5 E-Commerce Product Page Content Tips to Boost Your Sales
When Heloise from Sell Beyond and Nathan from Quickfire Digital shoot the breeze on camera about E-commerce, it’s always good to get a pen and paper ready.
Don’t worry if you missed out on our webinar, you can access it here on our YouTube site and take a look at our upcoming webinars here. Sell Beyond cherry-picked our best product page optimisation tricks from the webinar to share with you:
- Make Your Product Listing with Love
We compared first impressions using two competing nut butter brands on Amazon to highlight the difference between rich and not-so-rich content. Rich content can be images or descriptions of a high standard that feature on your product page, converting browsers into buyers. Adding this consistent quality content and having acute attention to detail tells the customer you are a reputable brand selling a good quality product.
The product images appear squished and need resizing like they were an afterthought to the listing. The rest of the product images are the back of the jar. Other than these images, there is no other information listed other than if you zoom in.
The text on the jar says the nut butter is ‘organic’ and ‘bio’ as does the listing name, but the rest of the images don’t back up the keyword heavy product name that boasts these important ethical selling points and tell you very little about the company. This may be enough to get the odd buyer on Amazon, but if you want to maximise sales you will need to push your listings further.
Pip & Nut’s images contain a picture of the front label on the jar, as well as someone holding it and information about dietary requirements and nutritional information. These images are all sized properly and feature the brand colours of cream, brown and orange, as well as yellow and green still in keeping with the overall colour palette.
The following product pages show bright infographics about what ingredients are in the nut butter, including all important selling points for food items, such as ‘natural’, ‘vegan’ and ‘all natural ingredients’, as well as a catchy saying (‘it’s the nuts!’) to keep in line with the brand’s style and stand out from bland product listings. Small details like this tell shoppers your brand is knows the product well, professional, and is selling a great quality product.
- Use Your Brand Story to Increase the Value of Your Product Listing
Some businesses forget how much people love stories. We don’t need to know the A to Z, but a story or anecdote from the brand that fits in proportion to the rest of the listing will give an emotional pull to shoppers and nudge them to put your items into their cart.
We used a skincare listing as an example of how the owners weaved their brand story into the A+ content. Instead of generic product copy, there is an image of the owners and information about their brand values and why they chose to set up a skincare company. The more people are invested in the story of your product, the more likely they are to purchase it. By uploading this type of content, you are adding value to your listing.
- The More Positive Reviews and Answered Questions on Your Page, The More Sales
Amazon uses social proof with reviews and questions. Questions can be posted and you as the seller can decide whether to answer them or allow previous customers to answer the question for you. Consumers have the option to index reviews through keywords to find the answer to their question.
The review system allows buyers to write a headline to summarise their thoughts on the product and crucially of the seller too. The reviews are meant to be written exclusively about the product, but shoppers tend to write about their experience from ordering the item, to the way it was delivered and the life span of the product.
Although having these reviews and answered questions on the page most times are organic (i.e. not written by yourself or paid for and written by affiliates), trying to obtain reviews should be a key part of your marketing strategy to Amazon customers.
- A Great User Experience Will Make Shoppers Buy
The user experience on Amazon may be fixed in some ways, such as the all-important ‘add to basket’ button, but you can add to the overall experience.
Be engaging and supportive with customers when facing complaints or issues with the product and be responsive to questions posed by potential buyers on the product page.
- Upsells and Cross-sells: Would You Like Fries with That?
Use Amazon’s A+ content feature to display the range of products you sell. A+ content is a section you can add to your product listings when you register for brand recognition status on Amazon. You have extra space to use text, images and videos to make your listing pop.
To ensure your product range is featured, include your own product cross-sells on your A+ content. If you sell a wide range of containers for food and drink, why not cross-sell to a lunch box set with a bag or give the option to upsell it and buy a set? Shoppers hate the idea they are missing out on a bargain or potentially special limited deal.
Use this to highlight best sellers or products that need more visibility, depending on your Amazon strategy. If shoppers are considering one item, what’s to stop them from buying something else when prompted?
Amazon also displays an item carousel on each listing page, headed ‘People who browsed for this item also viewed …’ This is to benefit the consumer, not sellers, so it’s not always your products that will feature here.
Had an informative, interesting but potentially business plan-altering time and want to find out more about how to catapult your Amazon sales? You know where to go.