The Resolution Layer · Case Study in BriefEKOM
Mattress product pages.
A read of a sample of product pages from a large mattress retailer — where a shopper chooses by size first and by price second, and a search engine or an assistant reads what the page says about itself. One of a set of anonymized EKOM analyses — what surfaced, and where it leads.
Lead finding · the page cannot name itself
None of the 15 pages has a readable main heading, and three have an empty title.
Fourteen pages have no heading at all and the fifteenth has one with no text. Three pages on two brands carry an empty title once loaded, so a search result may have little to name them by. The product's name is already in each page's share-preview title and its data; it is simply not used for either field.
Also surfaced
Sizes priced out of order
A Queen priced below a smaller size on two mattresses at one store, and one price across five sizes on a third. One inversion did not reproduce at a second store, so each is stated for the store and day seen.
Original prices with no basis
Ten of the 15 pages show a sale against an original price, 22% to 79% off. Two different mattresses share one original price, and another original is exactly two and a half times its sale price.
Financing a machine cannot read
A payment plan, with a term from 6 to 72 months, appears on all 15 pages as a sentence, and in none of the structured data. The monthly figure follows a regular rule, so the fields can be populated from what the page already states.
How EKOM read it. EKOM opened 15 product pages across seven brands one at a time in an ordinary browser, and read the visible page, the page head and the structured data inside it. Nothing was supplied. It then checked sizes against sizes, the sale against the original, and the page's words against its data, and re-read the headline findings two days later. It is a sample: every share is a share of the 15 pages.
From diagnosis to channel-ready. The four findings collapse into three upstream mechanisms — a page template that carries a name for sharing but not for the page, sizes priced one at a time with no rule that price rises with size, and prices and payment plans held as page copy rather than as fields. Fixing the findings fixes the findings; fixing the mechanisms stops them recurring on every page added next. Then the same intelligence holds the line at intake.