”
These results reinforce a critical principle: better content leads to better conversion, which in turn makes advertising more efficient and scalable.
A/B Testing: The Scientific Method for Ecommerce Marketing
A major portion of the discussion focuses on A/B testing as a cornerstone of modern ecommerce strategy. Rather than relying on assumptions or subjective design preferences, Spreetail approaches testing as a structured, data-driven process.
“I think of A/B testing as the scientific method for marketing,” Antayra says. “Without testing, decisions are based on assumptions rather than data.”
Effective A/B tests often focus on small, high-impact changes, such as:
- Main image: lifestyle vs. product-only
- Titles: keyword-focused vs. benefit-driven
- Copy and CTAs: feature-focused vs. conversion-focused
- A+ content: comparison charts vs. storytelling layouts
By isolating variables, brands can clearly identify what drives engagement and conversion.
Platform Differences and Timing for A/B Tests
Testing capabilities vary by marketplace, but Amazon’s native A/B testing tools allow brands to start seeing directional insights within weeks. However, both Owen and Antayra stress the importance of context.
“There are a lot of things that influence purchase decisions — seasonality, category, shopper mindset,” Antayra notes. “Sometimes it makes sense to let tests run longer to get a clearer picture.”
Seasonal products, in particular, may behave differently depending on timing, making patience and disciplined analysis essential.
AI, Automation, and the Future of Creative Optimization
Looking ahead, AI and automation are playing an increasingly important role in ecommerce advertising. Spreetail is actively testing AI-generated titles and product descriptions, comparing them against human-created and hybrid approaches.
“We want to understand whether machine-generated content can match or outperform human-created assets,” Antayra explains.
The goal isn’t automation for its own sake, but smarter, faster optimization that focuses on evaluating efficiency, engagement, and consumer trust while maintaining strong brand storytelling.
Conversion First: The Most Leverageable Growth Opportunity
A recurring insight from the conversation is that conversion optimization often delivers the highest ROI, especially for brands with large catalogs.
“If you move conversion from one percent to two percent, that’s where real growth starts,” Owen explains. “Otherwise, you’re just driving expensive traffic to listings that don’t convert.”
By prioritizing conversion through content, testing, and creative refinement, brands can unlock more value from every visitor.
Key Takeaways for Brands
As ecommerce becomes more competitive, the brands that win will be those that continuously test, learn, and adapt. Antayra summarizes the trends shaping the landscape:
“AI and automation are playing a huge role, retail media networks are evolving, and full-funnel marketing is becoming essential for brand growth.”
For brands looking to take action now, the most attainable priorities include:
- Leveraging AI tools thoughtfully
- Expanding beyond a single marketplace
- Blending organic content with paid strategies
- Committing to ongoing experimentation
“The brands that stay ahead are the ones willing to test, adapt, and evolve,” Antayra says. “Those that don’t stick to data-driven strategies will fall behind.”
As algorithms, shopper behavior, and platforms continue to change, yesterday’s optimizations are no guarantee of tomorrow’s success. It’s clear that data-driven creativity, disciplined testing, and conversion-focused strategies are essential.
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