Jason Landro - Too many brands fail
By Jason Landro · August 14, 2024 · Curated by George's Blog
Too many brands fail to focus on optimizing their product pagesInstead, they focus too heavily on their paid mediaBut that's only half the equationIt's easier to focus on paid media because you can make relatively easy tweaks to campaigns and potentially realize improvements faster(as opposed to making creative changes and publishing them)Paid media only drives trafficYour landing page is what convertsSo the longer brands put off optimizing their PDPsThe more they lose out on conversionsAnd their ad spend is typically less efficientBrands that have scale on PDPs only need to improve conversion rates by a basis point or two to gain singificant improvementsHowever, to make creative updates efficiently and effectively you need multiple processesYou need a design process and a testing processThe design process should be based on data that is fed back from the testing processMarketplaces like Amazon are giving brands more and more tools to test creativeUse them! And do you own data analytics to control for variablesWe continually build on both our design and testing processes at Nectar Our attitude is that we're never finishedWe've even added and altered our creative service model to support more testing for our brand partnersBelow are some sample infographics we did for Earth RatedThese are top-selling products that we helped them with after the rebranded(I love the rebrand, FWIW)We went with making the value props clear and conciseWhich we distilled down from brand feedback, reviews, and more as part of our processI've read many studies that consumers only read infographics that can be digested in approximately 1-3 seconds when shopping online (will try to find one and post in comments)That means your key points need to come across quicklyWe strive to make our infographics easily digestibleWe don't want shopping to be challening or feel like homework for consumersIn my opinion, improving your image set is generally the #1 thing you can do to improve conversion ratesHow are you approaching improving your content?P.S. I'm posting pet-related content all week in honor of my late dog (and one of best friends) Charleyhashtag#amazonadvertising hashtag#creativeagency hashtag#ecommerce