How can data become a game-changer for brands seeking to drive traffic to their detail pages or websites? And how can powerful design help brands win at conversion?
I partnered with Enlisted Design CEO Beau Oyler to consider these topics in a Cleveland Research Company webinar on Oct. 13. While Oyler and I couldn’t be a more unlikely duo, combining Pattern’s data and Enlisted’s design has been nothing short of incredible for brands. Below are the main takeaways from our discussion.
I started Pattern with the idea that we could apply data science principles to moving products. Our primary skill—and where we have the most fun—is using data to help brands understand where they sit in the market and what might be their next opportunity. When we first started, we couldn’t have anticipated the success we’ve seen using this data-driven focus.
Before we get into the specifics of our data-driven models and what they mean for brands, I’d like to first invite executives to consider how they’re staffing their ecommerce teams. While I often hear from CEOs who claim their ecommerce teams aren’t that good, I’m finding that idea is largely flawed. Companies often expect a small team of 3-7 people to manage everything regarding ecommerce, including D2C sites, marketplaces, logistics, price erosion etc. All of these issues are compounded with extending global footprints. The amount of work that this small team needs to figure out is simply untenable.
The revenue equation for ecommerce is simple: revenue is generated by multiplying traffic, conversions, and price. For now, I’m going to focus on driving traffic and how to repeat that traffic for customer lifetime value.
Driving traffic The first factor to consider is the macro drivers of traffic—the countries where you can decide to invest your money—and their Gross Merchandise Volume (GMV). The U.S. market is huge, but is dwarfed by China, an essential area to focus on if you want your brand to stay relevant in the next decade. Japan and European markets are also relevant while India and Russia are less so. Examining these macro trends helps brands understand where they can get the most traffic for the least cost.
Keywords and keyword phrases, driven by search, are the most important underlying components of traffic in ecommerce. Pattern’s patent-pending concept, Laddered Destiny, helps analyze how brands fare in the keyword searches most relevant to their product and niche. It also looks at SEO words and bigrams to consider and uses lemmas to ensure brands are using the right root words in their product listings.
Laddered destiny to grow ecommerce Laddered Destiny helps us answer questions like, “Which keywords could you win?” While, for example, a new brand probably couldn’t win the keyword “probiotic” on day 1 on Amazon, it could perhaps win “probiotic for women” or “probiotic for women over 40.” Laddered Destiny helps brands focus on such niche keywords that other brands largely ignore.
We can look at the data Laddered Destiny provides us for Whistle, a brand that creates GPS trackers for pets. We can see which keywords Whistle is currently winning—or showing up in the top 4 search results—in blue. In the case of the screenshot above, Whistle is winning the search term “dog gps tracker.” This keyword phrase is high in both relevance and volume. The yellow dots represent keywords and keyword phrases that Whistle’s similar competitors are winning but Whistle is not.
On the bottom of the model, in the more niche areas, we can see Whistle dominates less in the lower relevance keywords, like, as pictured above, “gps tracker.” Since the right side of the graph focuses on keywords that appear in a high volume of searches, this may be an interesting area to which Whistle can expand.
Laddered Destiny also provides insight into which words and bigrams brands should consider. It compares lemmas to ensure brands are hitting the right root words in its product names and descriptions. Interestingly, the top recommendation for the Whistle product is “dog,” a word which currently does not appear in the product title.
The valuable data Laddered Destiny gives us helps brands know which keywords to focus on, where to budget advertising money, and which products to develop next. We’ve found that the difference between diving into this data at a deep level and ignoring it can be absolutely game-changing, but it’s not magic—in order to be successful, the product itself has to be phenomenal. It needs to be highly relevant along with having great reviews and a good price.
While my remarks focused on how brands can drive traffic to their products, Oyler focused on how brands can convert this traffic into sales through compelling design.
“The data and analytics can all get us to that moment of introducing the brand or the product to the consumer, but then how do we win to convert that to sales?” Oyler said. “That’s where design becomes our greatest advocate and our greatest conversion tool. That’s when design becomes far more than just aesthetics; it becomes a tool for sales.”
Enlisted Design, which Pattern recently acquired, has seen indisputable success by redesigning, rebranding, and relaunching brands. One such brand is Joyfull Cheese Co., a private label co-manufacturer for Whole Foods invested in a proprietary brand launch by Enlisted and grew sales by 60% in just 18 months.
Perdue Chicken tells a similar story. After Enlisted redesigned its packaging and relaunched the brand, it saw a 7% lift on their multi-billion dollar business. Pet food brand Organix also benefited from Enlisted’s services and now enjoys a 90% share in the organic pet food market.
“We use data to understand the consumer reaction to the current brand, and then use that data and go into testing to create better experiences and better manifestations of a brand’s story,” Oyler said.
So, what’s the secret? How can rebranding and new packing completely transform a brand’s presence and sales? Oyler said it comes down to crafting an emotional connection between the consumer and the product. While the function of a product is important, competing companies quickly come to adopt similar feature sets and price points. The DNA of a brand communicated through design, however, is much more difficult to replicate.
“Where we find the most success is where we bring both the function, or the data of what a consumer is searching for, and we add the emotion through the form factor, through the color, material, finish,” Oyler said. “We create products that are not just function based but lifestyle-led, so that when a consumer sees the product, they look at it and think, ‘I want that in my life.’”
Stance, an apparel brand that sells socks and underwear, recently revamped its product and packaging with Enlisted’s help. Oyler said the goal was to create a packaging experience consistent with Stance’s core DNA, which includes sustainability. Enlisted redesigned the sock packaging to use 50% less plastic, 50% less paper, and all soy-based inks.
But do these subtle changes pay off? Absolutely, Oyler argues.
“When you look at pre-launch, post-launch for Stance’s packaging, you see that the consumer adoption is much greater because, yeah, it looks better, but it also communicates better, and it communicates to the core DNA of who stance is,” Oyler said.
Need help incorporating data and design to tell your brand’s unique story? Contact us using the form below to learn more about how Pattern can help your brand beat the competition.
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.
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.