As in-store shopping is decreasing and online shopping is reaching unprecedented levels, brands need to up their game in the digital age. One way to do this is by replacing the unique advantages of shopping in-store — such as seeing, trying, and touching products — with Amazon content strategies that drive enhanced product engagement and conversions. With that in mind, we’ve pinpointed three content tips that will resonate with consumers online and enable your brand to capture more sales through the marketplace.
Build Trust with Transparent Content
According to a survey from LabelInsight, 94% of consumers are demanding transparency in their online purchases. Examples of transparency include seeing a full list of ingredients and having information on how or where the product is made. The survey also found that over a third of consumers are willing to switch brands if the current one does not provide the product information they seek. This means that gone are the days of consumers solely relying on brand recognition to guide their purchases.
The survey data alone is a strong reason to be more thorough in your Amazon product descriptions. Ensuring consumers have the information needed at their fingertips to inform their purchasing decision will certify that your brand is best positioned to foster ongoing customer loyalty.
Add Creative & Compelling Video
A more recent addition to Amazon is its video capabilities on product pages. Through the video feature, Amazon invites a substitution for the physical interaction that shopping in-person at a brick-and-mortar store would normally provide. Plus, the impact this could have on your brand is enormous.
90% of consumers say video supports their buying decisions and conversion rates on landing pages with video increase by 80%.
Videos are simply another opportunity your brand cannot afford to ignore. They’ll help your products stand out in a crowded marketplace. When creating videos, just make sure to follow the Amazon Content Policy regarding videos and Creative Acceptance Policies. You should also use high-quality images, focus on features and benefits, and keep it short (no longer than 30 seconds!).
Understand Amazon’s SEO Algorithm
Most consumers purchase products on the first or second page of their search results. Because of this, anything beyond that is much less likely to be discovered and won’t have the opportunity to convert into a sale. So what if your products do not show up in search results? What if they are buried on page five, six, or seven?
The answer is to start paying attention to Amazon’s unique search engine optimization (SEO) algorithm. It’s important to note that it’s not the same as Google’s search algorithm and it’s not the same as paid advertising on Amazon. However, it IS highly focused on how a brand approaches its content. In the most basic form, Amazon first looks at the keywords in the shopper’s search query. If your product listing doesn’t have every keyword in the search query, it probably won’t appear in the search results. This is why keyword optimization on your product pages is a big piece of Amazon SEO.
Amazon also tries to assess purchase likelihood based on how well your product has performed in the past. In order to do this, the algorithm looks at the following metrics at the keyword level: search result click-through-rate (CTR), the conversion rate on the product page, and overall sales. Read more about the SEO algorithm here.
This brief overview of how to create content that converts should help get your product pages moving in the right direction. If your brand is interested in learning more about how to optimize your Amazon content, please reach out to us here.