How Squatty Potty maximized holiday sales using Amazon Attribution
Squatty Potty is a global manufacturer and seller of stools designed to improve toilet posture. On a mission to improve bathroom health around the world, the brand began selling on Amazon.com in 2013 and has since expanded its sales to Amazon’s stores in the United Kingdom, across Europe, Australia, Japan and Saudi Arabia.
During the 2019 holiday season, the Squatty Potty team ran a number of cross-channel marketing and advertising campaigns to help drive product sales on the brand’s website. However, challenged by delivery carriers’ timelines, the brand was unable to guarantee shipment by 25 December. This meant that for those shoppers placing orders after 17 December, the brand couldn’t guarantee delivery by 25 December and was worried that they would miss out on sales opportunities as a result.
To address this challenge, the Squatty Potty team decided to test a new strategy. They hypothesized that promoting their products’ availability on Amazon, including their eligibility for Amazon’s guaranteed shipping by 25 December, would provide a useful alternative for last-minute holiday shoppers. By giving customers actively shopping on the brand’s website another purchase option – one that ensured that they’d receive their stools in time for Christmas – the brand would be able to not only meet their customers’ expectations, but also help minimize any potential negative sales impact associated with carriers’ shipping timelines.
So, using Amazon Attribution measurement to help assess success, the Squatty Potty team added a second call to action (CTA) below the add to cart button on product pages across the brand’s website. These CTAs used “Get it faster” messaging and, when clicked, directed shoppers to the relevant detail page on Amazon. The team was able to launch this strategy with confidence, using Amazon Attribution to get insight into whether the added CTAs on the brand’s website led to shopping activity and sales on Amazon. Amazon Attribution’s on-demand reporting would help the team ensure that they were creating better experiences for customers and driving sales for their products on Amazon.
– James Unwin, Account Manager at Squatty PottyWe know that shoppers already buy on Amazon for a number of reasons. By referring them to Amazon from our website, we could rest assured, knowing that we provided an improved customer experience by alleviating delivery concerns during the holiday rush. Ultimately, using Amazon Attribution to measure the success of the CTAs helped us ensure that we were meeting our business goals while also uncovering a key holiday strategy that we intend to continue to use in the future and scale across Amazon globally.
By running the additional CTAs on their website, Squatty Potty was able to offer an alternative purchase option to those customers hoping to receive their stools by Christmas, creating a more positive shopping experience. The team ran the “Get it faster” campaign on the brand’s website from 18 December until 23 December and experienced a 27% conversion rate on Amazon for this CTA specifically – a 5% increase in Squatty Potty’s Amazon conversion rate versus the previous year.
– James Unwin, Account Manager at Squatty PottyWith access to Amazon Attribution insights, we were able to confidently test a new strategy to help us best serve our customers. Ultimately, we were able to convert sales that may have otherwise been lost during the peak shopping period.
Given the success of the original campaign, Squatty Potty ran a second campaign from 23 December 2019 until 28 January 2020, using the message “Also available on Amazon”. This continued to drive performance for the brand, leading to a 23.5% conversion rate.
Going into the 2020 holiday season, the Squatty Potty team will continue to use Amazon Attribution measurement – not only to measure the on-site CTAs, but also to help them understand the impact of their planned holiday social media and email campaigns.