E-commerce Product Listings

While most marketers are planning for Black Friday, smart brands are quietly capturing $13.1 billion in Halloween spending. Here's the opportunity 72% of consumers are creating with real-time examples! Since founding Because of Marketing 5 years ago, seasonal marketing is always my favourite 🎃 This is why marketers and founders are getting involved: • Increased Brand Awareness ↳ Halloween is a holiday where you can get creative. Which is great for brand exposure and can attract new customers as these seasonal offerings create urgency and exclusivity, encouraging customers to buy. • Consumer Excitement & Engagement ↳ Halloween is one of the most anticipated holidays, especially for younger demographics. With 70% of Gen Z shopping online for Halloween content, the season offers opportunities for businesses to engage with their consumers as they are actively seeking products, events, and experiences that align with the holiday. • Seasonal Spending Surge ↳ It is estimated those taking part in the spooky season plan to spend an average of $289 per person. Consumers usually buy into the Halloween hype, so if you have anything that shows you're celebrating spooky season, you can make sales through impulsive purchases. 💀 This year brands are offering: - Halloween design packaging (picture ref: 'Warbootons')  - Seasonal-themed email campaigns (picture ref: Arrae) - Limited-edition Halloween-themed products (picture ref: Hotel Chocolat) • Emotional Connection ↳ Seasonal marketing is an opportunity to leverage the emotions associated with the occasion and to stay relevant. Halloween can tap into emotions such as nostalgia, fun and excitement, giving brands a chance to connect with their audiences on a more personal level. For example, Starbucks' Pumpkin Spice Latte brings in over $500 million annually, and it boosts overall seasonal sales by about 10% through tapping into autumn nostalgia! This emotional connection can strengthen customer loyalty and keep the brand top-of-mind. • Differentiation ↳ Halloween marketing gives businesses the opportunity to stand out from competitors. Brands increase their marketing efforts during Halloween. If you skip it, you could miss out on visibility, consumer engagement & sales. Packaging that appeals visually can create a sense of festivity and increase impulse purchases. Here's also what makes Halloween marketing psychology so powerful: In 2017, Burger King’s campaign titled “Come as a clown, eat like a king” generated 2.1 billion social impressions and earned $22.4 million in earned media! I love this season and because of the [Halloween] marketing, I’m always influenced to purchase a themed product, or take lots of pictures for Because of Marketing (like the Hotel Chocolat box!) What's the most creative Halloween campaign you've seen? I’ve shared two of my favourites in the comment section 🕸

This is the most underrated way to use Claude: (and it has nothing to do with writing or coding) It's competitive intelligence. Using data that's free, public, and updated every single week. Here's my extract step by step guide: Step 1. Go to claude .ai. Step 2. Select the new Claude "Opus 4.6." Step 3. Turn on "Extended Thinking." Step 4. Pick a competitor. Go to their careers page. Step 5. Copy every open job listing into one doc. (Title. Team name. Location. Full description) Step 6. Save it as one .txt or .docx file. Step 7. Search the company at EDGAR (sec .gov) Step 8. Download its recent 10-K or 10-Q filing. (Official strategy, risks, and financials - all public.) Step 9. Upload both files to Claude Opus 4.6. Step 10. Paste this exact prompt: "You are a competitive intelligence analyst at a rival company. I've uploaded [Company]'s complete current job listings and their most recent SEC filing. Perform a strategic intelligence analysis: → Cluster these roles by what they suggest is being built. Don't use the team names they've listed. Infer the actual product initiatives from the skills, tools, and responsibilities described. → Identify capabilities or teams that appear entirely new — not mentioned anywhere in the SEC filing. These are unreleased bets. → Find roles where seniority is disproportionately high for a new team. This signals executive-level priority. → Cross-reference the SEC filing's Risk Factors and Strategy sections with hiring patterns. Where are they investing against a stated risk? Where did they flag a risk but have zero hiring to address it? → Predict 3 product launches or strategic moves this company will make in the next 6-12 months. State your confidence level and cite specific job titles and filing sections as evidence. Format this as a 1-page competitive intelligence briefing for a CMO." What you'll find: → Products that don't exist yet but will in 6 months. → Priorities that contradict what the CEO said. → Risks they told the SEC but aren't addressing. This is what consulting firms charge $200K for. It took me 10 minutes. I used the new Claude 'Opus 4.6' for a reason: ✦ It read 60 job listing & a 200-page filing together.  ✦ And connects dots across both. ✦ It is superior in thinking and context retrieval. That's why I didn't use ChatGPT for this.

