As your brand ramps up advertising and sales on Amazon, does your paid search cost increase and conversion rate decrease?
Identify the key insights you can implement in your Amazon strategy to allow you to get more from your AdWords campaign and vice versa.
Maximize Conversions by Balancing Your Ecommerce & Amazon Strategy
1. Maximize Conversions by Balancing
Your Ecommerce & Amazon Strategy
THE Q4 ECOMMERCE BRAND ACCELERATOR VIRTUAL SUMMIT
2. Summit Details
Tuesday, September 25th
10 - 10:45 AM PT
● CPC Strategy: Maximize Conversions by
Balancing Your Ecommerce and Amazon Strategy
11 - 11:45 AM PT
● Trustpilot: Optimizing the Path to Conversion
Leveraging Social Proof to Increase Sales
12 - 12:45 AM PT
● Nielsen Visual IQ: Crossing the New Digital
Divide: Your Guide to Marketing Effectiveness
Wednesday, September 26th
10 - 10:45 AM PT
● AdEspresso: 6 Ways To Retarget Audiences Using
Facebook Ads To Maximize Revenue During Q4
11 - 11:45 AM PT
● Privy: How Top Ecommerce Merchants Approach
Cart Abandonment
3. ● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator
Today’s Logistics
4. Overview
Founded in 2007
Google Premier Partner
500+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy
8. Benefits of a Direct-to-Consumer Approach
● Establish your brand story
to connect with target
● Amazon matches with
premium content
Brand Equity First-Party Data Lifetime Value
● Build email lists
● Strategize repeat purchases
● Find similar customers
● Acquire new customers at a
lower cost
● Foster a direct relationship
with you customers
●Turn revenue acquisition
into customer acquisition
● Mathematical outcome of
customer relationships
9. Why Foster Customer Lifetime Value?
The top 1% of
customers are worth
18 times more than
the average
customer
The Likelihood of a
customer to make a
second purchase is
close to 30%, for a
third purchase it
jumps past 50%
The fastest growing
ecommerce
companies have a
customer lifetime
value 79% higher
than their peers
RJ Metrics 2017
10. Why Foster Customer Lifetime Value?
More than just revenue / profit acquisition, acquire customers
Why focus on CLV?
● Rising cost of customer acquisition
● Increasing competition
● Top 20% of customers generate roughly 70% of your total revenue
How to use CLV?
● Leverage first-party data
● Find similar audiences
● Acquire customers at lower cost
12. Fish Where the Fish Are: Amazon
Why Sell on Amazon?
● 54% of product searches begin on Amazon
Why Sell on Your own site?
● Think long term: D2C Ecommerce Strategy
Jumpshot 2018
13. Channel Comparisons - Acquiring Traffic & Cost of Revenue
Traffic Acquisition
& Cost of Revenue
Amazon Ecommerce
● Amazon generates
● On Amazon
advertisement
● Off Amazon traffic
○ *Attribution
● Amazon fees
● Advertising costs
● Fulfillment
● Paid
● Earned
● Owned
● *Retailer is responsible
● Site Development &
Upkeep
● Advertising Costs
● Fulfillment
24. Merchandising - Pros of Product Launch on Ecommerce
● Take advantage of social / branding investment
by driving traffic to Ecommerce
● Collect Search / keyword data
● Create exclusivity / FOMO
25. Merchandising - Pros of Product Launch on Amazon
● Conversion rate highest
● Organic halo effect
● Product review generation
● Attribution is important
26. Merchandising Strategies - Web Exclusives
+28% lift in eComm
conversions as a result
of pushing web exclusive
offers via aligned paid
media campaigns
● FOMO
● Reward customers for
engagement
● Encourage advocacy
● Increase LTV
+36% lift in category
sales (YoY)
and +14% lift in CVR as a
result of pushing web
exclusive colorways
32. What You Should Do Next
Next Steps as an Amazon-only Seller:
● Secure your Amazon foundation is strong & profitable before launching Ecommerce
Next Steps as a Ecommerce-only Seller:
● Remember your shoppers are on Amazon too
○ Optional Strategy: Selective product release
○ Optional Strategy: Amazon as a liquidation channel with discounts
○ Optional Strategy: Amazon as full price catalog capturing active intent
Next Steps if Selling on Both:
● Integrate cross-channel Insights
● Allocate resources considering channel profitability