The problem:
It’s easy to assume that most conversions on Amazon happen when a shopper searches a keyword and then clicks a Sponsored Products ad.
Joe Hesketh, vp of e-commerce growth solutions at the agency SPINS, knew the real story was more complicated. Shoppers see multiple ads before converting, or stumble into a purchase sideways.
To drive more value for his clients, he wanted a clearer way to map out these multi-step journeys.
The solution:
Hesketh worked closely with the Intentwise Analytics Services team to create unique views across Amazon, Walmart, and Target for its clients.
Together, we created dashboards that included statistics on time to conversion, top 25 products, inventory forecasting, weekly and monthly pulse checks, and more. SPINS, as an agency, tracks specific KPIs to help grow their brands vs. the category.
Mapping out the most frequent paths to conversion on Amazon in the same place where it views the rest of its ads data became a particular priority for SPINS.
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For some brands, the path to conversion dashboard revealed unexpected journeys.
Hesketh discovered that, for one client’s product, shoppers often landed on a competitor’s product page, clicked on a Sponsored Display ad he had set, and then converted that way.
That insight told SPINS that it should up the spend on competitor targeting for that product specifically.
When it increased spend on competitor targeting, New-To-Brand orders improved by 80% in the first month.
The path to conversion journey, of course, will look vastly different for every product. The beauty of these custom dashboards is that they are tailored specifically to each SPINS client and product.
SPINS is able to track all of these unique paths to conversion, and come up with a tailored, product-specific strategy every time.
Hesketh’s team checks these dashboards “daily, constantly.” Pulling all of that refreshable data into single views of performance has saved the team 40+ hours per week. With those hours back, the team is able to execute using granular, data-driven strategy.
“The strategic partnership with Intentwise is now pivotal in everything that we do,” Joe Hesketh said. Intentwise “continues to develop best-in-class ways to show actionable insights in their platform.”
