The goal of the following Amazon brands was to increase brand trust through an improved consumer shopping experience.
As Thrasio was quickly acquiring brands, our goal as creatives was to evaluate each brand and hero products for low-lift opportunities to maintain traction in the category and marketplace. As a creative lead on Crafts4All and AMZpets, I evaluated each hero product and set the direction and strategy for our creative pod to execute with approval of the brand manager.
improvements identified:
need to show swatches of paint colors included
stating product specs early on and clearly
macro product photography highlighting quality
use cases, i.e. what are best surfaces to apply on
PROBLEM
In the oversaturated art supply category, the Crafts 4 All acrylic paint product was not converting well and loosing market share. To combat this, I completed a deep dive of consumer reviews of our product and researched best selling competitors to identify gaps in our product story and consumer shopping experience.
After updating the listing images, I overhauled the story of the A+ Content working with our writer on the project. We went with a strategy that again highlighted the product specs and quality, but also pulled up benefits hidden in the later listing images in case the consumer does not click through all nine.
Learnings + next steps
Because of other ongoing changes to the listing by other teams, it was difficult to attribute how much the updated creative impacted conversion rates. In the future we would like to A/B test creative without other factors impacting the listing to have a clear metric of success.
As we continue to test the new creative, I created a quick style guide and collaborated with the writer to include a persona. Our cross functional partners can utilize to make sure marketing and paid traffic aligns and maintains a cohesive consumer experience through the funnel. I also communicated the strategy behind flow of content the consumer experiences while shopping to the designer who completed the remaining improvements for other products under the brand.
IMPROVEMENTS IDENTIFIED:
Main product image showing freebie bag and organized, size-accurate rope toys
Showing the target product user, large dogs early on
To differentiate from competitors, leaning into emotional decision making of creating memories over dental benefits of chew toys
problem
When Thrasio acquired AMZpets, the hero rope toy product page on Amazon was dated and lacked context to allow the consumer to quickly feel confident in their purchase. Through researching the best selling dog toys and analyzing consumer reviews, I identified key points to optimize like an improved main photo and accurate representation of the product size and use case.
Learnings + next Steps
After exploring on the rope toys, I applied learnings to the training toy set. Through testing, I identified that consumers are more likely to click on the more organized style of main product image so I applied that to this product as well. I utilized the new lifestyle photography to highlight the functionality and bonus features of the training set. Through research and reviews, I decided with the writer, to highlight why this training set will make the new puppy owner’s life easier and put that at the front of the product story. It is unlikely the consumer will click through all 9 product listing photos, so we prioritized information like size and quantity of the toy up front with lifestyle photos following.