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Case Study

The Strategic Convenience of Variated Product Listings

Posted on:

May 1, 2023

Much like a rising tide lifts all boats, a strong variation strategy lifts all product pages.

BACKGROUND

In eCommerce parlance, variating refers to the grouping of similar products from the same brand on the same page. As simple as it may sound, the right approach to this practice can make all the difference in a brand’s ability to succeed on Amazon.

CHALLENGE

Convenience Kits International (CKI) specializes in personalized travel kits. However, despite maintaining a healthy amount of customer reviews and engagement on its original Amazon pages, the brand struggled to attract eyeballs to its latest kits.

APPROACH

Our team devised ways to creatively variate the brand’s old and new kits. This resulted in the grouping of high-ranking, well-reviewed products with newer, yet much lower-ranking products. The goal was to give Amazon shoppers a clear path to the CKI products that had eluded their attention.

RESULTS

The variated product listings instantly increased traffic to the lower-ranking pages. In fact, sales of the newer kits spiked as much 500%, practically overnight, laying the foundation for these kits to build up their own sales, customer reviews and search rankings over the long haul.

INSIGHTS

Capitalizing on a brand’s existing Amazon presence to promote new products does not require significant cost. Sometimes, all it takes is a thoughtful, strategic approach to the variating of products—something that ultimately makes sense for both the customer and the brand. Compass knows how to make it happen.

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