Product Page Optimization on Amazon
by Liz Fickenscher, on March 21, 2018
Don’t miss Liz Fickenscher and Liz Adamson’s discussion about product page optimization. Liz Adamson, a thought leader and consultant, is the founder of egility℠, a digital marketing agency that helps brands selling on Amazon. In this informative webinar, she covers:
- Levers to increase total product sales
- Product images
- Keyword research
- Product copy
- Enhanced Brand Content/A+ content
- Video shorts
Here is the webinar recap written by Jeanne Croteau:
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.
Product Page Optimization
In the online environment, where customers cannot interact with or inspect products, it’s extremely important that product pages are presented in a way that is appealing, informative and compelling. The challenge, however, is in knowing exactly how to find the right formula.
Recently, we hosted a webinar where Liz Adamson, the founder and lead consultant at Egility.co, shared her secrets for optimizing Amazon.com product pages to increase sales, improve conversion rates and so much more.
The Complete Product Page
When setting up your product page, it’s vital that you keep in mind that this should be a comprehensive and cohesive experience for your customers. Provide enough of the right information to compel them to make the purchase. While it might seem very straightforward, in reality, it will take some planning and research to get it right.
Review all of the different fields that must be completed on your product page and think critically about how you can best represent your product. This is your only opportunity to convince consumers to choose you over the competition. Make the most of it!
In the webinar, Adamson provided step-by-step guidance on how to maximize the space you are given in each area in order to improve conversion rates and increase sales. It’s definitely worth the listen (you’ll want to grab a pen and paper to take notes too!).
Why Images Matter
Snapshots taken with your smartphone might be great for sharing on social media but, when it comes to your product page, you should opt for something higher quality. As Adamson explained, images are “arguably, the most important part of your product page. It’s the first thing a customer sees.”
For your primary image, Amazon.com, Inc. (“Amazon”) requires that only your product appear on a white background. The picture should be high-resolution and large enough to allow customers to zoom in and see the details of the item. This is crucial since potential buyers don’t have the ability to physically inspect the product like they would in a brick-and-mortar store so the image needs to be the next best thing.
Another reason why this matters so much is that search engine results are basically a list of images and titles. You don’t want your image to look bad compared to others in your category. Instead, you should be making every effort to stand out from the crowd. As an added incentive, Adamson shared that “Amazon has given us data that show that conversion rate does increase” when sellers include multiple images.
What’s a keyword and why is it important? When you use a search engine, the terms that you use to try to find something are keywords. In other words, this is how customers are going to find your product! For this reason, you should do some research and get creative when completing this part of your product page to ensure that you include the right things.
First, think of all the words that could be used to describe the item(s) you are selling. Then, try to come up with some synonyms and variations including some common misspellings. If you sell headphones, for example, consider including “head phones” or “head fones” to improve the chances of appearance in search results.
In the webinar, Adamson goes into great detail about the importance of staying relevant as well as providing some strategies for implementing the keywords throughout your product page.
Optimizing for Mobile
Today, more people than ever make purchases through their smartphones and other devices which means that it is absolutely necessary that your product page is optimized for mobile customers. Even if everything looks perfect in the desktop version, you should expect the experience to be different for those viewing on a device.
Ensure that your title begins with the most important, descriptive words in case the second half of it is truncated. Keep this in mind when you create your bullets and description areas also. Use your characters wisely and be concise when you can so that it’s not overwhelming for mobile customers. It might take a little finesse to find the right balance but it’s definitely worth the effort.