01
Add missing product descriptions
Thin or missing descriptions force shoppers to guess why the product is worth buying.
+$14.9K/mo·253 products
×Forus Colombia S.A.S. (Local Operator) / Merrell (Global Brand)
Live audit · May 24, 2026merrellcolombia.com394 products · 394 sampledVTEX
Forus Colombia S.A.S. (Local Operator) / Merrell (Global Brand),
you're leaving $280.0K
on the table every year.
We audited 394 of your 394 products. Your catalog scores 56/100 — top Footwear & Athletic brands hit 80. That gap is worth $23.3K/month in unrealized sales.
!
Since you opened this report, went to a competitor. $0.00
56/100
Sales at risk
$23.3K/mo
$280.0K/yr if unaddressed
Products to fix
261 of 394
66% of catalog needs work
Time to fix
34d → 1m
Manual vs Dondo
39th percentile of 371 audited stores
The verdict
“You are performing slightly below the industry average. While your brand heritage is premium, your catalog presentation is currently 'discount-tier' due to missing data. Fixing descriptions alone could move you to a 78.”
Manual
270.8h/mo
$2.2K/mo
@ $8/hr · 270.8h
vs
Dondo
1 min
Included
Same result, automated
Where you're losing
Add missing product descriptions$14.9K/mo
Improve catalog SEO fields$7.7K/mo
Rewrite weak product titles$1.6K/mo
Add complete product image sets$1.4K/mo
Conservative
$10.6K/mo
Moderate
$23.3K/mo
Aggressive
$34.6K/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 $233.3K based on reported annual revenue of ~$750M USD FY2023 (Merrell Global Brand Revenue).
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 Camila,.
She's 55-65% of total sales of your revenue — and your product pages aren't answering her questions.
Camila is a 34-year-old marketing professional living in Bogotá who seeks balance through weekend hiking and trail running. She values brands that offer professional-grade performance without requiring a 'break-in' period, as her time for adventure is limited. While she is brand-loyal to heritage names like Merrell, she is increasingly tech-savvy and price-conscious regarding local competition.
Camila, the High-Altitude Urbanite
She walks in already thinking:
High price point compared to local Colombian brands and value competitors like Decathlon.
Concerns over long-term durability following reports of sole delamination in newer models.
Perceived risk of difficult return processes for online-exclusive technical apparel.
What she's trying to do:
Transition seamlessly from a morning mountain trail to a casual social setting without changing footwear.
Ensure maximum safety and traction on wet, diverse Colombian terrains to prevent injury.
Adopt sustainable outdoor gear that aligns with a personal commitment to eco-friendly consumption.
What pushes her to buy:
Planning a trip to technical terrains like Cocuy or Páramo de Sumapaz.
Availability of flexible payment options like Addi (6 interest-free installments).
Seasonal 'New In' arrivals that prioritize immediate 'out-of-the-box' comfort.
Technical Information Void
The catalog significantly fails to provide the technical validation this persona requires. With 64% of products lacking descriptions, technical items like the 'Baston Alsek' or 'Chaqueta Rani' offer no specs on weight, waterproofing, or material durability. This silence forces Camila to leave the site to search for specs on competitor pages, leading to high bounce rates for premium items.
02 · 02 — Voice
Your brand voice, scored.
Out-of-the-Box ComfortPrioritizing immediate wearability and ergonomic design to eliminate the traditional break-in period for outdoor footwear.
Technical DurabilityUtilizing high-performance materials like recycled meshes and waterproof membranes to ensure long-lasting protection in diverse terrains.
Inclusive AdventureDemocratizing the outdoor experience by providing gear that supports everyone from elite trail runners to casual hikers.
Sustainable StewardshipCommitting to a circular economy and the use of recycled or renewable materials to protect the trails we explore.
Best of your brand
Descubre la combinación definitiva de ligereza, durabilidad y agarre con los MTL Adapt Matryx. Estos tenis de élite de Merrell están diseñados para poner a prueba tus límites en el trail running.
Product Description - MTL Adapt Matryx
Your product pages
While flagship products like the MTL Adapt Matryx use evocative, performance-driven language, there is a significant drop-off in the accessory and lifestyle categories (Camisetas, Termos, Morrales) where descriptions are 'MISSING
Technical Storytelling vs. Operational Gaps
While flagship products like the MTL Adapt Matryx use evocative, performance-driven language, there is a significant drop-off in the accessory and lifestyle categories (Camisetas, Termos, Morrales) where descriptions are 'MISSING.' This creates a disconnect between the brand's mission to 'provide rigorously tested products' and a catalog that occasionally feels like a basic inventory list. To bridge this, the brand should extend its technical narrative—such as sustainability details or durability specs—into all SKUs to reinforce its premium positioning.
