Conversion Rates Go Up 3X in Flagship Listing Through Fearless, Customer-Centric Content Iteration to Communicate Value
MEET NEUTRALYZE, THE BRAINCHILD OF JON KLEIN IN PARTNERSHIP WITH KANTIAN SKINCARE
Jon Klein is the Founder of Online Brand Growth, LLC, a successful e-commerce consulting and management agency focused on creating exponential sales growth for clients on Amazon.com.
Jon delivers powerful turnkey content that combines the power of on-brand content with optimization.
After a successful content-driven collaboration for another brand’s Amazon debut, Jon approached me about retooling his content strategy, giving me free rein in updating the foundational strategy and copy accordingly.
THE UNIQUE CHALLENGE OF AMAZON & THE COMPELLING OPPORTUNITY
Over five years ago when I began this journey, I was hesitant — after all, at first glance Amazon doesn’t seem synonymous with compelling, story-driven content. (How would this look in my portfolio?)
Yet, when approached by a turnkey Amazon channel management agency to become a freelance product copywriter, I couldn’t turn away. And my business — and I — have never been the same.
What ensued has been a deep, evolving understanding of why sellers often spin their wheels — why some of the most beautifully written copy didn’t produce results, while those spammed with keywords sometimes did.
Amazon is the perfect metaphor for content strategy — if done well, you don’t notice it. If done poorly, you do.
Amazon’s unique challenge is its biggest opportunity; anticipate and meet the customer’s needs while feeding Amazon’s algorithm the right keywords so that they get a chance to see it.
FOUNDATIONAL STRATEGY, HUMAN-CENTRIC PRODUCT LISTINGS, AND CONTENT OPTIMIZATION COMBINE:
My continual, ongoing role in this winning collaboration includes:
- Empathizing with the Neutralyze customer base and defining their struggles with acne.
- Researching, transforming findings into actionable insights throughout the contenet ideation phase.
- Suggesting the pillars of a foundational framework for content strategy including the launch of new products and updating of existing products and iteratively collaborating with Jon Klein + a key Kantian Skincare rep in an environment based on positive energy and solutions.
- Taking the resulting customer-based clarity & expressing it in Neutralyze’s unique voice & tone.
- Using the latest tools available through Helium 10 and Data Dive to inform keyword strategy.
- Finetuning keyword-related opportunities and metrics in collaboration with applicable stakeholders.
- Writing copy that informs & guides consumers to make the best decision for them (driving sales).
- Balancing this human-centric content with keyword strategyn favored by Amazon’s algorithim.
- Engaging in a continual process of copy and keyword improvement based on product performance.
THE NUMERIC RESULTS
As the launch/relaunch phase is very recent, sales statistics are still forming, but the initial results are clear— potential buyers are LOVING Neutralyze.
A flagship product, Neutralyze Renewal Complex, has seen a conversion rate increase from 13.54% to 39.05%. And that’s the power of human-centric copy powered by optimization based on sound data.
THE MOST IMPORTANT RESULTS
As aforementioned, Jon Klein is the Founder of Online Brand Growth, LLC, a successful Amazon e-commerce consulting and management agency. Here’s what he has to say about the experience, which you can also view on my home page.
