Improving and Optimizing Your Amazon Product Detail Page

What exactly do we mean when we say “optimization”? Let’s start with our main objectives of increasing traffic to your product pages (also known as sessions) and the proportion of those visitors that make purchases during those sessions.

In general, your products will see more traffic as they appear higher up and more frequently in the search results page. Additionally, your products are more likely to sell if you have given extensive and high-quality information for them (the conversion rate will increase).

Therefore, when we talk about optimization, we’re talking about the things you can do both internally (such updating the actual product listing information) and externally (including advertising, linking to your product detail pages, etc.).

We’ll talk about how the Amazon search engine functions, popular search terms, what consumers actually type into search engines, and the best ways to increase a product’s conversion rate. We’ll start with the internal tasks of keyword and conversion rate optimization. After briefly discussing some external actions you can take to drive more traffic to your product detail pages, we’ll review some actual product detail pages to wrap things off.

Advantages of a quality Amazon detail page

Any Amazon seller’s dream is to have a nice Amazon page. Best practices for Amazon detail pages help interest the customer, improving sales for the vendor. It will be simpler for the seller to communicate with the sellers if he has a good understanding of how the Amazon product page is designed. Let’s examine a few advantages of having a detail page that has been optimized.

Higher Impressions

Your impression rate will increase as your Amazon product detail page optimization becomes more effective. Your advertisement will rank better and be seen by more clients if all the page elements are in their ideal positions.

Increased likelihood of conversion.

You have a better probability of converting when you optimize your Amazon detail page. One of the main goals of an Amazon seller is to increase sales. There will be more conversions if more people see your optimized and attractive Amazon detail page.

Customers get a better purchasing experience.

When browsing an Amazon product page, what does a customer look for? They glance at the product’s pictures and the description to learn more about its features. More may be said about your goods if you give precise information about its measurements, size, quality, and quantity.

Conversion Rate Optimization

Let’s start with Amazon’s fundamental specifications: Amazon wants a product listing to include all of the information a customer needs to evaluate a product before making a purchase, such as the product title, description, brand name, bullet points, and photos. The Amazon algorithm favors product listings that provide this crucial information over those that omit some of the essential details.

But those are merely the minimal standards set by Amazon. Customers are being urged to part with their hard-earned cash for whatever widget you were able to procure using your supply chain model.

Even well-known businesses’ products have outperformed their competitors when their listing material has been enhanced to incorporate high-quality photographs and writing that highlights the characteristics and benefits of the products. Additionally, you must work extra hard to persuade shoppers that your private label products are of a high caliber and deserving of their consideration if they are new to Amazon.

However, you do have more power to affect conversion than you now realize. We’ll talk about the aspects of the product providing where you can provide original, excellent data. starting with:

Titles

Numerous product titles that are way too long have been observed; for instance, an 800-character title really violates Amazon’s terms of service and is challenging to read and understand.

Your title and bullet points on Amazon convey your book’s special selling factor.

Then, when applicable, add an adjective (such as “premium,” “handcrafted,” “100% natural,” or “Made in the USA”). Follow Amazon’s recommendations for what to include.

A distinctive title not only encourages customers to go on to your product detail page, but it also establishes the mood for them as they browse your product page.

It is the driving force behind both the potential for your conversion rate and the force that draws in visitors. Every one of your items should use titles that are precisely specified and comprehensive.

Images

The key lessons from this are

• High resolution images allow for the zoom capability.
• pictures used in secondary marketing

To activate the zoom option, Amazon advises that your photographs have at least 1000 pixels on each side, and they claim that “Zoom is proved to improve sales.”

Your primary photograph must solely feature the product on a pure white backdrop. However, because they may include: The other images are frequently referred to as secondary marketing images.

• Additional items, people, or products to help illustrate how to use or scale the product
• Detailed pictures
• Environments and backgrounds
• Text and images

Bullet Points

Your unique value proposition is communicated to the customer in your title and in your bullet points because you have no control over what is said on Amazon’s site header or category pages.

The purpose of bullet point information is to provide the customer with the features and advantages of the product. Be concise and clear once more.

Your conversion rate will suffer if you overdo these points.

Do you want to scare potential customers off your product page? Because too much knowledge has that effect. The second most important component for private label vendors is the bullet points, especially if your product is essentially identical to that of the majority of your rivals.

In other words, identify what is distinctive and emphasize it. For another point of differentiation, better warranty information can be added here.

If you offer a limited warranty that is inadequate or no guarantee at all, I would include that information in the product description so that it is still below the fold and accessible to customers.

