Build a Product Page that Wins Your Brand Holiday Sales
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Search, scan, add to cart – brands have a series of micro-moments to win over holiday shoppers online. They put their trust in the search bar and product detail pages. We’ll share data insights and a detailed strategy to build your product detail pages that outranks competitors and earns buyer’s trust.
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Build a Product Page that Wins Your Brand Holiday Sales
- 1. Copyright 2017 - Q4 Amazon Virtual Summit BUILD A PRODUCT PAGE THAT WINS YOUR BRAND HOLIDAY SALES THE Q4 AMAZON GROWTH SUMMIT FOR BRANDS
- 2. Day 1 | Session 1 - 10:00 - 10:45 am PT Looking Back While Moving Forward for Success this Amazon Q4 Day 1 | Session 2 - 11:00 - 11:45 am PT Grow Sales without More Inventory with Better Inventory Management Day 2 | Session 1 - 10:00 - 10:45 am PT Q4 Preparedness: Product Strategies for Maximum Impact Q4 Summit Details Day 2 | Session 2 - 11:00 - 11:45 am PT Build a Product Page that Wins Your Brand Holiday Sales
- 3. ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in the Poll Question! Analicia Santaella Webinar Coordinator Today’s Logistics
- 4. ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in the Poll Question! Analicia Santaella Webinar Coordinator Today’s Logistics
- 5. Malcolm Faulds EVP Marketing Today’s Speaker
- 6. Today’s Agenda ● The new holiday landscape ● What consumers are looking for ● How brands prepare for the Q4 rush ● 8 steps to win the holidays BONUS: Simple holiday readiness check!
- 7. New Holiday Landscape This will be a record holiday season Between the robust consumer economy, the ongoing shift to ecommerce, and the bankruptcy of Toy R Us, holiday 2018 promises to be a record season.
- 10. Holiday Search Trends Change Fast Item 2016 Avg. Holiday Rank 2017 Avg. Holiday Rank dog toys 9647 31 pressure cooker 9751 222 security camera 9998 489 laptops 9691 190 beard trimmer 9810 475 balloons 9333 48 tv 9232 8 electric blanket 9472 252 popcorn machine 9924 768 espresso machine 9373 300
- 11. 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 Winning on Amazon Takes Work
- 12. It’s Not Enough to Be Famous
- 17. Site trust stats Consumers Trust Amazon More than Your Brand
- 18. More, Better Images Drive Conversion
- 19. Household StaplesElectronics Clothing Importance of Reviews Aligns with Price
- 20. 51% of the time, a listing with more bullets will convert at a higher rate and outrank its top competitor
- 21. 53% of the time, a listing with more images will convert at a higher rate and outrank its top competitor
- 22. 58% of the time, a listing with more reviews will convert at a higher rate and outrank its top competitor
- 23. Holiday Search Habits Over the holidays, consumers are searching using a much wider range of terms
- 24. Product Content Pushes Brands are aggressively trying to boost their product findability and buyability to meet holiday shopper expectations.
- 25. 8 Steps to Win Holiday Sales
- 26. Quickly improve sales rank by optimizing product content for limited set of top-volume products. 1 - Prioritize Your Top ASINs
- 27. 3Ps often “piggyback” on 1P pages, leading to uneven pricing, messaging, and customer experiences. 2 - Police Your Variants
- 28. The A9 algorithm chooses product selection consumers initially see. If you are out of stock, your traffic and your sales will go to a 3P seller or a brand competitor. Every SKU causes active damage to your brand 3 - Stay in Stock
- 29. What is it? This report tracks whether your products are in stock, who is winning the Buy Box and at what price merchants are offering your product. Leverage this information to diagnose out of stock issues, lost buy box issues, MAP violations by 3p sellers, possible fake product listings, etc. 4 - Monitor Who’s Winning the Buy Box
- 30. Data on the keywords that are the most popular 5 - Out-Hussle the Competition with Keyword Updates
- 31. 6 - Update Your Images
- 32. 7 - Make the Most of Enhanced Content
- 33. 8 - Monitor What’s Working, and Adapt Quickly
- 34. 8 - Monitor What’s Working, and Adapt Quickly
- 36. Holiday Product Page Checklist 1. Reviews: 15+ 2. Rating: 4 stars+ 3. Images: 3+ 4. Videos: 1+ 5. Feature bullets: 3+ 6. Titles: optimize for A9 performance 7. Product description: 250+ words 8. A+ content/EBC: yes! 9. Pricing: win the buy box at a profit 10. Availability: be proactive to avoid out of stocks 11. Monitor 3P sellers: variants, MAP violations
- 37. Get your free content report at grader.salsify.com
- 38. Questions for Today’s Speakers? Malcolm Faulds EVP Marketing