Unlock the Secrets for a Great Digital Storefront
HINGE GLOBAL’s creative team has a wealth of experience building customized storefronts for brands. We have put together best practices and tips for Amazon storefronts along with best-in-class examples for your reference.
October 15, 2019 - By Justine Waterman
Did you know that 54% of all product searches happen on Amazon, which is higher than product searches on Google? Even if your brand has its own webpage, there are a lot of advantages to having an Amazon storefront, as long as you are a registered brand owner on Amazon.
ADVANTAGES OF HAVING AN AMAZON STOREFRONT:
An Amazon storefront can drive awareness of your brand and your product line-up. The Amazon storefront can then drive “system usage” (i.e., encouraging the purchase of multiple products in your catalog), and has an immediate “call to action” linking to all of your products’ Buy Boxes. The Amazon storefront can be reached by Amazon shoppers through the brand by-line (the blue brand name link displayed under or above product names on a product’s detail page), as well as via the Amazon Store’s short URL, such as Amazon.com/BRANDNAME. Your social media activities and your own website can also redirect consumers to your Amazon storefront. Finally, and importantly, any sponsored brand or Amazon DSP advertising can be lined to your storefront so that you encourage shoppers to buy multiple items, not just a single product.
HINGE GLOBAL’s creative team can help you build or improve your digital storefront. We have put together best practices for Amazon storefronts. This content may be able to be adapted for your webpage or social media too.
Videos / Branded Graphics
Video is an excellent way to reinforce your brand, in addition to branded graphics. These two elements are the quickest and most effective way to communicate to customers that are directed to your storefront. Video that is engaging can help drive more attention, clear communication and memorability of your key benefits.
The Amazon storefront isn’t much different from a company website. It is a way to experience your brand story, but reinforce your products through that story. It should feature best-selling products and incorporate a small amount of copy that describes these products in an easy-to-read and visually appealing way. Brevity is key.
Amazon has added the “interactive points” feature as a way to provide additional information on a product image. This is particularly useful when there are multiple products in one image or you want to highlight specific attributes without a video. When using this feature it is also a good idea not to overload an image with these points, as it can make the image more confusing and cluttered.
Tabs should be utilized to categorize your products, but also to keep your page organized and not clutter the home page. One great example of tab utilization is Vera Bradley (featured below), which features trending in-season products on one tab, with the remaining tabs focusing on product-categorization.
Another formatting tip for storefronts is to remember to keep the page all on brand. Though adding in a bright pink Call to Action (CTA) button so customers click on it may be tempting, it is more important to stick to your brand colors. Your colors and messaging should be consistent with all your e-commerce channels. Straying from what you know and believe as a company may confuse the customer.
EXAMPLE OF A SUCCESSFUL STOREFRONT:
Phocus is a best-selling caffeinated sparkling water with a variety of all-natural flavors. Even with a clear and simple product line, your storefront can become as eye-catching as this.
1) Clear and Simple Tagline: This keeps the message clear and allows the visuals to catch the eye.
2) Clearly communicate the value proposition at the top: In this example, “Pure Refreshment – Zero Calories. Zero Sugar.” is the first thing customers see.
3) Use of video: The video displayed on their page communicates the Phocus brand and product features to viewers.
4) Lifestyle Images: Images featuring the product in a lifestyle environment (in this example, a picnic) can help the customer envision actually using the product.
OTHER TIPS & TRICKS:
Optimizing for mobile is critical as an average of 70% of purchases convert on mobile devices. When designing your storefront, it is a good idea to preview the pages in desktop and mobile to ensure images, videos, text overlays, etc. are not cropped or incorrectly displayed when changing the viewing format.
As previously mentioned, marketing campaigns can be used to drive traffic directly to your Amazon storefront. A valuable tool to use for this is a source tag, which is a URL parameter that can be added to your storefront landing page URL. When using this unique tag on external platforms, like Facebook, Amazon can automatically detect the tag and record the metrics. These insights can then be attributed as a direct result of that specific campaign.
If you have a highly seasonal product assortment, such as Apparel, updating your Storefront on a quarterly basis is a good idea. For example, the Vera Bradley storefront (featured below), is modified based on the seasonality specific to their brand. Back to school time occurs in the fall, so focusing on backpacks rather than purses is a strategy used here.
OTHER GREAT STOREFRONT EXAMPLES:
Interested in learning more about how HINGE GLOBAL can help you with your Amazon storefront? Set up a consultation with one of our experts here.