Here at Pattern, we’re all about helping brands become successful, and through the years we’ve developed an ecommerce equation to do just that: visitors x conversion x basket size.
In this article, we’re breaking down each of the three strategies included in this equation and how we use it to help brands like yours grow and sell profitably on Amazon and other marketplaces.
Nobody’s going to buy your product if they’re not visiting where it’s sold, right? So the first thing we need to do is set up an effective product page, and drive people to it.
First and most importantly, you need to have high-quality images of your product, and you need to have a lot of them—enough so that a customer who can’t see the product physically feels like they still get a good idea of what it is they’re purchasing. Low-quality images are the quickest way to make potential customers leave.
Next, product highlights and descriptions—strike a balance between short, sweet, and informative. You want to draw the consumer in with your product highlights, and tell them what they need to know with the description. Avoid repeating yourself and run-on sentences. For more tips on writing awesome product descriptions check out our blog here.
Finally, utilize the tools available to you to drive traffic to Amazon and to your product page. Check out our blog here for a full list of both online and offline tools and how you can use them to drive more traffic to product pages.
So you got consumers to click on your product page—but now what? Here’s where conversion comes in. Getting visitors to your page and all of the things we told you about having great images and product descriptions are going to help with conversion. Essentially, content is king—and partnering with us helps create that awesome, conversion-driving content.
One of the things we’ll help you to do to not only get those first-time visitor conversions but repeat conversions is improving product reviews and having good customer service. Consumers will always trust each other more than they trust your brand, so while negative reviews may be annoying or difficult to deal with, don’t ignore them! Responding to negative reviews and offering help to a consumer can turn a negative experience into a positive one.
Acting like real people grows consumer trust and other people will notice, too.
Ah, pricing, that fickle mistress. How do you determine the right price for your product? And how to maintain control in a marketplace full of competitors, such as Amazon? Price erosion can seriously eat into your profit margins.
First, create a Minimized Advertising Price policy, or MAP. Creating fixed price points for your products among sellers will save you and your profit margins in the future. With a policy in place, sellers are required to advertise exactly how much your products are worth.
Next, of course, you have to enforce your MAP—but having a policy in the first place will be a major help. Having a policy will enable you to work to remove unauthorized sellers advertising your products for less than their worth in inevitable price dropping wars.
Here at Pattern, we partner our brands with legal counsel to help brands create their own MAP policies that are thorough and binding, so you can breathe easier.
So now you know an overview of what we do. It’s not a secret, but it can still be complicated to navigate on your own. That’s why we’re here to help. Check out our case studies to see how we’ve applied this formula to other brands, and fill out contact form below to get started on your path to ecommerce success.
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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.