Case Studies
Fortune 500 vs Native Amazon Brand
Product Category: Appliances
Service: Maverick Plus
Reviews: 30 vs 1400
Result: Amazon brand wins
Background:
In a product recommendation article, the first product will normally receive 70% of the clicks
The second product receives 10%
The third product receives 5%
And products 4-10 receive the remaining 15%
The Story:
We are supporting two appliance brands in the same article.
One product is from a Fortune 500 company
The other is a native Amazon brand.
The Fortune 500 brand is in the 2nd position of the article and has 30 reviews
The native Amazon brand is in the 4th position of the article and has 1400 reviews
One might assume that because the Fortune 500 brand is a household name and the product is in a prominent position of the article, it would perform multiple times better than products that are lower on the page.
Reality:
The click to purchase rate of the native Amazon brand - 7%
The click to purchase rate of the Fortune 500 product - 0.7%
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What did we learn?
It doesn't matter how well known a brand is, reviews are a major trust signal to customers that helps the conversion rate.
Whether you're launching a product or trying to revive a struggling product, focus on growing the number of customer reviews before driving external traffic.
We can place your products in articles and get customers to look at it, but when customers see a low review count they will look for a more established product.