To share the simple power of being outside with everyone and provide rigorously tested products that over-deliver on performance, versatility, and durability.
~$750M USD FY2023 (Merrell Global Brand Revenue)
Revenue
~290 (Forus Colombia)
Team
~250,000 across platforms
Social presence
Outdoor enthusiasts, hikers, trail runners, and casual activewear consumers in Colombia.
Customers
Key differentiators
Moab 'Mother of All Boots' franchiseVibram outsole partnershipsOut-of-the-box comfortExclusive distribution by Forus in the Colombian market
Values
ComfortDesignDurabilityVersatilityPerformanceSustainability
Tech stack
VTEX e-commerceGoogle Analytics 4Google Tag ManagerFacebook PixelKlaviyo (Email)
1.6/5
Trustpilot (775 (Global))
4.4/5
Google (~500+ across Colombian flagship stores)
What customers love
- Immediate comfort without break-in periods
- Exceptional durability of the Moab line
- Good traction on diverse terrains
Common complaints
- Issues with sole delamination in some newer models
- Customer service delays for online returns
- High price points relative to local Colombian brands
Social presence
~5,000
tiktok
null
twitter
null
youtube
~95,000
facebook
$10,000 - $25,000
Ad spend/mo
Meta Ads, Google Search, Influencer Marketing
Ad channels
02 · 03 — Proof
Same product, rewritten for Camila,.
Chaqueta Cotton Waxed Jacket Mujer
Today
Chaqueta Cotton Waxed Jacket Mujer
No description.
After · Dondo
Merrell Women's Cotton Waxed Jacket: Waterproof & Rugged for Mountain Trails
Master unpredictable Andean weather with a rugged outer layer that repels moisture without sacrificing alpine style.
• Premium Waxed Cotton: Natural barrier against wind and light rain during technical high-altitude treks.
• Thermal Interior Lining: Superior heat retention for early morning starts in cold paramos like Sumapaz.
• Reinforced Cargo Pockets: Secure storage for your phone and trail snacks without risk of tearing.
Start your next adventure today with 6 interest-free installments via Addi and our official Merrell durability guarantee.
Baston Alsek Telescopic Tre Unisex
Today
Baston Alsek Telescopic Tre Unisex
No description.
After · Dondo
Merrell Alsek Trekking Pole: Adjustable Telescopic Aluminum for Technical Terrain
Reduce impact on your joints during steep descents with technical support that adapts instantly to your stride.
• Aircraft-Grade Aluminum: Maximum lightness for long hiking days without compromising structural integrity.
• Quick-Lock Telescopic System: Fast height adjustment for seamless transitions between technical climbs and descents.
• Natural Cork Grip: Prevents sweat slippage and absorbs vibrations on rocky surfaces to prevent hand fatigue.
Experience out-of-the-box comfort backed by Merrell's global heritage. Available now for secure Click & Collect pickup.
Morral Obo Expandable Backp Unisex
Today
Morral Obo Expandable Backp Unisex
No description.
After · Dondo
Merrell Obo Expandable Backpack: High-Capacity Hiking Pack with Hydration Port
Maximize your carry capacity from the city to the summit with a pack that evolves alongside your adventure.
• Expandable Main Compartment: Shifts from a 20L urban daypack to a full mountain rucksack in seconds.
• Padded Air-Mesh Back Panel: Active ventilation keeps your back dry during intense ascents like Monserrate.
• Integrated Hydration Port: Quick access to your water reservoir so you never have to break your hiking rhythm.
Designed for technical durability in all weather conditions. Secure your gear today with flexible payment options through Addi.
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 too short (35 characters)
- Lack of specific keywords for technical search intent
- Truncated or unfinished words like 'Backp' in Morral Obo
Recommendations
- Implement a naming convention: [Brand] + [Gender] + [Product Name] + [Key Technology/Material] + [Activity]
- Fix truncated titles to improve professional appearance
Issues
- 64% of products have zero description
- Technical gear lack specs on GORE-TEX, Vibram, or waterproofing
- Empty descriptions for high-ticket items like Baston Alsek and Cotton Waxed Jacket
Recommendations
- Generate technical descriptions for 252 missing items
- Prioritize 'Benefits first, Features second' approach
Issues
- Inconsistency in number of images per SKU
- Low image count (2 photos) for high-value items like Hayes Jogger and Athabasca Neck Gaite
Recommendations
- Ensure a minimum of 4 images per SKU: Front, Back, Detail/Texture, and Lifestyle shot
Issues
- Currency metadata error showing USD instead of COP
- Lack of installment visibility on high-ticket items over 400,000 COP
Recommendations
- Update VTEX feed metadata to reflect correct COP currency
- Integrate installment banners for partners like Addi or Sistecredito
Issues
- Visible internal logistics notes in tags (e.g., 'Plan A', '22 Feb')
- Unprofessional tag hygiene affecting front-end filters
Recommendations
- Clean tag database to remove internal date-based notes
- Replace internal tags with customer-facing attributes like 'Waterproof' or 'Ultralight'
Issues
- Restricted organic visibility to Branded Search only
- URLs ending in SKU codes instead of descriptive keywords
- Missing Alt-text for images and Meta Descriptions
Recommendations
- Standardize SEO metadata including H1 titles and Meta Descriptions
- Implement descriptive keyword-rich URL structures
03 · 01b — Issues
Top issues, ranked by cost.
