Feb. 14, 2024
by Justin Chen
SAN FRANCISCO – Leap Stores, an agency that partners with premium Amazon brands, needed to take a client’s new product to the top of the search results. By using PickFu’s consumer insights platform to optimize the main image, they were quickly ranking on page one.
Leap Stores partners with premium brands to provide brand control and revenue growth on Amazon. Led by Jeff O’Bryant, the agency combines proprietary software, MAP compliance, data analytics, and product distribution to maximize brands’ potential on Amazon.
By using PickFu (a consumer insights and polling platform) to optimize the main image, Leap Stores took its client’s product from zero first-page rankings on Amazon to ranking on the first page for its top keywords. Below, we’ll break down how they did it.
Struggling To Out-rank The Competition
One of Leap Stores’ clients, a brand that sells custom products on Amazon, launched a new product in a highly competitive market. To succeed, they needed their product to rank organically on the first search results page, grabbing (and keeping) shoppers’ attention.
Based on past results, O’Bryant expected to see the product ranking on the first page after about a week – but that didn’t happen. After adjusting the listing, amplifying ad spend, and re-launching, the jump in organic rankings he expected still wasn’t kicking in.
Despite the amount of data available to Amazon sellers, Leap Stores didn’t have an easy or fast way of getting high-quality feedback from potential customers. O’Bryant tried using Amazon’s Manage Your Experiments tool to A/B test the listing, but it took weeks for the results to come back – and meanwhile, they were losing out on conversions and sales. They needed a better (and faster) way to boost the rankings.
Optimizing the main image with consumer insights
After a friend recommended PickFu, O’Bryant started optimizing his client’s main image by running polls on the platform – gathering feedback from their target audience to make data-driven decisions.
Here’s a breakdown of his process:
1) O’Bryant created an image simulating a search results page using his client’s and their top competitors’ main images. He then asked his PickFu respondents (a panel of Amazon Prime members in the U.S.) which image they would click on first when shopping for the product. As expected, respondents overwhelmingly clicked on the competition’s main images instead of his client’s.
2) After identifying the most successful images, Jeff used them as a reference point to make gradual improvements to his client’s main image. After each tweak, he ran more polls to assess the impact of the changes. Since Jeff started receiving feedback within minutes after launching each poll, he was able to iterate and run new tests quickly.
3) Eventually, after several iterations and about a dozen polls, the client’s main image was winning with 70% of the clicks in the PickFu tests. O’Bryant decided to re-launch the product on Amazon using the optimized image.
Winning the Amazon search results game
Just five days after launching, the client’s product (featuring the new PickFu-tested main image) was ranking on the first page for the majority of their target keywords. The optimized main image provided a huge boost to the product’s click-through rate, which propelled it to the top of the search results. Several months later, it’s still going strong and even gained an Amazon’s Choice badge.
“We all make assumptions about what’s going to work and fall into the trap of ‘this feels right to me,’” says O’Bryant. “But you’re putting yourself at a disadvantage if you rely on your gut. Especially in e-commerce, everything should be data-driven.”
For Jeff, the fast, high-quality feedback from potential customers was a highlight of using PickFu – he got insights not only about which image people click on, but why they click on it. In the end, O’Bryant ran about a dozen PickFu polls, spending roughly $500. But the cost was well worth it to capture those highly coveted clicks from shoppers: “If you can’t get first page rankings on Amazon, you won’t have an ROI at all,” he says.
Understanding your audience, doing iterative testing, and making data-driven decisions is critical for Amazon sellers, which is why PickFu believes in making market research accessible for everyone.
With PickFu, you can:
🌎 Reach a built-in panel of 15 million global consumers
🎯 Target your ideal customers with 90+ demographic traits
⚡ Get same-day results (most polls finish in a few hours)
🧡 Gather high-quality feedback you can trust
Justin Chen is co-founder of Los Angeles-based PickFu.
PickFu will be exhibiting at the Prosper Show (Booth #912), scheduled for March 4-6, 2024 at the Mandalay Bay Convention Center in Las Vegas.
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