Having driven millions in revenue for Fortune 100 brands while revolutionizing a small business through eCommerce optimization, the strategies can change the game for your sales goals.
Having driven sales through Amazon, Walmart, Target and a number of other online channels, questions surrounding which elements to focus on come up frequently.
While my teams have innovated alongside the Amazon development team and provided innovation concepts to a number of retailers, ensuring the bones are in place is most important for every brand.
The product page elements can be overwhelming, but breaking them into several pillars can help you ensure each of your products has the pertinent information to help it perform for algorithms, consumer behaviors and product conversions.
Take a look at the breakdown here of the most important factors for product pages.
Controlling the experience, the shipping and all of the components is usually a top concern for brands. The challenge of using your brand site as the primary driver for your sales is the issue of eyeballs.
Unless you are a national brand or have excellent SEO, you’ll want to consider the impact that being available on Amazon can have. From 2014-2017, I helped a Shark Tank brand, ReadeREST, transform their sales volume by focusing nearly entirely on Amazon.
With open marketplaces like Amazon, you can latch on to other search terms consumers are using. In the case of ReadeREST, I focused hard on a high frequency term, “shark tank products.” This term was searched many times more than brand-centric terms.
After ranking 2nd for that term, sales went through the roof. This then allows them to rank more highly with even more competitive terms like “eyeglass holders” and other relevant terms.
Check out how I led an innovation showcase for Amazon on behalf of Unilever, which led to our team winning an ADDY award.
These examples of advancing ReadeREST product shots helped contribute to a large increase in conversions and as a result, revenue. Click the hotspots below for tips.
Close-up product shots help confirm expectation of features, design and functionality
Mixing benefit statements with visuals of functionality helps the user see it in action
Icons showcasing product differentiation to competitors is helpful
Integration of offers helps increase consideration
Showcasing use cases for the product helps expand their imagination, where possible.