Content strategist, Amazon Attribution
Organic marketing channels, such as social media, mailing lists and your brand blog, are key opportunities to engage your most loyal customers. These customers have taken action to get more information about your business, such as subscribe to your newsletter, follow your posts on social media or read the latest article on your blog. Understanding how your message is received by this audience and what impact it has on knowledge, consideration and purchasing decisions is important in helping to grow your business.
Amazon Attribution, a free beta evaluation solution, can help you accomplish this by providing you with data on the effectiveness of your organic marketing efforts to help shoppers discover your brand and products on Amazon. With the Amazon Attribution Measurement Console, you will have access to detailed information and data that will help you better understand if your cross-channel campaigns are achieving the expected results, as well as promoting your business goals.
Let’s take a look at a sample marketing campaign: Imagine advertising a certain product on some organic channels. Your goal is to increase product sales and at the same time strengthen brand awareness. As part of this action, you publish an educational blog post, send an email, and post content on social media. Each of these channels has a link to that product’s detail page on Amazon.
Here are some tips on how to think about using the data provided by the Amazon Attribution console, including viewing product detail pages, click-through rate, and sales, to ensure your organic strategy is in tune with the customers and help achieve the brand’s goals.
Knowledge: Increase the total audience of Amazon shoppers exposed to your brand
Let’s say you take a look at the Amazon Attribution console and notice that your blog post generated a large number of product detail page views, but a disproportionately low number of sales. You also check your blog data and find that this particular post has received a high volume of traffic.
These indications suggest that your blog is reaching a wider audience and at the beginning of the funnel that is still in the knowledge stage. So while shoppers get engaged and read the post and click on Amazon’s product detail page, they’re probably not ready to make a purchase yet.
In light of all of this, you might want to consider testing a landing page that focuses on improving customer engagement and educating buyers about your product and brand. Instead of inserting a link to the product detail page, you can try to insert a link to your Store. This way, shoppers will have the opportunity to learn more about the brand before making a purchase.
Ultimately, you can use the Amazon Attribution console with the data dashboard on Stores to determine which experience has the most value for your brand.
Consideration: Drive engagement by telling your product story
Another look at the Amazon Attribution console tells you that unlike your blog post, your social post has had a very low number of product detail page views. However, after checking your social media data, you find that the post has received a large number of “likes” demonstrating a high level of engagement.
In this case, it is advisable to review the post. While the number of “likes” suggests your community engages with your brand, the low volume of product detail page views indicates that the post may not have effectively communicated the benefits of the product.
In a medium where creativity is key, we suggest you consider testing your options for creative content: try changing the original image to one that more clearly shows the value of the product and evaluates the associated metrics. This will help you understand how creative content is perceived by customers, giving you insight into purchasing decisions.
Purchase: Maximize purchase intent when buyers are ready to purchase
Finally, let’s take a look at your email campaign performance. You had decided to take a test to understand how two different calls to action (CTAs), “Buy Now” vs. “Learn more” affect engagement via email.
Based on the click-through rates provided by your email analytics tool, “Find out more” was the winner, engaging a larger audience. However, looking at the Amazon Attribution console, you notice that “Buy Now” generated significantly higher sales volume, which means that it sparked the interest of those who were more likely to make a purchase.
With this in mind, you may consider segmenting your mailing list in the future; sending less direct CTA emails to those who are still familiarizing yourself with your brand and your products and purchase-oriented emails to has already tried your brand products.
Amazon Attribution is available to professional sellers on the Amazon Brand Registry, vendors and agencies selling products in the US on amazon.com, and vendors selling products in the UK on amazon.co.uk or hire any Amazon ungating services for it.
Learn more about how to use Amazon Attribution to measure and optimize your organic and paid marketing efforts, and understand how your marketing strategies outside of Amazon help drive sales on Amazon.