01
Add missing product descriptions
Thin or missing descriptions force shoppers to guess why the product is worth buying.
+$65.0M/mo·222 products
×Forus Colombia S.A.S. (Local operator of Merrell)
Live audit · May 24, 2026www.merrell.com.co0 products · 50 sampledVTEX
Forus Colombia S.A.S. (Local operator of Merrell),
you're leaving $1392.0M
on the table every year.
We audited 50 of your 0 products. Your catalog scores 56/100 — top Footwear & Athletic brands hit 80. That gap is worth $116.0M/month in unrealized sales.
!
Since you opened this report, went to a competitor. $0.00
56/100
Sales at risk
$116.0M/mo
$1392.0M/yr if unaddressed
Products to fix
238 of 0
Infinity% of catalog needs work
Time to fix
32d → 1m
Manual vs Dondo
39th percentile of 369 audited stores
The verdict
“You are at the lower end of the industry average. While photography is strong, the lack of technical SEO and descriptions is preventing you from reaching top performer status.”
Manual
249.8h/mo
$8.7M/mo
@ $34800/hr · 249.8h
vs
Dondo
1 min
Included
Same result, automated
Where you're losing
Add missing product descriptions$65.0M/mo
Improve catalog SEO fields$34.9M/mo
Add complete product image sets$14.1M/mo
Rewrite weak product titles$9.2M/mo
Conservative
$48.7M/mo
Moderate
$116.0M/mo
Aggressive
$169.6M/mo
Research-backed conversion impact rates
Descriptions: 10% conversion loss (Salsify 2024: 55% won't buy from poor content)Images: 15% conversion loss (Photoroom/Pixelz 2024: 58-100% sales increase with images)Titles: 5% revenue impact (15% CTR loss × 53% organic traffic share — FeedOps 2025)SEO: 5% organic traffic loss (BrightEdge 2025: 53% of traffic is organic)
Monthly online revenue of COP 1.2B based on reported annual revenue of ~$1.0B USD FY2023 (Merrell Global Brand Revenue via Wolverine World Wide).
Formula: Sampled 50 of 396 products (×7.9 extrapolation). Losses combined multiplicatively: 1-(1-r₁)(1-r₂)(1-r₃)(1-r₄) to avoid double-counting.
Act 02 · Audience
Who you're talking to, and the gap between you.
Before we look at what's broken, we need to understand who reads your product pages and what they came for.
02 · 01 — Buyer
Meet Mateo.
She's 60-70% of your revenue — and your product pages aren't answering her questions.
Mateo is a 34-year-old marketing professional living in Bogotá who spends his weekends hiking in Chingaza or trail running in the Antioquian mountains. He prioritizes high-performance gear that offers 'out-of-the-box' comfort to avoid the physical downtime of breaking in new boots. He is a conscious consumer who balances a desire for premium technical specs with the financial convenience of installment-based payments.
Mateo Restrepo
She walks in already thinking:
High price justification: Reluctant to spend over 1,000,000 COP on technical jackets or boots when the digital catalog provides zero descriptions or technical specs.
Sizing inconsistency: Concerned about reports of trail running models running small, especially when purchasing premium-priced items online.
Availability anxiety: Frustration over potential stock-outs of popular sizes in the Colombian market after seeing international marketing.
What she's trying to do:
Ensure physical safety and comfort on technical terrain to prevent blisters or slips during multi-day hikes.
Acquire versatile 'urban-to-trail' apparel that reflects a professional yet adventurous lifestyle.
Support sustainable manufacturing by choosing PFC-free and recycled materials through the 'This Is Home' initiative.
What pushes her to buy:
Financial flexibility: The 'Paga en 6 cuotas con ADDI' offer lowers the barrier to entry for high-ticket items like the Agility Peak 6.
Technical authority: Seeking specific technologies like Vibram® soles and Gore-Tex® for upcoming high-altitude treks.
