3 Keys to Ecommerce Content Marketing That Drives Conversion

Emilee Valken

January 26, 2021

Your ecommerce revenue is the product of three basic factors—traffic, price, and conversion. If you're serious about increasing your revenue on online marketplaces like Amazon, your strategy needs to revolve around increasing one or more of these factors. Learn more about the ecommerce equation here.

Traffic can be expensive to increase, especially if your strategy includes paid advertising. Increasing your price isn’t usually a wise option because of the intense competition on online marketplaces.

Focusing on conversion, on the other hand, is one of the simplest ways to up your revenue on ecommerce without investing in advertising or raising your prices. But what does a conversion-based ecommerce strategy look like in practice? Pattern ecommerce experts answered that question, and many more, in a Jan. 20, 2021, webinar titled, “Marketplace Content Conversion: Dialing in Your 2021 Creative Strategy.”

3 keys to creating marketing content that converts

Content is the key to conversion on Amazon. Everything you curate to educate your customers about your products—listing titles, descriptions, photos, videos, A+ content, and below-the-fold marketing content—influence whether they click “add to cart” or keep shopping.

But not all ecommerce content is created equal. At Pattern, we don’t want our partners to create content that just takes up space, but content that directly translates to increased revenue. To create marketing content that converts, we focus on three key goals: engage, educate, and connect.

“We make some really beautiful visuals, but that’s not the goal,” said Pattern VP of Creative Josh Mendenhall in the webinar. “The goal is to do these three things of keeping someone engaged in this product.”

1. Engage

To successfully engage a customer, Mendenhall explained, brands need to focus more on high quality photo and video elements.

“Just because you have a product on Amazon and there’s a picture of it doesn’t mean that someone’s going to buy it,” Mendenhall said. “Educating consumers through the visuals of the product is the biggest thing that might be overlooked.”

Your photo stack should feature professional-quality images in a variety of settings. Here are a few best practices for ecommerce marketing content engagement on ecommerce:

  • Focus on lifestyle-led images that show consumers how your product can fit into their day-to-day lives.
  • Highlight your product’s key features by using photos showing it in use and in its environment.
  • Include aspirational photos with situations that customers can see and hope for in their own lives.

Mendenhall highlighted Pattern’s work with Popsockets, a popular phone grip brand, as an example of engaging photography. Pattern’s creative teams didn’t just create an image stack with a product 7 different times in 7 different angles. Instead, we showcased the glow-in-the-dark feature by shooting the product images in a set with black lights, and incorporated different types of photography to keep the consumer interested and engaged.

Ecommerce Content Marketing That Engages Customers (2021) | Pattern Blog

2. Educate

It’s a misconception that product education only happens through the bullet points, Mendenhall emphasized. He called image stacks a “huge opportunity” when it comes to educating consumers and pushing them closer to converting. The average person will view every image in an image stack but only read 20% of the webpage.

Make sure your photos show key features and benefits of your product. You can use iconography or infographic images to educate in a way that still engages. It can also be helpful to layer your images with powerful testimonials that would otherwise be buried by reviews. Consider showing your product’s actual size by comparing it to a common object and show consumers how to use your product.

Consider Pattern’s work with the health brand Thorne, pictured below. Highlighting the supplement’s key features—including that it’s dairy, soy, and gluten free—educates customers about the product through the photo stack instead of through the product description that’s often ignored.

Ecommerce Content Marketing That Educates Consumers (2021) | Pattern Blog

3. Connect

Connection is the third and final key to creating ecommerce content that converts. Consumers want to buy from brands they can feel emotionally connected to and passionate about.

Prioritize establishing and maintaining a consistent brand voice, branding, and style. It’s important to only work with partners and agencies that understand your style and are committed to maintaining it. Understand your demographic and highlight them in your visuals. And like we mentioned before, use aspirational photography when it makes sense.

The marketing below is a great example of a brand that uses its image stack to both highlight their demographic and use aspirational photography. Pattern partner Owlet creates a sock that monitors a sleeping baby’s heartbeat and oxygen levels. Since Owlet’s key demographic is mothers, particularly mothers who are seeking for reassurance that their babies are safe at night, the images highlight mothers who look rested, relaxed, and happy.

