BADLANDS
CONVERSION
“Unconditional.” couldn’t describe Badland’s promise to its customers any better. It’s really the cornerstone of how they operate. The brand guarantees the technology, performance and quality of its hunting gear, or customers get a replacement -- no questions asked. With a vast product line that ranges from apparel, to packs, tents and accessories, Badlands came to us for help in driving overall sales among Amazon shoppers.
INSIDE THE SUCCESS OF BADLAND'S AMAZON STOREFRONT
OVERVIEW
THE PROBLEM
Badlands is a premier player in the outdoor space, but was looking to build sales among “New-To-Brand” consumers on Amazon.
THE RESULTS
In the first 4 months, Badlands’ Storefront achieved an impressive 7.5% conversion rate driven by 46% of sales from Sponsored Brand ads and 41% of visits from organic discovery.
part 1
WHAT IS A STOREFRONT?
A BRANDED MICROSITE ON AMAZON
In essence, a Storefront is a microsite hosted within Amazon's catalog that you can customize to display your brand’s value and product selection while elaborating your brand story.
Unlike product listings, Storefronts allow an immersive shopping experience that can include slideshows, videos, and testimonials.
A little known benefit of Storefronts is that they work to drive traffic and sales from outside of Amazon, as keywords are indexed by Google. Attribution links can be leveraged with external marketing activities, so that storefront sales can be tagged to determine payout.
part 2
DISCOVERY
Amazon shoppers can enter a brand’s Storefront one of three ways:
1
2
3
Product Detail Page
Sponsored Brand Ads
Off Amazon Advertising
THE LAUNCH
Out of the gate, Badlands’ Storefront experienced an incredible amount of traffic with 58% coming from a Sponsored Brand campaign and 41% from organic visits. The Sponsored Brand campaign was focused on introducing Badlands’ product line to category shoppers and achieved over 72% in New-To-Brand orders.
ACQUISITION
Among organic visits, over 40% were Amazon shoppers who clicked the brand link on a product detail page in order to browse Badlands’ full selection of products. These shoppers spent over 61% more in Sales/Visit than shoppers entering the store from other sources.
CONVERSION
BRANDED CONTENT FOR RESULTS
When we built the Storefront it was crucial for us to develop a branded experience for new and existing customers — we wanted to make sure Amazon reflected what Badlands was doing in their other sales channels. This would create a seamless journey for anyone experiencing the brand for the first time.
part 3
GATHERED OVER A 9 MONTH PERIOD
THE RESULTS
WINS & STATISTICS
41%
ORGANIC DISCOVERY
7.5%
CONVERSION RATE
46%
STOREFRONT SALES
Badlands’ Storefront achieves
a 7.5% conversion rate
on average.
While we used advertising to drive traffic to the Storefront, we still saw a large amount of organic visits. Advertising drives 58% of the visits, but organic and other methods account for 42% of discovery.
Most brands hover around 20 - 30% Storefront sales from Sponsored Brand ads. Our ads accounted for 46% of storefront sales, and served as an effective method of driving conversion.