Enhanced Brand Content (EBC) allows Brand Registered Sellers to showcase the unique value proposition of their products through vivid images and text placements.
Binocular and monocular seller, Polaris Optics is just one example of how the implementation of EBC was able to improve their brand affinity and drive a higher conversion rate on their product detail pages.
What is Enhanced Brand Content?
If you haven’t read our blog announcement, EBC enables Brand Owner sellers to modify the product description field of their branded ASINs to incorporate new creative including a unique brand story, enhanced images, and text placements.
EBC can also be used to answer the most common customer questions by providing relevant product details that help drive more rapid purchase decisions and may reduce the likelihood of having products returned.
When used effectively, adding EBC to your product detail pages may result in higher conversion rates, increased traffic, and increased sales.
It’s important to note that EBC is currently only available to sellers who have been approved as brand owners through Amazon’s Brand Registry process. Once approved as a brand owner, sellers will qualify to add EBC to ASINs that are part of their approved brand catalog, but cannot add content to ASINs that are not part of their brand.
How EBC Improved Polaris Optics’ Conversion Rate:
“We’ve seen that A+ Content on the Vendor side is super effective for improving conversion rate because it gives the customer more images and information to make them feel comfortable and confident with their purchase,” Jordan Gisch, at CPC Strategy said.
“EBC can do the same thing on the 3P side. Put yourself in the buyers shoes: You go online, looking for an item and land on a product detail page with just bullets points.”
“But, if I go to a competitor’s page and see that it’s much more built out with enhanced images and product details, I’m more likely to purchase the competitor’s product.”
“Enhanced Brand Content provides additional real estate to answer the questions that customers could have about your product. The real impact we’ve seen is an improvement in the conversion rate.”
“With Polaris Optics specifically, for every product detail page that we implemented Enhanced Brand Content, we saw an improvement in conversion rate,” Gisch said.
“If Amazon is giving you the opportunity to take up more real estate, it’s pretty obviously you should take advantage of it.”
For example, we built out EBC content for the Polaris Optics Wing Catcher Bird Watching Binoculars on December 13th.
We ran a 25 day before and after analysis and discovered the conversion rate for the SKU (with EBC) outperformed the remainder of the catalog (without EBC) by 8%.
According to Nick Sandberg, Marketplace Program Development Manager, even a 1% improvement in conversion rate can really add up if you extrapolate that amount across the entire year.
Let’s use the following example:
Your average conversion rate for products without EBC is 12% and the average conversion rate for products with EBC is 18%.
Although the conversion rate increase appears small – it’s pretty amazing how it increases units sold at different session levels (at a $129 price point for the example below):
Example: 1,000 sessions
18% with EBC 180 units = $23,220
12% without EBC 120 units = $15,480
(a 1% increase at this level is 10 additional units $1,290)
(a .05% increase at this level is 5 additional units $645)
Example: 5,000 sessions
18% with EBC 900 units = $116,100
12% without EBC 600 units = $77,400
(a 1% increase at this level is 50 additional units $6,450)
(a .05% increase at this level is 25 additional units $3,225)
Example: 10,000 sessions
18% with EBC 1800 units, =$232,200
12% without EBC 1200 units = $154,800
(a 1% increase at this level is 100 additional units $12,900)
(a .05% increase at this level is 50 additional units $6,450)
(a .025% increase at this level is 25 additional units $3,225)
(a .012% increase at this level is 12 additional units $1,548)
“The point I am making here is that even a small increase of .012 can have a large increase in sales over 25 day period. If we extrapolate that over a year that’s around $18.5k (at $129 price point),” Sandberg said.
Jeff Coleman, VP Marketplace Channels at CPC Strategy also adds, “It’s also important to note that an increase in conversion rate also makes advertising more efficient & easier to scale.”
How do I know if Enhanced Brand Content is right for my products?
There are no limitations on how many EBC product detail pages you can have but keep in mind EBC is definitely more effective for some product or category groups over others.
Factors you might want to consider before applying EBC include :
1) Cost – Does the cost to create page make sense based off what we can expect to make with the new content?
2) Complexity – How complex is the product? If the product is in technology, appliances, or some type of product that has a lot of features and functions that are difficult to convey in the images, bullet points, and descriptions, than using EBC to further explain can really help a product make sales.
3) Category – What category are you in? For example, do we recommend EBC for a sock? Probably not. But for UnderArmour socks with special “technology” then – yes.
4) Competition – How crowded is the space you are competing in? If competitive products have EBC, adding EBC would be a way to match what the market is doing and raise its competitiveness. If other products don’t, but the revenue you are generating makes sense to reinvest in the content consider it a way to differentiate your page.
5) Comparison – Should the product be compared to others to help differentiate it? Often in categories where EBC (or A+) content is common, Amazon places their own product comparison widget that compares your product to other competitor’s similar products.
For more on Enhanced Brand Content, email firstname.lastname@example.org