Amazon is already responsible for nearly half of all online sales in the U.S. and their market share is growing year after year. Succeeding in eCommerce today requires an Amazon-first strategy – and the most valuable item in your Amazon toolbox is the product detail page. Whether you’re launching a new product, preparing for a promotional campaign, or just trying to improve brand performance, ensuring your detail page is retail ready is the first and most important step.

Detail page content, including title, images, bullet points, product description and A+ (enhanced) content, drives every step of the path to purchase, from product discovery through to the final sale.

  • Traffic: 76% of Amazon shoppers begin their path to purchase with an Amazon search. More than a third of the time, those people will click on the very first search result to appear, and more than two thirds of the time they won’t scroll past the first page of search results. Search performance is the critical factor in driving traffic and Amazon relies heavily on detail page content to determine relevancy and rank search results.
  • Conversion: It’s not enough just to get shoppers to click on your product, you also need to convince them to buy it. Again, detail page content is a brand’s most powerful weapon – optimizing detail page content can increase conversion by up to 36%. Even with a strong search performance driving high traffic, if the detail page content is incomplete or of poor quality conversion will suffer, sales will fall and brand integrity will erode – both on and off Amazon.
  • Brand Integrity: Nearly half of all online product searches in the U.S. begin on Amazon. As a source of product information and customer reviews, Amazon is the single most popular destination – even more popular than Google. So your Amazon detail page doesn’t just impact Amazon sales, it drives up brand integrity and conversion across all sales channels. This includes brick-and-mortar, as 3 out of 4 consumers research products online prior to completing an in-store purchase.

Every aspect of a product detail page should be optimized to maximize traffic, conversion and brand integrity. The most important areas for improving search performance are the title, bullet points and ratings and reviews, while images and videos also have a direct impact on conversion. Over 95% of buyers look at all images and videos above the fold before going on to complete the purchase. For high-consideration purchases such as expensive or complex items, consumer reviews play a major role in purchasing decisions. On average, only 7% of consumers drop below the fold to read product descriptions and A+ enhanced content, but these sections can be critical for helping convincing on-the-fence shoppers to convert.

Detail Page Best Practices

Titles: Your Most Valuable Asset

Your title is your most valuable piece of real estate. It’s not only the first thing that a consumer reads on the search results page and in promotions, it also carries the most weight in Amazon’s search ranking algorithm.

Follow Amazon’s established naming conventions – Amazon has been known to edit titles to force them to fit their preferred format. Make sure to include the key terms that shoppers are actually using – avoid “brand speak” or jargon that may only be used by people in your office. Be aware that the algorithm gives the most weight to phrases toward the top left of the product detail page, so placing the most valuable keywords earlier in a title can improve rank and relevancy.

AMZ Insights: Ensuring Your Detail Page is Retail Ready

A traditional approach to product images (above, left) does not work in eCommerce. Amazon shoppers are motivated by images designed with the primary goal of communicating the features and benefits of owning the product (above, right).

Images need to operate at every scale. They should be high resolution so that shoppers can easily expand the image without losing fidelity, but they should also be simple enough to be easily readable on mobile devices. The primary image has the biggest impact – it doesn’t factor into the search rank but a high quality, eye-catching image appearing in search results and promotions increases an item’s clickthroughs and strong secondary images boost conversion. Video is also a great tool for showing a product in use that has a positive influence on purchasing decisions, although engagement drops off rapidly as the length surpasses 30 seconds:

AMZ Insights: Ensuring Your Detail Page is Retail Ready

 

Bullet Points: Optimize for Conversion and Key Words

After the title, bullet points are the most-read text content on the product detail page. While it’s crucial to include key terms that can influence search rank, a primary goal of the bullet points section should be to drive conversion.

It’s important to hit the right balance between detail and brevity. Short phrases should be avoided, since providing complete information in a readable way gives customers more on which to base their purchase decisions; for example, “Made in the USA” is not as strong as “Made in the USA from organic and natural ingredients clinically proven to promote health and increase alertness”. But be careful not to overdo it – save the complete rundown for the product description and your brand’s story for the A+ content section.

