2020 was a devastating year for many markets, but ecommerce isn’t one of them. The year catapulted ecommerce a decade into the future, and ecommerce sales were at an all-time high going into 2021. The unforseen acceleration of eccomerce shows it’s never been more important for brands to optimize their Amazon strategies.
On a Pattern webinar about digital shelf, SEO, and advertising, CEO and co-founder Dave Wright and Chief Revenue Officer John LeBaron discussed how brands can step up their ecommerce game in 2021 by fine-tuning their SEO and advertising strategies using data-backed tools and methodologies.
Wright started the webinar by describing what he calls the executive dilemma—the gap between what small ecommerce teams can realistically do and what executives expect them to do.
It’s unrealistic, Wright said, to expect a small in-house ecommerce team to successfully handle everything it takes for a brand to thrive online. Even enormous companies place the burdens of logistics and distribution squarely on the shoulders of a team of 3 or 4 people. The same team is also expected to learn several different pieces of software to make sure everything is running smoothly online. In general, Wright said, companies use 19 different pieces of software to run Shopify alone.
As if that weren’t enough, ecommerce teams also take responsibility for driving traffic to the product and ensuring conversion—which includes creating top-notch imagery, video, and content, and running tests to make sure these messages are resonating with consumers. Executives then expect these small teams to branch out to foreign countries and languages and establish a strong presence on marketplaces like Amazon and Alibaba.
“This quickly becomes a gigantic problem to solve—for three people, a near impossibility,” Wright said. “If it doesn’t come at an executive level, then somebody down in the trenches needs to help the executive team understand that what they’re asking them to do is a near impossibility.”
The misconception that even the best ecommerce team can handle every aspect of a businesses’ online presence is costing companies millions of dollars in lost sales and lost markets, Wright said. That’s why it’s critical to team up with an experienced ecommerce partner that can help you handle the nitty-gritty facets of ecommerce and successfully expand to global markets.
Pattern is an ecommerce accelerator that exists to simplify ecommerce for brands while propelling their sales and growth. Partnering with us is like pushing a “big green easy button,” as Wright called it, since we take over the tedious parts and leave you with more time, resources, and revenue.
Along with our expert teams, we have 4 products in our tech stack that help us do that: Destiny, Predict, Shelf, and Share. In this webinar, Wright focused on Destiny, which helps brands identify their competitors and win keywords on Amazon by driving more traffic to product listings.
Wright explained two key concepts that are central to Destiny, the first being a digital shelf of competitors. Just like competing products are placed together on a physical shelf in brick-and-mortar stores, the digital shelf helps brands understand their true Amazon competition based on which products appear next to theirs in searches.
“Brands often think their retail competitors are their competitive set, but when you get into the Amazon landscape, there are lots of competitors there who don’t show up anywhere else,” Wright said. “Oftentimes, they’re more true competitors. They’re people really stealing your market share, they’re people you’re really competing with.”
The second concept is the idea of Laddered Destiny, a model that helps brands select keywords they can realistically win, spend advertising money until their products become organically ranked for said keywords, and then move on to other keywords or keyword phrases.
On average, Pattern’s Predict software gives 1,500 to 2,000 keywords for any given product. In the Laddered Destiny model, we rank these keywords according to destiny—given the product’s quality, price, and reviews compared to competitors on the digital shelf, which keyword searches can it realistically win? And once we’ve won those keyword searches, how can we keep climbing our way up the ladder?
To explain Laddered Destiny, Wright used the example of a probiotic. At first, a probiotic product may only have the destiny to win a niche keyword search, like “probiotic for women over 50.” Once that product starts spending ad money and organically dominating in that niche space, however, it may then have the destiny to win “probiotics for women” and eventually even just “probiotic.” The concept is to keep climbing the ladder and win more and more keywords to increase traffic and ultimately increase conversion and revenue.
“You’ll get great traction on this if you really spend the time doing a great job at the product level,” Wright said. “This model will work tremendously well because you do have destiny. So if you’re saying to yourself, ‘Gosh, I know I’ve got an amazing product,’ and you just need to get it out there, that’s what we’re really good.”
The information we glean from Laddered Destiny is extremely valuable in forming effective SEO and advertising strategies. Running an ASIN through the software tells brands exactly which keywords are both relevant to their digital shelf of competitors and realistic for them to win. This makes it easy to make data-backed decisions on which keywords to include in product titles and listings and where to pour advertising dollars.
During the webinar, Wright ran a live Laddered Destiny demo, using a product from the sock brand Feetures as an example. First, the software determined Feetures’ digital shelf, listing the ASINs of its direct competitors.
With the digital shelf determined, Wright could then pull up the keyword and keyword phrases that the products of the digital shelf, including Feetures’ products, were winning on Amazon. Some of these keywords included “running socks women,” “women’s running socks,” and “women’s no show running socks.” Finally, with all this information, the software generated SEO and bigram recommendations specific to Feetures and its digital shelf.
Although Feetures brands its products as unisex, it’s clear they have destiny around keywords specific to women’s running socks and that the products on their digital shelf dominate in keyword searches relating to women’s socks. However, the demo revealed that the product title doesn’t even mention the word “woman.” According to Wright, these kinds of mistakes are easy to make when you don’t have the data.
“Just taking a pure data science approach to winnability at a keyword or keyword phrase level using the digital shelf is game-changing,” Wright said. “When you start running this and seeing the impact you can have on a given product, it’s enormous. And it’s really not that hard, but it’s difficult to put all these pieces together into an overall strategy, especially if you’ve got 3 people on the team.”
LeBaron added that while ad spend can initially increase while starting the Laddered Destiny model, it gradually gets less expensive as a product starts winning organic search terms. When a product listing starts organically appearing in the top 4 search results, the Laddered Destiny technology will turn off advertising for that word and only turn it back on if the product slips lower than the seventh spot.
“We don’t spend on advertising to just generate additional supplementary revenue,” LeBaron said. “We spend on advertising to build organic rank. And in turn, we end up actually spending less on advertising.”
Apart from Destiny, we use a four-part advertising strategy called CABN (Conquesting, Awareness, Branded, Non-branded.) Each main topic plays together but has a separate playbook and strategy. A brand may be focusing on different models at the same time, like by simultaneously investing in both an awareness campaign and a conquesting campaign.
Pattern’s ad tech and advanced machine learning make CABN possible. For example, once a brand has decided how much money they can spend on conquesting a particular competitor, the machine will then go after keywords related to that conquest. The conquesting learns over time, so if it successfully pursues a keyword phrase, the feedback loop leads it to double down on that keyword and start increasing the bid naturally.
“If somebody starts jacking up the price on, let’s say, probiotic, the machine will start stepping away from that because it will find better value propositions and other keywords or keyword phrases,” Wright said. “Without using some tech around this, you’ll just get destroyed.”
Once the machine starts learning and seeing where a brand can get real results, we then give our brands data-backed recommendations for keywords and advertising strategy.
Interested in learning more about how you can partner with Pattern to step up your Amazon strategy in 2021? Contact us using the form below.
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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.