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The Wooden Wick Co.
WaterWipes
WATERWIPES
99.9% Pure Baby Wipes.
100% Amazon Optimized.
THE CHALLENGE
Amazon Exclusive Content
Irish Breeze, a leading global manufacturer of baby products was looking to expand their visibility and capture more market share for their household brand WaterWipes, the world’s purest baby wipes, on both domestic and international Amazon marketplaces. They looked to Digital Operative for assistance in helping to optimize their listings to achieve organic keyword ranking growth and overall conversion rates. While they had already invested in producing some quality imagery and content for their products, our goal was to amplify both their existing content as well as create new in order to best optimize for Amazon.
OUR ROLE
- Amazon Advertising Strategy
- Product Listing Optimization
- Content Strategy
- Enhanced product images
- Optimized titles, bullet points, and descriptions
- Enhanced A+ Content
- Brand Store
- Asset Creation
Our Approach
Using proven, data driven methodologies DO team built a strategic roadmap and value positioning plan to define the key message points to focus on as well as content production list for production. Based on this content production plan, DO was able to produce optimal product and lifestyle imagery, on a very condensed timeline that clearly highlighted the differentiated value proposition of the WaterWipes’ product within their detail pages and brand store in order to drive higher conversions and increase brand equity on Amazon. In turn localize those assets for Global markets.
01
Product Photography
WaterWipes was in need of new product photography for their entire line of baby wipe products. Before shooting we provided WaterWipes with a moodboard of photography directions as well as a shot list to best show the differences in package sizes. All images were shot in our in house studio and taken through an extensive editing process to have the overall aesthetic WaterWipes was looking for.
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Lifestyle Imagery
Although WaterWipes had a large library of branded imagery, they were in need of imagery that would perform well on Amazon. Their imagery was heavily based around lifestyle. While staying on brand, our new direction for imagery increased the focus and attention on the product in use. We vetted models and locations, as well as, worked closely with WaterWipes to produce moodboards and shot lists that would display the benefits and key differentiators of WaterWipes products. All imagery was shot and edited in house and translated into their Amazon store.
03
Product Listing Optimization
Amazon’s product platform simulates an in-store retail experience, where competing products share shelf space. WaterWipes is directly competing against nationally-recognized, legacy household names. So it was imperative that their product listings were perfectly optimized to quickly entice shoppers and convert them to buyers.
Customers on Amazon, especially those who shop on mobile devices, are more immediately engaged through visual content than through product copy. Our goal was to use product imagery to create opportunities to quickly educate and inform potential customers about the benefits and differentiators of WaterWipes’ products. To do this, we collaborated with our in-house experts at our state-of-the-art Content Studio.
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Enhanced Product Images
With the limited amount of customizable opportunities on Amazon it is important to showcase as much compelling information as possible into those few opportunities. We accomplished this by working with WaterWipes to narrow down the top features/differentiators of their product and use graphic overlays to bring those features to the forefront of their imagery. Through demographic research we identified what is most important to WaterWipes’ customers and used the imagery to present that to them.
05
Product Listing Copy
We incorporated WaterWipes’ current product copy and used keyword research to identify targeted but high traffic keywords in order to enhance their product pages for search. We formulated SEO optimized product titles and bullet points to highlight the products important features and assist in search ranking for high traffic keywords.
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A+ Content
In order to fully build on WaterWipes’ product pages, we used our in-house expert design team and categorical research of competitors to develop A+ Content for all products that were informative, aesthetically pleasing, and incorporated cross-sell opportunities for their other products.
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Brand Store
Because WaterWipes’ had a very limited catalog of only 3 products, we focused on key brand features to design and develop an Amazon brand store that was representative of their brand identity and catered to target demographics. We focused on key brand messaging while optimizing imagery for mobile devices to create a dynamic shoppable experience.
Our experience with DO for this project has been enjoyable, trusting and reliable; with the launch of 3 new products, we were confident that a continued partnership with DO would benefit us greatly for our Amazon business.
