What does it take to make your listings stand out on Amazon and Walmart? Turns out, a lot. Not only do the written parts of your listing need to be fully optimized, but you need images that catch your potential shopper’s eye. One way to do that (spoiler alert) is with 360 degree images, which is why we were so excited to invite Jeff Hunt, CEO and Katy De Leon, Go-To-Market Strategy at Snap36, to talk to Jason about listings that convert, best practices, and images that REALLY set you apart from the competition.
How COVID-19 Has Changed Ecommerce
In a nutshell, the COVID-19 crisis has accelerated buyer trends 2-5 years ahead of where they would have been normally. As the vaccine continues to roll out, we’ll see some of the traffic and volume recede, but these new shopping habits will likely continue as they become longer term. More people are simply more comfortable buying online now.
On the seller and brand side of things, there is massive category upheaval taking place. In March, the top 15 retail categories saw a whopping 333% increase year over year, while the bottom 15 categories saw a decrease of 57%. So what do you do when you’re competing in one of those top categories, and how do you push your category ahead if you’re in the other camp? Increase sales, right? And to do that, you have to have listings that convert.
Best Practices for Listing Optimization
Jeff says, “60% of the sale happens prior to someone adding an item to their cart.” And it’s true! Your title, bullets, description and images are what lure the buyer to, well, buy. There are other factors, too, and requirements vary from marketplace to marketplace. Jason gave some helpful tips for each marketplace. He showed viewers Walmart’s Optimization Triangle, something that spells things out nicely for sellers.
At the top of the triangle there’s content – the category, title, description, images, and attributes that make up your listing. Then there’s offer quality in the fat middle of the triangle – item price, shipping price, and the item’s in-stock rate. Finally, there’s the base of the triangle. Performance. A seller’s performance is indicated by their customer ratings and reviews, their order defect rate (ODR) and their adherence to policies.
Amazon’s mix of listing optimization pieces isn’t all that different. Sellers have to adhere to Amazon’s policies, have healthy seller accounts, and have a less than 1% ODR and healthy seller feedback. Without those things, listing optimization won’t do much good. Provided all a seller or brand owner’s ducks are in a row, the components of a great Amazon listing are:
- A great title (the first half is what matters most)
- Bullets that are compliant AND compelling (all caps are out, sorry)
- A brilliant description that communicates the product attributes clearly and includes keywords
- A+ Content that is compelling and impressive (it gets prioritized in search)
- GREAT images (use that space or lose it)
Images Are So Important
Jeff shared very interesting facts with our audience. One, that 60% of buyers prefer not to interact with a sales rep as the primary source of information, supports our earlier observations about the change in buyer behavior and the acceleration of online shopping trends. He said that 45% of online shoppers said that listings lacked sufficient images for them to see what a product looks like. And it’s true. With the lack of a tactile shopping experience, consumers must rely on listing information and their accompanying images to know what they’re purchasing.
Another point Jeff made really brought the point home – that images are of the utmost importance to the success of an online listing. He shared an Internet Retailer Report quote that said that 75% of consumers listed the quality of the product images as the most important feature when shopping online. Check out the replay for more compelling facts about buyer habits and images. You won’t be disappointed, but you may be amazed.
Snap36 produces 360° spin images, which are images that are made of up dozens of still photos. Benefits of these “360° Spins” are myriad. For one, they free up real estate on an image carousel. Would you rather put up a series of photos showing all sides of your product, forgoing the ability to put in lifestyle images too? Or would you rather show a 360 degree view of your product, and have enough space for lifestyle photos and video?
360° spins also create a better mobile experience. The customer feels confident that they are seeing the product as it truly is. And the technology works seamlessly on all devices. Snap36 had many examples of the success of these types of images, across product categories. Of course, Walmart and Amazon play a little differently with these images. Amazon allows Vendor and Seller accounts to use 360° images, and as of now, 19 Amazon categories accept this type of imagery:
- Sporting Goods
- Pet Supplies
- Business and Scientific
- Home Improvement
- Lawn and Garden
- Major Appliances
- Baby (mobile only)
- Premium Beauty Appliances (mobile only)
- Consumer Electronics (Pilot)
You can work with the Amazon Customer Experience team within a specific category to get your 360° image published. Snap36 team has an exclusive AWS instance that allows them to publish to Amazon directly, and they receive a weekly confirmation report from Amazon. Images are live on Amazon 3-4 hours after publishing.
On Walmart, however, 360° images are available for all categories but grocery, and Snap36 has a direct path to publish directly on Walmart. Walmart has plans to release self-service publishing via Item 360 in February of 2021.
Jason had some great tips on advertising, first explaining the functional differences between advertising on Amazon and Walmart. He shared strategic guidelines for both channels that can be found in the replay, and in many of our blog posts, including our Walmart Advertising Guide.
Check out the replay:
Read the full webinar transcript:
Liz Fickenscher (00:00:01):
Hi everybody. Thanks for joining us today for a very special webinar. We’re going to be talking about Maximizing Conversions on Walmart and Amazon Product Pages. My name is Liz Fickenscher. I’m the ecommerce marketing manager here at Teikametrics. I am just here to introduce Jason Magee. Jason, do you want to say hi?
Jason Magee (00:00:22):
I can. How’s everybody doing today?
Liz Fickenscher (00:00:26):
We still have some people coming in. So let’s take care of a couple of housekeeping things before we introduce our special guest. This session is being recorded. It will be emailed to everyone who’s registered for the webinar along with any relevant information. You are free to ask questions throughout the webinar. We will answer them as it makes sense. We definitely want this to be interactive, so there’s a question section in GoToWebinar in your panel. Just submit your question there, and I will interrupt these folks with it as we go along. So we’re going to probably run about an hour today. There’s still a lot of people logging in. So I think we should probably wait. But Jason, if you want to switch to the intro slide, we can start thinking about [crosstalk 00:01:10]-
Jason Magee (00:01:09):
Yeah. It would be good to do a quick sound check. I saw [Coss 00:01:14] had said, “Hello, thanks for having me.” Thanks for coming, [Coss 00:01:17]. If anybody else can just type in, make sure they can hear us okay. Just want to make sure we’re coming through good on the audio here.
Liz Fickenscher (00:01:27):
Jason Magee (00:01:28):
Interactive bunch here. Look at that.
