E-commerce for Brands
Critical Steps to Launch on Amazon
Daniela Anaviarte Bolzman is the CEO and founder of Mindful Goods. She’s a savvy brand strategist who, after a decade of experience in marketing, was drawn to e-commerce. Specifically, she had ideas for Amazon.
Daniela launched her brand Mindful Goods to work directly with Amazon sellers to craft creative product pages and build a creative marketing ecosystem. And now, she’s joined the E-Commerce with Coffee?! podcast to talk about the three pieces of Amazon strategy that brands need to stand out in the increasingly competitive market.
The interview kicks off with an unexpected visit from Daniela’s furbaby, a cute French bulldog who looks eagerly into the camera. Daniela doesn’t skip a beat, though — host Nate Svoboda launches into his questions, and Daniela answers deftly.
Daniela has so much experience and knowledge to offer, in fact, that she even pooled some of her favorite resources and a special discount on a landing page specific for E-Commerce with Coffee?! listeners.
Keep reading to see what Daniela talked about in the interview.
Do you want your product pages to be “exemplary?”
Once Nate and Daniela start talking about Amazon listings, you quickly learn what Daniela’s creative team does to optimize visibility, clicks, and conversions. Mindful Good was even recognized recently in an Amazon case study for building “exemplary product pages.”
Creativity, as it were, is the secret sauce to stand out in product listings. Branding is tough on Amazon since the behemoth marketplace owns most of the user experience in on-page design.
Brands still have opportunities to brand their listings and make them recognizably “theirs,” though, and that’s what Daniela’s specialty is.
Specifically, her creative product listings connect consumers to brands in more engaging and memorable ways.
- Daniela’s client YesBar had been selling successfully before they hit a plateau. Daniela’s team isolated the main product image as an area of opportunity because the existing image had an expansive white background behind an image that, in search results, looked smaller than the next brand.
- Just a few weeks after A/B testing new images (one a larger product image and the other a 3D rendering), YesBar saw an 11.28% jump in sales.
- “Most brands think they already have an awesome product image,” Daniela comments. “They think, ‘how much more in-depth does it have to be than that?’” But this is a huge area for optimizations, she says, especially when comparing your images to other brands that show up for the same page of search results.
- Product imagery is about more than just “big and beautiful”. Daniela shares the example of her client Super Coffee, for whom they used an “us versus them” image. It was no accident that the “them” image made users think of Starbucks coffee.
- With this optimization, clicks and conversions benefitted instantly.
Daniela gives these examples from her own clients’ experiences and outlines the different types of product photos brands can consider. In the same breath, she talks about the value of A+ content with specific tips on how to use it.
Product imagery today is seen as the real eye candy of product listings, Daniela explains. This has given brands more creative avenues to stand out and tap the psychology of product imagery in e-commerce.
Product images are also part of the bigger strategy of product data and make up one of the six signs you should be concerned about your product data.
Process Pays Off
The “how” of building creative product listings is no secret after listening to this interview. Daniela spells out her three-step process and explains how she explains that process in every consultation she gives.
That way, even brands that choose not to work with her still walk away with the steps they need to build a brand presence on Amazon.
“There are always a hundred and fifty things they tell you to do on Amazon, but really, in the beginning, there’s setting up your listing. And that’s comprised of three steps,” Daniela explains.
Those steps are:
- Get found (using SEO, offers, and reviews)
- Get clicks (using main image split testing)
- Get sales (using lifestyle infographics, product images, and A+ content)
Daniela also talks about her process and “mini-audit” where she looks at where a brand already is within those three steps.
Interestingly, her process is the same for existing brands and those just launching an e-commerce. “It’s just applied differently,” Daniela says. Product listing optimizations can be a starting point or a point where a brand reinvests as the competition gets tougher or sales plateau.
This process also helps brands avoid missed opportunities, like the 80% of brands Daniela says are underutilizing SEO keyword research.
The interview wraps with a savvy look at how brands can protect themselves, because even the best Amazon strategy still leaves a brand at risk if they depend that much on one platform.