Ashley K.
AMAZON DIGITAL MARKETING MANAGER - WATERWIPES
Konsyl
KONSYL FIBER
Creating a
Healthy Market
THE CHALLENGE
Achieving D2C Success on Amazon for an 80-Year-Old B2B Brand
Konsyl Pharmaceuticals has been successfully selling their digestive health supplements in B2B and retail markets for more than 80 years. They had only recently begun to incorporate D2C strategies like selling on their Shopify website and Amazon when they approached Digital Operative for help.
Our challenge was to create and execute a strategy that would help Konsyl establish a strong Amazon marketplace presence and direct-to-consumer positioning. The goal was to enable a business with little brand awareness outside of their core consumers to steal market share from top competitors with legacy household names.
OUR ROLE
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Product Listing Creation and Optimization
- Enhanced product images
- Optimized titles, bullet points, and descriptions
- Enhanced A+ content
- Amazon Advertising Strategy Development and Implementation
- Introduction of Artificial Intelligence for Campaign Bid Management
THE OUTCOME
Accountable to our results
Through the optimization of product listing pages and implementation of an Amazon advertising strategy focused on conversions and profitability, we were able to guide Konsyl to a 10-15% increase in conversions across all campaign types. Over the course of just 9 months (March 2019 to November 2019), Konsyl achieved:
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REVENUE INCREASE
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INCREASE IN IMPRESSIONS
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INCREASE IN CLICKS
OUR APPROACH
Based on our thorough analysis, we developed best-in-class strategies and tactics to quickly launch Konsyl to Amazon greatness. How did we do it? We’re so glad you asked…
01
Optimized Product Listings
Amazon’s product platform simulates an in-store retail experience, where competing products share shelf space. Because Konsyl is traditionally a B2B brand competing on Amazon against nationally-recognized, legacy household names, it was imperative that their product listings were perfectly optimized to quickly entice shoppers and convert them to buyers.
Customers on Amazon, especially those who shop on mobile devices, are more immediately engaged through visual content than through product copy. Our goal was to use product imagery to create opportunities to quickly educate and inform potential customers about the benefits and differentiators of Konsyl products. To do this, we collaborated with our in-house experts at our state-of-the art Content Studio.
We added concise text overlays in easy-to-read fonts to Konsyl’s product images to highlight key features, making sure to create product description and A+ copy that was clearly legible and tailored to appeal to the more mature generations that make up Konsyl’s demographic base.
02
A Robust Amazon Advertising Strategy
Based on our thorough analysis of Konsyl’s Amazon advertising account, it allowed us to identify areas of opportunity as well as loss leaders. From here we developed and implemented a holistic strategy based on offensive and defensive tactics to target key opportunities.
From a defensive perspective, our goal was to capitalize on the brand awareness Konsyl had earned as a leader in the digestive supplement industry for more than 80 years. We aggressively outbid competitors who attempted to use Konsyl-branded keywords to poach customers.
Offensively, we identified the targeting of non-branded keywords as the most significant area of opportunity for Konsyl. We focused heavily on these keywords, encouraging a higher ACoS than less savvy advertisers would be comfortable with to drive organic ranking up and increase organic sales significantly.
03
Artificial Intelligence to Work Smarter
The advertising strategy we manually implemented for Konsyl was performing well, but we knew we could help their revenue grow and lower ACoS even more effectively if we automated keyword bid management through artificial intelligence. By introducing artificial intelligence software to automatically manage bids on thousands of keywords on an hourly basis, we stopped bidding on keywords that weren’t driving profitable revenue. With the help of AI, we reduced ACoS from 39% to 21% in a single month.
04
Owning the Buy Box
Due to Konsyl’s historical focus on B2B sales through distributors, many of whom had reached pricing agreements with Konsyl, it was often a challenge for them to win the Buy Box for their own products on Amazon.
