You may have heard Amazon’s Prime Day is upon us on the 21st and 22nd June 2021. Here at Ortus, we’ve been monitoring what happens outside of Amazon over these days. Last year, our team saw retail websites benefit from a natural increase in search volume over the 2 days, because there were more consumers with buying intent for retail products. Publishers online are dubbing this the “Prime Day halo effect”, due to non-Amazon sites seeing a huge boost in trade thanks to the Prime Day event. To put it in perspective, last year, sales on non-Amazon sites grew by 69% globally on the first day of the sale*.
The team tested this theory out on one of our retail clients, Moda in Pelle, during last year’s event. This pro-reactive strategy generated a 63% boost in conversion rate and a 70% increase in revenue through PPC. We obtained a PPC specific 10% discount code from the client which we used through:
We then added seasonality adjustments to the account to inform the brand’s campaigns which use automated bidding that we were expecting an increase in conversion rates over these two days – read the full case study here.
Expect to see a flurry of results from us in the next few weeks of our clients capitalising on the Prime Day halo effect!