With the sheer volume of products available on Amazon, shoppers can quickly feel overwhelmed by choices.
As an Amazon seller, it is your job to make your product stand out in a sea of genericness. This is the key to converting more customers.
You’re probably thinking “of course, but how do I actually do that?”
While every product and shop is different, we have found there are high-impact areas of your Amazon listing that can play a bigger role in the conversion funnel.
Focus on optimizing the areas that users rely on most when shopping, and you’ll be one step closer to improved customer experience and a higher conversion rate.
The product name is crucial to pushing users through the conversion funnel.
As the first impression, it’s helping users define their needs and decide whether or not to click on a product to learn more.
User testing with our clients has shown that users on the search results page look for specific information about an item including:
Here’s an example from a search for ‘life jacket.’ Users can see helpful decision-making information in the product listing name.
It includes the brand, who it is for (youth), trust indicators (US Cost Gaurd approved), as well as some product benefits and features.
In our research, we have found that users are also looking for images, price, rating, and colors before clicking on a product page. This listing has all of the above.
With limited customization available for the layout of your listing and the addition of social proof (other than product reviews), editorial recommendations can be a great Amazon tool at your disposal.
Testing shows that users on the search results page look at Amazon-backed or editorial recommendations to help them make a decision about what product to learn more about.
So, we can hypothesize that brands that are featured in editorial recommendations may have a leg up in terms of user views.
Users don’t necessarily come to the search results page with specific needs in mind. So they use the editorial recommendations as a form of social proof.
Here’s an example from a search on ‘wifi extenders.’
Users look for trust badges and editorial recommendations for proof on Amazon search results pages. Reaching out to the individual publishers that create editorial content on Amazon will help boost product visibility and provide more expert proof.
If your product listing on the search results page delivers what it needs to, congratulations. The user has made it to your product page.
Here, the product description should be concise and include only the key features and benefits of the product.
One of our expert strategists, Sumita Makund, shares “Keep in mind that users on Amazon spend significantly more time comparison shopping, which can lead to abandonment if they get distracted from the product page. This is why featuring product differentiators is key.
A list of product features above-the-fold helps site visitors who do not want to sift through the clutter of Amazon PDPs while they are in the comparison shopping phase of their journey.”
We’ve seen in testing that user attention above the fold on product pages is concentrated on product title, ratings, links, and imagery.
Here is a great example of an Amazon product description. KitchenAid uses concise, benefit-focused bullet points above the fold on their stand mixer product page to help users make a purchase decision.
Another key feature of your product page is imagery.
Amazon shoppers rely on product imagery above the fold to facilitate their purchase decision. Showing relevant imagery in the carousel will go a long way in helping users purchase your product.
Specifically, shoppers look for in-situ images of products to help them build context around look or feel. In testing, we have seen users experience hesitation when they cannot easily find this information.
Additionally, conversions tend to increase when you provide users with a visual representation of product features.
HydroFlask offers a great image carousel with helpful size guides, 360 view of the product, videos, and in-situ imagery.
As customers are looking to make a purchase decision on your product page, any sort of differentiation from competitors can help.
One great place to do it? The manufacturer area.
Use infographics and iconography to help site visitors contextualize product features and benefits.
The Fitbit Luxe “from the manufacturer” area uses simple iconography to show the standard and device-specific features of their Luxe wristband which helps make the content more scannable.
While things like the layout of your page, the buy box, and the size selector are standard across Amazon listings, there are plenty of other areas you can optimize to improve conversions.
As discussed in this article, here are some high-impact areas where you can focus your optimization efforts:
While these areas can help you prioritize your efforts, the best way to get started is to understand your customer. Don’t skip the proprietary research to see what might work best for your own audience.
Every listing is different, but with the right strategy for your offering, you could see incredible results.
If you are looking for a partner to help you optimize your Amazon store, we’re here to help. Check out our conversion optimization services.