《Pacvue & Salsify:如何构建完美的产品详情页(英文版)(34页).pdf》由会员分享,可在线阅读,更多相关《Pacvue & Salsify:如何构建完美的产品详情页(英文版)(34页).pdf(34页珍藏版)》请在三个皮匠报告上搜索。
1、How To Build the Perfect Product Detail PageAmazon UK,France,and GermanyDuring the 1st quarter of 2021,Amazons sales grew faster internationally than they did in North America,with International revenue is up 60%year over year,while North America revenue climbed 40%.And with over 390 million inhabit
2、ants in Amazons eight European marketplaces,the markets are comparable to North America in terms of population and potential sales.Additionally,the European markets are not as competitive as the US,with lower CPCs and higher ROAS.But how can brands best take advantage of less competition and growing
3、 marketplaces?2To help you build the perfect PDP,Pacvue and Salsify put together a guide to help you optimize your product detail pages and plan your advertising strategy in EMEA.In this guide,well cover the beauty and makeup,grocery and baby products,and consumer electronics categories in the UK,Ge
4、rmany and France.3Snapshot of Amazon in EMEA 10 live marketplaces covering over 400m+people Newest marketplaces include Sweden,launched in October 2020,and Poland launched in March 2021 Considered as one entity,Amazonreaches more people in Europe than the US European marketplaces are accessible to a
5、ll countries in the EU,27 in total UK is no longer included in the EU fulfillment networkAdvertising Benchmarks4Pacvue data from November 2020 March 2021Nov 20 March 21CPCACOSCVRUnited States$1.2920.0%17.18%Europe Average$0.5917.17%11.17%France$0.5615.7211.43%Germany$0.6320.41%11.32%Italy$0.4216.50%
6、8.53%Spain$0.4015.36%6.31%United Kingdom$0.8019.06%15.29%all values in$USDall values in$USD5Advertising Trends USA vs Europe$-$0.20$0.40$0.60$0.80$1.00$1.20$1.40Nov-20Dec-20Jan-21Feb-21Mar-21Average CPC by MonthEUUKUSPacvue data from November 2020 March 2021UK CPCs declined by 18%between November an
7、d January and remained relatively flatEU marketplaces had the largest drop in CPCs,down 22%between November January,but quickly reboundedDuring the same time period,the US CPCs only declined 5%and quickly rebounded6Category Benchmarks$-$0.20$0.40$0.60$0.80$1.00$1.20Nov-20Dec-20Jan-21Feb-21Mar-21Aver
8、age CPC by MonthBaby SuppliesBeautyConsumer ElectronicsGroceryPacvue data from November 2020 March 2021(grocery does not include fresh or frozen)28%drop in Beauty CPCs,a common trend seen throughout the pandemic33%drop in Grocery CPCs from November-February,with a 10%rebound in MarchHow Salsify Unlo
9、cked the Perfect PDP FormulaSalsify unpacked first-party data for more than 30,000 SKUs across three Amazon retailers in April 2021:U.K.,France,and Germany.It examined five industries,exploring the top-100-performing products within the five industries across each retailer.BeautyMakeupGroceryBaby pr
10、oductsConsumer electronicsSalsify analyzed the PDP components for these top products,including title length,number of images,videos,bullets,reviews,ratings,and whether the PDP featured enhanced content.Salsify then aggregated this data to find the makeup of the perfect PDP within each industry.But W
11、hat Makes the Perfect PDP?There are many important factors,including:Product titles should be the correct length,descriptive,and include essential search engine optimization(SEO)keywords.Product descriptions should attract shoppers with bulleted highlights and features and include the brand and prod
12、uct story in the below-the-fold content.Ratings and reviews should be leveraged to help convince shoppers of product quality and capabilities.Enhanced content should help shoppers better connect with brands with editorialized imagery,360-degree product spins,comparison charts,and more.On average,the
13、 U.K.had the most mature eCommerce markets.Salsify found that enhanced content is most popular on Amazon U.K.within the three geographies and the digital shelf is generally more mature in the U.K.than in continental Europe.British shoppers seem to have embraced online shopping,and brands have begun
