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Increase Amazon Detail Page Conversions by Leveraging Creative Content

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Salsify & Tinuiti bring you - Increase Amazon Detail Page Conversions by Leveraging Creative Content. A webinar that deep dives into brand equity and brand creative in the Amazon space. We will also talk on how to best optimize your conversions and measure your success.

Published in: Retail
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Increase Amazon Detail Page Conversions by Leveraging Creative Content

  1. 1. Increase Amazon Detail Page Conversions by Leveraging Creative Content Amazon Branding Deep Dive: Taking Your A+, EBC, & Store Content to the Next Level
  2. 2. Today’s Logistics ● Session recording and slides will be sent ● Submit questions to our panelists ● Join in on our poll questions throughout ● Resources available as handouts Analicia Santaella Partner Coordinator
  3. 3. Experts-Only Approach Strategic acquisitions have positioned us as the leading independent performance marketing agency Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate • Conversion Rate Optimization • Creative Services • Analytics & Marketing Science
  4. 4. Today’s Speakers AJ Swamy Client Services Manager Leo Carrillo Manager, Marketplace Channels Chris Kiertz Sr. Marketing Manager
  5. 5. About Salsify Salsify helps brand manufacturers deliver the product experiences consumers demand. Product Experience Management (PXM) platform: ● PIM/DAM ● Content Syndication ● Analytic Insights www.salsify.com
  6. 6. Agenda Branding on Amazon in 2019 3 Pillars of brand positioning that drive page performance Measuring brand equity on Amazon Amazon creative 101 - how to elevate your branding Tracking creative success
  7. 7. When listing your products on Amazon, where do you prioritize branding? Poll Question ● Mostly above-fold content ● Mostly in A+ content, EBC & Store ● Nowhere - we prioritize sales over branding
  8. 8. Brand Positioning as a Weapon
  9. 9. Copyright 2017 - Q4 Amazon Virtual Summit Brand Positioning as a Weapon https://www.emarketer.com/content/more-product-searches-start-on-amazon
  10. 10. Copyright 2017 - Q4 Amazon Virtual Summit How Much Content Do Consumers Demand? Images Videos
  11. 11. Copyright 2017 - Q4 Amazon Virtual Summit Most Brands Fail to Deliver
  12. 12. Copyright 2017 - Q4 Amazon Virtual Summit Why is this important?
  13. 13. Copyright 2017 - Q4 Amazon Virtual Summit Brand Still Commands a Premium “Between similar products online, which of the following has driven you to spring for a higher priced option?”
  14. 14. Copyright 2017 - Q4 Amazon Virtual Summit Framework +
  15. 15. Copyright 2017 - Q4 Amazon Virtual Summit Point of Difference/Reason to Believe Target Consumer(s) Frame of Reference 3 Pillars of Brand Positioning
  16. 16. Copyright 2017 - Q4 Amazon Virtual Summit Target Consumer(s) Target Consumer ● Implicit ○ Implying who the target audience is without identifying it in photography or copy ○ Ideal for products with a wider appeal ● Explicit ○ Calling out the intended audience in copy or photography ○ Better for niche products or professional products
  17. 17. Copyright 2017 - Q4 Amazon Virtual Summit Target Consumer
  18. 18. Copyright 2017 - Q4 Amazon Virtual Summit Frame of Reference Frame of Reference ● How should the consumer be thinking about your brand or product? ○ Category membership ○ Abstract consumer goals
  19. 19. Copyright 2017 - Q4 Amazon Virtual Summit Frame of Reference Frame of Reference ● How should the consumer be thinking about your brand or product? ○ Category membership ○ Abstract consumer goals
  20. 20. Copyright 2017 - Q4 Amazon Virtual Summit Beer Frame of Reference - Category Membership Light Beer
  21. 21. Copyright 2017 - Q4 Amazon Virtual Summit Dog Food Frame of Reference - Category Membership Wholesome Dog Food
  22. 22. Copyright 2017 - Q4 Amazon Virtual Summit Frame of Reference - Category Membership
  23. 23. Copyright 2017 - Q4 Amazon Virtual Summit US Pet Food Market $30b Annual Growth Rate 4%↑ Wholesome Market Share 10%↑ US Pet Food Category
  24. 24. Copyright 2017 - Q4 Amazon Virtual Summit Point of Difference & Reason to Believe Point of Difference / Reason to Believe ● Why is your product or brand superior to the alternatives? ● What is their reason to believe?!
  25. 25. Copyright 2017 - Q4 Amazon Virtual Summit What Would Don Draper Do?
  26. 26. Copyright 2017 - Q4 Amazon Virtual Summit Point of Difference / Reason to Believe !! ! !!!
  27. 27. Copyright 2017 - Q4 Amazon Virtual Summit Point of Difference / Reason to Believe
  28. 28. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon The founder “knew nothing about starting a company, building consumer electronics, or selling products.” Consumer Electronics Company
  29. 29. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon Founded 2011 Annual Revenue $600m Valuation $1.1b
  30. 30. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon - Anker
  31. 31. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon - Anker
  32. 32. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon - Anker A good product doesn’t get your product found on Amazon
