Jason Markk, a premium sneaker care brand, faced challenges with its top-performing ASIN’s conversion rate (CVR) and ad click-through rate (CTR) on Amazon. The brand sought to improve performance by refining the content strategy for their key product listing. They turned to Channel Key in 2023 to help optimize their Amazon presence.
Their goal was clear: enhance product images to improve engagement and drive higher conversions. With the competitive landscape in mind, Jason Markk needed a visual strategy that would capture shopper attention and improve both organic and paid performance.
Approach
- Identify the Content Gap
A thorough analysis of Jason Markk’s product listings revealed a significant content gap. The main product image was not optimized to stand out in search results compared to competitors. - Benchmark Against Competitors
The team noticed that competitors were featuring their products outside of packaging, making their products more visually appealing and engaging to potential customers. - Deliver a Strategic Visual Upgrade
Channel Key created a refined main image from existing assets, giving it a cleaner and more polished look to stand out within Amazon search results and align with marketplace best practices.
Key Results
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8% increase in conversion rate (CVR) from the newly optimized main image during A/B testing.
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53% lift in ad CTR due to the improved visual appeal and attention-grabbing imagery.
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22% improvement in ad CVR, demonstrating the effectiveness of the visual upgrades in driving more meaningful interactions with ads.
Conclusion
By focusing on optimizing key content elements (particularly the product’s main image) Jason Markk was able to significantly improve their Amazon performance. The new image not only captured more shopper attention but also led to a measurable increase in conversions and engagement metrics.
Through a simple yet strategic visual upgrade, Jason Markk saw an 8% increase in CVR, a 53% improvement in ad CTR, and a 22% lift in ad CVR. This case highlights the power of visual optimization in driving performance and delivering impactful results on Amazon.
