Case Study: Increasing Amazon Conversion Rates with A+ Content

 

In one of our previous Amazon blogs, we talked about  split testing product listing titles and what KPIs are relevant when measuring title performance. In this article, we will focus on the success we have had with optimizing A+ content for our clients.

 

KPIs for measuring the success of A+ content

When considering A+ content, the most important KPI is the conversion rate. A+ content does not get indexed, so the traffic and search results are not impacted by it, but persuading the customers to buy your products is. You can read about our A+ content best practices here. 

 

Case Studies 

 

Client A: 

Background: 

This client was selling in the Clothing, Shoes & Jewelry category. They started selling purse inserts and crossbody bags on Seller Central in 2017. In 2019, they partnered with BellaVix. 

 

Challenge: 

The listings had not been optimized and the sales velocity was low. Additionally, the listings did not have sufficient reviews to make them retail-ready. You can read about retail readiness here. 

 

Strategy 

The first step we took was optimizing the product detail page via copy and search terms. As soon as that process was completed, we implemented A+ content to increase the conversion rate on these listings, which had been very low. 

 

Results: 

The conversion rate improved for all products, with one product increasing by a fantastic 367.66%. Although the conversion rate is not between 10-15%, which is considered to be a good conversion rate on Amazon, the increase showed a lot of promise for these products. We treated them as launching products due to the listings’ poor state and performance when the client reached out for our help. 

 

 

Client B: 

Background: 

Client B was selling in the OTC Medication category. They started selling on Seller Central in 2018 and partnered with BellaVix in 2020. 

 

Challenge: 

Although the listings had been optimized and had A+ content, it was not created according to some of the best practices to appeal to the Amazon audience. The existing A+ content focused on the brand rather than the product, without mentioning any of the product benefits, and contained a lot of text instead of images. In the sea of available products, A+ content must be visual to grab the customer’s attention and persuade them to buy your products rather than your competitor’s. Given that this product type is very niche, the conversion rate was rather good regardless.

 

Strategy: 

After reviewing competitors’ pages and identifying the key points from customers’ questions and product reviews, we designed A+ content that focused on the product, highlighted its features and showed the benefits of its use. The modules became more visual rather than textual, and any information that needed to be in writing was added to the images, not in the text boxes. 

 

 

Results: 

The outcome was a positive one. The decrease in negative conversion rate here is actually attributed to listings being deactivated by Amazon due to compliance issues. During that time, the listings were not available for sale. But for one available product, we saw a huge spike with an increase of 34.73% in conversion rate. 

 

 

 

Client C: 

Background: 

Client C was selling pet products on Amazon through Vendor Central Platform. They launched in December 2018. For about a year, they were maintaining the account and sales on their own. In March 2020 they partnered with BellaVix, the full service Amazon account management agency, to boost their growth.

 

Challenge: 

Client C was selling in a very popular and saturated category: Pet Products. The challenge was to have shoppers buy this brand instead of other, more well-known brands. However, the products also had a lot of negative reviews related to sizing, and how the products fitted real pets. 

 

Strategy: 

We designed A+ content that emphasized the product features and displayed the products on actual pets so that the customers could envision the product in use. Most importantly, we added the size chart in a large format (970 x 600).

Also, visitors tend to easily overlook the sizing information, if it’s in a text form, as many people don’t bother to read the description. 

The average conversion rate for the group of products 60 days before A+ content was 36.41%. 

 

 

Results: 

Implementing A+ content and a size chart helped increase the conversion rate and decrease the number of returns and negative reviews. Two birds with one stone! 

The conversion rate 60 days after implementing A+ content ranged between 32.5% and an amazing 71.5%, which is much higher than the average market benchmark for this category (Pet Care: 2.85%)

 

 

Client D: 

Background: 

Client D is selling in the Fragrance category on Vendor Central. Their Seller Central account is currently suspended. They started selling in 2018 and partnered with BellaVix in 2020. 

 

Challenge: 

One of the biggest challenges with this client is that they are resellers, and don’t have Amazon Brand Registry. Due to that, there are multiple sellers offering the same products, and the optimization of the listings is a daunting process. Amazon is not reflecting our contributions or images on the product detail pages. Additionally, the purchase of fragrances relies heavily on branded searches, and this brand is not well-known. 

 

Strategy: 

Given the fact that the SEO optimization was a very slow process, we decided to focus on creating A+ content to show the important features of the products, the fragrance notes, and the emotion the scents would evoke. Other sellers had not created any A+ content, so we knew this would be visible on the product pages. 

The average conversion rate for these products was 7.09%. 

 

Results: 

After implementing visually appealing A+ content that evoked emotions for visitors, we saw a huge spike in conversion rate. The increase on the overall account was 229%. We saw some decrease as well, but that was due to the stock out situation. This client was on Vendor Central and relied on Amazon to place POs to ensure enough stock. 

 

 

 

 

Summary: 

Overall, all of the A+ content additions and changes listed above have proven very successful on the entire parent group/catalog levels. The increase in conversion rate after implementing A+ content increased between 4.89% and 229% across these clients. 

 

 

 

We can conclude that A+ content definitely helps increase the conversion rate. But not just any A+ content – it has to be thoughtfully designed and created in order to persuade the customer to buy your product instead of your competitor’s. It’s important to:

• consider the layout
• what separates your product from the rest
• what benefits the customer will get from their purchase
• address the most common questions and reviews in the A+ content

 

 

 

 

If you also need a full service Amazon agency to help you achieve great results and scale your Amazon Business, connect with the BellaVix team today! 

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