How Field Company Used soona Listing Insights to Boost Amazon Conversions by 23%

Field Company, a premium cookware brand, used soona’s Listing Insights AI to optimize its Amazon product content. By improving image quality, adding models, and enhancing scale representation.

23.3% increase in CVR

17.4% increase in sales

12.9% reduction in return rate

Field Company is an online brand that sells high-quality, non-toxic skillets. Its products are built to last—and the price tag reflects that. Without having its own physical retail stores, it relies heavily on visual digital content. So that content needs to meet quality standards that the brand’s own skillets.

Though Field Company has had success, there’s always room for improvement. Take a look at how it cooked up some updates to its product content thanks to Listing Insights, one of soona’s suite of AI tools made to help brands get the most ROI out of their product photos. See how Field Company collaborated with soona for marketing creative using a first-of-its-kind visual analytics engine designed to optimize product content.

Challenge

Field company wanted to sell more on Amazon

Field Company’s cast iron skillets and cookware sell well. But the brand wanted to sell more—and it wasn’t quite sure how to do that.

With an existing ecommerce site and Amazon listings, Field Company knew it didn’t need to start from scratch. It simply needed to improve its presence, building upon the content it already had.

But how do you know what product content is working, and what’s not? While you can check traffic numbers and conversion rates, it’s difficult to really hone in on which photos, videos, and visuals are actually engaging users and turning them into buyers.

Solution

Field Company turned to soona’s Listing Insights

Specifically, it wanted to see how its No.6 Cast Iron Skillet was performing on Amazon.

So, we plugged the listing into the Listing Insights AI tool to see how it’s doing, what’s successful, and where there’s room for improvement.

It scored just 64 out of 100—indicating Field Company had lots of opportunity to update its listing and visual content to boost engagement and drive more sales.

Overall, image quality came in at 65/100, its gallery count scored 50/100, and the overall visual mix scored 72/100. Not terrible, but also lots of opportunity!

Listing Insights identified a few key areas for improvement:

1. Image quantity: With just four product images, Field Company had an opportunity to add more images to give shoppers a better impression and understanding of its cast iron skillet. Listing Insights actually recommended the brand increase that number to no less than six total product images.
2. Image quality: In addition to quantity, there was room for improvement in terms of image quality. Many photos were low in resolution at just 1000 pixels, whereas it’s recommended to use images with a resolution of at least 1600 pixels.
3. Models: None of Field Company’s product photos featured models interacting with and using its product. Images featuring models can boost conversions by as much as 30%, so this was a big opportunity for the brand.
4. Sense of scale: Likewise, Field Company’s product photos lacked scale. In other words, it didn’t effectively showcase the size of its products outside of providing measurements. Buyers are visual and want to get a sense of scale from photos, not just from product dimensions.

Listing Insights didn’t just focus on where Field Company could improve. It also provided feedback on what the brand was doing well with its cast iron skillet listing.

It had great photos of the product on a white background, complementary lifestyle images, close-up detail shots, and even product infographics—all of which work together to create great Amazon listings. Pretty cool!

Outcome

How Field Company’s Optimized Product Content Boosted Sales by 17.4%

Field Company worked with soona to fill these product content gaps, creating high-quality and diverse product content to round out its Amazon listing.

But who cares about a listing score if it doesn’t drive sales?

Well, the optimized visual content for Field Company’s Iron Skillet Amazon listing increased conversion rates by 23.3%. It also saw a 17.4% increase in sales and 12.9% reduction in return rate.

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