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Leveraging Amazon’s EBC To Improve Conversion Rate & Drive Sales Volume

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Leveraging Amazon’s EBC To Improve Conversion Rate & Drive Sales Volume

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With Amazon’s marketplace getting increasingly saturated, sellers need to differentiate their products in every way possible. Enhanced Brand Content (EBC) provides just that. Why is branding on Amazon becoming a necessity? According to Amazon, EBC results in a 5%+ increase in sales velocity.

Some Topics We’ll Discuss:
Introduction To Amazon’s Enhanced Brand Content
Managing Your Brand Reputation On And Off Amazon
Tangible Benefits Of Investing In EBC
Analyzing Product Review Data To Build Your Brand
Live Walkthrough Of EBC designs
Don’t Miss Out—CPC Strategy & eComEngine team up to unpack how EBC can lead to higher sales velocity and conversions.

With Amazon’s marketplace getting increasingly saturated, sellers need to differentiate their products in every way possible. Enhanced Brand Content (EBC) provides just that. Why is branding on Amazon becoming a necessity? According to Amazon, EBC results in a 5%+ increase in sales velocity.

Some Topics We’ll Discuss:
Introduction To Amazon’s Enhanced Brand Content
Managing Your Brand Reputation On And Off Amazon
Tangible Benefits Of Investing In EBC
Analyzing Product Review Data To Build Your Brand
Live Walkthrough Of EBC designs
Don’t Miss Out—CPC Strategy & eComEngine team up to unpack how EBC can lead to higher sales velocity and conversions.

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Leveraging Amazon’s EBC To Improve Conversion Rate & Drive Sales Volume