Liz Fickenscher (00:01:31):
Jason Magee (00:01:33):
Oh yeah. That maybe the quickest and most responses from a question. Besides that trivia we did, by design, we got a lot.
Jason Magee (00:01:46):
Perfect. So yeah, looks like we have more folks rolling in here. Katy, Jeff, how you guys doing?
Katy De Leon (00:01:54):
Great, Jason. How are you?
Jason Magee (00:01:56):
Good. Good. Good. We’ll make sure we have a proper intro here in a minute.
Jeff Hunt (00:02:02):
Liz Fickenscher (00:02:03):
For those of you just joining us, we are recording this session. So don’t worry. We’re going to be covering a lot of information. So you’re going to want to catch that replay.
Jason Magee (00:02:14):
This is my first, actually second rendition with my speaker podcast mic. So everybody’s saying they can hear us loud and clear makes me very happy. It’s a worthwhile investment.
Liz Fickenscher (00:02:27):
What brand did you go with?
Jason Magee (00:02:31):
Tonor. T-O-N-O-R. It was like Amazon’s choice. You got to go to Amazon if you’re in this space. So it’s funny how much we trust other people’s reviews that we’ve never met. So it was a well oiled machine I guess setting it up and everything.
Liz Fickenscher (00:02:54):
Awesome. Well, it looks like we’ve got people in their seats. So everybody, welcome. Again, it’s so nice to have you here. We’ve got Jason Magee, our senior director of sales at Teikametrics; Katy De Leon, the go-to-market strategy at Snap36; and Jeff Hunt who is the co-founder and CEO of Snap36. Everybody say hi and introduce yourselves.
Jason Magee (00:03:19):
Hello. Katy, do you want to go first and introduce yourself? I know we’ll talk a little bit about the company, but it’d be good to put a voice to the face here.
Katy De Leon (00:03:27):
Absolutely. Welcome everyone. My name’s Katy. I’ve been with Snap36 for a couple of years responsible for marketing, customer success, and partnership initiatives. And we’ve had the privilege of working with Jason and team now for a few months and collaborating closely on how we bring these best practices to market and educate folks on how they can leverage this partnership. So very excited to be here today. Thanks, Jason.
Jason Magee (00:04:02):
Thank you. And Jeff, if you want to say a couple words.
Jeff Hunt (00:04:06):
Sure. Thanks, Jason. I’m Jeff Hunt, founder, CEO of Snap36. Founded the company 12 years ago, came over here full time in ’12 and ’13 after illustrious years at places like Adobe and other startups through my old man career. So excited to be talking about visualization and user experience and how it can help drive conversion. So thanks for having us.
Jason Magee (00:04:41):
A congrats are in order for Katy and Jeff and team on the acquisition of Snap36 as well. Congrats to you all. That’s amazing to hear.
Jeff Hunt (00:04:53):
Great. Thanks, Jason. Nothing more fun than selling a company in a pandemic. It’s on my resume now.
Jason Magee (00:05:00):
I would also argue nothing more fun than being in ecommerce during a pandemic as well. Speaking of that, we’re certainly going to cover some of that. So I’ll go through the agenda very quickly. So here’s what we’re going to cover. We’re going to boil it down to four main themes here. How ecommerce has changed in 2020 and into 2021; definitely a good time to revisit best practices for listing optimization. This isn’t going to bore you. We’re going to make this interactive and note a lot has changed, even in just a few months. Really important to focus a ton on why images and the style of images that you have matter so darn much in this world. Lastly, advertising strategies once you have a solid optimized listing.
Jason Magee (00:05:48):
The goal here is to have you all leave with something of value beyond just thinking Snap36 and Teika are great companies. I can speak for Snap that they are, but goal here is you can take a lot of this info and do with it as you please. And obviously if you want to talk to us more, that’s great.
Jason Magee (00:06:06):
So without further ado, let me just give you a little bit of background about Teikametrics. We are a SAAS company, a technology platform that also leverages the power of hands on keyboard management through expert analysts. We’re helping thousands of brands profitably grow their sales and scale their businesses on Walmart and Amazon today. Here’s a quick little overview of some of the brands we work with. If anybody does care about numbers, we drive over $7 billion of sales on Amazon and Walmart, manage over $450 million of ad spend annually. So that’s a little bit about Teika.
Jason Magee (00:06:46):
Over to the Snap team. Which one of y’all want to take this one?
Jeff Hunt (00:06:59):
How about the old guy who forget to take the mute off?
Jason Magee (00:07:02):
Oh there we go. There we go. Has to happen once.
Jeff Hunt (00:07:06):
No fancy podcast microphone. This is my Black Friday AirPod Pros from Walmart.
Jason Magee (00:07:16):
There you go.
Jeff Hunt (00:07:16):
Anyway, Snap36, we talk about providing affordable quality interactive 360 images. My background was in user experience, and the world is not flat. So it’s amazing how we’ve grown to support both B2B and B2C companies building user experiences that help convert and reduce returns and such. So we work with many top brands, and obviously with Walmart, Amazon that we’ll talk about a little bit today.
Jason Magee (00:07:52):
Yeah. Absolutely. I saw some questions coming in. Yes, there will be a recording Q&A. Cory, we’ll have that not only at the end but throughout. So feel free to start chomping away and asking questions, and we’ll make sure we interject when we can.
Jason Magee (00:08:07):
So number one thing, let’s talk about the topic on everybody’s mind, COVID and ecommerce. There’s our rendition of what the virus might look like. So Jeff and Katy, I think something that’s really interesting is we’ve seen the adoption of ecommerce accelerate about five years. What that means is Amazon, Walmart, ecommerce in general as a percentage of US retail sales has always been growing steadily, but that’s been just completely fast tracked because of COVID. I’d love to get your thoughts on that and how you all have seen that. And honestly, if anything, the glass half full in me, ecommerce, it’s really put a good spotlight on imagery and what Snap36 can do as well. What do you guys think about that?
Jeff Hunt (00:08:58):
I’ll jump first, then I’ll let Katy jump in with some of your commentary. But you’re absolutely right, Jason. Never before has it been even more important for you to have high quality and interactive imagery on your websites and on your distributor and ecommerce sites. Essentially what this done for years, we’ve talked about, “Oh, we’re trying to recreate or mimic the in-store experience.” Well, that was complimentary when the stores were open. Now it’s essential. So by closing physical stores, it’s even more important now because nobody’s engaging a salesperson anymore. So your imagery are your products, and they have to speak for your brand right out of the gate.