Additionally, if you have packaged an item into a bundle or multipack, emphasize the savings to the customer or explain why choosing your bundle is preferable to buying a single item.

Price

The cost of your offer has a significant impact on its conversion rate. Here are some crucial details:

• Customers are more inclined to buy from a listing on Amazon if the pricing is lower than that on other websites and physical stores.
• However, if your price is too high in comparison to your rivals on Amazon, you won’t be able to claim a portion of the buy box, and other sellers will benefit from your labor-intensive efforts to raise the product’s conversion rate.
• Furthermore, your price must be competitive with that of comparable products in your category. No matter how fantastic your title, bullet points, and image are, if you’re selling an iphone case for 39.99 and the comparable things are selling on average for 9.99, you probably won’t sell very much.

Product Reviews & Feedback

Customers will be more confident that your product is of great quality if it has more reviews (especially verified purchase reviews and recent reviews) and has a higher average review rating.

Your conversion rate is strongly impacted by this peer-induced trust factor. Therefore, make sure you’re asking for consumer feedback and routinely verifying both your seller and your product reviews to remove any unfavorable comments.

Product variations

The product reviews are integrated and the products are displayed together when you combine your suitable products into parent child variations.

A consumer will now see all five color variations of the same product on the same page, and each product will have a cumulative 250 reviews, as opposed to having to click through to five distinct colors of the same product that each have 50 reviews.

A greater number of favorable reviews fosters buyer confidence. To keep your buyer on that page and in your conversion funnel, use different sizes and colors on the same page. Customers frequently abandon your buy funnel entirely if they have to leave your product detail page to look for the item in a different color or size.

FBA

Using Amazon to fulfill your product is an easy approach to improve conversion rates. Historically, FBA offers have a greater conversion rate than merchant-fulfilled offers. Additionally, FBA offers are preferred by the buybox algorithm above similar offers that are merchant-filled.

It makes sense that FBA offers would get more attention than non-FBA offers given that more than 40 million Amazon Prime users are currently searching for Prime-eligible offers, which include FBA offers.

Description

For the product description area of their product detail pages, Amazon Retail allows its vendor partners to create A+ Detail Pages. Through improved HTML-based product descriptions, this presents an additional chance to convey product information. It’s acceptable to use personalized text, graphics, paragraph headers, and layouts.

These page segments can develop into rather ornate. However, since the product description part is both below the fold and on an A+ detail page, it rarely influences your customers’ decision-making.

You should still include any additional information in this section for third-party sellers who do not have access to A+ content, especially if it makes more sense to write it out in a paragraph format or you ran out of space in your bullet points.

Answered Questions

There is a link for “answered questions” next to the link that displays the total number of customer reviews for your product on the product description page.

Knowing that prior customers’ inquiries regarding the product have been addressed gives the product’s seller more credibility and may boost conversion rates.

Tips to improve you product detail page

Utilize SEO keywords

If only I had a coin for each time SEO came up in discussion, but it does so for a reason. You may increase the discoverability of your listings’ products by creating a solid SEO plan. Have you ever wondered how to get your listing on the top page of the Amazon SERP? You may achieve this by using relevant, search-dominant keywords in your title, bullet features, A+ content, and on the back end.

The search engine and algorithm used by Amazon, known as A9, identify the products that are the best matches for the user’s query and then rank them according to how relevant they are to the client. Knowing this, be sure to give your primary keywords in the product title top priority and clearly discuss the key features and benefits of the product.

For instance, if you want your listing to appear highly in organic search results for terms like “hot honey,” “honey sauce,” and “spicy honey,” be sure to mention such terms in your title, bullet points, product description, and A+ content page. Be sure to update your PDP in line with changing keyword trends and search volume.

You also have the option to include “hidden” keywords in your product listings on Amazon. These keywords are highly helpful for boosting your search results even though they are not visible. Make sure the crucial words are also used here.

Page with A+ content

A+ Content Pages, according to Amazon, can boost sales by 5%. For registered brands, Amazon’s A+ Content, formerly a premium tool that lets merchants improve their product detail pages, is now a free offering.

With A+ Material, you can highlight characteristics that your bullet points and product description couldn’t by including multimedia content, more lifestyle photos, and comparative charts. You may cross-sell and up-sell to customers by linking them to your other product listings using A+ Content.

Here is an excellent example of what an A+ content page should contain. It has:

• Reasons to utilize the brand
• Application of the Product
• Table of additional goods and characteristics

Conclusion

Being the top bidder on keywords is not the only factor in effective product promotion and good conversion rates. The above steps must be followed, and you should make sure that your Product Detail Page is optimized, to start an effective eCommerce buying experience.