Content Marketing That Connects with the Consumer for Ecommerce (2021) | Pattern Blog

Best practices in ecommerce marketing content creation

While engaging, educating, and connecting form the basis of our content creation strategy, Mendenhall mentioned several additional tips and best practices that brands should keep in mind. Below are just a few:

  • Update and refresh your marketing content. While your brand should stay consistent, it’s important to periodically refresh your content. This is especially relevant for brands whose products perform best during certain times of the year. Make sure these updates are always data-based.
  • Create personas for your target demographic. Before you can implement any of your creative content, it’s important to understand who your client is and what kind of marketing content they’ll likely connect with.
  • Adapt listings for an international audience. When selling internationally, remain true to your brand while also appealing to the target international audience. Make sure all translations are accurate. You may also consider international live streaming or microblogging.
  • Consider investing in video content. Using video in your product listings improves conversion by up to 85%, helps SEO, increases email click through rates by 96%, and reduces returns by a quarter.
  • Maximize every opportunity to tell your brand’s story. This means using every available image slot, taking advantage of tools like A+ Content, creating an Amazon storefront consistent with your brand, and hosting Amazon Live events.

How working with Pattern can help you increase content conversion on ecommerce

For this webinar, we invited two of our partners, Spectra Baby USA and Zebra, to share how partnering with Pattern helped them improve their brand equity and increase conversion. Before partnering with Pattern, both brands struggled with more than 100 vendors selling their products on Amazon with inconsistent product listings and poor quality creative content. Now, Pattern is the sole seller for both brands, which has increased their conversion and revenue.

Spectra Baby USA manufacturers breast pumps and initially made up to 98% of its revenue through the insurance market. After updating the company’s branding to be more appealing to mothers and partnering with Pattern for a more unified message, National Sales Director Chris Mayhew said Spectra quadrupled its revenue, 20% of which comes from Amazon and retail partner sales.

“We weren’t in control of our brand,” Mayhew said. “Once we were finally in control of our brand and we conveyed what we wanted to do for moms, our conversion rate just skyrocketed.”

Zebra Ecommerce Strategy Advisor Cathy Lowery shared a similar experience with Pattern. Lowery said Zebra started partnering with Pattern 3 years ago to fix what she called a “mess” on ecommerce. Unauthorized sellers had started to cause a disruption in the marketplace because of poor image quality and inaccurate product listings.

“When we decided that the right strategy was to engage with one authorized seller, which was Pattern, that took us down the journey and the path of fixing all of those images and listings and so forth,” Lowery said. “And we’ve been extraordinarily happy with the results.”

Are you ready to take control of your brand and start creating ecommerce marketing content that converts? Pattern is here to help. Email hello@pattern.com or fill out the form here to schedule a free consultation today.

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Amazon's Sponsored Product ads
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What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

What Are Amazon’s Advertising Products? Sponsored Product, Brand, & Display Ads

Utilizing Amazon sponsored ads can be a smart way for a brand to drive greater traffic to a product listing and start increasing sales. While many brands still struggle to manage their advertising strategies, 30% of Amazon brand sellers increased their advertising budgets in 2022. As ecommerce executives (or even on the nose with VPs of ecommerce?)  approve their 2023 advertising budgets, it may be worth it to take a look at Amazon’s advertising products and the benefit they may have on increasing conversions. 

​​Pattern is the premier ecommerce accelerator with all of the expertise, data-driven insights, and technology brands need to gain control on Amazon and maintain their competitive niche. We know the high value of and how to utilize Amazon’s advertising products to drive the most traffic and conversions to benefit and accelerate your brand.

Here are Amazon’s three main advertising products you should know about in order to drive listing traffic to your products and increase conversions: 

For a brand executive who is selling their product on Amazon, you may not already know the differences between campaign type, so we will walk you through the differences and uses for each of these three ad campaigns.

Sponsored Product Ads

Sponsored Products are a mid-funnel advertising strategy that gives visibility to products above the top organic listings (see example below). This strategy uses custom keywords to get products in front of the consumers who are searching for them, however it can be used to capture new audiences as well.These cost-per-click (CPC) ads require no additional copy or images, but usually receive the most interaction of the campaigns and need to be monitored closely.