Jeff Hunt (00:09:50):
Katy De Leon (00:09:52):
Yeah. I would just add that in the past few months, we’ve just seen a tremendous increase of shoppers placing online orders. They expect to order more online in the future. That’s not going away. The number of images and high quality content and things like reviews are just becoming more and more important for all of those experiences online.
Jason Magee (00:10:19):
Yeah. I completely agree. I think the pundits in the space are actually saying that we expect a lot of this to stay, and I think the main reason is convenience is going to win. Obviously you’re going to see people go back in stores but there’s nothing like being to have something delivered to your house, and especially if you can feel like you can interact with it.
Jason Magee (00:10:39):
The other thing too is we’ve seen this a lot with marketplaces, especially places like Walmart that have both the online and in-store aspect. Now it’s no secret that mobile’s been huge, but you also have to think about if I was going to pick up an item, have something sent to my house. Well, if I’m not going to physically go in the store, we see a lot of people actually spend time on their computers and sit there for 45 minutes as if they’re walking through the aisles of the store.
Jason Magee (00:11:05):
So you have to really focus on how are you showing up on desktop versus mobile, and if you want to see some stats with it too, this is even back in March where we did a study on the top 15 and bottom 15 retail categories online. The top 15 saw a 333% growth in their revenue and performance. So it’s like the tale of two cities, the halves and half nots. You see, the bottom 15 categories got crushed 57%.
Jason Magee (00:11:39):
Now when you look at this, the top categories, you have to start to strip away, like, “Oh, I’ve seen 50% growth. We’re doing great.” Well, are you keeping up with the actual demand in trends in the market? If you strip away COVID, are you truly gaining market share or are you just riding the coattails, or if you’re growing 10%, you think that’s good, but the market’s growing 300%. You’re actually losing market share. And then on the bottom half, how are you adapting different strategies and just trying to maintain presence until we get a sense of normalcy?
Jason Magee (00:12:14):
A lot of this happened to do with logistics where Amazon put a big hurt on what you could ship in, and it had to be essential items. Now we’re seeing that start to come back towards a state of being more normal, but it’s just something to think about.
Jason Magee (00:12:31):
Now going to the second topic, best practices for listing optimization on marketplaces in general. Let’s focus on Amazon first. So I’m going to go through the usuals here, but I’m also going to make this interactive. We’re going to actually take a look at a very good listing and one that’s not done so well.
Jason Magee (00:12:50):
So title. I think the most important thing here is of all the characters that you can use in the title, the first half, roughly 150 characters. That’s what matters the most. Nobody really knows Amazon’s algorithm obviously, but what we’ve seen study after study is the first half, the keywords that are in the first half of the listing are actually indexed quite better. Not to mention Jeff and Katy, we were talking about this before when we were planning for this, but on mobile, you only see half of the title anyways. So really important for that.
Jason Magee (00:13:32):
Thing two, I can’t see of hand raises, but how many folks are doing all caps in their bullets for the first line? That’s out. I would recommend stop doing that. Amazon’s come out and made sure that they don’t wan to see that going forward.
Jason Magee (00:13:48):
Description. Contains all relevant information, keywords. Look, when you think about optimizing a listing, for Amazon or Walmart, it is an art and a science. The sciences are the keywords there. Are you using your description, your bullets, your A+ content, your images? That’s the science of it. But then the art is how do I make sure that I have the right keywords, but it still looks aesthetically pleasing for consumers and buyers. It doesn’t just look like it’s stuffed with keywords.
Jason Magee (00:14:17):
So I think this is a good time. Let’s actually jump and do what an example of a listing here. Let’s look at Folgers. I’m really curious, Jeff and Katy, what do you guys think when you see images like this or just kind of a bland listing like this? What comes to mind?
Jeff Hunt (00:14:44):
My perspective, it’s pretty standard. It’s just not thinking about your product as something that you’re marketing but looking at it as these images were just necessary. Let’s do the minimum possible.
Jeff Hunt (00:15:05):
Katy, do you have thoughts?
Jeff Hunt (00:15:07):
One other thought is that they’re wasting thumbnail space on pretty much the same images and running through it. It’s not giving you a complete feel for the product nor is it doing anything emotional to grab me. So that’s my own personal thought.
Katy De Leon (00:15:30):
I add in on that in terms of just leveraging the real estate and carousel, which affords you the opportunity to show off more sort of feature function, even within the carousel, which needs to be a little bit of missed opportunity.
Katy De Leon (00:15:52):
They’re definitely high quality images. They look sharp.
Jeff Hunt (00:16:02):
How about you, Jason?
Jason Magee (00:16:03):
It might help if I’m not muted. How’s that?
Jeff Hunt (00:16:27):
It’s much better. I was hoping it was your mute button.
Jason Magee (00:16:32):
It was. But basically I think one of the points that we’re going to make too, look how many images they’re using just to show you the side, the front, the back. The other thing too is terrible bullets, very small title, not really engaging. Enhanced brand content is very, very weak. Let’s actually look at a different example and how these ankle biter brands can actually… Somebody like Kimera Koffee. Coming after the Folgers of the world. Folgers are going to get their sales because it’s Folgers. But look at this. Look at their listing, organic ground coffee infused with essential grain vitamins. Look at these fully baked bullets here.
Jason Magee (00:17:16):
Jack, to your point, look at these bougie images or lifestyle images. That makes me want to drink that coffee. Did you not get that feeling when you were looking at the Folgers one?
Jeff Hunt (00:17:24):
No. No, it didn’t inspire me at all.
Jason Magee (00:17:31):
Yeah. So the ability to use graphic overlays, like subtle yet complex takes. You should be able to make a buying decision based off the images alone without reading anything else. Even having a video here as well.
Jason Magee (00:17:42):
The other thing I will mention. If you scroll down, look at this enhanced brand content. Tell me that’s not a lot better. Premium ground coffee, powerfully infused with cognitive enhancers. That speaks to me. That actually makes me have more of an experience with that brand, even on Amazon. That’s stuff that we all need to be doing today.
Jason Magee (00:18:01):
Anything you guys want to add there?
Jeff Hunt (00:18:05):
I’m feeling like I need to be cognitively enhanced at this moment. So yeah, absolutely.
Jason Magee (00:18:10):
I need to boost my energy levels and brain function so I can have better memory and focus better.