  1. 1. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Branding on Amazon: Leveraging Amazon’s EBC To Improve Conversion Rate & Drive Sales Volume
  2. 2. ● Session Recording + Slides Will Be Sent Out ● Join in the Poll Questions! ● Submit Questions to Our Panelists Today’s Logistics
  3. 3. Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
  4. 4. Overview Founded in 2007 Headquartered in Richmond, VA Customers in 120+ Countries SOFTWARE FOR AMAZON SELLERS Solutions FBA Supply Chain Management Feedback & Review Management Amazon Marketplace Intelligence About eComEngine
  5. 5. AJ Swamy Client Services Manager Paul Rice Director of Marketing Today’s Speakers
  6. 6. Today’s Agenda ● Importance of Managing Your Brand Reputation On and Off Amazon ● Introduction to Enhanced Brand Content ● “The Why” behind Enhanced Brand Content ● Analyzing Product Review Data to Protect and Build Your Brand
  7. 7. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Importance of Managing Your Brand Reputation On and Off Amazon
  8. 8. Source https://www-internal.survata.com/blog/amazon-takes-49-percent-of-consumers-first-product-search-but-search-engines-rebound/ DECEMBER 20, 2017
  9. 9. Search Engines Want Accurate Data Visibility & Control
  10. 10. Search Engines Want Accurate Data ● Google ○ Brand Account Visibility & Control
  11. 11. Search Engines Want Accurate Data ● Google ○ Brand Account ○ Knowledge Graph Visibility & Control
  12. 12. Search Engines Want Accurate Data ● Google ○ Brand Account ○ Knowledge Graph ○ Manufacturer Center Visibility & Control
  13. 13. Search Engines Want Accurate Data ● Google ○ Brand Account ○ Knowledge Graph ○ Manufacturer Center ○ Review Visibility Visibility & Control
  14. 14. Search Engines Want Accurate Data ● Google ○ Brand Account ○ Knowledge Graph ○ Manufacturer Center ○ Review Visibility ● No 2nd Chance for a 1st Impression Visibility & Control
  15. 15. Brands Gaining Control ● Amazon working more directly with brands ○ Brand Registry opens doors: Visibility & Control
  16. 16. Brands Gaining Control ● Amazon working more directly with brands ○ Brand Registry opens doors: ■ Brandgating Visibility & Control
  17. 17. Brands Gaining Control ● Amazon working more directly with brands ○ Brand Registry opens doors: ■ Brandgating Visibility & Control
  18. 18. Brands Gaining Control ● Amazon working more directly with brands ○ Brand Registry opens doors: ■ Brandgating ■ Ads Visibility & Control
  19. 19. Brands Gaining Control ● Amazon working more directly with brands ○ Brand Registry opens doors: ■ Brandgating ■ Ads ■ Amazon Stores Visibility & Control
  20. 20. Visibility & Control Brands Gaining Control ● Amazon working more directly with brands ○ Brand Registry opens doors: ■ Brandgating ■ Ads ■ Amazon Stores ■ Enhanced Brand Content (EBC)
  21. 21. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Introduction to Enhanced Brand Content
  22. 22. New Brand Registry What is brand registry? ● Helps brand owners protect registered trademarks What is different in new brand registry? ● Brand support ● Brand protection ● Authorization of sellers
  23. 23. Enrolling in Brand Registry How do you register? ● Select a trademark as a key ● Enroll in new brand registry Why should you be brand registered? ● Access to EBC & headline search ads ● Provides authority over the detail page ● Evades counterfeit issues ● Creates trusted experience for customers
  24. 24. What is Enhanced Brand Content? ● Allows brand registered sellers to enhance product detail pages with additional text and images Why should you care about it? ● Educate Customers Around Product Complexities ● Develop Brand Equity and Awareness ● Potentially Increase Sales “Turn more advertising clicks into conversions” EBC Overview
  25. 25. EBC Templates New EBC Modular Templates ● 7 Modules ○ 5 Pre-built templates ○ Custom template ● More mobile-friendly options ● Additional creative options
  26. 26. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 “The Why” behind Enhanced Brand Content
  27. 27. Top Benefits 1. Develop Brand Equity 2. Educate Prospective Customers 3. Potentially Increase CVR
  28. 28. Benefit #1 Develop Brand Equity on Amazon ● Translate brand equity built on other channels onto Amazon ● Build brand identity on Amazon ● Incorporate PFI, lifestyle images, branded headers ● Showcase unique value proposition of products
  29. 29. Examples
  30. 30. Benefit #2 Educate Customers on Product Complexities ● Lead customers to making an informed decision ● Reinforce the “reason to buy” among your target audience ● Reduce customer returns & negative reviews ● Differentiate your products from those of competitors
  31. 31. Examples
  32. 32. Benefit #3 Potentially Increase CVR on Product Detail Page ● Drive CVR increase more than 5% ● Indirectly improves product’s search ranking ● Converts more customers with details
  33. 33. CVR Increase Success Story Pop-A-Shot ● ↑ 53% CVR in 30 days
  34. 34. CVR Increase Success Story WHOOSH ● ↑ 427% CVR in 30 days
  35. 35. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Analyzing Product Review Data to Protect and Build Your Brand
  36. 36. ● Monitor product reviews everywhere your products are listed - On Amazon, Google ● Social media, other platforms and review sites Review Monitoring is Essential
  37. 37. ● Monitor product reviews everywhere your products are listed - On Amazon, Google ● Social media, other platforms and review sites ● Automate online alerts - Google alerts, BuzzSumo, FeedbackFive ○ Mentions of your business, product names, Keywords related to competitive products, Businesses to watch Review Monitoring is Essential