As you can see, these ads look just like an organic listing, however they say, “Sponsored,” on them. These types of ads can be especially effective forms of advertising because they tend to blend in with the organic results around them. With Sponsored Products, you can get your products in front of qualified customers who are searching for your product in such a way that doesn’t make them feel like they are being served an advertisement.

Sponsored Brand Ads

Sponsored Brand Ads are a top-of-funnel brand awareness tool and function on keywords. This ad format helps show a customer what they may be in need of and where to get it.  Commonly used to promote product lines or best sellers, a Sponsored Brand ad shows up as a banner above the search results (see example below). This type of ad requires that the brand showcase at least three separate products.

Unlike other campaigns used on the Amazon platform, Sponsored Brand ads require ad copy and a unique logo. These ads also can take customers to a custom landing page, or a page on the brand store, that way they get a clear and overall picture about who your brand is, what other products you sell, and why they can trust your brand

Sponsored Display Ads

Sponsored Display ads can be a tactic for top, middle, or bottom of the advertising funnel due to its varying targeting abilities. Although most commonly found under the bullet points of a detail page, these ads can also show in emails, newsletters, and even more locations off platform.

Unlike the previous ad campaigns discussed, sponsored display ads can target shopping behaviors, like repeat purchasers, similar product purchasers, and even people who viewed the detail page but did not buy. Sponsored Display ads help customers discover your brand, drive awareness, and create loyalty. 

The example above shows just one of the many placements Sponsored Display has.

Accelerate Your Sponsored Products With Pattern 

Rather than competing with each other, each of the three sponsored ad products focus on a different section of the sales funnel, allowing you to target your customers and hit your sales numbers, all while edging out possible competitors. When brands use these advertising campaigns, they can better optimize their ad budget to improve ROAS and build revenue. 

At Pattern, we have all the resources to help your brand build successful advertising and digital marketing campaigns on Amazon so you can increase traffic and conversions, which will in turn increase your revenue

World Cup US Header
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How Global Soccer Scores with U.S. Shoppers

