This is an example of what a product page for a Moroccanoil product could have looked like a year ago before we launched in March, 2019. The consumer was looking for us on Amazon and diversion/counterfeit/diluted product was being provided by 3rd party sellers to fill that. But as you can imagine, this is not what we wanted our brand associated with. Originally, we looked at launching on Amazon as a way to protect our brand identity. The customer experience was not what we wanted, be that incorrect product titles and descriptions, to off brand images, incorrect MSRP, and finally the product itself. The average consumer was not able to discern that this wasn’t an authorized Moroccanoil page and if they received diluted or counterfeit product, that only hurt us.
Variations – you can variate by size, color, and packaging type. Make it easy for your consumer to find what they are looking for by having these variations living on the same product page for easy comparison.
Amazon’s Choice Badge – Amazon takes numerous things into account for Amazon’s Choice, from Prime eligibility, review ranking, best seller ranking based on keyword, etc.
Elevated imagery – size impression, bulk, product in use, video. The consumer knows exactly what she’s getting. Amazon’s recommendations are for every ASIN to have 1 video and 5+ images.
Beauty Category Specific: Professional Beauty tag, Find a Professional, Get the Look
Elevated Copy – what is your product, what are the benefits, how do you use it, who is your brand. Lay everything out clearly and present a luxe experience.
Reviews – mention inherited reviews, increased star rating from launch. Launched with an average catalog rating of 3.5 stars and now are sitting at an average 4.3
A+ Content – go to next slide.
According to Amazon, having A+ Content can increase conversion from 3-10% by providing further education to the consumer. You have the opportunity in A+ Content to lay things out as you wish vs the rest of the product page so you can build it around your brand identity with additional images, videos, and increased character count to introduce your consumer to the product and brand. Amazon has recently introduce A/B testing in the past month to implement on A+ Content to be able to see how different content may increase conversion. Whatever your hypothesis whether that’s an ingredient focus or different images, comparing a video – you can get quantitative data on what is performing.
Clear Brand Identity – think of this as the homepage to your own .com, this is the introduction to the consumer of your brand.
Category Tabs – help the consumer find what they’re looking for easily, don’t let them have to solely rely on Amazon search
Luxury Imagery/Video – we’re a luxury brand, the content should reflect that. Amazon gives you many different modules to help you build the Brand Store that works for you, it’s all what you make of it.
Elevated Copy – Consumers are driven to this page by clicking on the logo on PDPs and advertising such as Sponsored Brands/DSP remarketing. Not everyone that comes to the page will know who you are, make sure you have a clear and elevated story to tell.
Focus on Heroes/Best Sellers – per the previous point, this is your homepage, this is for all consumers who may not be familiar with you. Make sure you’re putting your best foot (or products) forward.
Diversion Statement – specific to Moroccanoil, fought for this statement to be featured prominently. Before launching on Amazon, diversion and counterfeit ran rampant on the platform which was a negative experience for the consumer and hurt the brand identity. Whether we liked it or not, the average consumer wouldn’t understand that it wasn’t us they were purchasing from and they would write Moroccanoil off. Look at Amazon not only as a retailer, think of it as a search engine, think of it as a way to protect your brand.