  33. 33. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon - Anker Target persona Frame of Reference Points of difference
  34. 34. Branding on Amazon 101
  35. 35. Copyright 2017 - Q4 Amazon Virtual Summit Measuring Brand Equity Brand Equity is an intangible metric to define the success of a brand ● Brand Equity is made of the following elements: Brand Awareness Brand Associations Perceived Quality Brand Loyalty
  36. 36. Copyright 2017 - Q4 Amazon Virtual Summit Measuring Brand Equity Investing in brand equity can lead to overall success on the marketplace Brand Equity
  37. 37. Copyright 2017 - Q4 Amazon Virtual Summit Developing Brand Equity on Amazon A lot of Vendors and Sellers have established brand equity outside of Amazon Amazon provides Vendors and Sellers a few tools to translate that brand equity from outside Amazon to Amazon: Brand Stores Enhanced Content Detail Page Images On page Content
  38. 38. Copyright 2017 - Q4 Amazon Virtual Summit Amazon Stores How do you take advantage of Amazon Brand Stores? ● Create customized landing pages to match specific traffic sources ● Showcase brand value on your homepage of your Store
  39. 39. Copyright 2017 - Q4 Amazon Virtual Summit Amazon Stores Discoverability How do customers land on your Brand Stores 1. Internal Traffic on Amazon through Sponsored Brands
  40. 40. Copyright 2017 - Q4 Amazon Virtual Summit Amazon Stores Discoverability /stores/page/2A08F8F5-A392-471A-9EE7-EC1B59540DA6?channel=AMS-Test How do customers land on your Brand Stores 2. External Advertising (W2A) via Search/Social
  41. 41. Copyright 2017 - Q4 Amazon Virtual Summit Amazon Stores Discoverability How do customers land on your Brand Stores 3. Organically through the brand link
  42. 42. Elevate Your Product Listing
  43. 43. Copyright 2017 - Q4 Amazon Virtual Summit Comprehensive Detail Page Title Bullet Points Detail Page Imagery Product Descriptions Enhanced Content
  44. 44. Copyright 2017 - Q4 Amazon Virtual Summit Develop Your Messaging Mix Brand Messaging ● Tell your brand story ● Develop your brand aesthetic & tone ● Establish brand equity ● Communicate key elements of your brand Product Messaging ● Communicate the main reasons to buy ● Describe product complexities ● Address product-related FAQs Brand Message Product Message
  45. 45. Copyright 2017 - Q4 Amazon Virtual Summit Cohesive Brand Messaging
  46. 46. Copyright 2017 - Q4 Amazon Virtual Summit Comprehensive Detail Page Title Detail Page Imagery
  47. 47. Copyright 2017 - Q4 Amazon Virtual Summit What are Amazon Detail Page Images? Title Use text overlays and graphic design elements to visually communicate the key reasons to buy your product above the fold.
  48. 48. Copyright 2017 - Q4 Amazon Virtual Summit Comprehensive Detail Page Title Written Content
  49. 49. Copyright 2017 - Q4 Amazon Virtual Summit Amazon SEO & Written Content Title Amazon Written Content consists of the optimizations of a products Title, Bullet Points, and Product Description Discoverability: Ensuring our listings are optimized for Amazon’s search algorithm Buyability: Ensuring our content speaks to our product features in the highest standard of the brand. We believe that investing both in Advertising and into Content Optimization strategies are necessary inputs to drive the discoverability and buyability cycle. a b
  50. 50. Copyright 2017 - Q4 Amazon Virtual Summit Comprehensive Detail Page Title Enhanced Content
  51. 51. The Ideal Customer Experience
  52. 52. Copyright 2017 - Q4 Amazon Virtual Summit Ideal Amazon Customer Experience
  53. 53. Copyright 2017 - Q4 Amazon Virtual Summit Ideal Amazon Customer Experience
  54. 54. Copyright 2017 - Q4 Amazon Virtual Summit Ideal Amazon Customer Experience “Luxury” “Legacy”
  55. 55. How to Track Success?
  56. 56. Copyright 2017 - Q4 Amazon Virtual Summit Conversion Rate ● Product Detail Page Conversion Rate ○ Business Reports ● Advertising Conversion Rate ○ Keyword/Campaign level Different CRs to consider:
  57. 57. Copyright 2017 - Q4 Amazon Virtual Summit Formula to Success Sessions Conversion Rate Sales
  58. 58. Copyright 2017 - Q4 Amazon Virtual Summit Formula to Success Sessions Conversion Rate Sales Example: In 5,000 sessions... Cost of Vincero Watch: $159 Without EBC: 5,000 12% CR 600 units With EBC: 5,000 13% CR (1% +) 650 units
  59. 59. Copyright 2017 - Q4 Amazon Virtual Summit Formula to Success Sessions Conversion Rate Sales Example: In 5,000 sessions... Cost of Vincero Watch: $159 Without EBC: 5,000 12% CR 600 units With EBC: 5,000 13% CR (1% +) 650 units Even a 1% increase in conversion rate can add up over the course of a month or year 50 unit increase @ $159 = $7,950 +
  60. 60. Key Takeaways
  61. 61. Copyright 2017 - Q4 Amazon Virtual Summit How Would You Rate Your Content?
  62. 62. Schedule Your 1:1 Strategy Evaluation
  63. 63. Download Our Newest Consumer Research Report - https://www.salsify.com/content/report-2019-consumer-research
  64. 64. Q & A AJ Swamy Client Services Manager Leo Carrillo Manager, Marketplace Channels Chris Kiertz Sr. Marketing Manager

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