**How Soccer Leagues & FIFA World Cup Influence U.S. Consumer Demand** In this analysis, Pattern evaluates changes in U.S. consumer demand for soccer products. This report will help uncover: * When are soccer products in highest demand in the U.S.? * Major League Soccer vs. English Football League * Does the FIFA Club World Cup influence consumer demand? * Do FIFA World Cup group announcements impact consumer demand? * Which soccer player jerseys are the most popular among U.S. consumers? * North American players * South American players * European players * How ecommerce retailers can prepare for the World Cup and more The [FIFA World Cup](https://www.fifa.com/tournaments/mens/worldcup/qatar2022) is hosted every four years, and the next tournament will kick off on November 20, 2022. With soccer top-of-mind for many consumers, we thought it would be a great opportunity to evaluate how consumer demand is impacted by soccer events in the U.S., Europe, and globally. To help ecommerce retailers and social media strategists better meet their consumers’ preferences, we also analyzed which player jerseys were the most popular among U.S. Amazon shoppers. **When are Soccer Products in Highest Demand in the U.S.?** Unsurprisingly, consumer demand for soccer products appears to be highest when league-specific events are in play. What is interesting to note, however, is which leagues have the strongest influence on consumer demand. Despite what one may believe, it isn’t North American activity that drives the most demand for U.S. shoppers. **Major League Soccer vs. English Football League** In the U.S., Major League Soccer is the official league for soccer players. Similarly, the English Football League is the official league in the United Kingdom. When comparing change in U.S. consumer demand month over month from 2019 – 2022, we found some noteworthy behaviors. As can be seen in the 2019, 2020, and 2021 charts below, there are moderate increases in consumer demand for soccer balls and jerseys when the Major League Soccer season starts across all years: <iframe title="Change in U.S. Consumer Demand for Soccer Products in 2019" aria-label="Interactive line chart" id="datawrapper-chart-Y5KoK" src="https://datawrapper.dwcdn.net/Y5KoK/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> At the start of the Major League Soccer season in 2019, demand for soccer cleats rose by 43%, demand for soccer balls rose by 38%, and demand for soccer jerseys rose by 28% compared to the month prior. <iframe title="Change in U.S. Consumer Demand for Soccer Products in 2020" aria-label="Interactive line chart" id="datawrapper-chart-byv7E" src="https://datawrapper.dwcdn.net/byv7E/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Again, at the beginning of the Major League Soccer season in 2020, demand for soccer balls rose by 28%. During this same period, however, interest in soccer cleats and soccer jerseys fell by 46% and 38%, respectively. This is likely due to the fact that the Major League Soccer season’s 2020 start date nearly coincided with the formal announcement of the COVID-19 pandemic. <iframe title="Change in U.S. Consumer Demand for Soccer Products in 2021" aria-label="Interactive line chart" id="datawrapper-chart-cBDJT" src="https://datawrapper.dwcdn.net/cBDJT/4/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> In 2021, the start of the Major League Soccer season in the U.S. saw a 46% increase in demand for soccer balls and 16% increase in demand for soccer jerseys. However, demand for soccer cleats fell by 24% during this same period. While moderate changes can be observed each year at the start of the Major League Soccer season, even more significant increases can be seen when the English Football League season commences. Here’s how consumer demand was impacted across all three years at the start of the English Foot League season: * **2019:** 47% increase in demand for soccer cleats; 0% increase in demand for soccer balls; 10% decrease in demand for soccer jerseys * **2020:** 54% increase in demand for soccer cleats; 47% increase in demand for soccer balls; 19% increase in demand for soccer jerseys * **2021:** 66% increase in demand for soccer cleats; 38% increase in demand for soccer balls; 40% increase in demand for soccer jerseys Except for 2019, consumer demand for soccer products in all three categories was higher at the start of the English Football League season than at the beginning of the Major League Soccer season. This suggests consumers are more closely following the English soccer season than the American league. **Does the FIFA Club World Cup Influence Consumer Demand?** As aforementioned, the FIFA World Cup occurs once every four years. However, the [FIFA Club World Cup](https://www.fifa.com/tournaments/mens/clubworldcup) is held every year. In 2020, the FIFA Club World Cup was originally planned for December; however, this got postponed until February 2021. As we can observe in the graph below, demand across all three soccer product categories reached their peak for the year during this time: <iframe title="Change in U.S. Consumer Demand for Soccer Products in 2021" aria-label="Interactive line chart" id="datawrapper-chart-cBDJT" src="https://datawrapper.dwcdn.net/cBDJT/4/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> This same trend was not observed during the 2019 FIFA Club World Cup tournament. During the timeframe of the tournament from December 11 – 21, 2019, demand across all three soccer product categories was relatively low: <iframe title="Seasonal Change in U.S. Consumer Demand for Soccer Products in 2019" aria-label="Interactive line chart" id="datawrapper-chart-d4ECO" src="https://datawrapper.dwcdn.net/d4ECO/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Several factors could explain why consumer demand increased coinciding with the 2021 FIFA Club World Cup compared to the 2019 tournament, including: * **Pandemic