GP Batteries: Project CR2032

Background

GP Batteries is one of the world's leading battery brands and manufacturers. Well established in Asia, GP are looking to make retail headway in Europe, with the UK being a particular focus, and therefore needed an eCommerce expert on the ground here in the UK.

GP approached Mpowering Solutions with a few projects, one of which was to revamp the Amazon PDP for one of their bestselling battery products: the CR2032 button cell battery. While Amazon is a different platform to regular eCommerce, many of the same principles apply, so we rolled up our sleeves, and focused on one of the key areas of improvement: updating the PDP imagery for the product.

Brief

• Prioritise PDP imagery revamp for CR2032

• Create relevant A+ Amazon content

The Result

Alongside the GP team, we created different image sets and conducted various rounds of consumer testing and feedback. We implemented the updated PDP imagery after Black Friday, and observed the results after a month.

Add to Basket Rate

YOY vs Dec 2024

Clickthrough Rate

YOY vs Dec 2024

Purchases

YOY vs Dec 2024

Clicks

YOY vs Dec 2024

+114%

+0.6pp

+112%

+116%

The Process

From the outside, it looked like we'd applied a fresh coat of paint on the Amazon imagery for GP's CR2032 battery range, but a lot of research, work and testing went into the process behind the scenes.

#1 Competitor Research

Amazon has strict rules in terms of how products should be portrayed in imagery, so any changes had to be within these boundaries. We looked at competitor brands on the platform to see their best practices, how they portrayed their products, to ensure we were inline with the competition while remaining familiar to the customer and loyal to the GP brand.

#2 Multiple Hero Images

With so many brands out there as well as so many different types of consumers, it is hard to create one hero image (the first image of the product and the one that is shown on the page with multiple products and brands) and declare it the best.

Therefore, we utilised our research to create multiple hero images, to show not only creative range but also provide our client with the option to choose.

We ran the images through an A/B testing process, to understand which image the average consumer responded to best as well as explanations why. Once we had that, we could then proceed with creating the rest of the images for the product.

#3 Multiple PDP Image Sets

Once we knew which hero image the average UK Amazon consumer preferred, we utilised the feedback as well as the competitor research we conducted and created the rest of the images that would be displayed on the CR2032 product page. Like with the hero imagery, we created a range to provide GP with choice, and again to run the images through focus groups and A/B testing.

With every set, we ensured we took WCAG accessibility guidelines into account, implementing measures such as gradients and colour contrast into the designs. We got creative, but always remained compliant with WCAG.

#4 Testing, Testing...

Every step of the way, we worked closely with our client to test the images on a targeted test audience (UK Amazon Prime customers) in order to ensure we were gathering the right data for the platform. Our testing included written feedback, which we took onboard at every stage to refine and tweak the designs where required.

#5 Data Analysis

We left the imagery alone for a month, and then reviewed the data after a month to see if there were any changes in performance month-on-month (MOM) and year-on-year (YOY), both positives and negatives. We were so pleased to see that there was an improved performance compared to the month before as well as the year before, demonstrating that the imagery had a positive impact on the product's performance on Amazon. The hero image had the biggest impact, as the listing say a staggering +114% YOY increase in clicks, meaning the updated hero image got customers interested and curious, and so they clicked on the listing to learn more and ultimately purchase. Purchases were inline with the increased clicks, seeing an overall +116% growth vs LY. A great outcome all round, and GP will be looking to roll out similar changes on the rest of their catalogue in the coming months. Stay tuned!

Great to see the clear uplift!

- Nico Dapper, VP & GM for GP Batteries Europe Consumer Sales -

★★★★★

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