01
64% Missing Descriptions
+$8.2K/mo252 products analyzed have no technical specs, causing customers to leave the site to find information
critical02
Currency Label Error
+$5.8K/moMetadata shows items as 'USD' while prices are 'COP', causing immediate user bounce for 1 million dollar jackets
critical03
Short/Generic Titles
+$4.2K/moTitles like 'Canguro Waistbag' fail to capture 50% of generic search traffic for outdoor gear
warning04
Low Image Count for Premium Items
+$3.0K/moProducts like Hayes Jogger (439,900 COP) have only 2 photos, increasing abandonment and return rates
warning05
Visible Internal Logistics Tags
+$2.1K/moTags like 'Plan A' and '22 Feb' reduce brand authority and clutter front-end filtering
warning03 · 02 — AI Search
Can AI find you? (0% visible)
0
claude0
gemini0
chatgpt0
perplexity0
Primary
0
Secondary
0
Mentioned
60
Absent
Visibility by intent
Queryclaudegeminichatgptperplexity
“What are the best hiking boots for women available in Colombia right now?”
“Best waterproof sandals for tropical climates and river trekking”
“Top rated moisture-wicking t-shirts for high-altitude hiking in the Andes”
“Best trail running shoes for beginners who also want to use them for walking”
“What are the best breathable neck gaiters for dusty trail conditions?”
“Columbia vs Salomon vs The North Face: which brand is better for hiking in Colombia?”
“How does Decathlon hiking gear compare to premium outdoor brands?”
“Is Timberland better than other professional hiking brands for actual mountain trekking?”
“Comparison of the best waterproof technologies between top outdoor footwear brands”
“Should I buy Salomon or a more traditional leather hiking boot for long distances?”
Who AI recommends instead
What to fix for AI visibility
“What are the best hiking boots for women available in Colombia right now?”
The brand is missing because product titles and descriptions lack geographic relevance and gender-specific 'best' rankings. Optimize content to mention 'Colombia' specifically and highlight the 'Botines Hike Tempo Exp Mid Wp' as a top-rated waterproof option for local terrains like Páramos.
mejores botas de senderismo para mujer Colombiabotas de trekking impermeables mujercalzado para montaña mujer ColombiaMerrell hiking boots Colombia
“Best waterproof sandals for tropical climates and river trekking”
Content gap regarding specific use cases like 'river trekking' and 'tropical climates.' The current description is too generic. Update the Huntington Sport page to emphasize quick-dry materials and traction in wet, humid environments common in regions like Amazonas or Chocó.
sandalias para trekking de ríosandalias impermeables para clima tropicalsandalias de caminata acuáticamerrell huntington sport columbia
“Top rated moisture-wicking t-shirts for high-altitude hiking in the Andes”
The 'Nuts T-Shirt' is positioned as 'Lifestyle,' causing AI to ignore it for technical 'high-altitude' queries. Rebrand the technical aspects of the fabric, focusing on moisture management (moisture-wicking) and breathability for high-performance hiking.
camisetas transpirables para senderismoropa técnica para los Andesmoisture-wicking shirts Colombiacamisetas de secado rápido hombre
“Best trail running shoes for beginners who also want to use them for walking”
The 'Mtl Adapt Matryx' is a high-end shoe, but its content doesn't address the 'beginner' or 'hybrid use' (walking) intent. Add copy explaining the comfort and stability for those transitioning from walking to trail running.
tenis de trail running para principianteszapatillas para caminar y correr montañacalzado híbrido trail y caminataMerrell Mtl Adapt Matryx trail running
03 · 03 — Benchmark
How you stack up.
Calzado, Ropa y Accesorios | Merrell Colombia (You)
56
Columbia Sportswear Colombia
84
The North Face Colombia
79
BrandDesc wordsLifestyle %Materials %Voice %
Calzado, Ropa y Accesorios | Merrell Colombia (You)84w96%22%73%
Columbia Sportswear Colombia155w75%85%88%
The North Face Colombia140w80%75%92%
Competitors were identified by filtering brands with active local Colombian e-commerce operations in the outdoor footwear and apparel niche. Metrics were estimated through sampling product detail pages (PDPs) for technical attribute density, metadata quality, and cross-referencing brand voice consistency against the Merrell Colombia benchmark.
