Tag Archives: Amazon advertising campaigns

Creating user-centric product detail pages on Amazon

User Centric Product Pages

Have you ever purchased anything from Amazon? If yes, then you might have seen a page where detailed information is given about a product, such as its size, color, price, shipping information, reviews, etc. This is called the ‘product detail page’. An Amazon product detail page is where the customer discovers a unique product sold on Amazon. This page can include one or more offers from sellers or from Amazon itself. This page is a shared space that displays attributes that are common to all offers for the product.

An example of a product detail page for a glow stick is given below. 

 

Product detail page for a glow stick

These product detail pages are the foundation of Amazon’s Marketplace search. The position where your product appears on the results page is heavily dependent on the product detail page. Thus it becomes vital for the sellers and vendors to optimize their listings. The majority of the categories have the same product detail page layout but how well do you optimize your page in spite of similarity is what makes your product sell on Amazon. Since there are almost 5 million third-party sellers on Amazon, all of them compete for the ad-space, search rankings and sales. For a few of these sellers who have their own private label brands, there is an opportunity to create something new. They can design the product detail pages in such a way that they will add more value to the customer and increase the likelihood of a purchase.

Following elements can be optimized while creating a user-centric product detail page:

1. Keywords: The primary keyword of your product always has the highest search volume. Hence a seller must always ensure that the product title begins with the main keyword. This will also affect your Amazon ranking significantly and will propel you up in the search list if you have properly optimized the product title. Try not including your brand name in the product title because the name is already there as the seller and by including it again in the title you are compromising with the effectivity of your title.

2. Bullet points and product description: Shoppers on Amazon do not have a lot of time to contemplate your product. Therefore, the bullet points of your product should show how beneficial it can prove for a customer and should always highlight only the relevant details about the product. Apart from this, the description of your product should be very crisp and clear and should contain detailed information about how it can meet the customer requirements with ease.

3. Enhanced Brand Content (EBC): You also have the option of adding Enhanced Brand Content (EBC) on your product detail page which allows you to add images and additional informative content about your product. This feature enables the ‘brand owner’ to modify the product description with visually rich content. One can add enhanced images and creative content which conveys their brand story. These product images should have different views, close-ups and lifestyle photos that show the product in action.

An example of the EBC for a coconut milk shampoo is shown below:

 

EBC for a coconut milk shampoo

4. Adding text in graphics: An important feature of the product images which sellers often fail to recognize is that Amazon allows you to write text in your images. This can prove to be helpful in many ways as a seller can include product benefits, put comparison charts and include features inside the images. This can help to increase the authenticity and credibility of your product thereby making it worth buying.

Text in Graphics

Amazon.com generated a total revenue of $178 billion USD last year, making it the biggest retailer in the United States. Thus, it is clearly visible that the online retail industry is growing by leaps and bounds and so are the number of sellers on it. This leads to higher competition between the sellers and hence it becomes crucial for them to optimize the product detail page so as to generate more traffic and better conversions.

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SIMPLE METHODS TO INCREASE SALES ON AMAZON

Increase Sales on Amazon

The boom in online shopping has led to fierce competition among the sellers on e-commerce portals like Amazon. Every seller is coming up with new ideas every time to not only stand out against millions of other merchants but also to boost his sales on Amazon. Getting buyer’s attention is of paramount importance since people will only be able to buy from you if your product listing is visible on the website. As there are many identical products with different brand names on the marketplace, buyers will not spend time searching through every page and will mostly buy the products that are listed on the first page of search results. Hence sellers need to implement innovative ideas to promote their brand and in turn improve its listing on Amazon.

Few methods are listed below which can help in improving the overall sales of your products:

1.) Optimize your listings: Buyers are able to find your listings only if you include popular and relevant keywords. Post these additions, your listing ranks higher on Amazon and chances of your product getting sold increase. By using Amazon Keyword Tool and Google Keyword Planner you can easily develop a list of relevant keywords to improve your listing.

2.) Try to win Buy Box: The Buy Box is the box which is on the right side of the product detail page on which customers can click to add the product to cart. Thus the Buy Box becomes a must-have feature for every seller. If they intend to boost their sales, then every seller must take efforts to meet the criteria to win the Buy Box.

3.) Improve product ratings: According to research, most of the buyers tend to make their decisions based on the ratings and reviews from other customers who have already purchased the product. A good number of positive reviews suggests that the product is very popular and a satisfied customer base. These ratings also prove to be a buying motivation for potential customers. Sellers should take utmost care to maintain positive ratings of their products as it helps to boost the ranking of the product on Amazon.

4.) Run Amazon advertising campaigns: Amazon advertising campaigns help you to get a detailed report about what people searched and how many among them purchased your product. This also helps in finding quality keywords for listing purpose. If done carefully, you can get relevant Amazon traffic which in turn will help boost sales.

amazon advertising

5.) Use Amazon FBA: Fulfillment by Amazon (FBA) is an easy way to increase your sells and most sellers nowadays opt for this method. This method enables you to send your inventory to Amazon and they take care of it from there. If one of your product sells, Amazon packs and ships your order to the customer. Seller only needs to pay for the storage and shipping costs and ensure that he is selling only his best products via FBA for profitability.

6.) Get feedback from the Customers: Last but not least, getting feedback from the customers is the most important thing that a seller should do on a regular basis. Customer feedback helps to understand if the concerned products are doing fine in the market. Negative feedback is also helpful as you get to know the product thoroughly and make the necessary changes to avoid the complications in the future. Evaluating customer feedback is one of those marketing techniques which should not be taken lightly by the sellers.

Who doesn’t want his product to be on the top of the list? With the above-mentioned ideas along with some hard work, sellers can easily boost their sales and improve their businesses.

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