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.

1. The 2019 Amazon
Acceleration Virtual Summit

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. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
Analicia Santaella
Partner Coordinator

4. Product Detail Page
Optimization and
Its Impact on
Ad Spend Efficiency

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

7. Page Performance Impacts Ad Performance

8. “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

9. 78% of consumers are more likely to buy from
a ‘personally relevant product page’

10. “One thing I love about
customers is that they are
divinely discontent.
Their expectations are
never static.”

11. Content Needs Do Not Remain Static

12. TimePIM
DAM
Other
Performance

13. TimePIM
DAM
Other
Performance
Days/Weeks

14. TimePIM
DAM
Other
Performance
Share
Category
Days/Weeks

15. TimePIM
DAM
Other
Performance
Share
Category Lost
Days/Weeks

16. TimePIM
DAM
Other
Performance
Share
Category
Better Way
Lost
Days/Weeks

17. 15%
TimePIM
DAM
Other
Performance
Share
Category
Days/Weeks
Sales Rank
Lost
Better Way

18. 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

19. 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

20. What is enhanced content?
Enhanced content: below-the-fold,
“from the manufacturer,” “A+ content”
on Amazon, “rich media” on Walmart

21. HTML Content: Text & Images

22. Comparison charts

23. 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

24. 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.

26. 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

27. 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

28. 53% of the time, a listing
with more images
will convert at a higher rate
and outrank it’s top competitor

30. 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