Competitor metrics are estimates from public web signals, not scraped catalog counts.
Weak titles (0%)
Weak titles (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 (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (0%)
Thin descriptions (33%)
Insufficient images (0%)
Weak titles (0%)
Thin descriptions (69%)
Weak titles (100%)
Weak titles (100%)
Weak titles (100%)
Category distribution
Price analysis
$39,900
Min
$419,784
Avg
$399,900
Median
$999,900
Max
17%
Budget
19%
Mid-range
14%
Premium
Coverage
36%
Has description
557
Avg desc length
100%
Has images
5.2
Avg imgs/product
12%
Compare-at
0%
Psychological
33%
Avg discount
✕
Installments
✓
Bundles
Issues
- Only 12% of products show compare-at prices — missing urgency signals
- Only 0% use psychological pricing patterns (.99, .95)
- No installment/financing information visible in product descriptions
Recommendations
- Add compare-at prices to at least 20-30% of products to create urgency and anchor value
- 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
15
Perf
82
A11y
100
SEO
9.4 s
LCP
3.5 s
FCP
1.027
CLS
940 ms
TBT
Product page
30
Perf
71
A11y
100
SEO
8.9 s
LCP
Mobile issues
- Homepage mobile performance score is 15/100 — slow load times hurt mobile conversion
- Product page mobile performance is 30/100 — shoppers abandon slow PDPs
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
0
Avg links
4
Depth
✓
Breadcrumbs
✓
Cross-sell
Issues
- Average of 0 internal links per product page — weak interlinking
Recommendations
- Add related product links, category navigation, and contextual links to improve page authority distribution
27,720
Low est.
55,440
Mid est.
110,880
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.
+$7.7K/mo·261 products
03
Rewrite weak product titles
Weak titles hurt search visibility and make products harder to understand at a glance.
+$1.6K/mo·55 products
04
Add complete product image sets
Weak image coverage reduces trust and makes products harder to evaluate.
+$1.4K/mo·16 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 Title 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: 4.7h · Dondo: 4m
Week 2Description enrichmentContent Writer
More complete PDPs that explain value, answer objections, and support conversion.
Manual: 95.3h · Dondo: 17m
Week 3Image coverage expansionVisual Content / Photographer
Richer PDPs with stronger visual confidence and fewer abandoned product views.
Manual: 3.3h · Dondo: 1m
Week 4SEO & metadata cleanupSEO Specialist
A more discoverable catalog with cleaner metadata and stronger search intent.
Manual: 32.8h · Dondo: 17m
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
64% Missing Descriptions
Generate technical, persuasive specs for the 252 empty products using image and SKU analysis
+35% conversion rate·AI Description Writer
02
Short and Generic Titles
Rewrite titles to include brand, gender, and use-case keywords to optimize for Google Search
+20% organic traffic·AI Title Generator
03
Currency and Meta-tag Errors
Audit and fix the USD/COP label discrepancy across the entire VTEX feed
-15% abandonment rate·Listing Optimizer
04
Internal Tags and Data Hygiene
Clean up internal notes and professionalize customer-facing attributes for better filtering
+5% trust score·Listing Optimizer
05
Low Image Support for Apparel
Create lifestyle backgrounds and detailed context for products with limited photography
+12% conversion rate·AI Image Generator
04 · 03 — Queue
The product fix queue.
Connect Dondo and this becomes your work surface.
Product
Score
Impact
Feature
Chaqueta Cotton Waxed Jacket Mujer
25
+$2.7K
Listing Optimizer
Baston Alsek Telescopic Tre Unisex
28
+$2.2K
AI Description Writer
Morral Obo Expandable Backp Unisex
30
+$1.8K
AI Title Generator
Camisa Kuskov Shirt Hombre
42
+$1.5K
Listing Optimizer
Canguro Waistbag Unisex
45
+$1.3K
AI Title Generator
Termo Trinity Double Layer Unisex
45
+$1.2K
AI Title Generator
Pantalones Hayes Jogger - Black
48
+$1.0K
AI Image Generator
Cuellos Lifestyle Athabasca Neck Gaite
50
+$894
AI Image Generator
Dondo-style rewrite improved the sample title from 34 to 76 characters.The improved sample description went from 0 to 80 words.64% Missing Descriptions is tied to an estimated $23.3K/month.Technical Storytelling vs. Operational Gaps
Recap · what's at stake
You're losing $23.3K every month this stays as-is.
261 products to fix. Dondo runs it in 1 minutes.