Case Study

Driving Amazon conversions with Lowepro’s local customers

  • 150+ Amazon A+ pages created
  • 600+ Translations produced
  • 1x New UK website

THE CHALLENGE

Camera bag retailers Lowepro were looking to grow their UK brand presence with the launch of a new UK site and by improving their Amazon product content for over 150 product lines. Our Content team got to work writing a lot of unique copy written specifically for the Amazon platform and co-ordinating its translation into 4 different languages, to make sure they were speaking the language of their European consumers.

THE SOLUTION

A full-blown content localisation project required Content team, Lowepro team and translator co-ordination, and a different way of thinking about Lowepro’s existing copy to repurpose it for their new Amazon A+ content. Here are some of the highlights…

All new A+ content: Amazon A+ content can help to increase sales through the third-party channel. So we found new ways to repurpose and describe Lowepro’s quality camera bag ranges, written especially for this channel and designed to convert. We devised the perfect page layout and selected the images that helped to best display the quality of each range, showing real people using the bags in action. New comparison charts helped consumers see the individual product specs in each range to choose the right bag for them at a glance.

Language translation: The Red Hot Penny Content team then worked with native translators to translate the new British English A+ copy into Spanish, Italian, French and German to support growth in these markets.

American English to British English: Queue Red Hot Penny anglicising their original American English site copy to make sure British consumers felt like the brand was speaking directly to them. The team also helped to upload content to Lowepro’s CMS, including selecting scrolling homepage images to display in-line with UK-specific promotions. This new web copy was also translated into French and German for the new localised sites.

THE RESULTS 

Helpful content at a glance: Each Lowepro product features the range’s custom-built A+ content as part of its listing, helping to unify their Amazon channel, driving sales and conversions directly through the third-party channel.

Speaking the European customer’s language: Amazon performance for the 4 main European locales received a boost thanks to enhanced product descriptions. Browsers with buying intent were given with the key information they needed at the point of consideration, and on the marketing channel of their choice – taking them from browser to buyer on the third-party channel.

3 x brand spanking new localised sites: Lowepro successfully integrated new localised UK, French and German sites into their greater marketing mix.

What our expert said

By creating unique Amazon A+ descriptions that answer buyers’ questions at the moment of conversion, we’ve been able to give Lowepro a great competitive advantage on this platform. Translating the new copy into the 4 key locales ensured consistency for the brand across all their major European markets and increased the conversion potential of their Amazon offering.

Libby Richfield, Head of Content

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