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Increase Amazon Detail Page
Conversions by Leveraging
Creative Content
Amazon Branding Deep Dive: Taking Your A+, EBC, & Store Content to the Next Level
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
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
Today’s Speakers
AJ Swamy
Client Services Manager
Leo Carrillo
Manager, Marketplace Channels
Chris Kiertz
Sr. Marketing Manager
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
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
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
Brand Positioning as a Weapon
Copyright 2017 - Q4 Amazon Virtual Summit
Brand Positioning as a Weapon
https://www.emarketer.com/content/more-product-searches-start-on-amazon
Copyright 2017 - Q4 Amazon Virtual Summit
How Much Content Do Consumers Demand?
Images Videos
Copyright 2017 - Q4 Amazon Virtual Summit
Most Brands Fail to Deliver
Copyright 2017 - Q4 Amazon Virtual Summit
Why is this important?
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?”
Copyright 2017 - Q4 Amazon Virtual Summit
Framework
+
Copyright 2017 - Q4 Amazon Virtual Summit
Point of
Difference/Reason
to Believe
Target Consumer(s) Frame of Reference
3 Pillars of Brand Positioning
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
Copyright 2017 - Q4 Amazon Virtual Summit
Target Consumer
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
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
Copyright 2017 - Q4 Amazon Virtual Summit
Beer
Frame of Reference - Category Membership
Light Beer
Copyright 2017 - Q4 Amazon Virtual Summit
Dog Food
Frame of Reference - Category Membership
Wholesome Dog Food
Copyright 2017 - Q4 Amazon Virtual Summit
Frame of Reference - Category Membership
Copyright 2017 - Q4 Amazon Virtual Summit
US Pet Food
Market
$30b
Annual Growth
Rate
4%↑
Wholesome
Market Share
10%↑
US Pet Food Category
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?!
Copyright 2017 - Q4 Amazon Virtual Summit
What Would Don Draper Do?
Copyright 2017 - Q4 Amazon Virtual Summit
Point of Difference / Reason to Believe
!!
!
!!!
Copyright 2017 - Q4 Amazon Virtual Summit
Point of Difference / Reason to Believe
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
Copyright 2017 - Q4 Amazon Virtual Summit
#winning on Amazon
Founded
2011
Annual
Revenue
$600m
Valuation
$1.1b
Copyright 2017 - Q4 Amazon Virtual Summit
#winning on Amazon - Anker
Copyright 2017 - Q4 Amazon Virtual Summit
#winning on Amazon - Anker
Copyright 2017 - Q4 Amazon Virtual Summit
#winning on Amazon - Anker
A good product doesn’t get your
product found on Amazon
Copyright 2017 - Q4 Amazon Virtual Summit
#winning on Amazon - Anker
Target persona
Frame of Reference
Points of difference
Branding on Amazon 101
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
Copyright 2017 - Q4 Amazon Virtual Summit
Measuring Brand Equity
Investing in brand equity can lead to overall success on the marketplace
Brand Equity
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
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
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
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
Copyright 2017 - Q4 Amazon Virtual Summit
Amazon Stores Discoverability
How do customers land on your Brand Stores
3. Organically through the brand link
Elevate Your Product Listing
Copyright 2017 - Q4 Amazon Virtual Summit
Comprehensive Detail Page
Title Bullet
Points
Detail Page
Imagery
Product
Descriptions
Enhanced
Content
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
Copyright 2017 - Q4 Amazon Virtual Summit
Cohesive Brand Messaging
Copyright 2017 - Q4 Amazon Virtual Summit
Comprehensive Detail Page
Title
Detail Page
Imagery
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.
Copyright 2017 - Q4 Amazon Virtual Summit
Comprehensive Detail Page
Title
Written
Content
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
Copyright 2017 - Q4 Amazon Virtual Summit
Comprehensive Detail Page
Title
Enhanced
Content
The Ideal Customer Experience
Copyright 2017 - Q4 Amazon Virtual Summit
Ideal Amazon Customer Experience
Copyright 2017 - Q4 Amazon Virtual Summit
Ideal Amazon Customer Experience
Copyright 2017 - Q4 Amazon Virtual Summit
Ideal Amazon Customer Experience
“Luxury”
“Legacy”
How to Track Success?
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:
Copyright 2017 - Q4 Amazon Virtual Summit
Formula to Success
Sessions Conversion Rate Sales
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
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 +
Key Takeaways
Copyright 2017 - Q4 Amazon Virtual Summit
How Would You Rate
Your Content?
