Background
A beauty manufacturer is selling in the Fragrance category on Vendor Central.
Optimize Listings
One of the biggest challenges for this seller was resellers, and not having Amazon Brand Registry on all brands in the catalog. Due to that, there are multiple sellers offering the same products, and the optimization of the listings is a time-consuming and daunting process.
Due to many detailed page contributions from other sellers, Amazon is not reflecting our updates on the backend, neither the copy nor the images which is leading to a poor customer experience.
Product-focused content
As we were submitting the optimized copy and images to the backend, and opening dozens of support cases to reflect our contributions, we realized quickly this is not going to be a successful long-term strategy.
More so, because even when we had our contributions visible, it was not for a long period of time. As soon as another seller added their offer, the copy submission process started all over again.
We decided to shift our focus on creating A+ content. Other sellers had not created any A+ content, so we knew this would be visible on the product pages.
We decided to show the:
- Important features of the products
- Fragrance notes
- Emotion the scents would evoke
- Available sizes
- Fragrance types
472% Increase in Conversion Rates
After implementing visually appealing A+ content that evoked emotions for visitors, we saw a huge spike in conversion rate.
The average conversion rate skyrocketed from 4.56% to 26.04% in the 60 day period, which is an increase of 472% on the catalog level.
Moreover, the conversion rate increased drastically. Before the product pages were optimized and content was created to appeal to the Amazon audience, the average conversion rate was 39.46%, which was already very good. But after the product listings were revamped by Bellavix, the average conversion rate was 62.84%.
It just goes to show that you cannot achieve success on Amazon by focusing only on one segment, for example, just ads, or just listing optimization. All available options should and must be utilized in order to achieve growth. Also, it’s important to remember that success does not happen overnight. As Amazon sellers, you need to equip yourself with patience and not give up regardless of the roadblock you are experiencing.
Ready to hit the gas on your sales?
Submit an inquiry to connect with the BellaVix team today!