LOGITECH

Creating double-digit eCommerce sales uplift via a more real-life research approach

Logitech started connecting people through computers 35 years ago and is now a leading designer of products that bring people together on the Cloud, through music, gaming, video, the connected home and computing. 

Business Objective:

Logitech’s products have an everyday place in people’s lives and are sold around the world and like many companies in this sector, 3rd party channels such as eCommerce are a key source of sales. As such, Logitech simply wanted to understand how best they could increase revenue from a major partner, in this case Amazon. They wanted to see how this could be achieved across their three main categories of music, gaming and computer peripherals (e.g. mice) on Amazon.

Research Objective:

How do you get a real life yet impartial way to identify how to improve your online performance if you don't want to show your hand to the rest of the world?

To date, solutions only catered for one or the other. Logitech could either work with Amazon directly but then it could not be impartial.  Or they could A/B test in a live environment, but they would be showing their hand to their competitors.

We knew that we would need to create a combined approach to give Logitech a completely real-life, impartial, yet behind closed doors way to learn and test how to deliver sales uplift.

Methodology:

We split the approach into two distinct phases

First - Understand every element of their business when it comes to shopping on Amazon. A key focus would be on consumer delight, to challenge the assumptions of how Amazon suggests its A+ content works and develop a Logitech specific set of consumer-centric principles that would lead to a sales uplift.

Then - Mimic the Amazon site to create a replica of their existing products with the recommended changes applied, to prove there would be an uplift against the current approach.

We paid particular attention to:

  • What triggers someone to move from category page to a specific product page
  • What people spend their time on when it comes to a product page - looking at image, above the fold, below the fold, A+ content, comparison tables, claims, pricing
  • What is “good time” (“I’m interested”) and “Bad time” (“I’m confused” / “I can’t find what I am looking for”)
  • Amazon A+ and A+ premium content. Does it work? Is it worth it? What about it works? Why?
  • How people search on Amazon

Results

Our approach helped Logitech optimise every element of their Amazon shopping experience from headings, descriptions, added info photos, functionality, and how they should bring it to life. In addition it helped them make key strategic and financial decisions about the use of enhanced features such as the A+ content. Each set of recommendations was tailored to the product groups across their main pillars of gamers, music and peripherals.