The Power of Visuals: How Promo-graphics Fueled a 6X Growth in Cross-Promotion Sales

Dec 15, 2024

Metrics

6x

Lift on Cross Promotions Revenue

+700%

Increase on attribution to Total Biz Sales

$2>$3.50

Prime Day
ROAs Improvement YoY

17%

Increase
in Shipped Revenue YoY

#3

Organic Ranking on
‘Protein Powder’

6

Products Moved
to Page 1

Context

This year, we saw performance impacted by a few variables never before experienced.

Firstly, we saw the COVID e-commerce spike trend down a bit, which was indicated by consumers falling back to in-store shopping on Black Friday at a higher rate. As a result, Sunday and Cyber Monday performed the best of the 5-day main event, which runs from Thanksgiving Thursday to Cyber Monday. Black Friday still saw a lift but not as profound as the last couple of years.

Secondly, Amazon ran 2 Prime Day events in the same year for the 1st time ever, with the 2nd event, “Prime Early Access Sale” (dubbed Fall Prime Day), occurring in October only about 5-6 weeks before Black Friday/Cyber Monday promotions began. Because of this, consumers got a head start on their holiday shopping earlier than ever.

Third, there was a mass Amazon Advertising Console technical glitch, resulting in underspending on Black Friday.

Nevertheless, VENDO was able to deliver on wins for its brand partners as detailed below.

Context

EBOOST, a leading brand of dietary supplements and energy drinks, had been offering Buy 2 Get 10% Off (B2G10) and Buy 3 Get 15% Off (B3G15) cross-promotions. However, these deals were only contributing 1% to total business sales, largely due to minimal visibility on the product pages. Shoppers were unaware of the savings opportunities due to a lack of engaging infographics on product pages. Without clear, eye-catching infographics, the promotions were getting lost in the noise. To improve conversion, VENDO recommended enhancing the promotional messaging by incorporating strategic, attention-grabbing visuals on the Product Page and prominently featuring the offers on the Brand Store Home Page. The goal was to increase awareness, improve shopper engagement, and ultimately drive higher participation in the cross-promotions.

Tactics

VENDO implemented 3 high-impact visual elements to make the promotions virtually impossible to miss:

1. Cross-Promo Infographic in the Brand Story Section – Placed in the first module of the Brand Story displayed on every Product Page to ensure early visibility, highlighting the B2G10 and B3G15 promotions.

2. Promotional Banner in the A+ Content Section – Positioned in the last module of A+ Content, featuring EBOOST products alongside a compelling call-to-action: "Supercharge your Performance. Stock up & Save." This helped reinforce the cross-promotion messaging at the bottom of the page.

3. Clickable Home Page Banner in the Brand Store – Placed in the 3rd module on the home page, showcasing the same call-to-action but with a crucial enhancement: each featured product in the banner was clickable, allowing customers to navigate directly to the respective product pages for a seamless shopping experience.

In total, 3 key infographics were strategically added to increase visibility, reinforce the promotional messaging, and drive higher engagement with the cross-promotion offers.

Conclusion

By strategically enhancing the visibility of EBOOST’s cross-promotions through well-placed infographics, the brand was able to drive a 6X lift in cross-promo performance, increasing its contribution to total business sales from 1% to 8%. The addition of a Cross-Promo Infographic in the Brand Story Section, a promotional banner in the A+ Content Section, and a clickable Home Page Banner in the Brand Store significantly improved customer awareness and engagement. These optimizations not only reinforced the value of the B2G10 and B3G15 offers but also made it easier for shoppers to take action, ultimately leading to higher conversions. This case highlights the power of strategic visual enhancements in maximizing the impact of cross-promotions and driving meaningful business growth.