If you think brand pages are just landing pages, then your brand is neglecting a powerful tool to educate shoppers, share your brand’s story, and showcase your entire assortment.
WHAT ARE BRAND PAGES?
A brand page is essentially a digital version of a store within a store. It is a brand’s central hub within an eCommerce retailer, and often the only place wholly dedicated to a single brand. Brand pages let brands tell their story and display their products the way they want to and can often be customized to reflect the brand’s look and feel. Within the resources available to the brand and the tools offered by the eCommerce platform, a brand page can be as simple or as complex as needed.
The simplest brand pages may only include basic branding (e.g., a brand logo) while showcasing all the products the brand sells through the eCommerce retailer. However, brand pages can be much more than this. More complex pages can reflect a brand’s identity, including branded imagery and copy in addition to highlighting the brand’s assortment.
Regardless of complexity, all brand pages are shoppable and contain links back to individual product detail pages. This lets shoppers easily discover and purchase from a brand’s product assortment while helping the brand achieve its sales and attribution goals.
THE BENEFITS OF BRAND PAGES
The fact that brand pages serve as a hub on an eCommerce retailer is in itself a key benefit. They are a branded destination shoppers can be sent to after clicking an ad or a link, on or off the retailer’s site. This helps self-select the audience to only the most interested shoppers. Since most shoppers visiting a brand page arrived there after clicking an ad, they are likely interested in learning more about the brand and its products.
This is backed up by data. According to internal Amazon data, its Amazon Stores brand pages deliver greater shopper dwell time and 35% higher attributed sales per visitor.1, 2 That means shoppers are spending time on the page and purchasing more.
Instacart touts similar benefits for its recently released brand pages. In a blog post introducing the feature, the company noted that brand pages help improve discoverability, raise awareness, and generate sales through shoppable links.
BUILDING YOUR BRAND PAGE
Before creating a brand page, it’s important to take a step back and determine the purpose behind the page. Do you simply want to showcase and sell your full product assortment? Do you want to create a branded and curated destination for the shoppers who click on your ads? Do you want to educate your shoppers by sharing your brand story with them? Or is your goal altogether different?
Once you have identified what you want to achieve with your page, then it’s time to dive into the capabilities of the brand page and begin figuring out your page’s layout. Consider the goal you identified and think about how you can best achieve it with the tools at your disposal. For example, if a retailer’s brand page does not allow blocks of text or multiple lifestyle images then it may not be the best fit for educating your consumers. In that case, you may need to reconsider your goal.
After determining your goal and drafting a layout for your brand page you can finally begin building your page. Many retailers offer a wizard—often with multiple templates—to help make this process easier. It’s at this stage that you can add products, branding, text, and images to your store. Expect to adjust the content of your page as you’re building it in order to meet the retailer’s specifications.
If you need help at any stage of this process, the Compass Marketing team has extensive experience building brand pages. From planning and ideation to creation and ongoing maintenance, our team can help your brand build a page to meet your needs.
SOURCES
- Amazon Internal, May 2020
- Amazon Internal, WW, May 2020
- https://www.instacart.com/company/instacart-ads/introducing-brand-pages/
