KRYPTEK
CONVERSION
Kryptek’s motto “From Battlefield to Backcountry” couldn’t describe the brand’s heritage better. Born from the passion of two American Veterans, Kryptek produces high-quality outdoor and tactical gear that gets results both on the battlefield and in the great outdoors. With a DOD-commissioned camo pattern, the brand outfits the US military as well as Police forces across the country. Kryptek came to us for help to tell its story to Amazon shoppers.
INSIDE THE SUCCESS OF KRYPTEK'S AMAZON STOREFRONT
OVERVIEW
THE PROBLEM
Kryptek is a premier player in the outdoor space, but was looking to build sales among “New-To-Brand” consumers on Amazon.
THE RESULTS
Over a 9-month period, Kryptek’s Storefront achieved an impressive 9.3% conversion rate driven by 54% of sales from Sponsored Brand ads and 40% of visits from organic discovery.
WHAT IS A STOREFRONT?
A BRANDED MICROSITE ON AMAZON
In essence, a Storefront is a microsite hosted within Amazon's catalog that you can customize to display your brand’s value and product selection while elaborating your brand story.
Unlike product listings, Storefronts allow an immersive shopping experience that can include slideshows, videos, and testimonials.
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A little known benefit of Storefronts is that they work to drive traffic and sales from outside of Amazon, as keywords are indexed by Google. Attribution links can be leveraged with external marketing activities, so that storefront sales can be tagged to determine payout.
DISCOVERY
Amazon shoppers can enter a brand’s Storefront one of three ways:
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2
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Product Detail Page
Sponsored Brand Ads
Off Amazon Advertising
THE LAUNCH
Out of the gate, Kryptek’s Storefront experienced an incredible amount of traffic with 60% coming from a Sponsored Brand campaign and 40% from organic visits. The Sponsored Brand campaign was focused on introducing Kryptek to category shoppers and achieved over 50% in New-To-Brand orders.
ACQUISITION
Among organic visits, about half were Amazon shoppers who clicked the brand link on a product detail page in order to browse Kryptek’s full selection of products. These shoppers spent over 13% more in Sales/Visit than shoppers entering the store from other sources.
CONVERSION
BRANDED CONTENT FOR RESULTS
When we built the Storefront it was crucial for us to develop a branded experience for new and existing customers — we wanted to make sure Amazon reflected what Kryptek was doing in their other sales channels. This would create a seamless journey for anyone experiencing the brand for the first time.
The average visitor to Kryptek’s Storefront views about 3 pages and purchases more than one item at 1.3 units/order.
GATHERED OVER A 9 MONTH PERIOD
THE RESULTS
WINS & STATISTICS
40%
ORGANIC DISCOVERY
9.3%
CONVERSION RATE
54%
STOREFRONT SALES
Kryptek’s Storefront achieves a 9.3% conversion rate on average.
While we used advertising to drive traffic to the Storefront, we still saw a large amount of organic visits. Advertising drives 60% of the visits, but organic and other methods account for 40% of discovery.
Most brands hover around 20 - 30% Storefront sales from Sponsored Brand ads. Our ads accounted for 54% of storefront sales, and served as an effective method of driving conversion.