Increase Amazon Detail Page Conversions by Leveraging Creative Content

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

Copyright 2017 - Q4 Amazon Virtual Summit
Brand Positioning as a Weapon
https://www.emarketer.com/content/more-product-searches-start-on-amazon

How Much Content Do Consumers Demand?
Images Videos

Most Brands Fail to Deliver

Why is this important?

Brand Still Commands a Premium
“Between similar
products online,
which of the
following has
driven you to
spring for a
higher priced
option?”

Framework
+

Point of
Difference/Reason
to Believe
Target Consumer(s) Frame of Reference
3 Pillars of Brand Positioning

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

Target Consumer

Frame of Reference
Frame of Reference
● How should the consumer be thinking about your brand or
product?
○ Category membership
○ Abstract consumer goals

Beer
Frame of Reference - Category Membership
Light Beer

Dog Food
Wholesome Dog Food

US Pet Food
Market
$30b
Annual Growth
Rate
4%↑
Wholesome
Market Share
10%↑
US Pet Food Category

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?!

What Would Don Draper Do?

!!
!
!!!

#winning on Amazon
The founder “knew nothing about starting a
company, building consumer electronics, or
selling products.”
Consumer Electronics Company

#winning on Amazon
Founded
2011
Annual
Revenue
$600m
Valuation
$1.1b

#winning on Amazon - Anker

A good product doesn’t get your
product found on Amazon

Target persona
Frame of Reference
Points of difference

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

Measuring Brand Equity
Investing in brand equity can lead to overall success on the marketplace
Brand Equity

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

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

Amazon Stores Discoverability
How do customers land on your Brand Stores
1. Internal Traﬃc on Amazon through Sponsored Brands

/stores/page/2A08F8F5-A392-471A-9EE7-EC1B59540DA6?channel=AMS-Test
2. External Advertising (W2A) via Search/Social

3. Organically through the brand link

Comprehensive Detail Page
Title Bullet
Points
Detail Page
Imagery
Product
Descriptions
Enhanced
Content

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

Cohesive Brand Messaging

Title
Detail Page
Imagery

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.

Title
Written
Content

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

Title
Enhanced
Content

Ideal Amazon Customer Experience

Ideal Amazon Customer Experience
“Luxury”
“Legacy”

Conversion Rate
● Product Detail Page Conversion Rate
○ Business Reports
● Advertising Conversion Rate
○ Keyword/Campaign level
Different CRs to consider:

Formula to Success
Sessions Conversion Rate Sales

Formula to Success
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

Formula to Success
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 +

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

Increase Amazon Detail Page Conversions by Leveraging Creative Content

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