With an army of celebrity fans and endorsements across social media, Snow is a big name in the world of oral beauty and hygiene. You may have even seen them featured as a favorite product in magazines like Marie Claire, People, Elle, or Good Housekeeping.
There was just one problem…
With all this media attention, people were searching for their products online, but when they landed on Snow’s Amazon product pages, they didn’t stick around.
Snow is an authority in social media and influencer marketing, but they had little knowledge of how to run their Amazon store.
Their award-winning teeth whitening kit was a clear favorite, but they also sold a variety of complementary products, including their “Maximum Strength Teeth Whitening Refill Wands.”
With most of Snow’s revenue coming from their flagship product, the refill wands became an afterthought—and that lack of attention was unfortunately reflected in their product detail page.
When shoppers landed on the product page, something important was missing—Trust. Because their listings did not reflect Snow’s branding and imagery standards, shoppers couldn’t trust in the quality of their products.
For the amount of organic traffic these listings were attracting, this was unacceptable because it meant that the business was leaving a lot of money on the table.
“Our Amazon platform before we started working with CANOPY was severely underutilized. It didn’t look like a real listing. It wasn’t trustworthy. It wasn’t on brand with our imagery standards, and it just really wasn’t successful for us.”
-Annie Clearwater, Snow
Enter: The CANOPY Management Creative Services Team.
They got to work on Snow’s product catalog to fully optimize their listings, but for Snow’s refill wands in particular, they knew there was a real opportunity to tap into an underutilized opportunity to bring in additional revenue.
Teeth whitening and oral care is a very personal experience for many, so when Snow’s prior customers were running low on their favorite product, they needed to be able to trust that the refill wands they bought from Amazon were the real deal.
That’s why our priority was creating listings that accurately reflected Snow’s status as a market leader.
The CANOPY Management Creative Services Team took the time to figure out exactly where Snow was losing customers by heavily researching the competitive landscape. That allowed CANOPY to identify what others in their niche were doing right and figuring out how CANOPY could help Snow to do it better. Once that heavy lifting was complete, CANOPY’s creative team got to work…
Extensive research on the competition and the keywords that ultimately brought customers to Snow’s door provided CANOPY with the ultimate guide to backend search term recommendations and helped their copywriters to create keyword-rich content that even Google would recognize.
The next step was showcasing Snow’s products in their best light through brand-new product photography that allowed shoppers to quickly relate to Snow as the authority for safe, affordable teeth whitening.
By using the image slider you can see the difference between one of the original images on the left and and an image the CANOPY Management Creative Services team has optimized.
This optimization really helps ensure that Snow’s listing is viewed as the “premium” product it has been all along!
Finally, the CANOPY Management Creative Services Team created custom A+ Content to reinforce and build upon the benefits they outlined in the copy and product imagery as well as tie this product page into the larger Snow brand.
Once CANOPY’s full listing optimization process was complete, they continued to monitor key metrics so that they could measure the tangible impact of their work on Snow’s bottom line.
At the end of 3 months, Snow’s overall conversion rate improved by over 25%, and their sales for the newly-optimized ASIN grew by 43%! Not only that, but CANOPY noticed that this improvement to the listing was having a knock-on effect for Snow’s other products.
Because Snow’s overall brand presence on Amazon was improving, they were also seeing increased sales on other complementary products that benefited from the boosted brand awareness.
Identifying the key benefits to highlight throughout Snow’s Amazon store not only increased sales but also added repeat customers to the mix.
Best of all, with an improved brand presence on Amazon and proven sales results from even secondary products, Snow could feel comfortable continuing to expand their product catalog knowing that they had found a way to make Amazon a profitable sales channel with CANOPY Management.
“It’s really nice that customers can visit our Snow Store on Amazon and look at our listings and it still feels like they’re kind of on our website, or they’re still interacting with the brand they know and love. that’s been really great for us.”
-Annie Clearwater, Snow