Jeff Hunt (00:18:18):
Jason Magee (00:18:19):
But it resonates, and those are keywords that you can look up. By the time you get to this listing, if you weren’t looking at those keywords, these are just added reasons for you to buy a product.
Jason Magee (00:18:26):
So the takeaway here is when we go back to… Actually think I may have gotten out of it, so let me hop back in. When we do go back to the slides here, that’s just really important that you just take that in consideration.
Jason Magee (00:18:45):
So let’s quickly go through before we get to the meat of this on the imagery, and let’s actually go into Walmart. So looking at Walmart here, I’m actually going to use a slide that Walmart Marketplace used with us. A lot of the rules still apply. Images, enhanced brand content, et cetera. Walmart looks at this like a triangle. So in the center, the way you put this triangle together is content, product category, titles, descriptions, images, attributes. How descriptive is it both from the scientific perspective of gaining attraction in Walmart’s algorithm, but how are you actually conveying that to the customer?
Jason Magee (00:19:26):
Offer quality, Walmart low prices guaranteed. You need to have a very competitive offer, and that can obviously help your organic rankings as well.
Jason Magee (00:19:36):
And then lastly, performance, same thing with Amazon with their IPI score. They’re going to look at your order defect rate. Are you shipping products on time? What’s your return rate? Are you having a good customer experience? It’s important to know this because no matter what you do, you could add great 360 degree images. You could advertise this very well. But if you were not doing the basics right, none of this other stuff matters.
Jason Magee (00:20:01):
So that said, let’s go to images. And they are important, but how and why?
Jason Magee (00:20:08):
So Jeff, over to you.
Jeff Hunt (00:20:10):
Jeff Hunt (00:20:14):
I get into this every time I present, and it’s a lot of times people are like, “Well yeah, images. Duh.” But what we’re forgetting and kind of back to the Folgers thing, obviously Smucker’s knows that that’s a great big brand, and they’re doing the minimal amount of creating an audience and creating emotion. If you’re standing still, you’re losing. So I look at those things, and I’m like, as Katy said earlier, missed opportunity.
Jeff Hunt (00:20:44):
So if you start looking at the reports out there, which are all so interesting, and this first one Forester, the 60% of buyers prefer not to interact with the sales rep as a primary source of information. What does that mean? That means that there’s 60% of the people out there who are relying on their experience to do the selling to them. That means there’s 60% of people out there who are looking at your products, who are looking at your page, who are engaging in it, and you better give them a reason to stick around and better give them a reason to be educated on that page because if not, they’re going to go away. They’re not engaging anyone else, and they have to stick around.
Jeff Hunt (00:21:27):
Again, 45% of online shoppers said there are not enough images provided. We are a visual being. I mean, look at the explosion online. Think of Zoom, think of the whole pandemic, think of Netflix. We like to be entertained. We like things that move. We don’t like boring things. Boring things make us go do something else. And that’s what happens with your products. If people get bored with your products, they go find that product on a different site or a different product that engages with them. You have to remember that you’re marketing through an experience.
Jeff Hunt (00:22:05):
Then 75% of consumers listed of quality of product images. We run into places where they’re like, “Oh, I’ve got eight images up.” And I’m like, “You put eight crummy images up. It’s actually worse than having one or two great images.” So you really need to think through what you’re trying to convey, what your storytelling is about your product, and how to convey that visually.
Jason Magee (00:22:35):
I’ll just touch on that too. Jermaine had a good question or thought, which is these large brands, it seems as if they don’t put any effort into it. They just expect to sell. You’re exactly right, Jermaine. That’s exactly what happens. They are over confident or they can be lazy. That’s why at Teikametrics, a lot of the big clients that have come and worked with us is because these smaller ankle biter brands have been eating their lunch and stealing market share because they’re doing stuff like this.
Jason Magee (00:23:05):
Then one other thing you said about enhanced brand content, Jeff and Katy, I’d love your thoughts on this. But when you have enhanced brand content, it shouldn’t necessarily look just like your carousel. I see that as more of an opportunity to actually tell your brand story beyond just a carousel images. What do you guys think about that?
Jeff Hunt (00:23:24):
Yeah, absolutely. I would agree with that. There’s huge opportunity to take almost two separate looks at your marketing, and especially your online marketing, and it’s kind of the above the fold and below the fold. The above the fold has to excite people and ignite people. The below the fold can really then validate that they’re making the right choice and really give them a deep, deep understanding and confidence that will lead to that purchase. [crosstalk 00:24:00]
Jason Magee (00:24:01):
I love that. Excite, ignite, validate. I’m going to have to use that.
Jeff Hunt (00:24:06):
I haven’t quite patented it or copyrighted it yet, Jason. So you’re in luck.
Jason Magee (00:24:10):
You heard it here first from Jeff. So you know where it’s-
Jason Magee (00:24:12):
Over to you.
Jeff Hunt (00:24:17):
I’ll pick things up here because here I am talking about images, and I’m not showing any images. So let’s get to the fun stuff here. We’ll keep going here. Next slide here. Okay. Did we miss one?
Jason Magee (00:24:39):
Yeah, this one. This is the second one.
Jeff Hunt (00:24:42):
Oh yeah, yeah, yeah, yeah. Okay. Yeah. Sorry about that. This content advantage report was amazing, and this was specifically on Amazon. When you look at going from five to 10 images on a product increases conversion 48%, it’s awesome. Again, we want to be educated. We want to be excited, ignited, and we like more information versus less. So taking special interest to that is tantamount in your online merchandising.
Jeff Hunt (00:25:18):
The top 10% of products Amazon sells enhanced content 33% of the time as opposed to 3% among the poorest performing 10% of products. That’s not coincidence. Again, I always go back to this. It’s kind of the duh moment. Of course, a better experience is going to lead to higher conversions and people being engaged with your brand. It’s amazing how few people get this and actually put effort into it.
Jeff Hunt (00:25:50):
And then 55% of shoppers placed online order and 58 expect more online in the future. That seems low to me in these days, but again, I shop online all the time.
Jason Magee (00:26:05):
Oh yeah, absolutely.
Jeff Hunt (00:26:10):
So just a little bit about us but an interesting point. These are the top rich media partners to the top e-retailers. I mentioned earlier that Adobe was my background and my heritage. That’s where I got inspired that imagery and online experiences actually move the needle. So when we built Snap36, we really wanted to provide a quality product and an experience. So again, the 360 product views, creating an experience where people can interact with the product and find their reason to buy is extremely, extremely important.
