MARKETING DESIGN
2021
Amplifying organic beauty in the Amazon marketplace
Vovees is a small organic skincare brand selling face creams and serums through Amazon. Founded in 2019 by two biochemists, the company sources sustainable ingredients and formulates products without parabens, sulfates, or synthetic fragrances. Despite strong product reviews (averaging 4.3 stars) and competitive pricing (£18-28 per product), sales were plateauing at around 200 units per month across their 6-product line.
The problem was visibility and conversion within Amazon's crowded beauty category. When potential customers searched for "organic face cream" or "natural anti-aging serum," Vovees listings appeared on page 2-3 of results—far from the crucial top positions. Even when customers clicked through to Vovees product pages, the conversion rate was only 8% (compared to category average of 12-15% for similar price points).
The existing Amazon listings used basic product photography on white backgrounds, generic bullet points, and minimal A+ content. There was no visual storytelling explaining why Vovees' organic formulations justified the premium price over cheaper competitors. The founders recognized they needed to treat their Amazon presence as a designed experience, not just a product catalog.
Project Details:
Role: E-commerce Designer (freelance contract)
Timeline: 2 months (June - July 2021)
Scope: Amazon listing redesign (A+ content, product images, infographics)
Deliverables: 6 product image sets (7 images each), A+ content modules, product data sheets
The Objectives:
Improve conversion rate: Increase percentage of page visitors who purchase
Communicate value: Clearly differentiate organic ingredients from synthetic alternatives
Build trust: Create professional presentation that justifies premium pricing
Reduce returns: Set accurate expectations about product benefits and usage
I conducted competitive analysis of the top 20 organic face cream listings on Amazon (Italy):
Visual patterns identified:
14/20 used lifestyle imagery (models using products) in secondary images
12/20 included ingredient callout graphics
Only 6/20 had comprehensive A+ content sections
Most relied heavily on text bullet points rather than visual storytelling
Conversion optimization research: Reviewed Amazon listing best practices and case studies from beauty category:
Products with 7+ images convert 2x better than those with only product shots
Infographic-style images showing benefits increase add-to-cart rate by 30%+
A+ content (enhanced brand content) increases sales by average of 5-10%
Customer questions about ingredients indicate confusion—opportunity to clarify visually
Customer Review Analysis
Analyzed 150+ customer reviews across Vovees products and competitor products to understand decision drivers:
Positive review themes (what customers valued):
"Actually worked" / "Saw results" (mentioned in 68% of 5-star reviews)
"Natural ingredients" / "No harsh chemicals" (52%)
"Didn't irritate my sensitive skin" (41%)
"Good value for organic product" (28%)
Negative review themes (why customers returned/rated low):
"Didn't see the results I expected" (32% of 1-2 star reviews)—often unrealistic expectations
"Too expensive for the amount" (24%)—value perception issue
"Wasn't sure how to use it" (18%)—lack of clear usage instructions
"Texture/scent different than expected" (22%)—sensory expectations not set
Key insight: Customers valued natural ingredients and results, but needed clearer communication about realistic timelines for results and proper usage to prevent disappointment.
Stakeholder Interviews
Conducted sessions with Vovees founders to understand product differentiators and brand positioning:
Product unique selling points:
Formulations developed by biochemists (founders have PhDs)
Ingredients sourced from certified organic suppliers
Higher concentration of active ingredients than mass-market products
Sustainable packaging (recycled materials)
Brand values:
Science-backed formulations (not just "natural" marketing)
Transparency about what's in products
Education-first approach to skincare
Target customer profile:
Age 30-55, primarily women
Environmentally conscious consumers
Willing to invest in skincare but not luxury price point (£20-30 range, not £80+)
Research products before purchasing—read reviews and ingredient lists
Strategic Direction
Developed design strategy based on research insights:
Content Strategy: "Educate, then convert"—provide enough information that customers feel confident in their purchase decision
Visual Approach: Blend aspirational beauty imagery with educational infographics. Show both the emotional benefit (glowing skin) and rational justification (ingredient science).