14、offering elevated digital shopping experiences as a result.The Perfect PDP:UK EditionThe beauty industry in the U.K.is relatively mature,as is the makeup subcategory.Enhanced content is used within 86%of the top-100 makeup products.The beauty industry,in general,flaunts a 64%usage rate of enhanced c
15、ontent.With this much enhanced content being used among the top-100 PDPs,having enhanced content is necessary to compete.UK:Beauty&Makeup23100 1-234567 or more#of Products#of BulletsHow many bullets do the top 100 beauty products have?8614Enhanced Content Utilization for Top 100 Beauty Pr
16、oductsHave Enhanced ContentDo Not Have Enhanced Content64060 1-234567 or more#of Products#of ImagesHow many images do the top 100 beauty products have?11UK:Beauty&Makeup Content ChecklistData suggests that optimized PDPs must include:Five descriptive bullets points that highlight product
17、features;Seven or more images;andAn average title length around 110 characters for beauty and 93 characters for makeup.Descriptive bulletsTitleImagesThe grocery industry and baby products subcategories are also quite mature on the digital shelf.Grocery had a 74%enhanced content usage rate within its
18、 top-100 PDPs.Only 26%of the top grocery PDPs and 38%of the top baby products included at least one video a great way to stand out.Reviews were critical in these industries as well,with the average number of reviews on a top grocery PDP exceeding 8,700.UK:Grocery&Baby Products7525Enhanced Content Ut
19、ilization for Top 100 Baby ProductsHave Enhanced ContentDo Not Have Enhanced Content654060 1-234567 or more#of Products#of BulletsHow many bullets do the top 100 grocery products have?010203040 1-234567 or more#of Products#of ImagesHow many images do the top 100 grocery product
20、s have?Data suggests that optimized PDPs must include:Five descriptive bullets points that highlight product features;Seven or more images;andAn average title length of 68 characters for grocery and 91 characters for baby products.13UK:Grocery&Baby Products Content ChecklistDescriptive bulletsEnhanc
21、ed contentImagesTitleThe consumer electronics industry is not yet mature on Amazon U.K.Just 40%of the top-100 PDPs in this category included enhanced content in some form.This lack of maturity provides consumer electronics brands with an enormous opportunity to stand out on the digital shelf.While t
22、he category isnt as developed,videos were relatively more popular given the state of the industry.Just over one-third(34%)of the PDPs included at least one video nearly as many that had enhanced content.Reviews are also critical for this category the top tech products have an average of over 46,000
23、reviews.UK:Consumer Electronics20460 1-234567 or more#of Products#of BulletsHow many bullets do the top 100 electronics products have?4060Enhanced Content Utilization for Top 100 ProductsHave Enhanced ContentDo Not Have Enhanced Content64060 1-234567 or more#of Products#of Imag
24、esHow many images do top products have?Data suggests that optimized PDPs must include:Six descriptive bullets points that highlight product features;Seven or more images;andAn average title length of 106 characters15UK:Consumer Electronics Content ChecklistDescriptive bulletsEnhanced contentImagesTi
25、tle16UK:CPC&CVR Trends$-$0.20$0.40$0.60$0.80$1.00$1.20Nov-20Dec-20Jan-21Feb-21Mar-21Average CPC by MonthBeautyGroceryBabyConsumer Electronics0.00%5.00%10.00%15.00%20.00%25.00%30.00%Nov-20Dec-20Jan-21Feb-21Mar-21Average CVR by MonthBeautyGroceryBabyConsumer ElectronicsPacvue data from November 2020 M
26、arch 2021Salsify found that Frances eCommerce market was the least developed of the three geographies.Enhanced content was also the least popular within this region,on average.As markets are more or less mature,the recommendation remains the same:Enhanced content can help brands stand out on the dig
