Copywriting & SEO Case Study
The brand “Formosa Covers” wanted to boost sales for golf cart covers using the enhanced brand content option, now known as A+ content, on Amazon.com.
All Amazon A+ content is searchable so the first thing I did was conduct keyword research using Google’s Keyword Planner and Amazon’s advertisement tools. Then I used those keywords to write the copy and alt text on every image.
Results:
Bolstered product impressions by 34.65% MoM by conducting quantitative analyses on Excel to modify Amazon ad campaigns to push seasonal products which increased PPC advertising revenue by over $13,000 (102.55%) MoM.
Optimized SEO by rewriting product title and description to include relevant search terms from Keyword Planner.
Design Decisions
Cross-selling.
A trend I noticed was that consumers tend to buy one item and return years later to replace that same item.
If they owned this size golf cart, did they want the other types of covers as well? I created a module where consumers could scroll through the different products for their golf cart size. I also included the descriptions so they could differentiate between the products easily.
Since A+ content successfully increased sales, I also ran pay per click ads on these listings.
Product Differentiation
Challenge: Through reading the reviews, I identified that there was confusion about the difference between two product sizes. 4 seater golf carts come in two standard sizes which affect the size of the cover needed. This seems like a simple fix but most consumers would not be aware of the difference. In fact, after doing a competitor analyis, there is not a standard way to differentiate the two.
Solution: Use the comparison module to show two products at the end that this product might be confused with. I also included images of the golf cart model in the corner for reference.