Most business owners understand the power of Amazon, but they don’t know how to reach their sales goals. Advertising campaigns are an obvious way to do this, but with CPC’s rapidly increasing in 2020, what else can be done that won’t break the bank?
Here are 6 free ways to increase your sales on Amazon and help you reach more potential customers.
SEO on Amazon** is a little different than on other platforms like Google. If you opt to not optimize your detail pages during peak holidays or seasonality shifts, you will decrease the likelihood of potential customers finding you when they type common phrases in. This means fewer clicks for you, and more for your competitors.
There are a lot of great ways to find keywords. You can review your competitors listings and see what key phrases they have throughout their detail pages. You can spend some time learning about Amazon’s ranking factors and see what keywords can help increase your rank in the category.
You’ll need to choose the right keywords, create relevant product titles, write persuasive product descriptions and bullet points, and utilize backend search terms on your product page.
If you have a vendor account, you can also go to the “Brand Analytics” tab under reports to find the most common searches on Amazon in the past 24 hours. This is great data that can help you see the shifts in searching behaviours and help you stay ahead of the curve.
A+ Content is designed to help sellers increase the conversion rate on the page. That’s because it allows you to overcome objections, showcase your unique value proposition, and delve deep into the features and benefits of your products. It’s also excellent for your ranking since Amazon considers the quality of your content as part of its algorithm.
It enables a brand owner to describe their brand/products offering in a compelling and unique way. You can provide descriptions, high-quality videos, custom copy, and even charts. If you’re a brand registered seller, you can use A+ Content to stand out from your competitors.
Eighty-four percent of people trust online reviews as much as a recommendation from a friend. Reviews also factor heavily into Amazon’s ranking algorithm.
These reviews are a powerful tool in your marketing toolbox. Encourage customers to leave reviews, especially with descriptions of usage, product pictures, or videos as these help build trust. Always respond politely to negative feedback to ensure you look engaged with current customers.
Be sure to collect reviews across different platforms to drive sales and increase your rankings.
“Amazon Experiments” is a new way of testing your detail pages to ensure that you are putting forth the best detail page experience. The best form of testing is when you have 2 A+ Content tests start and end at the same time, and you have a clear way of measuring success. We recommend detail page views, conversion rate, reach, and sales.
How does it work? Great question. There are 3 easy steps:
In your 7-8 image stacks, did you know that you can place a video there? And did you know that the majority of users review these videos before even reading the bullet points?
59% of executives say they would rather watch a video than read bullet points. Videos are very powerful to potential consumers.
You can utilize video to help tell your brand story and the benefits of the product. These videos can also be used further down the detail page as well as in advertising video campaigns (this placement costs money).
As the saying goes, “You can’t manage what you don’t measure.” Every change and update you make should be tracked so you can see what’s working . . . and what isn’t.
Purchasing trends are continually evolving, and your ability to access actionable insights can make or break your brand’s success on Amazon. Unfortunately, metrics from Amazon may not tell the whole picture, which is why it’s important to get your hands on the most relevant statistics.
Some of the ways we recommend doing this is through business reports inside of your Vendor or Seller Central account. It can show you patterns in purchasing behaviours that can help you make your next move.
There are also other tools off-platform that can be helpful, like Helium 10 or Viral launch. These tools can help you see category performance and rank changes.
You’ll also need to analyze your competitors. Look at their reviews, Prime eligibility, pricing, sales numbers, and the quality of their listing. You can compete in all of these areas, and basic competitor research will help you see opportunities for improvement.
Is your brand doing these six things well? We can run a custom Marketplace Performance Score for you to find out how well you’re doing and how you match up to competition. Reach out here to learn more about MPS and get a custom analysis for your brand.
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Peak season is almost upon us and with all signs pointing to it starting earlier than ever, with Christmas gifting searches now ramping up in August and September, it’s time to start preparing for peak. In this article, we’re sharing our top five tips for planning and preparing for peak season with Google Ads and the strategies required to get your Paid Search ready so you can drive success over this crucial period.
In 2021, gifting search terms started increasing in popularity in August. The general trend is that people are looking, researching and weighing their options early, so it’s best to start your Paid activity early to ensure that you’re capturing that early research traffic. This will help drive revenue alongside aiding those consumers who are in their research phase.
From 2020 to 2021, spend during Cyber Week actually only rose 2% but in the weeks leading up to it, it increased by 16%. However, Cyber Week is still the biggest period during the latter half of the year, accounting for 23% of all online spend by consumers over peak. Being prepared and starting early will help you to maximise your time during this period.
According to Google, 48% of global consumers have stopped buying or using a service due to privacy concerns. Privacy is front of mind when consumers are shopping online and we know that Google is phasing out 3rd party cookies in 2023. This is going to make it much harder to track users online and it’s something that brands need to think about this now – waiting isn’t an option.
From a Google Ads point of view, you want to ensure you have set up the Google Ads tag across your site and have enabled ‘Enhanced Conversions’, which ensures all conversions are tracked and allows you to monitor other actions such as ‘Add to Cart.’ This is relatively easy to set up, especially if you use ‘Google Tag Manager’.
It’s also vitally important that you build up your first-party data during this time as this is data you own and it can be used when targeting consumers that have provided your brand with their email address. Pattern’s own experience shows that by segmenting and using first-party data, you can see a 10% improvement in revenue and ROI.
A full-funnel approach is now more important than ever as consumers become more discerning and have more choices than ever of where to shop.
Pattern has seen success with Google Ads’ ‘Discovery Campaigns’ (image-based ads that appear on Google platforms such as Gmail and the Google app), which have driven success both from a traffic and revenue perspective.
The performance of these campaigns is significantly enhanced by adopting a segmented and nuanced approach to first-party data and incorporating these into your campaigns. Other options for a full-funnel approach include YouTube and testing bidding on keywords that are more representative of the research phase. (e.g. ‘best baby clothes’ for a baby clothes brand)
Earlier this year, Google announced that they were moving away from Smart Shopping and launched Performance Max. This is a new campaign type that incorporates features and placements from Smart Shopping but expands them onto other platforms such as Gmail but also alternative creative options, such as images and videos.
Since Google has already started automatically upgrading Smart Shopping campaigns to Performance Max, expect to see some fluctuations in the first 2 weeks following the switch over but results generally seem positive. We recommend upgrading sooner rather than later to limit any potential impact to peak period.
Peak period will be even more competitive than in 2021 and you’ll need your budgets to support this period, we recommend boosting budgets in October to start capturing that early peak traffic. As we enter November and the Cyber Period, start early and make sure you are capturing those consumers looking for early bargains, ensuring you are being nimble in your optimisations and reacting to the data that you are seeing.
Overall, peak period is vital to help drive your sales and by preparing early, you will see strong results and drive success for your brand. If you want to discuss how your brand can navigate this next peak period, contact us to discuss your options with our performance team now.
Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces.
Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.
So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.
Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products.
An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.
An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.
Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.
At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services.
It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.
It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.
The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.
Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces.
With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.
Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.