Expedited logistics: Needs reliable '24-hour delivery in Bogotá' for last-minute gear replacements before a weekend trip.
Technical Specification Blindspot
While Mateo is a technical buyer, the catalog fails him with a 56% missing description rate. High-ticket items like the 'Chaqueta Ezeo 3-In-1' (1,199,900 COP) lack waterproofing ratings and insulation details, forcing him to research on competitor sites. Furthermore, the lack of sizing guides for 'small-fitting' trail runners fails to mitigate his primary purchase objection, leading to high abandonment despite the attractive ADDI payment options.
02 · 02 — Voice
Your brand voice, scored.
Performance EmpowermentFocusing on how specialized technology like Vibram and Gore-Tex eliminates distractions to let users focus on the trail.
Rugged ReliabilityEmphasizing the long-lasting durability and 'out-of-the-box comfort' that has defined the brand since 1981.
Inclusive AdventureReflecting the mission to share the power of being outside with everyone, from urban commuters to professional hikers.
Conscious ExplorationIntegrating sustainability efforts through the 'This Is Home' initiative, highlighting recycled materials and eco-friendly manufacturing.
Best of your brand
Diseñada para eliminar distracciones, esta zapatilla de trail running potencia tu concentración. Ligereza total y tracción absoluta.
Agility Peak 6 Product Description
Your product pages
While the brand positions itself as a technical leader (referencing M-Select and Vibram technologies), several catalog entries like the 'Camiseta T-Shirt' and 'Gorro Beanie' suffer from missing descriptions
Technical Narrative Inconsistency
While the brand positions itself as a technical leader (referencing M-Select and Vibram technologies), several catalog entries like the 'Camiseta T-Shirt' and 'Gorro Beanie' suffer from missing descriptions. This 'silent' catalog fails to support the mission of 'sharing the power of being outside' by leaving customers uninformed about the specific functional benefits of the apparel. Additionally, the presence of 'Page Not Found' errors on key content pages (About Us, FAQ) contradicts the brand's 'Reliable' value, creating a friction point in the digital customer journey.
To share the simple power of being outside with everyone.
~$1.0B USD FY2023 (Merrell Global Brand Revenue via Wolverine World Wide)
Revenue
~3,700 (Global - Wolverine World Wide)
Team
~155,000
Social presence
Outdoor enthusiasts, hikers, trail runners, and urban commuters seeking comfort and durability.
Customers
Key differentiators
M-Select™ technology for grip and weather protectionVibram® high-performance rubber solesWidely recognized as the 'best hiking boot in the world' by publications like Backpacker MagazineStrong focus on immediate out-of-the-box comfort
Values
ComfortDurabilityDesignVersatilitySustainability
Tech stack
VTEX (E-commerce Platform)Google Analytics 4Facebook PixelGoogle Tag ManagerVWO (A/B Testing)Zendesk (Customer Support)
3.8/5
Trustpilot (2,450 (Global))
4.5/5
Google (450 (Aggregated from major Bogotá stores))
What customers love
- Exceptional comfort from the first wear
- Durability of the soles (Vibram)
- Waterproofing capabilities of the Gore-Tex models
Common complaints
- Sizes running small on specific trail running models
- Stock availability issues for popular sizes in Colombia
- High price point compared to entry-level outdoor brands
Social presence
1,800
tiktok
12,500
youtube
67,000
facebook
1,200 (Forus Colombia)
linkedin
$15,000 - $25,000 USD
Ad spend/mo
Meta Ads, Google Search Ads, YouTube Ads
Ad channels
02 · 03 — Proof
Same product, rewritten for Mateo.
Chaqueta Ezeo 3-In-1 Jacket 1 Hombre
Today
Chaqueta Ezeo 3-In-1 Jacket 1 Hombre
No description.
After · Dondo
Merrell Ezeo 3-in-1 Men's Waterproof Jacket Thermal Insulation Versatile
Adapt your protection to the unpredictable Andean climate with this modular high-performance system. Designed for the technical hiker who demands versatility and durability.