Jeff Hunt (00:26:56):
The other interesting thing too on this slide is that Jason mentioned that we just been acquired by 1WorldSync. At the same time, practically overlaying, 1WorldSync also acquired a company called CNET Content Solutions. We might know CNET to be kind of the consumer electronics gurus on the planet. Well, they syndicate below the fold content to over a thousand sites and thousands of brands, and so as I mentioned before, you’ve got an above the fold experience in the viewers on Amazon and Walmart, and you’ve got a below the fold validation and experience through the CNET Solutions. So now we’re both under one roof, and you can utilize single type of content in both solutions. So it’s gotten pretty interesting.
Jason Magee (00:27:49):
Yeah. [inaudible 00:27:51].
Jeff Hunt (00:27:51):
I’m sorry. Go ahead.
Jason Magee (00:27:52):
I think I love that, and it’s about having the full experience. It’s about doing a lot of things right. I think even Best Buy uses CNET as… how they display their bullets, or I know they used to. So it’s very important that you have both above and below the fold taken care of.
Jeff Hunt (00:28:13):
Absolutely. Best Buy’s huge with the Amazon. Costco is one of their largest customers as well and receiver. Yeah, very, very interesting. We’re excited to be working with them. Good group of guys.
Jason Magee (00:28:29):
Awesome. Now for the fun images.
Jeff Hunt (00:28:32):
Yeah. A lot of people get caught up between is this augmented reality, is it CGI? What we do is we provide I won’t call it a poor man’s 3D, but what we’ve done is we create a way to stitch together 24, 48, 72 images to create an experience of your product. The beauty of that is everything is very high res photography. So you’re not looking at a computer generated texture or bag. You’re looking at the actual product and can see the workmanship and such.
Jeff Hunt (00:29:10):
Then a lot of people are like, “Well, I’m not ready for this yet.” Well, that’s great, but soon you are going to be ready. So if you look at the next slide, what this spin is made up of are simply a bunch of static images that you can use anywhere in your organization, anywhere in your carousel, anywhere in your ads. You can create videos out of it and use them in your online ads. It gives you basically a portal, a plethora of content that you can now use in a zillion different ways. Use it on social, use it wherever you need it. Use it in flyers if you’re still doing flyers.
Jason Magee (00:29:51):
I saw some questions coming in. Jillian, yes. You can do it on Amazon or Walmart. We’re going to show you some live examples and which categories you can do this for as well. So this isn’t something far fetched for those hundreds and hundreds of you all on this. This is really something you guys can be taking advantage of today.
Jeff Hunt (00:30:09):
Yup. Absolutely. The benefits, and I’ll run through this again. I started a company. I think it’s obvious, but for a lot of people, they’re not so sure at this point. And there are a lot of misnomers out there. So this is more of a myth buster slide.
Jeff Hunt (00:30:29):
So with these spins, essentially you’re retaining ownership. There’s no licensing. There’s no restrictions on how, where, what you can use. I mean, you can use them anywhere. Knock yourself out.
Jeff Hunt (00:30:43):
The interesting thing, and we’re going to talk about this in a minute, so I won’t steal the thunder. But there are strategies that allow this to not only create a great experience but also to free up real estate on your carousel so that you can expand the experience outside of 360. And we’ll show that live.
Jeff Hunt (00:31:01):
Mobile experience, again, people don’t even look at bullets anymore when they’re on mobile experience. Everybody wants visual experience and to have an easy way to buy. So we’ll talk a little bit about that too.
Jason Magee (00:31:18):
Yeah. With mobile too, a lot of times you don’t even see any of the content. It’s just the images first.
Jeff Hunt (00:31:27):
Exactly. We talk about proven to be the most influential data point. This actually comes from Granger, more in a B2B world, but actually in the MRO world. They test and analyze all of their rich media separately. So videos, PDFs, tech docs, alt views, 360s. And 360 continuously, and they’ve been a customer for seven years, continuously out-performs the other ones. It’s just amazing what a 3D 360 model does to the human brain and how it inspires people to purchase.
Jeff Hunt (00:32:05):
Jeff Hunt (00:32:28):
So you can see. So I will turn it over to Katy here, and you guys can have all the visual fun now.
Katy De Leon (00:32:44):
Thanks, Jeff. Right. So Jason, we were talking about showing some live examples. This is one from Garmin. Jason, do you want to show the Garmin page live on Walmart.com.
Jason Magee (00:32:57):
Yeah, so here’s an example, and it’s actually the hero image here.
Katy De Leon (00:33:02):
Jason Magee (00:33:03):
360 degree. Folks, here it is in action. So you can see it’s on a Walmart listing. I mean, look at how amazing that is when you can drag, rotate it, spin it any which way you want. I think one of the unsung heroes too, Katy and Jeff, we talk about this is yes, you’re going to get increased conversions. But if it’s something that somebody wants to get a sense for the sizing or what it looks like or what the back looks like, you have a significant opportunity to reduce return rates as well, right?
Katy De Leon (00:33:37):
Absolutely. And we’ve seen significant statistics there. One of our customers, the Home Depot, actually did some analytics and measurement on the reduced product return rate because what you see is what you get with the 360 image and the set of even still images that Jeff was pointing out. This high-res photography, you can inspect certain details and zoom in and see those things, specifically on mobile. But yeah, when something shows up on your doorstep and it’s one you expected to buy and it’s the same thing that you saw online, that consumer confidence just increases and reduces that rate of return.
Jason Magee (00:34:25):
And if you’re doing this on mobile, that’s the image you’re going to get and the ability to turn, pinch, you can do all that as well. Folks, if you’re not using this, this is why I know I’m generally an excitable person. This is why I was so excited about this because this is something you actually can feel and touch in a way. It’s amazing.
Jeff Hunt (00:34:46):
The other point on there, Jason, if I might jump in, is kind of go back to the Folgers thing and a little bit on the real estate here too. Notice the 360 button is below. It’s in dead space on most sites. So it frees up additional carousel space for that. If you think back to Folgers [crosstalk 00:35:10], they took up six or eight thumbnails.
Jason Magee (00:35:15):
Two, three, four, five, almost six of their images that could’ve been condensed into one. So now you can put lifestyle imagery. You could put graphical overlays and give them a 360 degree view of the product. That is super powerful stuff.
