Why Quality Matters More than Quantity

by Jeanne Croteau

We all like to hear nice things being said about us, but when it comes to your online business, what matters most is substance. Whether it’s your product page, reviews or the emails you send to your customers, the focus should always be on quality.

By showing that you take pride in your reputation, brand and ability to provide great customer service, you will show Amazon.com, Inc. ("Amazon") that you take your role on the marketplace seriously, while setting yourself apart from the competition.

Almighty Product Page

There are several fields on your product page where you can describe your products. If you happen to sell a lot of items, it might be tempting to rush through the process without really giving it the attention that it deserves.

Remember that your customers, unlike in actual retail stores, don’t have the ability to pick things up and examine them. They are relying fully on the information that you provide. Take the opportunity to be as descriptive as possible in order to maximize customer satisfaction and reduce the number of returns.

Make sure that your customers have realistic expectations so that there are no surprises when they receive their order. Take high-quality pictures and consider including videos. Provide instructions for care, especially if your product requires special handling. Go above and beyond so that your content on this product page has substance rather than simply being a filler.

Reviews Really Matter

Think about any time you’ve purchased something online. More than likely, you looked at how many stars it received and whether people seemed satisfied with the products and services. This has become part of the normal retail experience as more and more consumers have turned to eCommerce.

“This blow dryer is cool.” “Great shop!” “Nice people!” These are positive statements, but they don’t really say too much. The blow dryer might be really cool, for example, but in what ways? If potential buyers see these types of messages, they will be looking for more information, but how can you encourage your customers to be more descriptive? By tailoring your solicitation requests.

Better Emails

One well-crafted email can be more impactful than countless, poorly written ones. You must think of every interaction as an opportunity to improve customer service, build your brand and earn loyal customers.

There are many factors to consider when creating an email campaign. How soon after an order is received should you send a message? What should it say? How can you improve the odds of them actually opening your email?

At the same time, while you cannot ask buyers to leave positive reviews, you can tailor your request. For example, you might say, “We really value your opinion! Please tell us what you thought of our product.” That kind of request prompts your customers to share more details than if you simply said, “Leave us a review.”

Your Online Presence

There seems to be a new social media platform popping up every day, making it hard to catch up. It’s tempting to create an account on all of them in hopes of reaching the masses, but that could actually hurt you.

Determine your target audience and find out which platforms they use. For example, Snapchat and Instagram are great for millennials and younger consumers, while Facebook tends to be an older crowd. Twitter is great if you want to do promotions, live chats or engage in painful political battles. (Avoid that last one!)

By focusing on just a few social media accounts, you can make sure that they are properly managed and that the branding is consistent across all of them (and your Amazon presence). An abandoned Facebook account won’t make you look good, so only create social media profiles that can be kept fresh and current.

Automate What You Can

Running a business is time-consuming. If you spread yourself too thin, quality can suffer. It can be really hard to know where to focus your attention. Fortunately, eComEngine offers a suite of tools that are designed to meet the needs of Amazon merchants.

Struggling with inventory management? Consider RestockPro! Trying to find ways to maintain an edge over the competition? Check out MarketScout! Want to send customized email campaigns and feedback solicitations to your customers at the right time? FeedbackFive has got you covered!

By automating these areas of your business, you’ll be able to focus on what’s really important – providing a quality experience for your customers.

Originally published on June 14, 2018, updated June 20, 2019

This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.