Period
Jul 2023 – Nov 2023
Brand
Catalyst Case
Role
Review Amazon Listing Image
Competitor Audit
Audience Testing
Catalyst is a MNC company that specializes in Apple’s product protective cases. They offer a variety of protective cases for iPhones, AirPod, AirTag, etc… including impact-resistant cases and waterproof cases.
Catalyst Case previously focused on climbers, divers, and extreme sports enthusiasts. Their products are mostly waterproof and impact-resistant, designed to withstand rugged outdoor activities. Additionally, they offer various accessories such as lanyards and carabiners, which help customers use their products in different situations.
The primary goal of this project is to enhance the conversion rates of the iPhone 15 Drop Proof case listing on Amazon. This will involve analyzing the current listing, implementing strategic changes, and auditing competitors.
Target Product: iPhone 15 Drop Proof case.
The Project included Title Optimization, enhanced Image Quality, Bullet Points, and Description alignment.
Methodology
line way this research will be conducted is by analyzing similar products in the categories that our products rank in, as well as similar categories. The choice of products to compare against will be based on the following criteria:
In order to find the most relevant 5 competitors, we need to weigh in all of these factors. While it is difficult to get all 5 aligned, it’s important to prioritize each factor in some of the images, so that we can get a more holistic understanding of how certain feature images are seen in relation to certain prices, brands, and how they could potentially affect the rating, by creating an expectation for that
Questions that research focuses to answer as a result of competitive research:
Questions this research focuses to answer in order to determine types of photography we need per device type:
The below images is Selected five most relevant Amazon competitors for our iPhone cases, competing in the same category.
– We will conduct an A/B test with 90 participants, consisting of 24% male (22 participants) and 76% female (68 participants).
– Participants will evaluate five different images of the iPhone 15 Drop Proof case to determine which image resonates best and leads to higher conversion rates.
Why did Catalyst rank so low?
Option A scored low because it only highlighted the fact that it was 10FT drop-proof.
When compared to the other options which touted additional features, option A was less attractive. Additionally, Option D offering a 14F1 drop-proof capability made Option As 10ft feature seem interior.
After conducting market research, we have identified the key features that are in demand and necessary for effective marketing. As a result, we are re-prioritizing our existing product listings and incorporating the requested features to meet market requirements.
In our previous listings, we emphasized the scene rather than showcasing the product itself. However, based on our research, we have discovered that customers prefer to see the actual product. Therefore, in our new images, we have made the product the focal point, ensuring it is prominently displayed and as large as possible. This change aims to meet the customers’ expectations and provide them with a clear view of the product.
We have analyzed various brands, including direct competitors, to identify successful strategies in our category. On Amazon, customers often seek products rather than familiar brands, making listing design and marketing crucial for success.
To benchmark against competitors, we should consider their ratings, product similarities, core features, and pricing. Understanding what resonates with customers is key; while bright images are common, some successful brands utilize darker palettes effectively, offering inspiration rather than a strict guideline.
The performance case market is primarily feature-driven. Customers prefer detailed renders showcasing product features over lifestyle imagery, which should occupy minimal space in listings. Lifestyle images are better suited for Enhanced Brand Content (EBC) or as supplementary visuals, while remaining valuable for storefronts and social media.
