how to build a winning product detail page...the a9 algorithm chooses product selection consumers...
TRANSCRIPT
Tech Talk Tuesday
How to Build a Winning
Product Detail Page
Presented by
PRESENTER
MODERATOR
Andrew Waber
Manager of Data Insights
and Media Relations
Salsify
Ezra Palmer
Executive Producer, Multimedia
eMarketer
How to Build a Winning Product Detail Page
Speakers
Andrew WaberData Insights Manager
Today’s Agenda
● The new shopping landscape
● What consumers are looking for
● How brands compete on the digital shelf
● 8 steps to a winning product page
Holiday Search Trends Change Fast
Item 2016 Avg. Holiday Rank 2017 Avg. Holiday Rank
dog toys 9647 31
pressure cooker 9751 222
security camera 9998 489
laptops 9691 190
beard trimmer 9810 475
balloons 9333 48
tv 9232 8
electric blanket 9472 252
popcorn machine 9924 768
espresso machine 9373 300
Images and videos need to match current packaging and advertising
Title must be be optimized for discovery
Unit data is accurate and appropriate to all markets where product is available.
Feature bullets are maximized to appeal to customer needs.
Product stock is actively managed
Price compliant third-party sellers
Price point optimized for conversion
Winning on Amazon Takes Work
It’s Not Enough to Be Famous
Site trust stats
Consumers Trust Amazon More than Your Brand
More, Better Images Drive Conversion
Household StaplesElectronics Clothing
Importance of Reviews Aligns with Price
Better Reviews Drive Higher Margins
51% of the time, a listing
with more bullets
will convert at a higher rate
and outrank its top competitor
53% of the time, a listing
with more images
will convert at a higher rate
and outrank its top competitor
58% of the time, a listing
with more reviews
will convert at a higher rate
and outrank its top competitor
Product Content Pushes
Brands are aggressively trying to boost their product findability and buyability to meet holiday shopper expectations.
Visit www.salsify.com/resources for the latest keyword report
8 Steps to Win the Digital Shelf
Quickly improve sales rank by
optimizing product content for limited
set of top-volume products.
1 - Prioritize Your Top ASINs
3Ps often “piggyback” on 1P
pages, leading to uneven pricing,
messaging, and customer
experiences.
2 - Police Your Variants
The A9 algorithm chooses product selection consumers initially see.
If you are out of stock, your traffic and your sales will go to a 3P seller or a brand competitor.
Every SKU causes active damage to your brand
3 - Stay in Stock
4 - Monitor Who’s Winning the Buy Box
5 - Out-Hussle the Competition with Keyword Updates
6 - Update Your Images
7 - Make the Most of Enhanced Content
8 - Monitor What’s Working, and Adapt Quickly
8 - Monitor What’s Working, and Adapt Quickly
Get your free content report at grader.salsify.com
Questions for Today’s Speaker?
Andrew WaberData Insights Manager
Q&A SESSION
MODERATOR
Ezra Palmer Executive Producer, Multimedia
PRESENTER
Andrew Waber
Manager of Data Insights
and Media Relations