LifeSpan exercise brand
hits the ground running
Case Study: LifeSpan Fitness
LifeSpan approached eCommerce Nurse as they were launching a new brand in the UK. They’d previously worked with Amazon on their other brands, but they wanted support with setting up, optimising, and driving traffic to their new lines. LifeSpan trusted the team at eCommerce Nurse to support them in this launch.
Platform: Vendor Central | Country: UK
Added a total of 17 drop ship products added to Vendor Central.
Project delivered within timeline. When the container arrived from overseas, LifeSpan were ready to start selling on Amazon immediately.
One of the first and most crucial areas we always look at when a client wants to improve conversion rates on a detail page is optimising basic content. eCommerce Nurse has an in-house copywriting team to optimise the titles, features, descriptions, and keywords for our clients. We make sure we have optimal keyword coverage while maintaining flow and keeping the copy readable for the customer. The eCommerce Nurse marketing department connected with the team at LifeSpan to make sure that image coverage was developed and on-brand. We created extra images as needed and made sure they fit into Amazon templates.
We determined that LifeSpan needed to take advantage of robust A+ Content to show customers what the range was all about. The products were a solid range of treadmills and fitness equipment, which is a product type that benefits from comprehensive content, images, and expanded details. We focused on building A+ Content in Vendor Central for the top 30% of their products in this initial run.
“Certain product categories really benefit from using all of the marketing tools Amazon offers. A+ Content was a no-brainer for LifeSpan, who has really unique products and features, like under-desk treadmills. Customers benefit from rich, illustrative content. LifeSpan made the process easy by trusting us to create on-brand content quickly and easily.” — Katy Luxem, Content Manager, eCommerce Nurse
We assumed that consumers didn’t know anything about this market. We then made sure that instructions on how easy the products are to use were clearly visible on the page. We pre-empted any customer questions by reviewing competitors and gaps, making sure to address these FAQs in the copy. At the same time, we made sure the content was fully optimised with relevant keywords for SEO benefits. We also included an introduction to the LifeSpan brand, and finished by employing key actions from the eCommerce Nurse A+ Content optimisation playbook.
With the Amazon Brand Store, our marketing team worked closely with the LifeSpan team and our in-house design team to build content to inform the customer. We educated the customer on the brand to strengthen trust and encourage increased conversion when a customer visits the page. We built the store to complement the client’s own website, so that consumers had a cohesive shopping experience with the brand.
Throughout this project, LifeSpan 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. We look forward to seeing this brand running strong for years to come on Amazon.