• 3-in-1 Modular Design: Wear the waterproof shell and insulated liner together or separately to master any weather condition.
• Seam-Sealed Waterproofing: Advanced barrier technology keeps you bone-dry during heavy rainfall in the Páramo.
• High-Loft Thermal Lining: Retains body heat without adding bulk, ensuring out-of-the-box comfort for high-altitude treks.
• Secure Utility Pockets: Specialized storage for your GPS and essentials, keeping them accessible yet protected.
Master the mountain with confidence. Pay in 6 interest-free installments with ADDI and enjoy our rugged reliability guarantee.
Baston Alsek Telescopic Tre Unisex
Today
Baston Alsek Telescopic Tre Unisex
No description.
After · Dondo
Merrell Alsek Telescopic Trekking Pole Lightweight Aluminum Adjustable
Stabilize your pace and reduce joint impact during technical descents with the ultra-reliable Alsek series. These poles are engineered for hikers who value precision and portability.
• 6061 Aluminum Construction: Exceptional strength-to-weight ratio ensures rugged durability without slowing you down.
• Quick-Lock Telescopic System: Easily adjust height on the fly to match the incline of the trail for optimal ergonomics.
• EVA Contour Grip: Moisture-wicking handles prevent slipping and provide all-day comfort for long-distance treks.
• Carbide Tech Tips: Delivers absolute traction on rock, mud, or gravel paths.
Ready for your next weekend in Chingaza. Order today for 24-hour expedited delivery in Bogotá.
Camiseta T-Shirt Short Sleeve Mujer
Today
Camiseta T-Shirt Short Sleeve Mujer
No description.
After · Dondo
Merrell Women's Trail Running T-Shirt Quick-Dry Moisture Wicking Tech
Stay focused on the trail ahead with a performance tee that eliminates distractions. This technical shirt is optimized for high-intensity movement and immediate comfort.
• M-Select™ Wick Technology: Rapidly pulls sweat away from the skin to keep you cool and dry during steep climbs.
• Flatlock Frictionless Seams: Engineered to prevent chafing, allowing for a full range of motion without irritation.
• Recycled Technical Fabric: Part of our 'This Is Home' initiative, combining elite performance with conscious manufacturing.
• Reflective Safety Accents: Enhances visibility for early morning runs or low-light mountain conditions.
Experience the simple power of being outside. Backed by Merrell's commitment to inclusive adventure and sustainable exploration.
Act 03 · Diagnosis
Where it's bleeding, ranked.
Issues ordered by cost. Expand any row for the evidence.
03 · 01 — Dimensions
Six dimensions, scored.
Issues
- Average title length is only 36 characters
- Redundant terminology (e.g., Camiseta T-Shirt)
- Lack of technical specifications in titles
Recommendations
- Include [Brand] + [Model] + [Gender] + [Primary Benefit/Material]
- Target long-tail searches like 'waterproof hiking boots'
Issues
- 56% of sampled products have zero description
- High-ticket items like the Chaqueta Ezeo lack technical details
Recommendations
- Add at least 3 bullet points per product: Material, Best Use, and specific Merrell Technology
Issues
- Accessories only have 2 images on average
- Lack of lifestyle or scale shots for non-footwear items
Recommendations
- Ensure a minimum of 4 images for accessories
- Include scale shots for items like belts and neck gaiters
Issues
- Missing charm pricing opportunities
- Lack of visible product bundles
Recommendations
- Test .900 vs .000 price endings
- Implement 'Frequently Bought Together' widgets for the Hydro Moc line
Issues
- Internal logistics tags visible to customers
- Inconsistent terminology (e.g., Canguro vs. Banano)
Recommendations
- Clean up internal tag metadata
- Standardize naming conventions across the site
Issues
- Missing descriptions prevent search engine indexing
- Titles lack high-volume keywords
Recommendations
- Add 200 words of unique content to Top 20 best-sellers
- Optimize titles for technical keywords like 'Vibram' or 'Gore-Tex'
03 · 01b — Issues
Top issues, ranked by cost.