Schedule Your 1:1
Strategy Evaluation
Download Our Newest
Consumer Research Report -
https://www.salsify.com/content/report-2019-consumer-research
Q & A
AJ Swamy
Client Services Manager
Leo Carrillo
Manager, Marketplace Channels
Chris Kiertz
Sr. Marketing Manager

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Increase Amazon Detail Page Conversions by Leveraging Creative Content

  • 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. 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. 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. Today’s Speakers AJ Swamy Client Services Manager Leo Carrillo Manager, Marketplace Channels Chris Kiertz Sr. Marketing Manager
  • 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. 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. 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
  • 9. Copyright 2017 - Q4 Amazon Virtual Summit Brand Positioning as a Weapon https://www.emarketer.com/content/more-product-searches-start-on-amazon
  • 10. Copyright 2017 - Q4 Amazon Virtual Summit How Much Content Do Consumers Demand? Images Videos
  • 11. Copyright 2017 - Q4 Amazon Virtual Summit Most Brands Fail to Deliver
  • 12. Copyright 2017 - Q4 Amazon Virtual Summit Why is this important?
  • 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. Copyright 2017 - Q4 Amazon Virtual Summit Framework +
  • 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. 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. Copyright 2017 - Q4 Amazon Virtual Summit Target Consumer
  • 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. 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. Copyright 2017 - Q4 Amazon Virtual Summit Beer Frame of Reference - Category Membership Light Beer
  • 21. Copyright 2017 - Q4 Amazon Virtual Summit Dog Food Frame of Reference - Category Membership Wholesome Dog Food
  • 22. Copyright 2017 - Q4 Amazon Virtual Summit Frame of Reference - Category Membership
  • 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. 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. Copyright 2017 - Q4 Amazon Virtual Summit What Would Don Draper Do?
  • 26. Copyright 2017 - Q4 Amazon Virtual Summit Point of Difference / Reason to Believe !! ! !!!
  • 27. Copyright 2017 - Q4 Amazon Virtual Summit Point of Difference / Reason to Believe
  • 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. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon Founded 2011 Annual Revenue $600m Valuation $1.1b
  • 30. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon - Anker
  • 31. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon - Anker
  • 32. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon - Anker A good product doesn’t get your product found on Amazon
  • 33. Copyright 2017 - Q4 Amazon Virtual Summit #winning on Amazon - Anker Target persona Frame of Reference Points of difference
  • 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. Copyright 2017 - Q4 Amazon Virtual Summit Measuring Brand Equity Investing in brand equity can lead to overall success on the marketplace Brand Equity
  • 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. 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. 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. 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. Copyright 2017 - Q4 Amazon Virtual Summit Amazon Stores Discoverability How do customers land on your Brand Stores 3. Organically through the brand link
  • 43. Copyright 2017 - Q4 Amazon Virtual Summit Comprehensive Detail Page Title Bullet Points Detail Page Imagery Product Descriptions Enhanced Content
  • 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. Copyright 2017 - Q4 Amazon Virtual Summit Cohesive Brand Messaging
  • 46. Copyright 2017 - Q4 Amazon Virtual Summit Comprehensive Detail Page Title Detail Page Imagery
  • 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. Copyright 2017 - Q4 Amazon Virtual Summit Comprehensive Detail Page Title Written Content
  • 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. Copyright 2017 - Q4 Amazon Virtual Summit Comprehensive Detail Page Title Enhanced Content
  • 51. The Ideal Customer Experience
  • 52. Copyright 2017 - Q4 Amazon Virtual Summit Ideal Amazon Customer Experience
  • 53. Copyright 2017 - Q4 Amazon Virtual Summit Ideal Amazon Customer Experience
  • 54. Copyright 2017 - Q4 Amazon Virtual Summit Ideal Amazon Customer Experience “Luxury” “Legacy”
  • 55. How to Track Success?
  • 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. Copyright 2017 - Q4 Amazon Virtual Summit Formula to Success Sessions Conversion Rate Sales
  • 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. 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 +
  • 61. Copyright 2017 - Q4 Amazon Virtual Summit How Would You Rate Your Content?
  • 63. Download Our Newest Consumer Research Report - https://www.salsify.com/content/report-2019-consumer-research
  • 64. Q & A AJ Swamy Client Services Manager Leo Carrillo Manager, Marketplace Channels Chris Kiertz Sr. Marketing Manager