Information Hierarchy: Structure content to answer customer questions in logical sequence:
What is this product? (main benefit)
Why should I trust it? (ingredients, science)
How do I use it? (application instructions)
What results can I expect? (realistic timeline)
What makes it different? (vs competitors)
Amazon allows 7 images per product listing. I developed a strategic sequence for each Vovees product:
Image 1 (Main): Product on white background (Amazon requirement)
Clean, professional packshot
Shows full product at optimal angle
Meets Amazon technical specifications
Image 2: Hero benefit statement
Lifestyle photo of product with overlay text stating primary benefit
Example: "Reduces Fine Lines in 4 Weeks" with supporting visual
Designed to "stop the scroll" in search results
Image 3: Ingredient infographic
Visual breakdown of 3-4 key ingredients
Icons + short descriptions of what each ingredient does
Addresses "why these ingredients matter" question
Image 4: Before/After results
Split image showing realistic results (using actual customer photos with permission)
Timeline specified (e.g., "After 6 weeks of daily use")
Disclaimer text about individual results varying
Image 5: Usage instructions
Step-by-step visual guide showing application
Addresses "how to use" questions preemptively
Includes amount to use and frequency
Image 6: Sustainability/quality callouts
Icons highlighting: organic certified, cruelty-free, recyclable packaging, UK-made
Differentiates from competitors on values
Image 7: Product size/contents
Shows product size relative to common object for scale
States exact volume and estimated usage duration
Addresses "value for money" perception
Visual Design System
Color Palette:
Soft Greens (#A4C3A2, #7B9B7A): Natural, organic association without being too earthy
Clean White (#FFFFFF): Professional, clinical feel appropriate for skincare
Deep Charcoal (#2A2A2A): Text for readability
Avoided bright, saturated colors that would signal "cheap" or overly medicinal blues/grays that would feel cold.
Typography:
Headings: Montserrat Bold - clean, modern, legible at small sizes in Amazon thumbnails
Body text: Open Sans - excellent readability, friendly but professional
Minimum text size: 36pt for any text in images (must be readable on mobile)
Photography Style:
Soft natural lighting
Neutral backgrounds (white, beige, soft gray)
Props: natural elements (leaves, stones) used sparingly
Models: diverse ages representing target demographic (30-55)
A+ Content Design
Designed enhanced brand content sections for Vovees brand store and product pages:
Module 1: Brand Story
Split layout: founder photo on left, brand mission text on right
Credentials highlighted (PhD biochemists, certified organic)
Establishes authority and trust
Module 2: Ingredient Deep Dive
Grid layout showing 6 key ingredients used across product line
Each ingredient gets icon, name, and 2-sentence benefit description
Creates educational value beyond just selling
Module 3: Product Range Overview
Visual comparison chart showing all 6 products
When to use each, key differences, which skin types benefit most
Helps customers choose right product for their needs
Module 4: Sustainability Commitment
Infographic showing sustainable practices (sourcing, packaging, manufacturing)
Specific, measurable claims (e.g., "100% recyclable packaging," "carbon-neutral shipping")
Appeals to environmentally-conscious customers
Product Data Sheet Development
Created standardized one-page product information sheets (PDF format) for customer download:
Content structure:
Product name and primary benefit (hero statement)
Full ingredient list with percentages
Usage instructions (when, how much, frequency)
Expected results timeline
Storage recommendations
FAQs specific to that product
Design approach:
Clean, scannable layout
Color-coded sections for easy navigation
Professional but approachable aesthetic matching Amazon content
Designed for both digital viewing and printing
Implemented redesigned listings in phased approach:
Phase 1: Best-seller first (Week 1) Updated Vovees' top-selling product (Anti-Aging Night Cream) with all new images and A+ content. This allowed us to test impact before rolling out to full catalog.
Phase 2: Full product line (Week 2-3) Applied design system to remaining 5 products, customizing content for each specific formulation and benefit.
Phase 3: Optimization (Week 4-8) Monitored performance metrics and made minor adjustments based on data (adjusted image sequence, refined benefit statements).
Measured Results
Tracked key performance indicators comparing 8 weeks post-redesign to 8 weeks prior:
Conversion Rate:
Before: 8.2% average across product line
After: 11.7% average
Improvement: +43% relative increase
Not all products improved equally—best performers saw 15% conversion rate, one product only reached 9%. Overall portfolio average was 11.7%.
Sales Volume:
Before: Average 203 units/month total across 6 products
After: Average 238 units/month
Improvement: +17% increase
Return Rate:
Before: 12% of orders returned (primarily "not as expected")
After: 8% of orders returned
Improvement: -33% relative decrease
Reduction in returns likely due to clearer expectation-setting through improved imagery and usage instructions.
Customer Questions:
Before redesign: Average 3-4 customer questions per product per week
After redesign: Average 1-2 customer questions per product per week
Common questions (usage, ingredients) were preemptively answered in images
Qualitative Feedback
Beyond metrics, observed positive shifts:
Customer review themes: Several reviews post-redesign specifically mentioned the helpful product information. Examples:
"The pictures showing how to use it were really helpful"
"I appreciated knowing exactly what ingredients were in it before buying"
"Looks like a professional brand now, not just another Amazon seller"
Founder feedback: Vovees founders reported increased confidence when discussing products with potential wholesale buyers—they could now show professional Amazon presence as portfolio piece.