There are millions of products in the health and wellness category, from pharmaceuticals to fitness equipment to groceries and more. For a wellness brand entering the ecommerce space, that can be incredibly intimidating. How do you compete? How can you grow?
On July 1, our Pattern team discussed some of the best practices and tips that can help wellness brands increase their revenue and thrive across all ecommerce platforms. Here are five.
Ninety six percent of ecommerce consumers are outside of the U.S, with China being one of the biggest players. JD.com alone, the second largest marketplace in China, is expected to surpass Amazon’s Global Gross Market Value by 2023 or 2024. Wright says moving into international marketplaces to capture their traffic is almost a must-do for brands.
“You almost have to get in front of this curve, even as a wellness brand, to have the next five or ten years be dominant for your brand,” said Dave Wright, CEO of Pattern. “That’s where the traffic will come from, that’s where it’s already coming from now.”
Cross-border ecommerce is one of the simplest ways to get your brand international, and it doesn’t require much in terms of regulatory compliance. Partnering with companies like Pattern that have boots on the ground internationally and can help you create a personalized strategy can take it to the next level.
When it comes to advertising, Wright says everything comes down to search. Organic searches are the least expensive way to drive traffic to your brand, and according to Wright, focusing on how you can win on certain keywords and determining if your brand can live on those keywords organically will give you the biggest bang for your buck.
“If your product is of high quality, then as long as you give it its day in the sun, you will win there organically, then you don’t have to keep spending money,” Wright said.
The key to effective advertising, Wright says, is to use an algorithmic advertising engine that can determine which keywords to drive dollars into, put those dollars into those keywords, and adjust ad spend accordingly if you win.
Our Predict Software can help brands do just that, making everything from ad spend to ROAS completely visible and transparent. Contact us here to get a free demo.
Showcasing your products in a way that educates, engages, and connects with customers—and doing that consistently across all channels—is critical for conversion.
It’s important to put keywords in your listing title and description for SEO purposes, but what really helps conversion is your image stack.
“Over 95% of the people that will make a purchase will view every single image on a product listing,” said Josh Mendenhall, VP of Creative at Pattern. “They’re trying to figure out what the product is. They’re trying to be educated on it.”
For wellness brands, putting things like high quality nutritional charts, infographics, or video in your stack or below the fold is a great way to engage customers. Make sure you utilize every space you have available to maximize engagement, and look to customer reviews for ideas of what you can highlight in your images. Just remember to make sure your content is compliant and keep a consistent look across all channels so customers can easily identify your brand.
Pattern's supplement brands have experienced increased conversion due to great image stacks. Check out these case studies to learn more about how Pattern's helps wellness brands succeed on ecommerce:
The health and wellness category is not immune from the ills of price erosion—grey market sellers often undercut brands on price, hurting their relationship with practitioners and distributors as well as wrecking their image. Price erosion ultimately costs brands their profit, which is what makes price management so important.
“The best case scenario here is that everybody always gets the lowest price, because that’s the only price available, which is your MAP price,” said Jared Mason, Director of Brand Management at Pattern.
Consistently enforcing MAP across every channel helps your distributors feel confident in your brand and weeds out unauthorized sellers so your brand can grow. It also prevents negative side effects of erosion like Buy Box suppression.
Once you’ve got eyes on your products, the best thing to do for your brand and your buyers is make sure they feel supported prior to, during, and after the sale on all marketplaces.
Brands that prioritize good customer service—like responding to buyers in under 24 hours and answering their questions—increase the likelihood that their customers will return. Combined with effective advertising, expansion, price management, and content conversion, good customer service can help your wellness brand thrive and continue to thrive with the brand loyalty to back it up.
Pattern has valuable experience helping wellness brands succeed on ecommerce, in the US ad globally. Schedule a free consulation for your wellness brand here.
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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.