Amazon is a ‘search’ platform. 50-70% of shoppers across categories are searchers, not browsers. Unlike ‘browse’ heavy platforms like Nykaa, Myntra, Cred and others, journeys start and end with a search or two. Being visible on searches is the game. The problem is that all top listings are advertisements you need to bid for. This performance marketing is addictive because one, it gives quick returns and two, reducing spends has direct impact on revenue. But it is expensive if not done efficiently or if done in vanity. Thousands of brands have tried to gain traction through AMS only and ended up in the burial ground. It’s a death spiral. The only way one can survive selling on Amazon is if a significant portion of sales comes organically. And for that one needs to rank higher organically. Amazon uses the A10 algorithm to rank products according to relevance to search. It’s an almost black box but some factors it seems to assign weights to are: 1. Search relevance: it checks keywords in the front-end, back-end, descriptions and rest of listing including richness of A+ content. 2. Consistency of sales velocity: OOS affects it badly. Fluctuations affect it badly. Grow steady and fast, preferably steady. 3. External signals: ratings, reviews and external traffic’s weight has been increased in A10 compared to A9. Not much else matters if your ratings are poor. Ratings affect the factors that follow next. A double whammy! 4. Click through rates: What % of people who saw your listing clicked on it. A function of first listing card and delivery time among others. 5. Conversion rates: What % of people who saw your listing went on to buy. 6. Seller Authority: your karma matters. Keep on doing the right things and the system rewards. Fall in the trap of a quick buck and you back a couple of steps.

#Amazon just killed the old e-commerce algorithm. Rufus now has memory & it changes the game more than Prime ever did. For 20 years, #ecommerce placements ran on two engines: ▪️Product-based logic → “You bought a phone, here’s a case.” ▪️Crowd-based logic → “People who bought X also bought Y.” That era is over. Now, with Rufus AI memory, a third engine arrives: ▪️Contextual logic → “Yesteday you asked for trail shoes. Today you’re back - here’s a water-resistant jacket that completes your kit.” This is bigger than chat. Rufus memory will fuel every surface on Amazon: Sponsored Display, PDP recos, offsite retargeting. One memory, everywhere. A full-funnel intelligence system that learns once and sells everywhere. Why it matters: 1️⃣ Smarter cross-sell → Rufus won’t waste placements on what was just bought. It will anticipate the next logical purchase 2️⃣ Full-funnel impact → Memory won’t stay in chat. Expect it to power every algorithmic slot across Amazon. 3️⃣ Journey > click → Performance is no longer about CTR. The real metric: How often does Rufus recall and re-recommend your brand across the funnel? 4️⃣ Content = algorithm fuel → If your PDP doesn’t spell out connections (pairs with, next in routine, complementary use cases), Rufus won’t link you into the journey. What brands must do now: ▪️Design ecosystems, not SKUs → Build routines, bundles, and adjacencies. Memory rewards portfolios that tell a story. ▪️Engineer cross-sell signals → Use content to “teach” Rufus where your product fits in the customer journey. ▪️Hit hygiene benchmarks → Near-200 character titles, 7+ visuals, A+ content, 4.3★+, Prime/FBA - still a non-negotiable fundamental priority ▪️Adopt new KPIs → Share of voice in Rufus answers, attach rate, and repeat recommendation frequency. Business impact This is the algorithmic pivot of the decade. Contextual AI shifts Amazon from a #marketplace with recommendations into a shopping brain that curates, recalls, and predicts. Every surface, every placement, every touchpoint is now personalized by a history of interactions. Day 1 for the industry - we will see other #online #OMNIchannel giants follow. Retailers with strong loyalty programs are sitting on a goldmine once they connect life context with shopping intent. If you’re not training contextual algorithms to remember your brand, you’re training them to forget you.

“With so many screens to view something, isn’t it okay to not have a mobile-friendly design?” This is something a budding graphic designer asked me. What every designer needs to understand is that where mobile devices are the gateway to a vast online world, mobile-first design is a necessity. Here is why: 1/ With over 3.6 billion smartphone users worldwide, putting mobile users first is a no-brainer. It ensures a seamless, enjoyable experience for a massive audience. 2/ Google prioritizes mobile-friendly websites in search results. So, if you want your site to rank well, mobile responsiveness is a must. 3/ Mobile-optimised sites reduce bounce rates and increase user engagement. A responsive design adapts to various screen sizes, keeping visitors engaged. 4/ A mobile-friendly site conveys professionalism and trustworthiness. It leaves a positive impression on your audience. A few examples of brands that have already made full use of it are: 1. Companies like Amazon and Shopify streamlined interfaces, navigation and quick load times to enhance the shopping experience on any device. 2. Airbnb and Uber offer user-friendly interfaces that make booking accommodations or rides a breeze on smartphones. 3. Facebook, Instagram and LinkedIn prioritise mobile users with responsive designs, enabling seamless social networking on the go. The goal of mobile-first design is not just to shrink a desktop site but to create a tailored experience that considers mobile users' unique needs. Investing in mobile-responsive design is a strategic move to stay relevant, boost engagement and meet users where they are. What mobile-friendly projects have impressed you lately? #graphicdesigner

