Welcome back to our series on the Audience Insights tool in Ads Planner. Our first post highlighted the tool and it’s possibilities, the second post focused on how to use it to gather insights. Now it's time to take a closer look and uncover growth opportunities for your products.
The Audience Opportunity funnel will help you visualize where Amazon shoppers are at different stages based on ASIN / Category input. Using this data, you can get a sense of where the potential customers are outside of those who previously purchased your product. Ads Planner breaks down the audience insight into four categories: 1. Loyalty (Purchasers), 2. Conversion (Brand Viewers), 3. Consideration, and 4. Awareness. Let’s take a look at each:
1. Loyalty (Purchasers): This represents the percentage of shoppers who have already purchased your product. Analyze this group to understand your most loyal customers and find ways to strengthen those relationships.
2. Conversion (Brand Viewers): These are shoppers who have browsed your brand but haven't made a purchase yet. Compare this group to your Loyalty customers to identify areas for improvement in your product detail page.
3. Consideration: Shoppers in this stage have browsed the product category but may not be aware of your specific offering. Use this insight to find inspiration for enhancing your product details and making it more compelling.
4. Awareness: Shoppers in this stage are browsing the general product category but haven't yet visited your specific "aisle." This is a valuable opportunity to promote your brand and drive awareness.
By understanding the composition of your audience and where they're at in the buying journey, you can make informed decisions to improve your product detail page and reach new customers.
* Loyalty (Purchasers): X% of the total audience has already purchased.
* Conversion (Brand Viewers): Y% of the total has looked at your products but has not purchased them.
* 100 - X - Y = Your growth opportunity. These shoppers are turning to competitor's products or unsure about committing to making a purchase, and with marketing, you can help convince them to consider your product.
Inspect the demographic and behavior to understand better who those shoppers are. See if you notice patterns or observations when adding images and other content to your product detail page so that your product resonates better with the shoppers in your category.
Additional resources:
If you have any questions and are interested in learning how to build your shopper Audience Insights report, please click here and share your contact information or attend the Ask Amazon event scheduled for 10/23 here in the Seller Forums!
If you are an existing seller with an Amazon Advertising console account, please click here to access.
If you do not have an Amazon Advertising console account and are interested in signing up for this FREE tool, please click here to learn about the register process.
Remember, the team at Amazon is here to support you. If you have any questions or need further assistance, be sure to join us at the "Ask Amazon" event on 10/23.