01
Missing Descriptions on High-Value Items
+$40.6M/mo56% of products, including items over 1.1M COP, have no text content.
critical02
Short, Non-Descriptive Titles
+$29.0M/moTitles average 36 characters, missing high-intent organic traffic.
critical03
Internal Metadata Leaks
+$20.9M/moScheduling tags like '22 Feb 8 horas' are visible to customers.
warning04
Technical Specification Gap
+$15.1M/moCritical technologies like Gore-Tex are not mentioned in metadata.
warning05
Insufficient Accessory Imagery
+$10.4M/moItems like belts and neck gaiters have only 2 images, lowering AOV.
warning03 · 03 — Benchmark
How you stack up.
Calzado, Ropa y Accesorios | Merrell Colombia (You)
56
Columbia Colombia
78
The North Face Colombia
81
BrandDesc wordsLifestyle %Materials %Voice %
Calzado, Ropa y Accesorios | Merrell Colombia (You)65w92%14%75%
Columbia Colombia115w65%85%90%
The North Face Colombia130w70%88%80%
Competitive analysis based on technical metadata quality, cross-referencing catalog richness (descriptions and imagery) and brand authority within the Colombian outdoor footwear market.
Competitor metrics are estimates from public web signals, not scraped catalog counts.
Thin descriptions (0%)
Thin descriptions (20%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (33%)
Thin descriptions (33%)
Insufficient images (0%)
Weak titles (0%)
Thin descriptions (50%)
Weak titles (67%)
Thin descriptions (67%)
Weak titles (100%)
Weak titles (100%)
Weak titles (100%)
Weak titles (100%)
Weak titles (100%)
Category distribution
Price analysis
$39,900
Min
$307,371
Avg
$269,900
Median
$1,199,900
Max
17%
Budget
21%
Mid-range
12%
Premium
Coverage
44%
Has description
423
Avg desc length
100%
Has images
5
Avg imgs/product
26%
Compare-at
0%
Psychological
42%
Avg discount
✕
Installments
✓
Bundles
Issues
- Only 0% use psychological pricing patterns (.99, .95)
- No installment/financing information visible in product descriptions
Recommendations
- Apply charm pricing (.99 endings) to high-traffic products for 1-3% conversion lift
- Add payment plan visibility to high-ticket product descriptions to reduce sticker shock
Homepage
35
Perf
82
A11y
100
SEO
4.4 s
LCP
2.7 s
FCP
0.176
CLS
2,130 ms
TBT
Product page
14
Perf
66
A11y
92
SEO
8.9 s
LCP
Mobile issues
- Homepage mobile performance score is 35/100 — slow load times hurt mobile conversion
- Product page mobile performance is 14/100 — shoppers abandon slow PDPs
- Product pages are 21 points slower than homepage — indicates heavy PDP content
Missing fields
BreadcrumbList schema
Sample pages
Recommendations
- Add BreadcrumbList schema to improve site hierarchy signals and search appearance
- Add Review or AggregateRating schema to display star ratings in search results
21
Avg links
4
Depth
✓
Breadcrumbs
✓
Cross-sell
33,660
Low est.
67,320
Mid est.
134,640
High est.
Act 04 · Plan
What we do about it.
One ranked roadmap, three views. Phase 1 alone recovers the majority inside 2 weeks.
04 · 01 — Roadmap
The action plan, three ways.
medium
02
Improve catalog SEO fields
Incomplete SEO fields limit how much organic traffic your existing catalog can capture.
+$34.9M/mo·238 products
03
Add complete product image sets
Weak image coverage reduces trust and makes products harder to evaluate.
+$14.1M/mo·32 products
04
Rewrite weak product titles
Weak titles hurt search visibility and make products harder to understand at a glance.
