We shall be continuing from the previous discussion regarding buyability increments or products on Amazon. Fulfilment, Landed price, Seller rating and Seller feedback were described in the previous session. Let us converse the remaining factors now.
Product content is the information about the product that the seller sends to Amazon. This is all that appears on the product page when a product is clicked from search results. It is the most weighted factor in increasing the ranking on an SERP for a given search query i.e. it is very closely related to product discoverability.
Product content influences buyability by increasing the conversion rate of a product, it is not related to the buy box ownership share. Appropriate and exact description of the product drives purchase decisions by creating a suitable virtual image of the product in the mind of the buyer.
It is worth noting again that product content and buy box share are completely exclusive. Product information increases buyability by increasing the number of orders received on a particular page.
Let us now elaborate each of the crucial aspects on a product page.
The title of your product page is equally important in search and product validation. When going through the buying process, the customer should be convinced enough for purchase by viewing the title alone. Amazon uses the following template for writing down the title: Brand, (MPN, attribute,) product, attributes. Obviously, this varies for different categories.
In the above example, the first title follows the required template for the Amazon title styling: Brand [Sony], MPN & Attributes [MDR-ZX110A], Product & Attributes [On-ear stereo headphones white]. The other example shows a vague titling method which leads to lower discoverability and (thus) lower buyability.
As mentioned above, the title template varies for categories, as seen in the example below:
The first title contains the Brand name, product name and all attributes that a buyer would be looking for. The second title is completely uninformative and thus will not be (easily) discoverable. Sellers should keep in mind that Amazon also specifies a maximum of 250 characters for your product title.
- Features (Bullet points)
Amazon provides five bullet points for you to detail the product description. It is recommended that you should utilize all the five points and give minute details of your product. Some suggestions that you could include in the features are dimensions, age, ideal conditions, skill level, contents etc depending on the category of the product.
Sellers should maintain a consistency for all their products when listing down the bullet points. For example:
- Skill level
- Care information
One must keep this template the same for all products.
This section of the product page is a chance for the sellers to lay out a narrative about the product thus allowing for an increase in discoverability. All relevant product related information can be included in the description.
- Category specific data attributes
These are extra information that are listed about the products and a specially useful in electronic items. Data attributes come in very handy in SERP search filters whereby your product will be displayed to the buyer searching for specific specifications using search filters. They show up on the product page as technical detais.
Images of products should give the buyer an idea of what exactly they will be expecting. Remember, that physical presence of the roduct is absent on online shopping, therefore the images should include all angles and details of the product that may be of interest to the customer. All images should be of high resolution and zomm-able. Presentation ultimately affects the click through rate. Take the example below, the seller has shown all possible variations of the product in the images and allows for zoom as well.
A detailed description of product page design has been described here. You may refer to it for deeper insights.
Product reviews help in SERP ranking through search results – they increase discoverability in a subtle way. But, they also enhance buyability by increase conversion rates on a particular product page. About 85% of customers on the ecommerce platform refer to product reviews during their purchase. Getting a good number of reviews is instrumental in increasing product orders. It plays an exceptionally good role if the seller is a sole manufacturer of the product or has a strong buy box share.
The amount of stock that a seller has for sale on the Amazon platform directly affects the buy box share. This is more important if you are using fulfilment by Amazon. Buy box is always opted for a seller with enough inventory as a customer may be interested in buying many pieces of the same products.
Increasing chances of a product purchase have been discussed in detail through a series of articles where product discoverability and then some factors affecting buyability were discolsed. Implementing on the lines as described will increase the probability of sales in the Amazon environment. You may contact us for any further insights, advise or assistance. We also cater for these services (Amazon campaign creation, optimization, display ads and suspension get back) so that you may rest assured regarding your Amazon presence.