Worries:** While the global pandemic was not officially announced until March 11, 2020, initial reports on the coronavirus outbreak began in December 2019. Consumers may have been less interested in recreational activities and more focused on the emerging updates coming out of Wuhan, China. * **Tournament Planning:** The 2019 FIFA Club World Cup was formally announced on September 30, 2019 (only about two months from the tournament start date). By contrast, the 2021 tournament was announced in September 2020, originally slated for December 2020, and finally postponed until February 2021. The added anticipation and game delay could have contributed to more buzz around the tournament. * **Seasonality:** Since December marks the height of the basketball season in the U.S., consumers were likely more focused on basketball-related events than on soccer. This could also explain why more consumers were interested in soccer products during the FIFA Club World Cup in 2021 than in 2019. **Do FIFA World Cup Group Announcements Impact Consumer Demand?** We were able to take a look at how U.S. consumer demand changed following the 2022 FIFA World Cup group announcement. As it turns out, U.S. consumers actually experienced decreased demand following the announcement on April 1, 2022: <iframe title="Change in U.S. Consumer Demand for Soccer Products in 2022" aria-label="Interactive line chart" id="datawrapper-chart-lX0B6" src="https://datawrapper.dwcdn.net/lX0B6/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Since the FIFA World Cup announcement coincided with the end of March Madness and the start of the 2022 National Basketball Association playoffs, this could explain the decreased demand in soccer products among U.S. consumers. **Which Soccer Player Jerseys are the Most Popular?** Our team wanted to see which soccer player jerseys were most popular among U.S. consumers. To find this, we compiled a list of the most searched-for players in North America, South America, and Europe. From there, we tallied up all the searches in each category for all players from 2019 – 2022. Then, we compared the total searches for each individual player to the total for all players in their category. **North American Players** When it comes to soccer player preference for North American players, U.S. consumers have a clear favorite. According to our data, 95% of all searches for North American player-specific soccer jerseys between 2019 – 2022 were for American soccer player, Christian Pulisic. <iframe title="U.S. Consumer Demand for U.S. Soccer Team Member Jerseys 2019 – 2022" aria-label="Bar Chart" id="datawrapper-chart-fBlO2" src="https://datawrapper.dwcdn.net/fBlO2/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="255"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> While Pulisic is an attacking midfielder/winger for the United States national team, he currently plays for the Premier League club Chelsea in the United Kingdom. Since U.S. consumer demand for soccer jerseys is highest at the start of the English Football League season, this could explain Pulisic’s extreme popularity among U.S. shoppers. **South American Players** Consumer preference for South American players is a little less cut-and-dry; however, there is still a clear winner in the category. It turns out that most U.S. consumers (49%) prefer to support Lionel Andrés Messi of Argentina when it comes to South American soccer jerseys. Since many of these players also play in Europe, it makes sense that U.S. shoppers would be more interested in their jerseys than in U.S.-based players: <iframe title="U.S. Consumer Demand for South American Soccer Team Member Jerseys 2019 – 2022" aria-label="Bar Chart" id="datawrapper-chart-0dK9s" src="https://datawrapper.dwcdn.net/0dK9s/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="255"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **European Players** When observing the top searched-for European players, we were surprised to see that no players from the English Football League appeared at the top. However, there was a clear favorite again in this category for U.S. consumers: Kylian Mbappé. With 88% of total searches for European players, Mbappé’s popularity among U.S. consumers is undeniable: <iframe title="U.S. Consumer Demand for European Soccer Team Member Jerseys 2019 – 2022" aria-label="Bar Chart" id="datawrapper-chart-cIRiH" src="https://datawrapper.dwcdn.net/cIRiH/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="279"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **How Ecommerce Retailers Can Prepare for the World Cup & More** Understanding how U.S. consumers follow and respond to soccer leagues, both nationally and internationally, is essential for ecommerce retailers to anticipate and satisfy changes in demand. Using this data, online sporting retailers now understand the relationship between higher consumer demand for soccer products and gear to the start of the English Football League season. Empowered with this information, they can plan their supply chain and marketing calendars more effectively, ensuring all inventory, advertising, and customer support needs are met. Here are the top takeaways ecommerce retailers should prepare for based on our knowledge: * While demand is higher during the English Football League season start than the Major League Soccer season start, demand for soccer products is higher than the seasonal average at both times, so prepare accordingly. * The top three most popular soccer player jerseys among U.S. consumers are for Christian Pulisic, Kylian Mbappé, and Lionel Andrés Messi. * The FIFA Club World Cup may also have an impact on soccer product sales, so it’s a good idea to ensure products are well-stocked during this time each year. **If you’re interested in uncovering more data like this to empower your ecommerce strategy, [request a demo](https://pattern.com/contact-us/) from Pattern today!**

