How can brands pinpoint what to change when selling on Amazon?
Brands have an ‘insight blind spot’ when it comes to understanding user behaviour on third party Marketplaces like Amazon, eBay and the plethora of online third party ecommerce sites where they could have a presence.
Sometimes the only data they get from the Marketplace is absolute sales or maybe a single conversion metric. Meaning they can’t answer those questions, that are crucial to increasing sales, such as:
The business impact of not having answers to these questions is three-fold:
But how can brands pinpoint what to change, when they have next to no insight on the customers’ needs, expectations and experiences?
They could start by following industry best practice. But these types of recommendations are made without the context of specific products and are generic in their nature. For example, Marketplaces often recommend that brands implement videos on product pages, but there’s little detail on what should be in those videos, and what creative treatment, style and content would maximise conversions.
Best practice recommendations are often too broad to be truly actionable.
So, with Marketplaces providing limited insight and best practice that’s too generic, brands are increasingly turning to UX research platforms to generate insight to inform their optimisation strategy. These platforms (like UserZoom) capture the data and insight on third party sites through ‘testing those sites with target customers who are set a specific mission.
There are numerous ways that UX research platforms can generate the insight that brands need – below are three simple steps that most brands follow when they get started with the UserZoom platform (with Amazon as the example Marketplace and Nutribullet as an example brand).
This simple but highly effective study generates data to identify how to optimise product names, descriptions and categories to ensure your products not only appear prominently, but are described in a way that makes them compelling.
Target customers are given a mission to find products on Amazon and their sessions recorded revealing:
This qualitative study identifies those factors that influence customers during their Marketplace shopping journey, by allowing you to get a deep understanding of customers’ thoughts.
Target customers are given a mission to find a product on Amazon and add it to their basket, while saying what they are thinking as they do so (recorded on video via the UserZoom platform). This reveals:
Listen to a consumer giving spoken feedback on Nutribullet product pages as they decide which one to buy:
Insight from Steps 1 and 2 will generate a series of ideas to improve product imagery and descriptions on Amazon. But, before investing time into wholesale changes it’s prudent to test new variants with real customers to find which us most compelling.
To test different copy approaches and/or alternative images, run an AB Test on two (or more) mocked up product pages and ask target market users to
Running this type of study is like a pre-live AB Test that can be run at scale before investing time and effort into changing product pages. It’s a sure-fire and very efficient way to identify which variant of copy and images is most effective.
We recommend starting with one Marketplace and one product category at a time since customer behaviour can vary hugely between categories.