OPTIMIZE

Optimizing Conversion Rate (CVR) can be a lengthy and costly endeavor, with results that may vary significantly. It's essential to recognize that CVR can fluctuate widely across different niches, and experiencing substantial daily variations is normal.

To effectively optimize CVR, adopt a big-picture perspective: test a variety of concepts, gain a deep understanding of your customer avatars' needs, and focus on long-term strategies.

You can download a PDF of this workflow here

TABLE OF CONTENTS

Step 1: Analyze & Categorize
Step 2: Score Images
Step 3: Concepts & Create Images
Step 4: Market Research
Step 5: Upload & Make Highlight
Step 6: Optimize for Performance

STEP 1: ANALYZE & CATEGORIZE

Deep Dive consolidates all competitor images in one convenient location, allowing you to spot trends in concepts and styles being used. This section provides an overview of image categorization and scoring methods.

a. Navigate to Deep Dive and collapse gallery

b. Understand the secondary image matrix

c. Categorize Secondary Images by Type using THIS SHEET

STEP 2: SCORE IMAGES

a. Understand the 3 point scoring system

b. Understand the comprehension score

c. Score secondary images and log results in THIS SHEET

d. Score A+ content modules and log results in THIS SHEET

STEP 3: CONCEPT & CREATE IMAGES

The AI Product Brief provides a detailed analysis of the product detail page and customer reviews, delivering key insights into the most important features of your niche, customer likes and dislikes, potential product improvements, and customer avatars. Use this brief as inspiration for crafting impactful concepts for your secondary images and A+ content.

Step 1: Navigate to AI Product Brief

Step 2: Select up to 10 competitors

Step 3: Wait 5-10 minutes

Step 4: Analyze results

Create Intent Checklist

a. Create list of all of the possible things that you could say about your product / brand.

b. Based on the information from everything so far, brainstorm the most important items a potential shopper would need to know before buying the product. 

Use THIS SHEET and list these ideas here. 

c. Reduce your first two lists into a smaller list that brainstorms what you have space for in the listing. These would be the most important concepts you're looking to cover.

Create Concepts For Secondary Images and A+ Content

Developing concepts for secondary images and A+ content becomes more intuitive with practice. In this brainstorming exercise, use the Visual Optimization workflow sheet to capture your ideas. Don’t overthink it—focus on getting as many concepts down as possible. You can refine and adjust these ideas in the next step. 

a. Write out the image concept

b. Write a short description for this concept

c. Note concept variations using version column 

d. Note the intended team who will bring concepts to life 

e. Log the status from concept to created asserts.

Create Secondary Image And A+ Content Designs

Bringing your image concepts to life can be done through various methods, catering to different budgets. No matter which approach you take, providing clear direction to your creative team will lead to better outcomes. Keep in mind that while visual appeal is important, the clarity and flow of information take priority—a more polished image doesn’t always guarantee a higher conversion rate.

a. Self: No Website

b. Freelance

c. A La Carte

d. Full Package

Test And Revise Secondary Image And A+ Content Designs

Several market research tools are available to test your creative assets before uploading them to Amazon, with three notable options listed below. If you have a larger budget and more time, consider testing multiple concepts against each other. Then, test the winning designs against similar images from your top competitors. Remember, the real magic of creative optimization lies in the revision process—don’t hesitate to go through 3-4 rounds of revisions to achieve an image that is both visually appealing and easy to understand.

Three methods to quickly download images from Deep Dive

a. Bulk Download

b. Download Specific Competitors

c. Download Specific Image

STEP 4: MARKET RESEARCH

Fill out THIS SHEET with results from your market research tests. 

STEP 5: UPLOAD & MAKE HIGHLIGHT

Upload Assets To Amazon And Make Rank Radar Highlights. 

Step 1: Go to Seller Central and upload your secondary images and A+ content.

Step 2: Make Rank Radar highlight

Monitor, Iterate And Execute On Testing Road Map

After uploading your images to Amazon and setting up Rank Radar highlights, it's crucial to monitor performance. In addition to tracking overall organic rank and the results from any MYE tests, pay close attention to your Unit Session Percentage (USP). Remember, both conversion rate and USP can fluctuate significantly on a daily basis, so it's best to analyze these metrics over longer time frames, comparing 30, 60, or 90+ days before and after making changes. The reports tool within Data Dive will help you track changes in market share percentage and total revenue effectively.

Step 1: Navigate to reports

Step 2: Find product

Step 3: Run report

Step 4: Select date range and analyze

Alternate Strategies For Improving CVR

Optimizing CVR is a lengthy process influenced by numerous factors. Here are four additional tools that could help drive a positive increase in your conversion rate.

STEP 6: OPTIMIZE FOR PERFORMANCE

When undertaking a full creative optimization project, you’ll likely end up with several secondary images and A+ content modules that remain unused.
Remember, optimizing CVR is an iterative process that should be approached with a long-term mindset. Aim for consistent improvements each month through ongoing
testing. Developing a long-term plan to test these assets will help you maximize the results of your optimization efforts.

Step 1: Log your current listing assets in THIS SHEET

Step 2: Plan your testing strategy

Step 3: Complete 6 month plan in THIS SHEET

Step 4: Map out testing timeline

GET THE FULL BREAKDOWN HERE:

 

Do you still have questions about this workflow?
Register to any of our 3X weekly Office Hours sessions and get your questions answered.

TIMES OF OFFICE HOURS >