A Content Strategy Using Custom Solutions

Client
Myzone
‍‍
Project Type
E-commerce,
Creative Strategy

Results
+11% Glance Views,
+3% Conversion

Description

Premium wearable-fitness brand Myzone aimed to increase Amazon sales. Their conventional approach to e-commerce advertising was not performing as planned, so optimising for Amazon's best practices and competitor analysis were essential in order for growth.

Key Objectives

  • Analyse Myzone's search-term results for best keywords & main competitors.
  • Pinpoint FAQs, likes & dislikes reviewers have about the product listings.
  • Design creative assets for the flagship products, using the above insights.

Process (1/2)

  • Conducted search-term analysis, focusing on the top 5 relevant terms with high search-volume.
  • Coded a bespoke web-scraping tool to gather real-time data on these terms, assembling a pool of competitors.
  • Performed advanced image-analysis to identify trends in competitor design, allowing for strategic differentiation.

Web-Scraping Search Results

Trend Analysis On Main Images

Listing-Keyword-Report Summary

Competitor Asset Comparison

Creative Brief

Process (2/2)

  • Scraped reviews, questions & images from both competitor and Myzone listings, generating detailed keyword reports and asset comparisons.
  • Highlighted key differentiators & similarities between the data sets, revealing areas for optimisation.
  • Built & implemented a creative brief, breaking down where to utilise each insight on a listing for most efficacy.

Outcome

Myzone's revamped main images drove an impressive 11% surge in glance views across advertising and organic traffic. The optimised listing content quickly addressed FAQs and showcased USPs, leading to a noteworthy 3% uptick in conversion rates, an achievement for a premium product.

Outside the product listings, we applied the same knowledge to Myzone's Amazon Brand-Store, bettering the user journey and UX. By proactively addressing FAQs and guiding consumers to their desired products, the redesigned Brand Store experienced a 2% increase in conversion rates for Amazon ads utilising it as a landing page.

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