Bricks to Clicks: Chapter Two Summary
Our second post in our “Bricks to Clicks” series (read the first one HERE), we cover chapter two of Content Analytics' founder and CEO David Feinleib’s book Bricks to Clicks: Why Some Brands Will Thrive in E-Commerce and Others Won't.
Chapter 2: Regaining Control
The Internet disrupted normal branding and shopping standards that had been in place for well over a century. Many established brick and mortar sellers acknowledged the rise of e-commerce but were slow to respond. Now, within the last two years, many of those brands are playing catchup and realizing how far behind they already are.
Why Content Matters
The less consumers interact with physical products, the more important product content becomes. Images, videos, product descriptions, and consumer reviews are crucial factors that help customers make buying decisions. Category managers with multi-billion dollar budgets haven’t invested enough resources towards improving how their products appear online and often offer shoppers a subpar experience with low-res or outdated images.
Manual audits (done by a single or multiple team members) are ineffective, as there’s no way for any individual to examine each product page. Manual brand audits are so time-consuming, companies can only complete them once or twice a year. Even after a successful brand audit, pages can quickly become out of date, especially if items become unavailable.
Defining and Reacting to Your Products Shopability
Online sellers need to know exactly what happens when a shopper types a product name into Google, Amazon, Walmart and other multi-channel retail sites. Big brands that once dominated brick and mortar shelves have had to switch their thinking and realize they are now competing with smaller, niche brands that show up in those same search results.
Today: online product pages are the new department store shelves. Any brand can leverage techniques to optimize products for online search. Smart sellers fill their pages with accurate and engaging images, optimize their product names with key search terms, and monitor negative customer reviews.
In 2017, brand recognition should take a backseat to optimization. Today’s shopper appreciates the choice and convenience of internet shopping. The majority of online purchases now start on a mobile device. Amazon Prime (at the time of publication) clocked in at over 70M members and, with it, Amazon has created a virtuous circle of customer loyalty.
“Shoppers who sign up for the annual program are far less likely to shop elsewhere when the time comes to make a purchase decision. For Amazon, the Prime program means billions of dollars in up-front cash, which can be used for infrastructure improvements, logistics improvements, and generating additional scale efficiencies.”
From Bricks to Clicks, Chapter 2
Marketplaces add to the complexity for sellers, with 470 out of 480 million Amazon products available being sold by third-party sellers. Marketplaces benefit retailers by capturing long-tail search results more frequently. Our software enables our clients to determine which seller gets the sale by closely monitoring those third-party listings.
Manual approaches to data collection and management are failing as it doesn’t deliver the speed and scale the e-commerce environment demands.
Brands are faced with a three-fold scalability challenge: to make informed decisions quickly across the entire online sales ecosystem, supporting an infrastructure that responds to those decisions, and deploying an ongoing automated solution that does not require much, if any, manual intervention.
Our Dashboard provides the insights and scalability businesses need to keep pace with the lightning fast speed of internet shoppers. Automated data aggregation and intuitive reporting interfaces provide the key performance indicators (KPI) teams need to make informed decisions and hit online revenue targets.
Defining High-Quality Content
This chapter concludes with a deep-dive of line items that enhance and improve overall product page performance. Here are some highlights:
- Ensure that high-res images have a minimum resolution of 1000x1000
- ATF descriptions should be at least 150 words long
- Product names should be no more than 70 characters
- Product pages should also meet required standards for different retailer sites (Amazon, Walmart, Target, Jet, etc.)
Amazon A+ pages and enhanced content could help product pages perform even better than your competitors. Sponsored products opportunities are available on Amazon and Walmart through agencies and, in some cases, self-service models. Boosted items could sell better because the sponsorship helps them show up in the search rankings more consistently. This could then eventually improve organic search results (as top-selling products are favored in organic search rankings).
Get your copy of David Feinleib's latest book at Amazon.com.
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