By creating quantity bundles for Konsyl on Amazon, we were able to create listings that were no longer in competition with other marketplaces. This allowed Konsyl to win the Buy Box 100% of the time for those bundled products. Bundling also increased AOV and made it possible for Konsyl to advertise their products where third-party sellers took the Buy Box on single-product listings.
Over the course of 9 months, we also adopted a merchandising strategy for new products exclusive to Amazon and direct-to-consumer channels, creating incremental revenue opportunities at a much faster pace and introducing brand loyalists to new products, flavors, and delivery methods.
Konsyl had a 1,000% revenue increase over the course of just 9 months (March 2019 to November 2019)
It was great working with Digital Operative. Their process was seamless and simple. The success we had in growing our Amazon business was more than we could imagine.
Jaime C.
VP of Marketing
Baby Tula
Baby Tula
Optimizing a
Growing Brand
The Challenge
Optimizing Baby Tula
Baby Tula is a San Diego based company that designs comfortable and easy-to-use baby carriers in a wide variety of prints. They approached Digital Operative looking to increase revenue at their existing audience level. Our challenge was to create and execute a strategy that would continuously increase revenue per unique visitor, squeezing the most out of every visit. This type of strategy is perfect for ecommerce managers seeking growth while operating on a cost conscious marketing budget.
Our Role
- Conversion Rate Optimization
- Shopify Development Support
The Outcome
Accountable to Our Results
Through smart optimizations, Baby Tula’s dedication & campaigns, and program testing solutions powered by VWO experience Optimization Platform, we effectively optimized the experience prior to the holiday season. As a result, revenue increased by 16% while visitors to the site decreased by 20% from 2018.
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Revenue Per Visitor
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Average Order Value
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Conversion Rate
Our Approach
The CRO program worked to decrease friction and increase overall value articulation through homepage, collection and product page testing leading to strategic incremental performance improvements. Below is a collection of stories that fueled the success of the CRO program.
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Mobile First
One of the large factors for how we approached the Baby Tula strategy was the sheer size of their mobile audience. Greater than 70 percent, it was vital to present a mobile first philosophy. Analysis and testing reveals behavioral differences between platforms. For example, mobile shoppers typically have a much lower attention span and testing confirms a significantly higher elasticity to difficulty friction. This understanding stressed the importance of simple, to the point messaging and also for providing an experience that was functionally easy to navigate and understand. We tested minimalist content along with process indication and large CTAs; this combination proved to enhance the audience’s ability to navigate and select products. Mobile revenue per visitor, conversion rate and revenue had the largest impacts in 2019.
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Product Differentiation
Baby Tula has several carrier types that are specific to the user’s baby wear preferences, position, age of the child (infant to preschool), and styling. Data confirmed that visitors were having difficulty articulating the differences between the three primary carrier collections. Through testing, design and development, we designed a homepage element that improved product differentiation through simple hover and scroll over effect, having a measured impact to collection clickthrough rates and adds to cart via those clicks. Functionality wasn’t the only reason for success! We tested value messaging on product pages to uncover what visitors valued most about the top carrier collections. These value points were tested along with the new element to fine tune the impact.
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Reduce Barriers to Purchase
Upon initial analysis of the experience and throughout the discovery workshop, we understood the importance of simplifying the navigation and shopping cart & checkout process. Using VWO’s suite of research tools, we identified several items that bubbled up to the surface including navigational organization, confusing cart eyepath, and the need for additional payment options. Baby Tula added additional payment options and we utilized our shopify development team to execute on simple optimizations to reduce friction. These incremental improvements impacted clickthrough rates to products and increased conversion rate and revenue per visitor.
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Holiday Landing Pages
Leading up to the holiday season, it was important to enhance Baby Tula’s marketing efforts with dedicated landing pages. Both teams combined to create a holiday experience that performed throughout the holiday season. The holiday experience comprised of a gift guide page, along with three ‘gifts under’ pages and ‘stocking stuffers’ page that matched incoming motivations. Based on analytics, we tested and iterated the experience using VWO throughout to drive peak performance . The success of these pages in combination with program improvements fueled a fabulous 4th quarter performance.