Katy De Leon (00:35:35):
Exactly. So just a note on Walmart, Snap36 helped them create this viewer above the fold. We understand the specifications. So as you’re thinking about creating this type of experience and imagery, we understand how to do that and how to create the images to meet their specs. And they have made this capability available for all categories, which is slightly different than Amazon. So the beauty of it is there aren’t restrictions for brands who are looking to create this type of experience.
Jason Magee (00:36:21):
Yeah. This slide also talks about what you can do on Amazon. But we’re going to have a side-by-side between Amazon and Walmart as well.
Katy De Leon (00:36:28):
Jason Magee (00:36:29):
If you want to talk through some of the differences here. You don’t have to necessarily read every category off, but anything worth mentioning.
Katy De Leon (00:36:37):
No, just to mention that we have a unique relationship with Amazon to get 360 images uploaded and published in a very short period of time. This is available to 1P and 3P sellers. That used to not be the case but that has changed. So definitely want to call that out, and there’s currently almost 20 categories that accept this type of imagery. It used to be, again, probably five or six, a couple years ago, and we worked category by category to expand that out.
Jason Magee (00:37:17):
Yeah. Absolutely. There’s some good questions coming about. Like how you can turn this into a video and where you can use it? We’ll get to that, I promise as well.
Jason Magee (00:37:27):
Katy, I love this example when you showed me this one. We can hop into this whenever you’re ready.
Katy De Leon (00:37:31):
Yeah, let’s pull up the basketball hoop on Amazon. So as you-
Jason Magee (00:37:41):
Go ahead, sorry.
Katy De Leon (00:37:41):
Katy De Leon (00:37:45):
No, just wanted to again, this is a great point to reinforce. Really the most important in the product page is the image carousel. This 360 ensures you’re listing has high quality images where customers can see these product angles right away, right when they get to that page. So again, just to reinforce typically folks are using six of these carousel images to show all different sides of a product, front, back, left, right, top, bottom. And your carousel real estate is gone. So if you were to use this one 360 view to show the product details from every angle, it frees up that real estate. And you can use it to incorporate other images that are more descriptive, like lifestyle images or infographics.
Jason Magee (00:38:40):
Exactly what they… You have the actual lifestyle images and then the 360. And then Jeff showed me this trick, but on these, you can actually see even more images, not just limited to the six or seven you can have on Amazon. So you have even more real estate here to do that.
Katy De Leon (00:39:01):
Jeff Hunt (00:39:03):
Right. And if I can jump in here real quick for a sec. If you go back to the 360. Well, right here you see the mounting holes, and they’ve got kind of a graphic on where those are. But sometimes people just like to see them. If you go back to the 360, it’s not only experiential, it’s functional. I can actually now know, “Oh, there are four holes in the bottom, two in the top.” And you get there. I mean, so again, building that confidence that, “Yeah, I get it. This is exactly what I need.” I think that this presentation is a slam dunk.
Jason Magee (00:39:39):
I see what you did there.
Katy De Leon (00:39:45):
Bad dad jokes.
Jeff Hunt (00:39:46):
bad dad jokes. Right.
Jason Magee (00:39:47):
Yeah. And this one, Katy, if you want to talk a little bit more about it before we actually show it in action. But this is where you start to get away from okay, I can have a 360 images on the product display page. But this really opens up the world, doesn’t it?
Katy De Leon (00:40:04):
Absolutely, and this is a really amazing experience we uncovered on Amazon is just another compelling way to leverage this 360 spin experience in advertising. This really helps brands stand out within these ad campaigns. You’re showcasing every view and really the complete functionality of your product just within a few seconds that people spend on ads. So it’s using the spin experience within a video in an ad campaign, and it stretches your investment even further. You don’t have to spend extra dollars creating more assets. It allows you to really maximize the investment you’re already making in that 360 degree spin into your advertising.
Katy De Leon (00:41:02):
So Helinox is a great example of working with us to create this really compelling motion ad experience that also has sound with it when you get to the page to use on their brand page and also in their ad campaigns.
Jason Magee (00:41:22):
So this is actually on their brand page. Now if you’re running sponsored brand video, you could use this there. There’s a question about can you use it on your website? Yeah, absolutely. But this is also how you can play-
Katy De Leon (00:41:40):
Jason Magee (00:41:40):
… service of a marketplace and be able to do that. Absolutely. Again, I’m really high on this. I think it’s just a really good hack. Katy, if you want to talk through a couple more examples. I mean, the list goes on.
Jeff Hunt (00:41:58):
Let me pipe in real quick. Go ahead, Katy.
Jeff Hunt (00:42:06):
No, I was just going to mention too I think there was a question about in ads. We do have a sneaker company who started testing in different lines on different ads. Katy, I think you were there. Can you jump in and tell that story?
Katy De Leon (00:42:26):
Yeah. So it was a shoe company called StockX, which I’m sure a lot of people are familiar with in terms of if you’re into sneakers. But they started to leverage this spin video ad capability in all their social media efforts. So on Instagram and Facebook ads, et cetera. Again, using this type of experience and testing that versus static images in those ads, they were seeing like 5X click through rates just using this type of moving experience that isn’t just purely static on all their social media channels. So that was great set of stats we heard from them.
Jason Magee (00:43:15):
I know we’re up against time a little bit, but I think a couple things I did want to touch on. Yes, this is available for 1P and 3P on Amazon. We’re going to get to this section, and it might be next slide or a couple more. But yeah, if you guys want to run through this real quick just so we can leave some time for questions.
Jeff Hunt (00:43:31):
Yup, yup. I’ll try to get some time back here quick. This is all well and good. We’re talking about creating emotion in people. Well the emotion is only good enough until the numbers come in. So this is a study done on Amazon on Moen that compared static imagery before adding 360 conversion rates to average conversion rates after adding 360 on certain products. Product A and product B. You’re going to see different conversions on different products, but overall, what we see are people walking in our front door all the time going, “You can’t believe what this has done for our conversions, and we’re having people come back saying, ‘This conveys such a quality brand experience,’ that they equate the quality of the experience to actually the quality of the brand.”
Jeff Hunt (00:44:29):
So as everybody on the planet is trying to chase a Nike or an Apple or whomever created unbelievable brands, it’s another way to excite your shoppers.
