Coleman
Above-the-Fold Content (image galleries & copy) are the first points of engagement on a Product Detail Page for Coleman.
We partnered with Amazon and their vendors to leverage their insights on customer behavior, engagement and conversion with improved ATF.
Why it's Important
ATF provides essential product features and benefits. It’s critical we provide consumers with the most important content within this curated image set.
What We've Learned
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95% of customers who make a purchase look at all the images
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67% of online shoppers say the quality of product images are "very important" in selection/purchase of a product
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54% of online shoppers have delayed or decided against a purchase due to unhelpful product images.
Brand Alignment & Visual Storytelling
For Coleman’s Amazon Storefront, our objective was to create a seamless brand experience that reflected the look and feel of the main Coleman.com homepage. This involved replicating key visual elements—such as color palettes, featured product layouts, and lifestyle imagery—to ensure consistency across platforms. Each new product collection was given marquee placement, spotlighting seasonal launches and priority SKUs to drive visibility.
Through strategic updates and enhanced visual alignment, the storefront saw a 28% increase in click-through rates, a 15% lift in time spent on page, and a 22% boost in sales conversions within the first three months post-redesign. By bridging brand identity with marketplace best practices, we elevated both user experience and performance.