When Inala lie down on the job,
it's a good thing
Case Study: Inala
Inala is an Australian company that sell weighted blankets on Amazon.com via Seller Central. Inala approached eCommerce Nurse as they wanted help improving their on page conversion rates and driving additional traffic to their listings. They were also getting quite a few customer questions on their products due to lack of information and wanted more robust pages.
Inala needed an agency that could turn around all their requests from start to finish in a timely manner. They wanted a full content upgrade and optimization, including Amazon internal search optimization and the A+ page creation.
Platform: Seller Central | Country: US
One parent product and four child ASINs fully optimized for content and A+.
Since the A+ page launched no additional customer questions have been asked.
One of the areas eCommerce Nurse always looks to first when a client wants to launch products on Amazon is optimizing their basic content. Our in-house copywriting team optimized the title, features, description, and keywords for Inala. We made sure to have deep keyword coverage while keeping copy readable and customer-friendly. With Inala crossing over into the health and well-being categories, we had to be careful to meet Amazon’s guidelines with regard to health claims while still conveying the product’s benefits. We worked with Inala to portray their brand the way they wanted, while still working in Amazon’s framework. We also dove into competitors to fill in gaps with search optimization. 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.
“Inala had a very specific tone to their products, and a well-defined brand image we wanted to keep cohesive for Amazon. When writing for their weighted blankets, we relied on their Instagram and a lot of communication for their vision and ideas. The end result was a great product detail page that met Amazon’s standards and kept Inala’s distinct and interesting brand story.” -Katy Luxem, Content Manager, eCommerce Nurse
An important part of our work for this project included A+ content. This was crucial for this client, because their brand has a specific look and feel. Inala’s product had a lot of in-depth details that we needed to convey in a way customers could understand. But we had to be careful not to make false claims and also substantiate any claims which were made.
“In this case the client was based in Australia, so we tapped into our world-wide account team to deliver this project in line with the clients expectations”. -Dani Thompson, Senior Client Manager, eCommerce Nurse
We assumed that consumers didn’t know anything about this type of product. Then made sure that the product detail and design were clearly visible on the page. We ensured any questions were pre-empted in the text and copy was fully optimized with relevant keywords. Since the launch of Inala’s weighted blanket A+ page, no new customer questions have been asked on the page. This also helps reduce returns and customer complaints.
Each and every brand is unique, and we like to tell a brand’s story and illustrate a purpose for customers on Amazon. We also included an introduction to the brand. The look and feel of the A+ was very important to the client (as it should be), so we worked with our in-house designers to produce a chart and some banner images to really lift the page’s aesthetic and make it easy for a customer to navigate. We finished with other key actions from the eCommerce Nurse A+ optimization playbook.
Throughout this project, the client had the same project manager who oversaw all of the individual pieces as they were orchestrated. 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.