27、ital shelf.By offering the best shopping experiences in less mature markets,brands can gain a competitive advantage.In more mature markets,enhanced content becomes a necessity to compete but doing it better than your competitors can help your products stand out.The Perfect PDP:France EditionThe onli
28、ne beauty market is less developed in France,which means that brands that offer enhanced content on Amazon France will stand out.Videos arent currently being leveraged in this market,as only 21%of beauty product PDPs and 15%of makeup product PDPs had at least one video.France:Beauty&Makeup4159Enhanc
29、ed Content Utilization for Top 100 ProductsHave Enhanced ContentDo Not Have Enhanced Content204060 1-234567 or more#of Products#of ImagesHow many images do the top 100 make-up products have?6578013050100 1-234567 or more#of Products#of BulletsHow many bullets do the top 100 make-up produc
30、ts have?Data suggests that optimized PDPs must include:Five descriptive bullets points that highlight product features;Seven or more images;andAn average title length of 131 characters for beauty and 119 characters for makeup.19France:Beauty&Makeup Content ChecklistDescriptive bulletsEnhanced conten
31、tImagesTitle20France:Grocery&Baby ProductsThe online grocery market in France is much more mature than the online baby product market.The majority(68%)of the top-100 grocery PDPs had enhanced content,while only 42%of the top-100 baby product PDPs had enhanced content.Video hasnt yet become popular i
32、n either market,providing an opportunity to stand out against the competition.6832Enhanced Content Utilization for Top 100 Grocery ProductsHave Enhanced ContentDo Not Have Enhanced Content204060 1-234567 or more#of Products#of ImagesHow many bullets do the top 100 baby products have?4258E
33、nhanced Content Utilization for Top 100 Baby ProductsHave Enhanced ContentDo Not Have Enhanced ContentData suggests that optimized PDPs must include:Five descriptive bullets points that highlight product features;Seven or more images;andAn average title length of 85 characters for grocery and 78 cha
34、racters for baby products.21France:Grocery&Baby Products Content ChecklistDescriptive bulletsEnhanced contentImagesTitle22France:Consumer ElectronicsThe consumer electronics market in France is not yet mature,as only 23%of the top-100 PDPs featured enhanced content.Video isnt popular either,with onl
35、y 24%of the top-100 PDPs featuring video.But video usage was more popular in this industry than in the others.Reviews are crucial in this industry,with the top products averaging over 14,000 reviews per product.76222050100012+#of Products#of VideosHow many videos do the top 100 electronics products
36、have?843580 1-234567 or more#of Products#of ImagesHow many images do the top 100 Electronics products have?2377Enhanced Content Utilization for Top 100 Electronics ProductsHave Enhanced ContentDo Not Have Enhanced ContentData suggests that optimized PDPs must include:Six descriptive bulle
37、ts points that highlight product features;Seven or more images;andAn average title length of 128 characters.23France:Consumer Electronics Content ChecklistDescriptive bulletsEnhanced contentImagesTitle24France:CPC&CVR Trends$-$0.20$0.40$0.60$0.80$1.00$1.20$1.40Nov-20Dec-20Jan-21Feb-21Mar-21Average C
38、PC by MonthBaby SuppliesBeautyConsumer ElectronicsGrocery0.00%5.00%10.00%15.00%20.00%25.00%Nov-20Dec-20Jan-21Feb-21Mar-21Average CVR by MonthBaby SuppliesBeautyConsumer ElectronicsGroceryPacvue data from November 2020 March 2021Germanys eCommerce maturity level is the most mature market across the t
39、hree geographies.German brands can find ample digital shelf opportunities in their respective industries.Enhanced content ranges from a differentiator to table stakes.Video inclusion on PDPs is more popular in Germany,on average showcasing that German consumers love videos as a part of their decisio
40、n-making process.The Perfect PDP:Germany EditionGermany:Beauty&Makeup100 1-234567 or more#of Products#of BulletsHow many bullets do the top 100 beauty products have?4753Enhanced Content Utilization for Top 100 ProductsHave Enhanced ContentDo Not Have Enhanced Content63343020406080012+#of
