how to build a winning product detail page - emarketer · manager of data insights and media...

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