← all casesSilver semi-jewelry · Nuvemshop
Céu de Prata
Neutral baseline 03/15–04/13 · Post 06/19–07/18/2026 (30 days each) · like-for-like
+36,5%
revenue on the edited products
In a post-Valentine's Day period when the store had to cut its average order value to sell, the products with Organic Lab descriptions grew +36.5% in revenue — 1.4× the store — while still preserving order value (−3.7% average order value, versus −14% for the store).
Revenue per visit (post window)
Revenue (edited)
+36.5%
store +27%
▲ 1.4× the store
Revenue per visit
R$ 1.99
store R$ 1.32
▲ +31.8%
Average order value (AOV)
−3.7%
store −14.0%
▲ preserved
Add-to-cart rate
20.6%
store 12.8%
▲ +7.8 pp
Average order value (post)
R$ 79
store R$ 43
▲ +84%
Organic impressions
+45.8%
others −15.2%
▲ Search Console
Organic clicks
+48.7%
edited pages
▲ Search Console
New products
13
born optimized
▲ R$ 4,038
§ the challenge
A semi-jewelry catalog with dozens of similar earrings and necklaces and short, repetitive descriptions. Plus an extra measurement challenge: the descriptions went live right around Valentine's Day (06/12), Brazil's biggest gift-jewelry date. Comparing directly against May/June would distort everything — so the reading uses a neutral window (03/15–04/13) against the post-publication window, measuring the same products across both periods to cancel out seasonality.
§ what we did
01
Like-for-like slice
Of the 41 edited products, 23 had real traffic in both windows (an apples-to-apples comparison); the 13 new ones were tracked separately.
02
PDP rewrite
Organic Lab descriptions for earrings and necklaces, with an answer-first opening, attributes (material, size, occasion) and real search language.
03
Neutral window vs post
Baseline 03/15–04/13 (outside key dates) against 06/19–07/18, with all groups measured in the same period to neutralize seasonality.
04
Internal control + organic
Edited items compared to similar products and to the rest of the store, and cross-checked against the organic signal from Search Console.
§ how we measured
a transparent, replicable, no-black-box method
The result only counts if you understand exactly how it was measured.
01
Comparable windows
Two periods of the same length, one before and one after the work.
Neutral · 03/15 – 04/1330 days
Post · 06/19 – 07/1830 days
02
Why a neutral window
The descriptions went live right around Valentine's Day (06/12). Comparing against May/June would inflate the result. We used a March/April baseline (neutral) and measured all groups in the same period — the effect that remains comes from the description, not the date.
neutral window
vs
same period for all
03
How we calculate
Conversion is always outcome divided by opportunity — no inflated metrics.
revenue
visits
= revenue per visit
revenue
orders
= average order value (AOV)
Neutral window (outside holiday dates) against the post-publication window. All groups measured in the same period to cancel out Valentine's Day seasonality.
Before vs after, side by side
The differentiator: average order value preserved
While the store had to cut its average order value to sell in the post-date period (−14.0%; similar products −33.0%), the products with Organic Lab descriptions kept order value almost intact (−3.7%). In the post window, the edited items' average order value was R$ 79 versus R$ 43 for the store — the page sustains perceived value without resorting to price.
Edited vs. store (post window)
Edited products
Revenue growth+36.5%
Revenue per visitR$ 1.99
Average order value (AOV)R$ 79
Add-to-cart rate20.6%
Organic impressions+45.8%
Store / other pages
Revenue growth+27%
Revenue per visitR$ 1.32
Average order value (AOV)R$ 43
Add-to-cart rate12.8%
Organic impressions−15.2%
Product-by-product highlights (like-for-like)
Product
Views (neutral → post)
Revenue neutral
Revenue post
Δ revenue
Colar Prata Letra Inicial Zircônias 45cm
2,832 → 1,979
R$ 4,278
R$ 5,861
▲ +37.0%
Kit Brincos Trio Pontos de Luz 3/4/5mm
350 → 619
R$ 1,948
R$ 2,497
▲ +28.2%
Brinco Ponto de Luz e Coração Pendurado
789 → 985
R$ 590
R$ 1,395
▲ +136.3%
Brinco Fio Ponto de Luz 5mm
80 → 517
R$ 194
R$ 494
▲ +154.6%
Brinco Argola Coração Fio Quadrado 2cm
27 → 136
R$ 85
R$ 501
▲ +491.0%
Brinco Argola Infinito 5,5cm
277 → 114
R$ 832
R$ 300
▼ -64.0%
Executive summary
In a pressured post-date period, the Organic Lab description didn't sell by shouting discounts — it sold by holding value. The edited items grew +36.5% in revenue (1.4× the store) while preserving average order value (−3.7% vs −14% for the store), and they also gained organic signal: +45.8% impressions against −15.2% for the other product pages.
Methodological transparency
Observational analysis, with no randomized control group — this is correlation, not proven causation. The edited products were selected (several already best-sellers), which introduces bias. The result is mixed and honest: there are clear winners and items that fell. Recommendation: reassess in 60–90 days, ideally with a control group matched by type and price range.
Full methodological note · Source: Céu de Prata's GA4 and Google Search Console (via Reportei). Neutral window 03/15–04/13/2026; post window 06/19–07/18/2026 (30 days each). Edited = 41 products from the Organic Lab catalog (38 matched in GA4, 23 with traffic in both windows). Similar = non-edited products of the same types (earring/necklace). All groups measured in the same period to neutralize Valentine's Day seasonality. Bonus: 13 products launched already with the description generated R$ 4,038 and 1,799 views in the post window.
