Emma Bagley is the founder of Zeal Agency, a boutique Amazon growth agency focused on conversions. Blending performance marketing and brand story-telling to help their brands scale profitably.
Dive in:
[04:36] "Amazon vs. Web Store Skills"
[06:49] Analyzing Amazon Storefront Metrics
[12:05] "Maximize Impact with A+ Content"
[15:23] Focus on Hero Products
[16:32] Behavioral Science in eCommerce
[22:45] "Mastering Amazon & Marketplaces"
[23:21] Insider Tips from Emma!
Use Customer and Competitor Reviews as Goldmines for Conversion Insights
Emma stresses the immense value hidden in product reviews—both your own and those of your competitors. By analyzing these reviews, you can uncover exactly why customers buy, what problems they’re trying to solve, and what language resonates with them. This insight is crucial for crafting copy and visuals that directly address your audience’s hopes, fears, and aspirations, making your Amazon product pages more persuasive.
Invest in Amazon-Specific Content, Not Just a Copy-Paste from D2C
A major mistake brands make is simply copying their website content onto Amazon. Emma highlights that Amazon is a different ecosystem with unique competition and shopper behaviors. Instead, focus on optimising your product detail pages (ASINs) with Amazon-specific strategies: strong gallery images, compelling video, and A+ Content that functions like a visual billboard. Visual storytelling and videos (how-to, testimonials, product-in-use) are particularly powerful for driving conversions.
Amazon is Not ‘Set and Forget’: Test, Iterate, and Watch Competitors
Continuous optimisation is key on Amazon. Emma recommends regularly experimenting with copy, imagery, and even the order of gallery images. Always monitor your conversion rates and watch for changes in the competitive landscape. Declining conversion may not be due to your own changes but new competitors entering the market. Never assume your listing is “done”—ongoing tweaks and improvements are essential to stay ahead.
Takeaways:
Find the notes here: https://keepopt.com/270