Product Description: Not Always Read, but Great for SEO Key Words

The product description is less likely to be read by the shopper, so this is a good place to leverage SEO terms. All your secondary keywords can go here in order to drive up your search rank. Make sure it is still well-written and readable however, as shoppers who are on the fence will go through every part of your detail page looking for something to help them make a final purchase decision.

A+ Content: Customize for Shoppers doing In-Depth Research

Even though it appears below the product description, shoppers are more likely to read A+ (or enhanced) content. Amazon A+ content is available to all first-party (1P) sellers, allowing them to add heightened images, graphics and charts and further details in a visually appealing layout.

Our data shows that introducing A+ content can increase an item’s conversion by up to 20%. A+ content is especially critical for high-consideration items – shoppers that spend more time making a purchase decision are more likely to be convinced by the additional information included in the enhanced content. Note that the text in this section is not indexed by Amazon’s search algorithm, but image tags are.

Hidden Search Terms: Not Seen, but Necessary for SEO

Hidden search terms can be very helpful, allowing you to target commonly-misspelled keywords (such as vaccuum/vacume/vaccum for “vacuum”) or terms that are considered off-brand that may still be used by your target audience. Some brands also include competitor brand names here as well, but Amazon will remove them on review.

Ratings & Reviews: Consumer Testimonials Help your Brand Win

Consumer generated content is a must for improving conversion. A product’s rating and review count has a direct impact on both search performance and conversion. The “sweet spot” for driving consumer confidence is an average customer rating of 4 stars or higher. When a product breaks the 4 stars threshold, conversion improves by 1.5 times on average, with diminishing returns beyond that point.

The review count is arguably more important than the rating. Our data shows that the minimum for a product to be competitive is 21 reviews – with too few reviews, a customer may not trust that the item is legitimate. As long as the rating is at least 4 stars, a higher review count actually has more impact on conversion than a higher rating.

For brands that have multiple variants of the same product (such as different colors and sizes) it can be very valuable to combine all variants into a single detail page. This causes all customer reviews to be collected in one place, boosting the review count and in turn driving improved search performance and conversion (for more info on managing ratings & reviews, see Creating a Strategy Around Reviews).

Conclusion

Ensuring your detail page is retail ready will drive sales performance both on and off Amazon. Our data shows that consistently optimizing product content on Amazon can drive a 25% increase in annual revenue growth. Amazon is the single most popular product search tool among American consumers whether or not the final purchase goes through the eCommerce giant.

There’s a lot that goes into brand success, but in this day and age you can’t afford to ignore Amazon. No matter how low it is on your list of preferred sales channels, consumers everywhere, from eBay to your neighborhood hardware store, are using Amazon detail pages to choose which products to buy. Creating an Amazon-first strategy is critical to brand success – online and offline.

About One Click Retail

One Click Retail is the industry’s most accurate source of sales data for the world’s top eCommerce marketplaces. Using a combination of website indexing, machine learning and proprietary software, OCR estimates weekly online sales figures with market leading accuracy in order to deliver the best insights, analytics and strategies to their brand manufacturer clients. To catch a glimpse of how OCR gives brands critical edge on online platforms with our unique data and expertise, subscribe to our weekly eCommerce insights blog, and follow us on Twitter and LinkedIn.

If you are a brand manufacturer who would like to learn more about how you stack up to the competition—or would like to see your market share and category growth insights—email us at info@oneclickretail.com for a free capabilities demo.

About Clavis Insight

Clavis Insight is a global leader in online channel insights for product manufacturers, and a principal innovator at the forefront of the eCommerce analytics revolution. The company has developed a powerful framework – 6Ps eCommerce Intelligence™ – for organizing and prioritizing eCommerce analytics and actions to drive online channel success for brands. Global manufacturers use their daily eCommerce analytics and insights to drive sales in their categories online, to optimize content for brand equity enhancement, protection and product information compliance, and to deliver consistent, unified reporting on online retailer brand presence and performance.

For more information on Clavis Insight 6Ps eCommerce Intelligence™ visit www.clavisinsight.com.