4 out of 5 CRO agencies I've worked with usually relied on 'best practices' to increase conversion rate. These practices include: - Adding badges like 'few left', 'bestseller' - Making reviews more prominent - Creating urgency with timers - Adding key product USPs - Leveraging offers While these strategies do give results, many tend to overlook a critical aspect. Which is UX/UI design. That’s likely the least spoken topic at a CRO agency. Despite its significant potential to increase conversion rates. In this example, using Nourish You India's PDP, I've implemented UX/UI and other changes that can increase conversion rates. Below are the 8 changes I recommend a/b testing - 1. Move the product name above the product image along with reviews+price. That way, the space between the images and the add-to-cart CTA is reduced, increasing the chances of adding to cart. 2. The primary product image should highlight key USPs. This would help the user to quickly understand why to buy this product and why from you. 3. Consider adding product image thumbnails. If your product requires education then use the image slider to provide that. Most important in consumables, personal care industry, and tech. 4. Consider adding 3 quick bullet points or USPs about the product before the user goes to add to cart. This way, they are educated about the product before they consciously think about purchasing from you. 5. Motivate users to add more quantity, increasing the AOV. Do this by highlighting savings when they buy in bulk or highlighting the cost per item if they buy a bundle. 6. Optimize the area around the add-to-cart CTA. Highlight the estimated delivery time, free shipping threshold and return policy. 7. Highlight key USPs to differentiate your product and brand from the others. 8. Add accordions that the user can click on to read more. This way they can find the answers to their questions quickly. Other 2 CRO changes I did: 1. Added 'Few left' once the user selected the pack they want to buy. This creates urgency. 2. Re-iterated price near the pack selection so the user doesn't have to scroll back up to see the price. Success lies in attention to detail. Found this useful? Let me know in the comments! P.S. The learning curve for UX/UI design is quite different from that of CRO. Some great resources to explore are Baymard Institute and Nielsen Norman Group to get started. #conversionrateoptimization #uxdesign

20 years ago, transparency was seen as a risk. Today, it's become the strongest currency in building customer trust. Take ANITA DONGRE's brand- Grassroots. By being completely transparent about their: > Organic fabric sourcing > Fair wage practices > Sustainable production methods  They've built unprecedented customer loyalty. 65% of shoppers now switch brands based on supply chain transparency (FMI- The Food Industry Association Report, 2024) Transparency has become a cornerstone for fostering customer loyalty, and brands like Anita Dongre’s Grassroots are setting a powerful example. By openly sharing their methods and practices, they build trust with consumers who prioritize honesty and ethical sourcing. Today's customers invest in values, caring about product origins, makers, environmental impact, and fair labor. But here's what most brands miss: transparency isn't just about sharing information—it's about building trust. With over 20+ years in retailing across India, Pakistan, and Bangladesh, I’ve learned that: > Being transparent about challenges, processes, and mistakes turns customers into trusted partners who understand our value and commitment. > The future belongs to brands brave enough to open their books and share their stories. Because in today's connected world, the most valuable thing we can offer isn't just quality products—it's authentic transparency. What transparency practices would you like to see more brands adopt? #RetailStrategy #CustomerTrust

Become an Expert: How to Use Google Ads to Capture Seasonal Demand 1. Targeted Advertising: Google Ads allows businesses to target their ads to specific audiences based on a variety of factors, such as demographics, location, interests, and search queries. This means that businesses can tailor their ads to reach consumers who are most likely to be interested in their products or services during specific seasons. 2. Increased Visibility: By using Google Ads, businesses can increase their visibility on search engine results pages and reach potential customers who are actively searching for products or services related to seasonal events or holidays. This can help businesses stand out from the competition and attract more traffic to their website. 3. Flexible Budgeting: Google Ads offers businesses the flexibility to set their own budget and maximum bids for their ads, allowing them to control their advertising costs and optimize their return on investment. This is especially important during seasonal peaks, when demand and competition may be higher. 4. Real-time Insights: Google Ads provides businesses with real-time data and insights on the performance of their ads, allowing them to track key metrics such as click-through rates, conversions, and return on ad spend. This data can help businesses make informed decisions and adjust their advertising strategies to maximize results during peak seasons.  Follow these key steps: 1. Plan Ahead: Research and identify key seasonal trends and events that are relevant to your business, and create a seasonal advertising calendar to plan your campaigns in advance. 2. Create Seasonal Ad Campaigns: Develop targeted ad campaigns that align with seasonal themes, promotions, and messaging to attract and engage your target audience. 3. Use Seasonal Keywords: Incorporate seasonal keywords and phrases into your ad copy and landing pages to optimize your campaigns for search engine visibility and relevance. 4. Monitor and Optimize: Continuously monitor the performance of your seasonal ad campaigns, test different strategies, and make adjustments to optimize your ads for maximum impact. Summary:  Google Ads is a powerful tool for businesses looking to capture seasonal demand and drive targeted traffic to their websites. By leveraging the benefits of targeted advertising, increased visibility, flexible budgeting, and real-time insights, businesses can effectively reach and engage consumers during peak seasons. #GoogleAds, #SeasonalMarketing, #PPC, #MarketingStrategy, #OnlineAdvertising, #DigitalMarketing, #AdWords, #Advertising, #SEM, #MarketingTips, #SeasonalCampaigns, #DemandGeneration, #ConversionRateOptimization

