Through our strategic category screening, we helped Venice skyrocket its conversion rate by 194%! How did we do it? It’s not magic—it’s simply about testing and understanding the key factors that drive purchasing decisions on Amazon in this category.

Background

Venice Body, a renowned brand in the skincare market, sought assistance from Aybee to boost sales by optimizing the pricing strategy of their best-seller product, "Self-Tan Drops."The primary objective was to identify the optimal price point among three options: the current price of 35.99€, a lower price of 24.99€, and an intermediate price of 32.99€. Venice also worked on boosting the product’s appeal and positioning to differentiate stronger against top competitors.

Business Questions

1. Should Venice Body decrease the price from 35.99€ to 24.99€ or 32.99€
2. How can Venice Body improve their product listing to increase sales?
3. How does Venice Body's product compare to the main competitors?

Methodology

Aybee did a pricing test with three prices: 35.99€, 24.99€, and 32.99€. This test was done using a monadic method, meaning each person only saw one price to keep it fair. Here's how it worked:

• 600 people took part, with 200 people seeing each price.
• Each person was shown just one price to avoid any bias.
• What are the key purchasing drivers in the self-tan drops category on Amazon?

By using this method, we got clear results about which price people liked best.

Results

The analysis revealed that maintaining the price at 35.99€ generated the highest revenue. Lowering the price did not lead to increased sales volume sufficient to compensate for the lower price, indicating that consumers valued the product's quality at the higher price point. The key question was simply to understand what makes a product premium in this category. We found that female consumers place high value on the anti-aging benefits, hyaluronic serum, and perceive a higher price as a sign of better quality and greater value.

Detailed Insights and Recommendations

From the test results, it became evident that a price reduction was not the optimal strategy. Instead, the focus should be on reinforcing the product's superiority to justify its premium pricing. Here are the detailed insights and recommendations:

• Product Superiority - Consumers value the quality of Venice Body's "Hyaluronic Self-Tan Drops," noting its low margin of side effects, premium packaging, key benefits, and ease of integration with daily skincare routines. The product's unique formulation with hyaluronic acid and its dual benefits of self-tanning and anti-aging make it stand out in the market.
  ‍
• Marketing Communication - Emphasizing the anti-aging benefits and hyaluronic acid content in marketing materials can further enhance perceived value. Highlighting these aspects in the primary and secondary images can effectively communicate the product's superiority.
  ‍
• Visual Strategy - Venice Body has already initiated a change by updating the primary image to emphasize the anti-aging effect using a magnifying effect on the packaging. This strategy should be extended to include redesigned secondary images to showcase the ease of mixing the product with daily skincare routines and to highlight the product's key benefits.
  ‍
• Competitive Positioning - To strengthen competitive positioning, Venice Body can draw inspiration from competitors like Asam and Garnier, who effectively communicate product benefits through visual strategies. Through our test environment, we know the drivers and barriers for each competitive product. Weal ways know why consumers buy brand A, B, or C. Using this knowledge, Venice Body can refine their messaging and marketing strategies to better compete in the market.

Recommended Hero Image adaption

Based on the image, we recommended two key visual changes to better communicate product value:

• Enhanced Anti-Aging Focus: Magnifying the hyaluronic acid molecule and skin transformation to emphasize the anti-aging benefits
• Premium Positioning: Upgrading product presentation with sleek visuals and clear benefit callouts to justify the premium price point

These changes were successfully implemented, with a particular emphasis on utilizing the maximum available space within the Hero image frame to create a more impactful visual presence.

ROI Case for Venice Body

Background

In the first week of May, Venice Body collaborated with Aybee to conduct a pricing A/B/C test and implement recommended changes to their product's primary and secondary images. The aim was to optimize the pricing strategy and enhance the perceived value of their best-selling "Hyaluronic Self-Tan Drops." This case study evaluates the return on investment (ROI) resulting from these interventions.

+194%: Conversion Rate almost trippels

To validate our data-driven approach and recommendations, Venice Beauty conducted an A/B test using Amazon's native testing platform from July 6th to July 16th, 2024. Version A (the original design) had a sample size of 4,393 users, while Version B (the updated hero image) had a sample size of 4,478 users. The results confirmed our findings and showed significant improvement in conversion rates with the optimized product imagery.

Results Analysis

The A/B test conducted through Amazon's native testing platform demonstrated remarkable results, showing a +1.94x increase in conversion rate with the optimized product imagery compared to the original listing.

This significant improvement in conversion rate validates our data-driven approach and recommendations for enhancing the product's visual presentation and value communication. The new imagery, which better emphasizes the anti-aging benefits and premium positioning of the product, clearly resonates with customers and drives higher purchase intent.

The success of this optimization demonstrates the importance of effective visual communication in e-commerce. Venice Body's collaboration with Aybee not only improved their conversion rates but also provided valuable insights into consumer behavior and market positioning. This approach can serve as a blueprint for other companies looking to enhance their performance on Amazon and achieve significant improvements in conversion rates.

‍