Case study

Mars Petcare optimizes digital shelf imagery for global audiences.

How a global design and marketing organization made image performance measurable — and turned it into a 30% conversion uplift on Amazon.

5 min read·Pet care·Global
Pet parent with dog reviewing scored product imagery in Vizit
30%

Conversion uplift, measured in ordered units, following image optimization

30%

Faster content development time, driven by objective measurement

01

The challenge

Mars Petcare sought to identify high-performing images within the pet food category on ecommerce sites like Amazon and Chewy. As an expansive team operating across multiple countries, they needed a way to account for consumer preferences by region while improving brand consistency.

What they lacked was a standard: a scalable, repeatable definition of visual excellence that every market and every team could work against.

02

The action

Mars rolled out the Vizit platform to its global design and marketing teams to identify and validate optimized product images for their ecommerce pages.

Comparing results across audiences let Mars spot regional trends and retailer-specific best practices. And with a shared language for image performance, global teams began collaborating on common learnings instead of local guesswork.

03

The result

The team proved a correlation between higher Vizit Scores and online conversion across global audiences. For one set of SKUs on Amazon, Mars saw a 30% conversion uplift, measured in ordered units, following image optimization.

The findings now shape the design process itself — giving creatives a thorough brief of opportunities, obstacles, and best practices at the outset, and cutting content development time by 30%.

“Before Vizit, Mars never had a way to determine the imagery and design elements that contribute to conversion. Vizit gives us an anchor point — and we have proven that higher Vizit Scores have helped contribute to up to 30% conversion uplifts, measured in ordered units. We are now reporting on Vizit Scores in nearly a dozen countries, and Vizit has become a critical part of our infrastructure as a global organization.”
Roman Vorobiev
Director, Design and Artwork Management — Mars

One score, a dozen countries.

An objective anchor point

Vizit Scores gave every team a benchmarked measure of how effective an image is for its audience — before publishing.

Regional audience insight

Scoring the same content against different audiences surfaced regional preferences and retailer-specific best practices.

Briefs, not opinions

Findings feed the design process at the outset, so creatives start with a clear map of opportunities and obstacles.