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Overview

Bioworld is a wholesale manufacturer of licensed consumer goods. We sell wholesale to retailers, have an Amazon Brand Store, are the licensee for hundreds of brands (e.g., Disney, Marvel, DC Comics), and have four consumer brands under the Bioworld umbrella.

 

We were looking for ways to increase conversion from our omnichannel efforts on our Amazon Brand Store. There were many visits to the brand store but the visit-to-conversion ratio was low. I wanted to build a better user experience through experimenting, designing, measuring, and learning.

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The Challenge

With hundreds of brands and thousands of products on our Amazon Brand Store, how do you simplify and enhance the user experience? I wanted to help lead the customer to exactly what they wanted. The first step was to get gather data to get a clearer picture of why we were not getting conversions. 

Exploration
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Research & Data

Power in Data

Internally tracking analytics, outside of sales numbers, was something glanced at or checked monthly. I am a data nerd, so I started tracking analytics daily. If the data isn't green, I can be doing better.

Find the Why

A majority of our marketing for the Amazon Brand Store comes from Amazon advertising or Social Media. We were getting the views but very little engagement and conversions.

What isn't working

After tracking the data and research, I found out that users were getting lost in our store.  It was overwhelming.  With over a thousand products under a lot of different brands in anime, gaming, TV, Film, and more, I had to make the path users take easier and faster.

Opportunities for Growth

Existing Flows

Analytics

Most users come to our brand store from Social Media or from our Corporate Website and over 70% use mobile over desktop.

Finding Product

When we marketed our product on social media, the previous link in the bio took you to our Amazon Brand Store Homepage. From there you could use the many drop-down menus in the top navigation, search function, or the banner images on the homepage to find brands (e.g., Marvel) or product categories (e.g., apparel). A majority of users used the banner images on the homepage or the search function.

Engagement

If users choose to follow you it is because they felt you brought value to their life. During exploration, I found that when we engaged with our followers our engagement went up over 300% month over month for 3 months.

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Possible Solutions

#1

Work with Amazon Affiliates

Affiliate partnerships allow others to feature your products on their site and receive a commission.  

  • Pros

    • Can track their analytics

    • Have their own following on social channels

  • Cons

    • Lower profit on products due to commission​

    • Workload increases to manage Affiliates

#2

Fix the Flow & Activate Brand Ambassadors

Fix the flow the users take to the product, update the top navigation, and utilize Brand Ambassadors

  • Pros:

    • Creates more opportunities across all brands

    • Keeps users on our brand store vs. other brand stores

    • Creates more brand awareness

    • Creates a path of least resistance

  • Cons:

    • Workload increase for internal team​

Implement Solution #2
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Brand Awareness

Building a Community

I activated current followers that were consistently tagging us, are content creators and had over 30k followers. Phase 1 was trading products for posts or stories. This increased engagement, followers, and conversion on our Amazon Brand Store.

The Path of Least Resistance

I created a linktree account to use as the link in our bio which gave us the option of multiple links in one link. I also created a landing page on our corporate website to lead the customers right to the product I was promoting. This increased conversion on our Amazon Brand Store by over 87%.

The Power of Data

With the analytics on the Corporate Website, Linktree, Amazon, and source tags I was able to use data to show the redesigns were working.

Phase 2 - Coming Soon

Amazon Brand Store

With a majority of users still clicking to our homepage, I am working on a navigation and homepage redesign that simplifies our brands/licenses and product categories.  

Corporate Landing Page

The source tag data on Amazon shows that a majority of conversions and views come from our Corporate Website.  I want to capitalize on this by redesigning the website to enhance the user experience from all of our business channels (consumers, brand partners, and retail partners.

Brand Awareness

As our brand awareness grows with PR efforts and social media marketing, we are in the process of implementing paid media and activating paid influencers. We would also like to build up our Brand Ambassador program similar to what our retail partner Hot Topic does.

Conclusion

Not only is building, experimenting, and learning integral to growing a business and increasing conversion, it is fun! Simplifying and enhancing the customer journey and experience is my top priority and I'll continue to build, experiment, and learn.

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Learnings

I would like to implement more user research in this process. Although data is insightful, I find tremendous value in user interviews. I would like to find ways to ask our community of our followers, consumers, brand partners, and retail partners how we can better their experience with Bioworld as a company. 

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