05
Timing
Our overarching goal was to increase Revenue per visitor RPV, which takes both conversion rate (CR) and average order value (AOV) into account. This optimization strategy targets experience improvements as well as ways to increase upsell and qty per transaction through value articulation. We posited that if we could test and execute these tactics prior to the holiday season and create a holiday experience, the results would be exponential; we posited correctly. The team executed on that approach leading up to the holiday season, seeing steady monthly increases in CR (+8%) and AOV (+11%) along the way.
Baby Tula squeezed 16% more revenue out of 20% less traffic from 2018 to 2019 through CRO.
DO has been a key strategic partner for Baby Tula—helping drive up our RPV and CVR across all our ecommerce sites. Their optimizations continue to improve our customer experience, and we can see in the results that everything they do is helping propel our business forward. We value their digital expertise tremendously and highly recommend them for anyone looking for a partner that can drive strategy and results.
Samantha L.
MARKETING MANAGER - BABY TULA
Laird Superfood
Nordic Naturals
Bobble
Bobble Case Study
Waste Less
Re-Use More
Reinventing a Brand
Digital Operative became the digital partner for the bobble brand, providing everything and all things digital: from digital marketing, to creative assets, to full website development and maintenance. Digital Operative was the bobble technology, marketing, and creative partner, all in one.
- Website Design and Development
- Photography
- Design
- Paid Search
- Email Marketing
Our Role
Website Design and Development
Online Innovation
Using the Magento platform, Digital Operative was tasked with developing a visually innovative website that would be the driving force behind bobble’s ecommerce efforts. As a result, the team strategically planned and executed a site redesign and overhauled the brand’s ecommerce platform.
Photography
Capturing A Lifestyle
Digital Operative’s goal was to energize the bobble brand and activate bobble’s target, largely female audience. The team captured all imagery in-house, and using color to highlight smart and stylish drinking solutions was a huge part of the visual strategy.
Design
Creating a Design That Tells a Story
In order to establish design direction for the new site, Digital Operative had to understand the needs and wants of the brand’s target audience, millennial women. The team identified self-expression, style, and a vested interest in sustainability as key attributes of this audience, and then used this information as key touch points when moving forward with design.
The Outcome
Accountability For Our Results
Digital Operative successfully and strategically repositioned the bobble brand, redesigned their website and ecommerce platform, and produced content and imagery for the entire site. At Digital Operative, we believe in the power of partnership, and we are proud to have helped a client partner launch their new direct-to-consumer digital experience.
NESCAFÉ® Dolce Gusto®
Coffee Cargo
Coffee Cargo Case Study
Discover a Better Cup
Building a Business
Digital Operative was tasked with not only naming and branding Coffee Cargo, a start-up single-serve coffee subscription service, but also with developing the processes, structure, and overall model for the new ecommerce business.
Our Role
- Strategy & Planning
- Visual Branding
- Digital Marketing
- Website Design and Development
- Custom Subscription Engine
Strategy & Planning
Striving to Stand Out
Digital Operative started from the very beginning, establishing a service model that capitalized on the popularity of online subscription services and striving to differentiate and be unique within the crowded coffee market.
Website Design and Development
Building a New Ecommerce Experience
The team at Digital Operative created a custom-built subscription engine powered with marketing automation, used a phased approach to introduce features and functionality, and deployed an ecommerce interface featuring innovative user experience (UX) design and development.
The Outcome
Accountable for our results
Digital Operative executed an innovative look and feel, ecommerce presence, and overall brand style for a new digital business trying to break into the crowded coffee space. Through targeted branding aimed at consumers who a subscription based service model would appeal to, Digital Operative took a full-service marketing approach that was successful in increasing subscribers as well as overall revenue.