Jason Magee (00:44:43):
100%. I love this. This number one bestseller on Amazon. Immediate with the 4% in sales volume. They recouped their investment in less than a week on this product. That is-
Jeff Hunt (00:44:57):
Yeah, this is just an interesting tidbit here, and I won’t belabor it. These guys did this, number one bestseller on Amazon in a matter of under 60 days. The fact of the matter is they’re competing with Cutter, and they’re competing with OFF in the insect repellent world who are major brands with major marketing dollars behind it. So again, kind of back to the coffee example of big brands rocking back on their honches and not understanding this. These little guys are eating their lunch.
Jason Magee (00:45:36):
Yeah, that’s why a lot of them aren’t so little anymore. 35,000 brands across the world on Amazon alone have eclipsed some million dollars of revenue in a year.
Jason Magee (00:45:48):
Great. Here are some examples of different plains you can have on. If you guys want to talk about any of these examples.
Jeff Hunt (00:45:59):
Yeah. I’ll just brush through this real quickly. We sit down, we talk to you about your products, and we try to work together with you to create what we believe are the key selling points and then highlight those in a visual experience. So we’re not just limited to 360 one time around. We’re not just limited. We’ll go up and over on things. We’ll do animations, as you saw on the Helinox as well.
Jason Magee (00:46:26):
Jeff Hunt (00:46:26):
We can do animations like the spin effects on this Lysol where we actually open it up, pull it out. But we also have introduced sort of hot spots in here where you’re doing keyword call outs on the brand. Then utilizing it across not only all devices but all of your channels. So you’re really only limited by your own imagination and your own creativity. You have all of this content at your fingertips.
Jason Magee (00:46:58):
Absolutely. I don’t need to see the underside version of the dog though. We can leave that one out.
Jason Magee (00:47:04):
I’ll run through this very quickly. And again, we’ll be sharing this. Now available in 19 categories on Amazon. You can go look at the previous slide that walks through those. 360 images can be published by the Amazon customer experience team or Snap36 has an exclusive way to access these to publish them directly. Images take about three to four hours to go live. If you want to get started, you can go there.
Jason Magee (00:47:31):
Walmart, it’s for all categories other than grocery. It can be published through your CCP. That’s 1WorldSync, as an example. Can directly publish to Walmart and they’re looking to roll this out in self serve according to Snap in February. So brushing over that very quickly. I’m going to spend about five minutes on my slides, and then we’ll really get to it.
Jason Magee (00:47:59):
Great. So let’s talk about we now finally have the foundation of an optimized listing and the enhanced content around 360 degree imagery that can be turned into video, et cetera.
Jason Magee (00:48:09):
So really quickly, here are some key differences between Amazon and Walmart that’s very important when it comes to advertising. We all know Amazon’s a second price auction outside of the other things. If you just took it to price, I bid $5 for dog toy. Somebody bids $2. I win at $5. I pay $2.01. On Walmart if you bid $5 and you win the auction, you’re going to pay $5. So you really need to make sure that you understand that it’s a lot different.
Jason Magee (00:48:38):
So at Amazon, conversion rates are the earliest indicator that an ad is working well. It’s also the earliest indicator to know whether a 360 degree image is having an impact as well.
Jason Magee (00:48:49):
So when you look at efficiency metrics like ACOS, they aren’t immediately available. It can take three days plus to have a sale attributed from an advertisement. If you are not looking at conversion rates, you’re not having a good pulse and responding to actual market trends. If you do pay attention to it, you can make decisions more quickly and more comparably scale and grow your business. Be careful and cognizant of the fact of the data set. If you have five clicks and you have a conversion rate of 75%, that’s not enough data. Give yourself some more data.
Jason Magee (00:49:23):
When you think about how you are leveraging advertising, you think about it from a brand, competitor, and generic search term perspective. My brand terms, it’s important to bid on them, but if you over invest in your brand terms, you will be cannibalizing organic sells. What you should do is great opportunity to highlight in a sponsored brands video is an example. But if you have a product that’s maybe a version two and you have a version three, conquest yourself with version three for anybody who’s searching for version two, or cross sell complimentary products to loyal customers as well.
Jason Magee (00:49:59):
If you sold something in a color that was purchased for a wife that’s pink or a husband that’s pink, whatever, sell a blue, sell a red, et cetera. That way you can defend your turf, but you’re not over investing in that.
Jason Magee (00:50:14):
For brands and products, use generic terms as well because Amazon’s going to put a lot of weight on how you’re resonating for a very high traffic search terms or even longer tail search terms that have the base generic terms that convert well.
Jason Magee (00:50:29):
But also, if you focus on generic and competitor terms, they are more incremental to your business as well. Meaning that you’re winning new customers that you wouldn’t have gotten otherwise without advertising.
Jason Magee (00:50:40):
So important considerations, know your conversion rate and how to weigh it. So let’s say you had a 20% conversion rate over the last 30 days, it can be more valuable to even look at what’s happened over the last seven days. You need to determine recency. So the way our technology works from our bidder is we’re looking at a last 60, last 30, a last seven, a last day. We’re actually using that data to predict where your conversion rate will be over the next hour. This is unlike anything you won’t see if you’re doing this manually or you’re using a rules based platform. We’re actually able to leverage data and adjust bids if we need to every single hour based on that conversion rate.
Jason Magee (00:51:19):
So just because you paid a certain cost per click over a period of time, they’re not going to continue in perpetuity. And let me actually give you an example of this. You should take your average order value times your conversion rate times your maximum allowable ACOS. But the challenge is you need to do this on every single keyword. And for every one product you have, there are 99 different keywords that can generate revenue for a particular keyword.
Jason Magee (00:51:45):
The other challenge is 89% of those keywords don’t have a statistically significant amount of data to understand what a good starting bid is. That’s what you need technology. Going back to cost per click, revenue per click is going to fluctuate 18 times meaningfully over a given month.
Jason Magee (00:52:02):
So again, you can do this manually. This isn’t just about Teika. There are other companies too, but if you’re looking for somebody that’s going to predict conversion rates, that’s what we’re talking about here.
Jason Magee (00:52:12):
So let’s shift gears really quick to talk about Walmart for two minutes and we’ll open it up to questions. Same thing, again, Walmart is the first price auction. You don’t even know where the second highest bid is. You need to make sure that you’re on top of this.
Jason Magee (00:52:27):
Now that Walmart has search term reports available for automatic keywords, you can reflect or you can replicate the Amazon auto-to-manual strategy on Walmart.