+$9.2M/mo·63 products
Your 7-day plan
Day 1Day 1: Fix the first batch of add missing product descriptions with AI Description Writer.
Day 2Day 2: Apply the same fix to 25 high-priority products.
Day 3Day 3: Address improve catalog seo fields for products with the most visible conversion gaps.
Day 4Day 4: Review Dondo-generated copy for brand voice and customer objections.
Day 5Day 5: Use AI Image Generator to clean up the next catalog issue.
Day 6Day 6: Publish improvements and check the highest-impact PDPs.
Day 7Day 7: Monitor performance and continue with the next product batch.
Quick wins — do these Monday
- Rewrite 10 worst product titles (10 min each, or instant with Dondo)
- Add descriptions to 5 products missing them entirely
- Add compare-at prices to 10 high-traffic products
Week 1Title optimizationSEO Specialist
Clearer product names that are easier to scan, search, and compare.
Manual: 5.3h · Dondo: 4m
Week 2Description enrichmentContent Writer
More complete PDPs that explain value, answer objections, and support conversion.
Manual: 83.3h · Dondo: 15m
Week 3Image coverage expansionVisual Content / Photographer
Richer PDPs with stronger visual confidence and fewer abandoned product views.
Manual: 6.7h · Dondo: 2m
Week 4SEO & metadata cleanupSEO Specialist
A more discoverable catalog with cleaner metadata and stronger search intent.
Manual: 29.8h · Dondo: 16m
PDP conversion rate
+15-25% lift
30 days post-fix
PDP bounce rate
-10-20% reduction
30 days post-fix
Organic CTR (Search Console)
+15-30% lift
60 days post-fix
Search impressions
+10-20% increase
60 days post-fix
Organic traffic
+10-25% lift
90 days post-fix
Indexed pages in Google
100% of catalog indexed
30 days post-fix
A/B test suggestion
Enriched product descriptions increase PDP conversion rate
Control
50% of products keep current descriptions
Variant
50% of products receive AI-generated benefit-led descriptions
Keep 20% of products unchanged as a control group. Compare conversion rate, bounce rate, and revenue per session between optimized and control products after 30 days.
Recommended tools
Google Analytics 4Google Search ConsolePlatform analytics (VTEX/Shopify)Heatmap tool (Hotjar/Microsoft Clarity)
04 · 02 — Recommendations
What Dondo fixes for you.
01
Empty product descriptions
Generates technical and benefit-driven descriptions for the 56% of empty listings.
+25-35% conversion rate·AI Description Writer
02
Sub-optimal SEO titles
Rewrites titles to include model, gender, and technical attributes.
+20% organic traffic·AI Title Generator
03
Visible internal tags and naming errors
Cleans metadata and synchronizes terminology for better site search.
Higher site search accuracy·Listing Optimizer
04
Competitive positioning
Benchmarks technical spec visibility against Decathlon and Columbia.
Improved premium brand perception·Competitor Analysis
04 · 03 — Queue
The product fix queue.
Connect Dondo and this becomes your work surface.
Product
Score
Impact
Feature
Chaqueta Ezeo 3-In-1 Jacket 1 Hombre
30
+$11.7M
AI Description Writer
Baston Alsek Telescopic Tre Unisex
40
+$9.8M
AI Description Writer
Camiseta T-Shirt Short Sleeve Mujer
45
+$7.8M
AI Title Generator
Cuellos Lifestyle Athabasca
50
+$6.5M
AI Image Generator
Tenis Para After Sport Hydro Moc Hombre
60
+$5.9M
Listing Optimizer
Dondo-style rewrite improved the sample title from 36 to 72 characters.The improved sample description went from 0 to 107 words.Missing Descriptions on High-Value Items is tied to an estimated COP 116.0M/month.Technical Narrative Inconsistency
Recap · what's at stake
You're losing $116.0M every month this stays as-is.
238 products to fix. Dondo runs it in 1 minutes.