📦 - Away’s Weekly Color Drops Strategy

DTC 545 - Amazon Listing A/B Test, Away’s Weekly Color Drops, and Hook Rates Friday, April 26, 2024 LOL 🤣 Good morning, Is Vine poised to make a comeback? Musk asked the public if he should bring back the app in an X poll last week. The majority voted yes. ✅ Our prediction? Now that the TikTok ban countdown is on, we may see alternatives like Vine start to rise up and fill the short-form video void. ❓ We want to hear what you think! Do you think TikTok should be banned? - [Yes]( - [No]( Here’s what you’ll find in today’s DTC: - Why it’s important to A/B test Amazon listing images (keep scrolling for examples and eye-popping results). 👀 - Learn how Away’s weekly color drops help bring in repeat traffic. - And… why a higher hook rate doesn’t automatically mean it’s a great ad. You’re reading this newsletter along with new subscribers from: Phoenix Water Filters, Revelry Co., and Katie’s Pizza. 👋 AMAZON 🛠️ Cornea Care’s A/B Testing Listing Images Running an Amazon A/B test on a full set of listing images provides several advantages. Why A/B Test Listing Images? It's an effective method to test new branding strategies and ensure they resonate with customers. This testing process also allows for the evaluation of whether a fresh direction should be implemented universally or adjusted before full deployment. Moreover, in the case of sluggish sales, testing new content can spark renewed interest, making it an ideal approach for revitalizing performance and driving growth. CorneaCare A/B Test After establishing successful data, The [Pilothouse Amazon team]( updated CorneaCare’s listing images in the hopes of better sales and appeal. While the original images were well-received, they saw an opportunity to improve the customer experience. Changes the Pilothouse team made: ✅ Incorporate white for brightness while maintaining CorneaCare branding. ✅ Continued to use the signature purple theme but focused more on larger product shots. The new approach highlights eye-catching headlines and informative subcopy, ensuring customers can easily understand their purchases. Following this update, they conducted an A/B test against the original images, including the hero image, to gauge customer preference on [two different sets of listing images](. The results? Version B emerged as the clear winner. The experiment showed a staggering 97% probability that customers preferred this creative. This resulted in more units sold than version A, translating to an estimated 9% increase in overall sales and a 17% increase in sales from search. These results not only confirmed the necessity of the change to enhance performance but also delighted the client and provided a roadmap for updating listing images across the brand's entire Amazon catalog. 🚀 SITE TRAFFIC 🧳 How Away Generates Repeat Website Visits With Newness The luggage brand [Away]( does a great job of keeping its customer base engaged and excited to visit its website on a regular basis. How? Through weekly color drops. [Away promotes their new Tango Red collection on Instagram] The brand has been promoting and teasing its weekly color drops on social media, which cover an array of suitcase sizes, and it’s gotten a great response. Once Away’s Instagram followers click through to visit the site, they will see [a dedicated collections page]( for this new bold color. 💃 Away’s message reads: “Color, like style, is personal. We’re expanding our palette with four new colors, dropping weekly. Designed for the travelers of today and tomorrow.” The result? Not only does the promise of new exciting colors keep visitors returning to the site, generating repeat visits, but updating their site regularly like this is also great for SEO and boosts their rankings in organic search. But Away doesn’t stop there. They also nudge visitors to convert with the incentive of free personalization. 👇 [Away offers free personalization on their new color products] This sweet perk is a great incentive for customers looking for items ahead of peak travel season. Customers can input a promo code that references that specific new color (in this case, Tango Red) and redeem it for free. This is a great way for Away to identify which new color is popular regarding personalization. Why this tactic works so well: Creates excitement: Promoting newness on your site and when to expect them can drive new and returning traffic, plus increase page views. Good timing: As we enter the summer months, traveling will be top of mind for many consumers eager to get away. Having more visibility during this time in SERPs is a big win. Consumers love personalization: This is a great incentive for customers to purchase (with no extra cost) and sets Away apart from their competitors who don’t offer personalization services. 🌐 IN THE SOCIAL SPHERE You’ve managed to grab people’s attention with your ad but a higher hook rate doesn’t guarantee conversions. Focus on getting the right attention from high-intent shoppers. Can't view the image? [Click here](. 📰 NEWS - TikTok CEO Shou Chew [says TikTok will fight U.S. TikTok ban in court in latest video](. - Google [is pushing back third-party cookie depreciation for the third time](. - A new app called NoSpace is set to launch at the end of the month, [catering to Gen Z who yearn for the early social media days](. - Amazon [debuts new grocery subscription for Prime members](. - IKEA [introduces an AI Literacy program for its employees](. SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 🌎 Pela Case’s CEO Matt Bertulli [on Sustainable Consumer Goods]( - 🧑 [AKNF 397](: Using Data to Understand Your Authentic Audience - 👟 How Kizik [Revolutionized The Footwear Industry]( - 💸 [AKNF 395](: Navigating The New Amazon Fee-Scape - 🌱 Epic Gardening’s [Strategic Leap from Content to Commerce]( - 📧 [AKNF 393](: Staying Inbox Relevant With Gmail Authentication Update Tactics Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. 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