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SALSIFY PRESENTS: PRODUCT DETAIL PAGE OPTIMIZATION AND ITS IMPACT ON AD SPEND EFFICIENCY

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Discover which product content can improve discoverability, conversion rates, and grow market share for your brand. During this webinar we’ll share the keys to creating a successful product content strategy based on the insights from leading brands and more than 30 million product pages. Learn how to adopt core tenants of product experience management and win on the ever-expanding, highly competitive digital shelf.

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SALSIFY PRESENTS: PRODUCT DETAIL PAGE OPTIMIZATION AND ITS IMPACT ON AD SPEND EFFICIENCY

  1. 1. The 2019 Amazon Acceleration Virtual Summit
  2. 2. 9 - 9:45 am PT 1 - 1:45 pm PT 11 - 11:45 am PT 12 - 12:45 am PT Today’s Timeline 10 - 10:45 am PT 2 - 2:45 pm PT SPS COMMERCE PRESENTS: GROWING YOUR BUSINESS WITH DROP SHIPPING & AMAZON CPC STRATEGY PRESENTS: ACCELERATE BRAND DISCOVERY WITH AMAZON’S NEW TARGETING & BIDDING SKUBANA PRESENTS: A PROVEN SEO FORMULA TO 10X YOUR TRAFFIC & CONVERSION IN 12 MONTHS OR LESS SALSIFY PRESENTS: PRODUCT DETAIL PAGE OPTIMIZATION AND ITS IMPACT ON AD SPEND EFFICIENCY SHIPBOB PRESENTS: HOW TO SHIFT LOGISTICS FROM A COST CENTER TO A REVENUE DRIVER AVALARA PRESENTS: SALES TAX 101 FOR AMAZON SELLERS
  3. 3. Today’s Logistics ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts Analicia Santaella Partner Coordinator
  4. 4. Product Detail Page Optimization and Its Impact on Ad Spend Efficiency
  5. 5. Let’s discuss: Rob Gonzalez Co-founder • Your Ad Spend • Relevance on the Digital Shelf • Impact of Search and Conversion • Ongoing Battle for Market Share • Examples of Optimization • Q&A
  6. 6. Page Performance Impacts Ad Performance
  7. 7. “You can advertise all you want, but if your product pages aren’t compelling, that money is a waste.” -Steve Johnson, Director of Ecommerce and Digital Marketing, E-Cloth
  8. 8. 78% of consumers are more likely to buy from a ‘personally relevant product page’
  9. 9. “One thing I love about customers is that they are divinely discontent. Their expectations are never static.”
  10. 10. Content Needs Do Not Remain Static
  11. 11. TimePIM DAM Other Performance
  12. 12. TimePIM DAM Other Performance Days/Weeks
  13. 13. TimePIM DAM Other Performance Share Category Days/Weeks
  14. 14. TimePIM DAM Other Performance Share Category Lost Days/Weeks
  15. 15. TimePIM DAM Other Performance Share Category Better Way Lost Days/Weeks
  16. 16. 15% TimePIM DAM Other Performance Share Category Days/Weeks Sales Rank Lost Better Way
  17. 17. You must keep optimizing to win 3 things to know about Sales Rank: ● It’s dynamic and changes with buyer behavior ● It’s relative to your competition in a given category ● Winners continue to win. Higher sales rank improves your visibility in search, increasing the likelihood you’ll keep winning
  18. 18. Above the fold Below the Fold Your opportunity to brand on retailers’ site Enhanced content: below-the-fold, “from the manufacturer,” “A+ content” “Enhanced Brand Content on Amazon, “rich media” on Walmart Above the fold A+ content
  19. 19. What is enhanced content? Enhanced content: below-the-fold, “from the manufacturer,” “A+ content” on Amazon, “rich media” on Walmart
  20. 20. HTML Content: Text & Images
  21. 21. Comparison charts
  22. 22. 2 3 2 3 Enhanced Content Improves Sales and Search Rank ● Enhanced content can increase conversion rates by 10% on Amazon ● Consumers will stay on your page longer to research the product ● Increased purchases will result in a higher sales rank
  23. 23. ShurTech Averaged a 15% Improvement for Sales Rank on Amazon ShurTech’s focus on enhancing product pages have lifted their search rankings to the top on high value products.
  24. 24. Why should you create them? Because it has real impact Amazon A+: increases sales by 10% Walmart rich media conversion: up 12-36% Tell your brand story: product detail page is the new brand site
  25. 25. Bring it all together for an optimized product page Images and videos need to match current packaging and advertising Title must be be optimized for discovery Unit data is accurate and appropriate to all markets where product is available. Feature bullets are maximized to appeal to customer needs. Product stock is actively managed Price compliant third-party sellers Price point optimized for conversion
  26. 26. 53% of the time, a listing with more images will convert at a higher rate and outrank it’s top competitor
  27. 27. 9 - 9:45 am PT 1 - 1:45 pm PT 11 - 11:45 am PT 12 - 12:45 am PT 10 - 10:45 am PT 2 - 2:45 pm PT SKUBANA PRESENTS: A PROVEN SEO FORMULA TO 10X YOUR TRAFFIC & CONVERSION IN 12 MONTHS OR LESS SPS COMMERCE PRESENTS: GROWING YOUR BUSINESS WITH DROP SHIPPING & AMAZON CPC STRATEGY PRESENTS: ACCELERATE BRAND DISCOVERY WITH AMAZON’S NEW TARGETING & BIDDING SHIPBOB PRESENTS: HOW TO SHIFT LOGISTICS FROM A COST CENTER TO A REVENUE DRIVER AVALARA PRESENTS: SALES TAX 101 FOR AMAZON SELLERS Please hold for our next presentation starting at 11am PT / 2pm ET SALSIFY PRESENTS: PRODUCT DETAIL PAGE OPTIMIZATION AND ITS IMPACT ON AD SPEND EFFICIENCY

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