How Caviro increased sales on Amazon with the creation of data-driven Power Images
One of the main actions that an Amazon user (or any other marketplace) performs when evaluating whether to buy a product, in this case a bottle of wine, is to assess the images. In fact, according to a recent study, nearly 60% of online shoppers said that a good-quality photo is the most important factor in their decision to purchase a product.
On Amazon, the main image must always have the product with a white background but the following ones are allowed to have other content as well, allowing brands to convince and guide to purchase through Power Images.
What in Witailer we call Power Images are “talking” product images, that are capable of describing the main characteristics of the product with the use of “specially chosen” text and graphics (learn more about them and other organic positioning drivers here). The use of power images within the product page:
- Improves users’ perception of the product’s “premiums” level;
- Helps users find the information they are looking for about the product, increasing its conversion rate;
- Reduces the gap between users’ expectations and reality, and thus improves both the level of customer satisfaction and the quality of reviews.
These power images have valuable content for the buyer that varies according to the product and the category to which it belongs. For this reason, when planning and designing these images, the following steps must be taken into account:
Evaluate the category and the competitors: the first step is to consider what strategies are being implemented by the competitors and see their weaknesses and aspects that they need to communicate. Also, evaluate the search trends and which brands are ranking better by keywords in this category using Benchmarking tools such as STAT. With the wine category, we noticed a GAP in terms of the information they were sharing about the product, so we took advantage of the opportunity and created some successful power images. We also realized that the brand had several differentiating attributes that could be mentioned in the images, such as the awards won by their wines.
Perform a sentiment analysis: It is of vital importance to make tracking of what are the main comments made about the product and what are the most frequently asked questions since answering them easily and directly speeds up the decision. In this phase, we realized the importance of describing the attributes of the wine using the correct terminology and keywords when describing it.
Increase brand visibility: Take advantage of this opportunity to make visible the entire brand, logos, colors, and, icons and make use of images that make potential customers identify with it so that they can see themselves using or consuming the product.
Analyze seasonality: analyzing with STAT which are the times of the year when most searches for these types of products are performed, to prioritize and launch the images at the most appropriate time that will have more traffic:
“Chianti” - search volume on STAT
We showed with images the levels of intensity, body, harmony, and persistence, described the product, the awards won, what to pair it with, and the history of the product and its origins in just four images:
These four steps must be repeated with all key brand products, in order to create a series of strategic images, specific to each of them, highlighting innovative features and increasing brand visibility in each image. However, this process requires industry experts and advanced market tools to achieve significant results - as in this case, a conversion rate increase of more than 2.32 p.p. (considering April 2023 vs February 2023).
Want to improve your performance by creating Power Images for your brand? Contact us for further information!
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