  38. 38. ● Monitor product reviews everywhere your products are listed - On Amazon, Google ● Social media, other platforms and review sites ● Automate online alerts - Google alerts, BuzzSumo, FeedbackFive ○ Mentions of your business, product names, Keywords related to competitive products, Businesses to watch ● Be prepared to respond ○ Be careful about your response to a negative review Review Monitoring is Essential
  39. 39. What You Can Learn from Reviews 2 Scenarios: 1. Products you sell 2. Products your competitors sell
  40. 40. Copyright 2017 - Q4 Amazon Virtual Summit Product Review Intelligence on Products You Sell “Monitoring reviews can help you avoid product recall, listing suspension, or worse.” - Rachel Greer, Cascadia Seller Solutions
  41. 41. Copyright 2017 - Q4 Amazon Virtual Summit The “Dreaded” Negative Product Review Product Review Intelligence on Products You Sell “Monitoring reviews can help you avoid product recall, listing suspension, or worse.” - Rachel Greer, Cascadia Seller Solutions
  42. 42. Copyright 2017 - Q4 Amazon Virtual Summit The “Dreaded” Negative Product Review ● Negative reviews = great customer feedback ○ Risks - safety, compliance, FBA commingling ○ Defective SKUs ○ Manufacturer issues ○ Issues with the listing, packaging or shipping Product Review Intelligence on Products You Sell “Monitoring reviews can help you avoid product recall, listing suspension, or worse.” - Rachel Greer, Cascadia Seller Solutions
  43. 43. Copyright 2017 - Q4 Amazon Virtual Summit The “Dreaded” Negative Product Review ● Negative reviews = great customer feedback ○ Risks - safety, compliance, FBA commingling ○ Defective SKUs ○ Manufacturer issues ○ Issues with the listing, packaging or shipping ● Notifications are essential ○ Quickly gain the knowledge of any issues ○ Improve listings ○ Make the experience right for the customer ○ Your brand reputation is on the line! Product Review Intelligence on Products You Sell “Monitoring reviews can help you avoid product recall, listing suspension, or worse.” - Rachel Greer, Cascadia Seller Solutions
  44. 44. Copyright 2017 - Q4 Amazon Virtual Summit ● Product improvements ● Kitting opportunities Value of Customer Input Product Review Intelligence on Products You Sell
  45. 45. Copyright 2017 - Q4 Amazon Virtual Summit ● Product improvements ● Kitting opportunities ● Quick Tip: “I wish…” or “came with” Value of Customer Input Product Review Intelligence on Products You Sell
  46. 46. Copyright 2017 - Q4 Amazon Virtual Summit ● Product improvements ● Kitting opportunities ● Quick Tip: “I wish…” or “came with” ● Inventory decisions Value of Customer Input Product Review Intelligence on Products You Sell
  47. 47. Copyright 2017 - Q4 Amazon Virtual Summit ● Product improvements ● Kitting opportunities ● Quick Tip: “I wish…” or “came with” ● Inventory decisions Value of Customer Input “We truly regard product reviews almost as good as a form of currency. The more we have on any given product, the more we see sales continue to grow.” - Ammi Borenstein, CEO, Transitions2earth Product Review Intelligence on Products You Sell
  48. 48. Copyright 2017 - Q4 Amazon Virtual Summit Product Review Requests ● Customize your email to match your brand personality ● A good subject line is essential. No opens = no reviews ● Use emojis if it matches your brand ● Tailor your message with SKU-specific messaging ● Respond to reviews timely ● Automation makes it scalable Reviews inspire innovation! “Product feedback will more heavily influence conversions on a product detail page than seller feedback will.” - CPC Strategy Reviews are Critical
  49. 49. Your Competition’s Products Example B Example A Competitive Intel ● Keep an eye on the competition! ● What trends do you see in the quantity and quality of their reviews? ● Is their product lacking something that your product can provide? (Maybe as simple as multiple colors or size variations) ● Can you alter your product to make it even better?
  50. 50. Ways to differentiate: ● Product size or color ● Origin ● ‘Cool’ branding ● Better packaging ● Add a simple feature ● Promote ingredients ● Highlight a weakness of other brands ● Offer a bonus ● Kitting or multi-packs Building Your brand
  51. 51. Free Download: ● bit.ly/2KZDfc9 Brand Monitoring Checklist
  52. 52. Copyright 2017 - Q4 Amazon Virtual Summit Analyzing Product Reviews The Data ● Historical snapshot - 7, 30, 90 day trends ● Average number of reviews per day ● % of positive reviews ● % of negative reviews “The bottom line to me is passive intel; To have that task automated is invaluable to me. It saves me time that I can use for other things.” - Trevor Harmon, FeedbackFive user
  53. 53. Today’s Recap ● Importance of Managing Your Brand Reputation On and Off Amazon ● Introduction to Enhanced Brand Content ● “The Why” behind Enhanced Brand Content ● Analyzing Product Review Data to Protect and Build Your Brand
  54. 54. Special Offers Product Review Management ● 30 day free trial of FeedbackFive ● Monitor up to 100 ASINs during your trial! ● Use coupon code: CPC-18 ● Sign up at feedbackfive.com Brand Monitoring Checklist ● Free Download: bit.ly/2KZDfc9
  55. 55. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Amazon Strategy Evaluation CPC Strategy’s Amazon Strategy Evaluation is a comprehensive 60-minute analysis and assessment of your Amazon Seller Central account, advertising programs, product order volume, and profitability metrics. What Now? bit.ly/EBC-Evaluation
  56. 56. Questions for Today’s Speakers? AJ Swamy Client Services Manager Paul Rice Director of Marketing

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