Cycling parts manufacturer cruises to
victory with new Amazon A+ Content
Case Study: European Cycling Parts Manufacturer
The manufacturer approached eCommerce Nurse to assist with launching their business on Amazon in the US and Germany. They needed to set the products up and knew as part of this process they needed to optimise their pages but they didn’t know where to start. The manufacturer has a large range of products and variants across multiple categories in cycling. Their products focus on important technical and performance-oriented details.
At eCommerce Nurse, we put together a launch plan to optimise their listings from the offset, enabling them to perform strongly from day one. As part of this project, we worked alongside one of our partners in Germany to manage the DE side.
Platform: Vendor Central | Country: US and DE
eCommerce Nurse created 11 A+ templates covering more than 60 ASINs in two countries.
eCommerce Nurse delivered assets and results to client with 100% satisfaction.
One of the areas we always look to when a client wants to launch products on Amazon is optimising basic content. Our in-house copywriting team optimised the title, features, description, and keywords. This client had a lot of technical products, and we needed to describe them in a way that conveyed professionalism to the cycling community. We make sure we have deep keyword coverage for SEO, while keeping copy readable and customer-friendly. Our marketing department connected with the client’s team to make sure that we developed on-brand image coverage and had extra images created where needed.
“The client has an extensive range of cycling products with multiple colourways and sizing, a large part of our focus for this brand involved grouping these products together into twister variations so that customers could easily see what all their different options were when browsing the range.” — Georgina Saxby, Client Manager, eCommerce Nurse
An important part of our work for this project included A+ Content. This was crucial for this client, because many of their products have important technical details and specifications. We focused on building A+ Content for the top 10% of their products in our initial run.
We assumed that consumers didn’t know anything about this market. Then we made sure that instructions on how easy to use and well-designed their products are were clearly visible on the page. We ensured any questions were pre-empted in the text and copy was fully optimised with relevant keywords. Each and every brand is unique. We also included an introduction to the brand, telling their story as a Dutch company started by professional cyclists. We finished with other key actions from the eCommerce Nurse A+ optimisation playbook.
“This client has a lot of technical cycling products and to the untrained eye it was hard to see what the slight differences were. So we included a lot of charts across the A+ pages so that we could point out those small differences to customers clearly and make the products easy to shop.” — Dani Thompson, Senior Client Manager, eCommerce Nurse
Throughout this project, the client had the same project manager who oversaw all of the works we undertook. They also had access to our in-house project management software for clear and efficient communication. eCommerce Nurse used our team of experts based across the world to finish all projects quickly and to the customer’s satisfaction.