Crafts4All & AMZPets
The goal of the following brands was to rapidly improve the branding and creative assets living on Amazon.
As Thrasio was quickly acquiring brands, our goal as creatives was to evaluate each brand and hero products for low-lift opportunities to maintain traction in the category and marketplace. As a creative lead on Crafts4All and AMZpets, I evaluated a hero product and set the direction and strategy for the brand to follow. I established the updated look and feel and handed off to my team to flesh out in the brand.
improvements identified:
need to show swatches of paint colors included
stating product specs early on and clearly
macro product photography highlighting quality
use cases, i.e. what are best surfaces to apply on
PROBLEM
In the oversaturated art supply category, the Crafts 4 All acrylic paint product was not converting well and loosing market share. To combat this, I reviewed consumer reviews of our product and researched best selling competitors to identify gaps in our product story.
After updating the listing images, I overhauled the story of the A+ Content working with our writer on the project. We went with a strategy that again highlighted the product specs and quality, but also pulled up benefits hidden in the later listing images in case the consumer does not click through all nine.
Learnings + next steps
Because of other ongoing changes to the listing, it was difficult to attribute how much the updated creative impacted conversion rates. In the future, it would be ideal to test creative without other factors impacting the listing to understand what is working and not working.
As we continue to test the new creative, I created a quick style guide and collaborated with the writer to include a persona. Our cross functional partners can utilize to make sure marketing and paid traffic aligns and maintains a cohesive consumer experience through the funnel.
IMPROVEMENTS IDENTIFIED:
Main product image showing freebie bag and organized, size-accurate rope toys
Showing the target audience, large dogs early on
To differentiate from competitors, leaning into emotional decision making of creating memories over dental benefits of chew toys
problem
When Thrasio acquired AMZpets, the hero rope toy product page on Amazon was dated and lacked context to allow the consumer to quickly feel confident in their purchase. Through researching the best selling dog toys and analyzing consumer reviews, I identified key points to optimize.
Learnings + next Steps
After exploring on the rope toys, I applied learnings to the training toy set. Through testing, I identified that consumers are more likely to click on the more organized style of main product image so I applied that to this product as well. I utilized the new lifestyle photography to highlight the functionality and bonus features of the training set. Through research and reviews, I decided with the writer, to highlight why this training set will make the new puppy owner’s life easier and put that at the front of the product story.