Jason Magee (00:52:36):
Second thing is Walmart’s search in grid placements used to only be able to serve up an advertisement on manual campaigns for slots three, five, six and 12. Then it went from anywhere between one to 12. Now it can be anywhere on page one. So you need to constantly be understanding where you’re ranking organically because unlike Amazon, you can only show a product once on a page.
Jason Magee (00:52:59):
So you need to reevaluate. Like this, I love this. You can see where your ads are showing up by device type on Walmart. So as an example here, I’m going to skip over the buy box because we know that. If you don’t win the buy box, you don’t show up on ad. You’re a tree falling down in the woods.
Jason Magee (00:53:18):
On Walmart, you can see whether I showed an advertisement on desktop versus mobile app versus mobile browser. So now you can say, “You know what, more folks are spending more time online and buying desktop more.” Pivot. Adopt that and adapt and focus more on how you’re showing up on desktop, the opposite can happen as well.
Jason Magee (00:53:38):
Know before you place your bets. Where are you overspending or underspending? Audit your account, especially on how much you’re spending on branded keywords versus competitor versus generic. There are best practices on how much money you should be spending on these types of keywords based on where your product is in its lifecycle.
Jason Magee (00:53:55):
Download your search term reports because you know that a search behaviors always going to change. Not to mention you should be downloading your search term reports and then comparing those to your listings. If you’re seeing that search terms are really flying and converting well under an automatic campaign, make sure it’s in your listing because you want to go back and say, “You know what, this search term I didn’t even think about isn’t even in my listing. Let me add it to my listing as well.” It’s just an incredibly powerful thing for you to do.
Jason Magee (00:54:25):
Can you support value-based bidding? I’m going to skip over that. Talk to me if you have any questions.
Jason Magee (00:54:30):
With that said, we have six minutes left. Let’s get to some questions. Liz, do you want to throw some out to us?
Liz Fickenscher (00:54:37):
You bet. So I think that one of the biggest questions that people are having is if we can go over again categories that are not allowed to use this type of image.
Jason Magee (00:54:53):
I didn’t quite get that. But if Jeff and Katy, if that’s something you guys can speak to. I think I missed a part of it.
Jeff Hunt (00:55:02):
On Amazon, there are 19, almost 20. If you want to go back to that page. I mean, we can followup with it and we have the listing. If you have questions about certain categories that you’re interested in, we’ve been working… We think shoes is one that should be especially interested in this, including Zappos as well as Amazon. Katy, I don’t know if you’ve got some thoughts.
Katy De Leon (00:55:32):
No. I would say just reach out to us and we can confirm, but when everybody gets the recording and the presentation, obviously those categories are listed out. So we can always put… We’re continuously trying to put pressure on the other category managers to get this capability launched. So the more we hear from you and we have customer feedback that this is important, we can help push that from our side as well.
Jason Magee (00:56:00):
Yeah, and by the time we do this again, I’m sure it’ll change. I mean, they’re going to keep pressing forward, not back. So even if it’s not available for you right now in terms of a category, it can change.
Liz Fickenscher (00:56:13):
So if your category isn’t approved for this type of image, yeah, it might be soon.
Katy De Leon (00:56:19):
Liz Fickenscher (00:56:21):
Another question for Katy and Jeff, what type of products have gained the most benefit from 360 images? I mean, based on the actual experience, what practice and insights say. So not theoretically what works the best, but who have we seen have the most benefit? What kind of category or what types of products? That’s a question-
Jeff Hunt (00:56:45):
I can tell you that it’s not caught on yet in food just because there are a lot of restrictions and rules around that. Even though I think it would be great for it. Categories, I think sporting goods, outdoors, anything with interest around it, anything with plugs, appliances, small devices. I always think what is it that you do when you see something like this in a store? Well, I pick it up and I turn it around and I look at the different things. Those categories tend to convert much better.
Katy De Leon (00:57:30):
I would add anything in the DIY space, hardware. We work a ton with brands selling on Lowes and Home Depot and a lot of those areas as well. Even going back to the Sawyer example, who would’ve thought a bottle of insect repellent spinning would make that huge of a difference, but sometimes you just don’t know. We have an example too with a company who had a sandpaper product, and ultimately that turned out to be a really amazing experience for them for people to see the width of the sandpaper in terms of how they could rotate it and really understand what it was they were purchasing.
Jason Magee (00:58:17):
This is I guess potentially a hot take question. But let’s play Devil’s advocate. Where is it not a good idea to maybe have a 360 degree imagery? I mean, I’m trying to think of one, but is there any example you can say where maybe it’s not good? I mean, they’re going to get the product anyway, right?
Jeff Hunt (00:58:34):
Well, you know what’s interesting about it is, yeah, we’ve done multiple pilots in the floral industry. Bouquets of flowers and such. What you realize is the photography on those is optimized for the front view. So creating a bouquet that rotates around, you have to really show it all. A second one, it’s not always great in soft goods, in apparel. It depends on the apparel type, but on figure can look a little cadaver-ish if you put a human being up there spinning. Although it gets better. And the problem is that in a lot of that photography you’re pinning and clipping in order to make the garments form fitting.
Jason Magee (00:59:27):
A good way to think of it is anything like commercial-esque where they show you like a cheeseburger, but you don’t want to see what’s pinned in the back.
Jeff Hunt (00:59:37):
Jason Magee (00:59:37):
Got it. That’s a really good point. Probably have time for one more question, and we have these questions. Feel free to reach out to me directly. I know this is really about giving back to our followers and viewership. So I wanted to make sure we spent most of the time on Snap. But yeah, any other questions, Liz, that you want to toss out as a last one to end on?
Liz Fickenscher (00:59:58):
I don’t think any of them are quick, but what we’ll do is we’ll share the questions list with Katy and Jeff so that if you want to email them, their email address is on this slide. Infofirstname.lastname@example.org. The team there is ready to answer any questions you have, and we’ll also share this list of questions with them.
Liz Fickenscher (01:00:18):
So we do thank everybody for coming today. It was a super engaged audience. Thank so to Jeff and Katy. It was so great to have you. And we’ll see you guys at the next one.
Jason Magee (01:00:30):
Thank you all. Take care.
Katy De Leon (01:00:32):
Thanks for having us.
Jeff Hunt (01:00:33):
Thanks, Liz. Thanks.
Katy De Leon (01:00:34):
Jeff Hunt (01:00:34):