Cycling parts manufacturer cruises into
victory with new Amazon A+ content

Case Study: A Cycling Parts Manufacturer

Client Brief

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 optimize 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 optimize 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 / DE

Results

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A+ Pages Created

eCommerce Nurse created 11 A+ templates covering more than 60 ASINs in two countries.

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Client Satisfaction

eCommerce Nurse delivered assets and results to client with 100% satisfaction.

The Approach

One of the areas we always look to when a client wants to launch products on Amazon is optimizing basic content. Our in-house copywriting team optimized the title, features, description, and keywords. We make sure we have deep keyword coverage 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 their top 10% of products in our initial run.

We assumed that consumers didn’t know anything about this market. Then 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 optimized 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+ optimization 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 undertaken. They had access to our in-house project management software. eCommerce Nurse used our team of experts based across the world to finish all projects quickly and to the customer’s satisfaction.

Words from the client

For our brand these pages are really important, as we explain the products in-depth. We created these pages for our more high-end items in the initial run. eCommerce Nurse showed lots of expertise in developing the A+ pages for us and used the right modules to highlight and communicate key product features to the customer.
Alexander Hemmes
International Account Manager,

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