Main Image Experiment
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Challenge
• The task was to enhance a product's market position, facing issues such as suboptimal search engine visibility, competitive pricing pressures, negative customer feedback, and insufficient product representation and branding on Amazon.
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Objectives
Increase the Click-Through Rate (CTR): Aimed at improving the initial engagement metric that indicates the effectiveness of the product's online presentation.
• Boost the Conversion Rate: Focused on converting more of the increased traffic into actual sales, thereby improving the overall effectiveness of the online marketing efforts.
• Increase the Return on Ad Spend (ROAS): Aimed at achieving a higher return on investment from advertising, making the marketing efforts more profitable and sustainable in the long term.•
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Solution
To address these objectives, a strategy was implemented that involved:
• Product Feature Analysis: The main feature of the product was analysed in depth to understand its unique selling proposition (USP) and appeal to the target audience.
• Competitor Research: A thorough research was conducted to analyse the types of main images used by competitors. This helped in understanding the market standards and expectations, as well as identifying potential areas for differentiation and improvement.
• Main Image Optimization: Based on the insights gained from the product feature analysis and competitor research, the main image of the product was redesigned to highlight its USP more effectively. This was done to ensure that the first visual interaction with the product immediately conveyed its value proposition to potential customers.