I've created 100s of product pages that (1) rank in Google and (2) convert traffic into customers. Here's the exact product page plan I follow: 1. URL - Include relevant keywords - Secure with an SSL Certificate 2. Structure - Clear, logical navigation - Use breadcrumbs for easy navigation 3. Product Name - Keyword-rich and concise (70 characters max) - Clear and specific 4. Product Summary - Bold main header conveying the main benefit - Snippet of customer reviews or ratings for social proof - Clear product availability information - Customer-centric copy highlighting how the product solves problems 5. Visuals - High-resolution images with multiple angles - Product demo videos showing real-life usage 6. Reassuring Elements - A satisfaction guarantee - Shipping and return information - Clear and transparent pricing 7. Call to Action (CTA) - Action-oriented: such as “Buy Now” or “Add to Cart” - Brightest colour on the page to draw the eye 8. Payment Options - Multiple payment options like buy-now-pay-later and payment plans - Multiple payment methods like PayPal, ApplePay, Amex, Visa 9. Featured In-Depth Reviews - Showcase in-depth reviews 10. Social Proof - Include logos of well-known customers, testimonials, or user-generated content to build trust and credibility 11. H2 Tags - Use H2 tags for subheadings to improve SEO and make the content easier to scan and read 12. Product Video - Create detailed product videos to highlight features, benefits, and use cases 13. Related Products - Cross-selling - Upselling 14. All Customer Reviews - Comprehensive review section with pros and cons to foster trust 15. Customer Q&As - Handle common objections 16. Product Specifications - Detailed specs 17. Footer - Social proof - Email sign-up form - Social media links - FAQ - Contact information - Privacy policy and terms and conditions Ready to transform your product pages? Get the full checklist for free: https://hubs.ly/Q02Jp0Mf0

🔮 Four Levels Of Customer Understanding (https://lnkd.in/eQz36wFw), how to think of underlying reasons for user behavior, hidden motivations, root causes and the different layers of reality that are often overlooked in product design — from what people say to what they think or feel to what they actually do to reasons why they do it. By Hannah Shamji and Helio. 🤔 What people do, say, think and feel are often different. 🚫 Assumptions and hunches rely on most obvious reasons. ✅ But most obvious reasons rarely paint the full picture. ✅ People don’t always cancel because they actually want to. ✅ Pricing is never the only reason why people don’t buy. 🤔 Customers often don’t realize why they made a decision. ✅ We built understanding by studying 4 levels of reality. ✅ Level 1: “What we tell others”, unreliable, opinions, hearsay. ✅ Level 2: “What we tell ourselves”, interviews, debrief, surveys. ✅ Level 3: “What we actually do”, task analysis, observation. ✅ Level 4: “Why we do it”, task walkthroughs, context, interviews. Level 1 is most unreliable, and barely brings good insights. Often people imagine and say things that don’t necessarily represent real reasons for their behavior. They rather explain behavior through the lens of how a customer perceives it, or wants it to be perceived. The real magic happens on higher levels. But they require right questions, interviews and observations and, most importantly, user’s trust. So ask people to walk you through their daily routine. Explain to you where your product fits in their life. Observe how they complete their tasks in their environment. Study where they lose time, repeat actions, hover but don’t click, or click and then go back. Don’t ask them to speak loudly. Pay attention to when they scratch their neck, or raise their eyebrows. Smile, or laugh, or look worried. Many companies speak about “validation”. Yet validation often means accepting and confirming existing assumptions. As Hannah Shamji writes, instead, we should diagnose existing behavior without any preconceived notions or affiliations. So don’t validate — research instead. The hardest part is understanding customer’s real motivations — and the only way to get there is by building a sincere, honest and trustworthy relationship that feels right and that customers can wholeheartedly engage in. Once your customers really care and want to help, getting to real understanding will be much easier. Useful resources: 60 Ways To Understand User Needs, by David Travis https://lnkd.in/eUXJqX6B How To Avoid Bias In UX Research, via Sundar Subramanian https://lnkd.in/ewJt2kF2 People Don’t Always Cancel Because They Want To, by Emily Anderson https://lnkd.in/eMXZWiyT [continues below]