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Initial situation
An entrepreneur friend from the region sells high-quality cosmetic products in the second generation on Amazon. So far, we have only been able to help with tips and small pieces of advice. However, in the summer of this year, Dr. Biechele approached us with a request. The development on Amazon stagnated and was not as the target intended. ICONIC SALES should now help operationally to push the Amazon project back into a positive direction.
We now wanted to shed light on the associated process and approach in order to make the most of the potential of product images and A+ content.
Which products are we talking about?
This is the top-selling product JUST DRY - a particularly effective deodorant / antiperspirant. The design strategy described below has so far only been applied to JUST DRY in order to gain insights more quickly.
At the end of the post, you'll find detailed stats that show how conversion rate improved by +95%, revenue increased by +46%, and ACoS was reduced by 50%.
1. market analysis: figures, data & facts
In the first step, we analyzed the antiperspirant market. With the help of our Amazon analysis tools, we were able to extract relevant data, which later found its way into the strategy. Do you find it unusual to start a redesign like this? Then be curious and find out why we first resorted to analysis tools, Excel and colorful sticky notes and not, as you might expect, Photoshop straight away.
2. extensive customer research
In the second step, we explored product-specific comments, reviews, and incidental questions from buyers. Simultaneous products were also reviewed for open questions and feedback to channel buyer points of interest. Although this approach represents an increased time commitment, the insights gained can be incredibly valuable. The psychological keyword is empathy. Customers' needs must be perceived and interpreted and implemented in a target-oriented manner. Due to the large number of questions, it made sense to subdivide them categorically. The created evaluation paved the way for strategic decisions, which manifested themselves in the subsequent visualization of the product images and the A+ content.
3. define the target group
As a result of the insights into how potential customers think and feel, we were now able to combine the learnings we had gained into a persona and define our target group in more detail. In addition, it was now possible for us to work out various USP's that meet customer requirements. Creating a persona has another advantage: the wealth of insights is concentrated in one or more, preferably real, personas. This ensures that the actions of the visual branding, marketing and advertising teams are targeted and that no different target group ideas arise.
4. market analysis: visual presentation of other market participants
In addition to looking at the market data, it is equally important to closely analyze the visual design of the other antiperspirant products available on Amazon. On the one hand, well-functioning patterns can be interpreted, and on the other hand, designs that slip past the target group-specific expectations. Using various approaches, we can evaluate the "free areas" where no other product has yet positioned itself with its visual design. With the help of the insights gained, we can create a unique brand presence.
5. alignment with existing design
Do our findings from the research match the current design? What is good about the existing design? What can be improved? These questions could now be answered with our in-depth knowledge. We quickly came to the conclusion that the approach, color scheme and content needed to change. In addition, we incorporated our knowledge of the visual design of other market players in order to stand out from the crowd with an innovative product image concept and offer the customer the most pleasant "customer experience" possible.
6. development of the design concept
Only now was designed! The comprehensive, analytical and conceptual effort behind each of our designs often remains invisible, as only the tip of the iceberg stands out. Behind every conception of our visual branding team there are goal-oriented strategic considerations that significantly determine the graphic implementation. We understand design as anything but mere "sprucing up".
In this example, we used various methods from design thinking, which enabled us to filter and structure relevant content. One exemplary result of our research was that numerous interested parties would like to use JUST DRY not only against the usual underarm wetness, but also to combat perspiration on other parts of the body - such as the hands and feet. After corresponding consultation with Dr. Biechele, it was confirmed that JUST DRY can also be used on other parts of the body. So we integrated an illustration into our product image concept, which allows the viewer to quickly see which areas of application the product covers.
7. review of search behavior based on keyword and content research.
After the first draft was created, we checked the remaining assumptions with keyword and content research. This confirmed that online shoppers embellish their search with desired specifics. Specifically, this means that potential shoppers are not simply searching for "deodorant," but rather "deodorant hands" or "antiperspirant sweat foot."
The listing has been optimized so that it is immediately apparent to the potential buyer that the product has those features that are in his interest. The consequence? The product is displayed on higher ranks of the SERP (search results page), which makes it visible to interested shoppers more quickly. As a result, the product has increased sales opportunities.
8. feedback in the team
Before the final design was created, we implemented another feedback loop where experts from all our teams (Visual Branding / Marketing / Advertising) suggested further minor changes. This gave us a 360-degree view from all perspectives, involving all areas of expertise. At ICONIC SALES, synergy effects are created every day - because we don't think in silos, but across departments.
9. the final design of the product images and the A+ content
Manifested by several expert opinions, the final design for the product images and the A+ content was now created in the ninth step. A major but important challenge here is to ensure that the design concept is also transferable to the next three, thirty or even three hundred other products. An example of this is a before-and-after comparison of the product images.
The visual quality is almost identical. However, two different languages are spoken. The target group is addressed more clearly with the new slogan, the improved content and the new imagery. In the A+ section, we developed a module that specifically addressed the most common customer questions in order to provide potential buyers with the best possible information content. Our experienced visual branding team is able to recreate any kind of product images, image images and even product videos. This allows products to be showcased in the best possible way.
10. Learn, Built & Meassure
We work according to the lean innovation approach and always try to measure our design decisions. Only in this way can we gain learnings and determine whether we are still "on track". This is possible because our team at ICONIC SALES consists of creatives, number jugglers and strategists. Even in this exemplary business case, the learning process is ongoing and will continue as we receive new data. Although we have immense experiential knowledge with over 23,000 items created on Amazon, we are by no means stagnating. We are continually evolving; constantly seeking new, further and more in-depth knowledge - all in order to provide the best possible experience on the Marketplace for all our customers.
Result
Although it can be assumed that deodorants are sold more frequently during the hot summer months, we managed to increase sales by 46% in a very short time. One of the reasons for this is the positive development of the conversion rate, which almost doubled after our redesign. A further, very positive effect is reflected in the advertising costs: the share of advertising costs has been reduced by 50%. A good visual design is one of the main drivers for successful product sales on Amazon, along with product quality, price, and listing. The time required for the redesign of JUST DRY was not insignificant, which makes the investment in a well thought-out (re)design seem high. But this decision can often pay off after just a few months - not to mention the added value generated over the next few years. This applies both to customers, who benefit from a better "experience", and to Amazon sellers and vendors, who can significantly increase their sales.
In the present test period, a price reduction was made at the end of comparison period 1 and comparison period 2 (after optimization). The effect of the price reduction was calculated out as best as possible.
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