41、Products#of videosHow many images do the top 100 beauty products have?The beauty and makeup markets in Germany arent yet mature.Both industries saw almost a 50/50 split between PDPs that included enhanced content and those that didnt.Videos are more popular within these industries,as 37%of the top-1
42、00 PDPs included at least one video.Top beauty products also had over 10,000 reviews,on average signaling that reviews are critical.Data suggests that optimized PDPs must include:Five descriptive bullets points that highlight product features;Seven or more images;andAn average title length of 128 ch
43、aracters for beauty and 124 characters for makeup.27Germany:Beauty&Makeup Content ChecklistDescriptive bulletsImagesTitleThe baby product market in Germany is the most mature market of any Salsify examined.Nearly 90%of the top-100 PDPs included enhanced content and over half had at least one video,b
44、y far the most of any industry.Grocery was also quite mature,as 64%of the top-100 PDPs included enhanced content.Ratings were high in these categories,with top baby products featuring an average rating of 4.75 stars and top grocery products receiving an average of 4.5 stars.Germany:Grocery&Baby Prod
45、ucts8911Enhanced Content Utilization for Top 100 Baby ProductsHave Enhanced ContentDo Not Have Enhanced Content460 1-234567 or more#of Products#of BulletsHow many bullets do the top 100 grocery products have?425080204060012+#of Products#of videosHow many videos do the top 100 beauty produ
46、cts have?Data suggests that optimized PDPs must include:Six descriptive bullets points that highlight product features;Seven or more images;andAn average title length of 100 characters for grocery products and 70 characters for baby products.29Germany:Grocery&Baby Products Content ChecklistDescripti
47、ve bulletsImagesTitleGermany:Consumer Electronics53281762050100 1-234567 or more#of Products#of ImagesHow many images do the top 100 electronics products have?2674Enhanced Content Utilization for Top 100 Electronics ProductsHave Enhanced ContentDo Not Have Enhanced Content68284020406080012#of Produc
48、ts#of videosHow many videos do the top 100 electronics products have?The online consumer electronics industry in Germany is one of the least mature markets Salsify analyzed.Just 25%of the top-100 PDPs included enhanced content.But 32%of the top-100 PDPs had at least one video.Reviews were crucial to
49、 this market,as top-100 products had an average of over 23,000 reviews per product.Data suggests that optimized PDPs must include:Six descriptive bullets points that highlight product features;Seven or more images;andAn average title length of 135 characters.31Germany:Consumer Electronics Content Ch
50、ecklistDescriptive bulletsEnhanced contentImagesTitle32Germany:CPC&CVR Trends$-$0.20$0.40$0.60$0.80$1.00$1.20Nov-20Dec-20Jan-21Feb-21Mar-21Average CPC by MonthBaby SuppliesBeautyConsumer ElectronicsGrocery0.00%2.00%4.00%6.00%8.00%10.00%12.00%14.00%16.00%18.00%20.00%Nov-20Dec-20Jan-21Feb-21Mar-21Aver
51、age CVR by MonthBaby SuppliesBeautyConsumer ElectronicsGroceryPacvue data from November 2020 March 20211.CPCs are significantly less than the US,with the UK and Germany requiring the most investment in Amazons European marketplaces2.CPCs,CVR,ACOS,CTR differ both between category and marketplace3.Whe
52、n launching campaigns,ensure your PDPs include everything needed for the highest ROI4.Do you market research before you commit to where you start selling5.Help your brand stand out by including enhanced content and images33Key TakeawaysContact us to set up a free demo and learn how to lower costs,stay ahead of the competition,and increase sales across Amazon,Walmart,Instacart,Criteo,and other ad platforms.To make sure you dont miss the latest news,product updates and best practices from the leading eCommerce marketplaces,follow the Pacvue Blog.