How Pricing Changes on Walmart.com Affect Your Brand
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How Pricing Changes on Walmart.com Affect Your Brand

Walmart.com has announced important changes regarding the “Was Price” and promotions on the digital marketplace. These updates make it more important than ever to optimize your price through implementing proper strategies, controlling your distribution channels, and being intentional about your pricing strategy.

And, as with all digital marketplaces, succeeding on Walmart.com requires performing well in all areas of The Ecommerce Equation. Which means as you optimize your listings’ pricing, as well as traffic, conversions, and availability, your revenue increases.

Pattern has the resources ecommerce brands need to optimize on marketplaces for each factor in the ecommerce equation. We have the technology and strategists to help you improve your traffic, the brand dedication and passion to help you achieve greater conversions, connections to econtrol specialists who help brands regain marketplace control, and the data you need to be able to make smart forecasting decisions for better product availability.

Below, we’ll cover how Walmart.com’s recent platform changes impact ecommerce brands’ ability to drive traffic and conversions for their products and how to strategize around them to work best in your brand’s favor. But first, let’s go over the changes themselves.

Walmart.com’s “Was Price” and Promotional Changes

Walmart.com’s newest changes reflect their mission to be the leader in low, everyday pricing. Therefore, Walmart’s customers come to the platform and expect low prices no matter what. Overall, these updates give consumers more visibility into the value they’re experiencing and hold brands more accountable in the pricing information they display.

Promotional Policy Changes

  • Due to Walmart’s updates, in order for your products to qualify for a strikethrough and show “Reduced Price” or “Clearance” flags on Walmart.com, your product’s promotion must be at least 10% off the “Was Price.” (Note: “Reduced Price” is the most common type of badging. Your teams can request this badge when filling out promotion upload files.) 

  • To specifically qualify for “Clearance,” the product needs to be discontinued and no longer replenished after selling through the remaining inventory.

  • Although “Rollback” is sometimes seen on site, it is a form of 1P-only badging.

  • Walmart now prohibits promotions lasting longer than 365 days.

“Was Price” Changes

  • Walmart’s “Was Price” was previously loosely defined and manually inputted on Walmart.com as an MSRP. Now, stricter rules are in place with regulations in the broader market to encourage enforcement and protect consumers. 

  • The “Was Price” is now defined by these terms on Walmart:

    • Either the 90-day median price paid by customers for the item on Walmart.com (excluding special promotions like holiday campaigns, limited time deals, rollbacks, and clearance);

    • Or the median price offered by Walmart or Marketplace sellers for the item on Walmart.com for at least 28 out of the last 90 days (excluding special promotions like holiday campaigns, limited time deals, rollbacks, and clearance).

How to Strategize for Success

1. Plan for Promotions Well in Advance

To protect your “Was Price” from price erosion, be intentional when planning promotions. To be most effective in your promotion, you’ll want to be able to give your customers a large enough discount to qualify for the slash-through and reduced price badging. 

Without the right pricing strategy in place, your products are in danger of falling into deeper and deeper discounting as you chase the ability to achieve slash-throughs and proper badging. Without the slash-throughs and badging, you’ll lose the ability to easily communicate the increased value of your product and the traffic and conversions you’re trying to earn by running the promotion in the first place. 

2. Keep Pricing Consistent

It’s important to keep your products’ prices as steady as possible to protect your promotion periods. As you prevent high-low price fluctuations, you’ll be able to use slash-through prices and promotional badges like “Reduced Price” and “Clearance” to your advantage in driving better traffic and conversions for your listings.

Without the ability to display badging, a promotion falls flat even if the price has been dropped. With steady pricing over time, you’ll be able to keep a stable “Was Price” and ultimately enjoy more rewarding promotional periods long-term.

3. Establish Excellent Brand Control

It’s important to remember that the “Was Price” policy also applies to 1P and other 3P sellers representing your products on Walmart.com. Unfortunately, your other strategies will be ineffective if other sellers are breaking your MAP policy or playing the high-low price game. So, it’s more important than ever for brands to be conscious of their distribution channels and keep rogue and unauthorized sellers in check.

Find Marketplace Confidence with Pattern

By allowing Pattern to be the authorized seller of your brand’s products and working with Vorys eControl law firm to eliminate rogue sellers, you can be confident in creating and executing a powerful  selling strategy on Walmart.com and other digital marketplaces. As a 3P seller partner, Pattern is truly invested in our partners’ success, we’ll help you to create and execute a strategy that truly prioritizes the long-term performance of your products on digital marketplaces.

Contact us today to learn more about the changes on Walmart.com and how you can optimize your performance.