Amazon Store Fronts vs Product Pages…And The Winner Is?


Liz Adamson runs a digital marketing agency called Egility and today we’re looking at listings versus Amazon Store Fronts brand pages and how does one perform against the other for Large Catalogues and also Smaller Catalogues of products, the result is telling

  • Sponsored Brand ads
  • AB testing is important, copy, landing pages, product selection, etc
  • Don’t see same results across clients, can be industry explicit
  • Tried:
    • Traditional Landing page versus
    • The Amazon Store fronts
  • Assumed the ‘list’ format works better
  • Found the Storefront in a couple of cases out performed the list landing page

The Amazon Store Fronts Test Results

  • The two types of clients tested were two clients with 100+ SKUs, lots of product lines and several x-sold or upsold
  • Second type was a smaller client with one product set or single product with variations, 20-25 SKUs, not much opportunity to x-sell or upsell
  • With the large catalogues measured, impressions, clicks, spend, sales
  • For larger one client the storefront ad took up 21% Imp, 30% clicks, 30% spend across all headline search advertising and brought in 44% of total ad sales from Headline search – 30% of spend was bringing in 44% of the sales
  • For a very large catalogue client 49% spend was on storefront nad brought in 56% of sales
  • They are converting at higher rates on he big catalogues
  • Theory is that we’re giving them the opportunity to browse and shop and find than they thought or they didn’t like and found something else to buy
  • There are higher conversion rates on these large catalogues
  • More choice and more conversions
  • By giving more choice wins in terms of conversion as creates lots of low hanging fruit – opportunity to keep them on page is there

Quality and High Conversion

  • These two store fronts were very high quality storefronts with in-house designers that thought about how customers would browse those pages
  • Choice can give too many choices and make customers walk away
  • These were designed with tiles on the page used to group products into sub-pages
  • They knew where to go and how to find things
  • A lot of this can be designed on paper and laid out before going on the page
  • Looking through the products sales to know what to place where
  • The top 30 products with high conversion rates, at front, to manage the order based on history and conversion rates

Styles of Copy

  • Buy now and create loads of scarcity
  • Focus on the customer needs versus hard selling
  • Really focussed on explaining what the brand was and how it fits into your lifestyle (below the products tiles)
  • Use graphic design on the tiles with a nice lifestyle image and a clear call to action button with brand story fitting around that
  • A short description and bullets trying to be as visual as possible
  • Bring in the brand colours, fonts and making it fit with the Amazon Storefront colours in the cart, prime badge, etc
  • All the graphic design does complement the branding and bring a balance with the Amazon trusted markers

Checklist

  • Get it down on paper, organise it into chunks and logical groupings for the customer to follow
  • Go look at your top-selling items with High Conversion rates and these should be the things that pull customers in
  • Really think about your design – hire a quality graphic designer
  • After your Storefront is up – go to ‘preview’ and check Desktop and Mobile
  • Check that you can go and navigate and find the things you might want to buy, like ladies socks – what is the experience like?
  • Or get someone that doesn’t know your brand to go and feedback to you on the experience
  • Be sure you have the calls to action on those pages

Post-optimisation

  • Test things for 4-6 weeks on a new campaign
  • Give it apples with apples when comparing – use similar keywords
  • Ensure when you launch the keywords have the same bid levels set
  • As you have optimise – check if the Storefront is pulling in a different set of keywords than the list page

Top 5 Things on Amazon Store Fronts

  • Sponsored Brand ads – Make sure they are hyper-focussed and not broad and a wide-net. Be more laser-focussed on a particular niche with 20-60 keywords
  • Keep the copy you write relevant to the Keyword – if you’re selling ladies running shoes – include this in the copy – be congruent
  • In testing niches, test a lot of different messages – use-cases and scenarios
  • As you see which niche is working best – push further in that one to optimise further

Smaller Catalogues

  • 23% of the ad-spend brought in 21% of the sales – underperforming compared to the larger catalogues
  • Do smaller Storefronts need to be setup differently to the Larger Catalogue Storefronts?
  • Will continue to test and see what might be optimised
  • Do usability testing

Contact

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