by Rachel Greer, Cascadia Seller Solutions
There are two parts of any Amazon detail page – there's the top portion, sometimes called "above the fold" – and the bottom portion, which is the product description and A+ content. Only companies signed up as vendors or who are in the Amazon Exclusives program have access to A+ content, so we won't dive into that on this post.
To have a killer detail page that immediately hooks your customer and increases conversion, take a page or two from the AmazonBasics listing methodology. For the purpose of this article, we'll use the AmazonBasics Portable Bluetooth Speaker as an example here.
The perfect Detail Page:
What makes it perfect?
Breaking the 2D barrier – the product is photographed from an angle, breaking up the monotony of 2D scroll in the search results
The pictures are all free of text
The device is shown with a cordless phone connection and a corded phone connection, the two most important features about its function
It is pictured with a human hand, as a reference point. All products need a physical reference point that is easily understood visually because people rarely measure things out and are surprised when the product isn't what they expect
The close up is of the most important feature of the product – the plugs – to ensure that the customer has the right kind of plug for the device
The picture of the included cable is separate per the terms of service, only the product can be in the primary photo
The video is simple, relatively short, and produced at a low budget
Let's dig into some of these elements in detail.
It can be really monotonous for a customer – search and scroll, search and scroll some more – looking for the product they want to buy. By changing up the angle and shape of the image, you not only can show the customer a different view of the product, you're also not boring them with the same straight ahead view everything else seems to have. Here are ways other products could be photographed:
A toy could be photographed from the eye level of the toddler playing with it.
A tin can be photographed as though the lens is at the counter level, and the tin is rising above it.
A chair can be photographed from the position of the person walking up to it to sit down.
Note, the primary image must still show the entirety of the front of the item, so don't get too creative with the primary image!
Text free images:
Amazon Terms of Service strictly prohibits text in images. This is because they want you to sign up for and use A+ (enhanced) content, which can contain pictures, images and charts. While many sellers and vendors get away with listings that have text in the images, this can result in listing suspensions until the issue is fixed, or sometimes Amazon employees will revert the page to a previous version with a suboptimal photo, directly impacting conversion on your product.
Product in use images:
What are the most important parts of using the product that you're selling? Put those into the image directly. In this case, the most important feature of the speaker is that it's portable and Bluetooth enabled. So, the photos show how it can be used with a phone ("Look, ma, no plug into the wall!") and how it can be used without a corded connection to the phone. In this way, the customer can see in less than 5 seconds the primary selling point of the product. Remember that for conversion, you have less than 10 seconds on average to "hook" your customer or they'll hit back, or click on a related product.
Reference point image:
A very common issue faced by vendors and sellers who list products online is that customers don't read the listed dimensions carefully, or mix up product dimensions with package dimensions, or simply have a hard time visualizing what a particular size of an item might be. By including a human hand, which is a universally recognizable reference point, the customer can immediately grasp the size of the product without even reading your dimensions. This helps to reduce returns from customers buying the wrong size, or lower review ratings because customers believed they were getting something bigger.
If the product has specific features that are integral to the function of the device, or to which kind of accessories or associated the customer might buy (in this case, a charging cable), then there needs to be a close up image of that cable plug area so that the customer can ensure they buy the right plug for the product. Other examples of this are belt loops on pants, kitchen utensils meant to be used with other products, etc.
Any bundled products with your primary listing need to be photographed alone, so that the customer clearly understands what they're receiving when they buy the product. Under no circumstances should you include photographs of products on their own that do not come with the purchase! This confuses customers and leads to returns and complaints.
You only get one video for your listing as a vendor, so make it a good one! Think about how to recreate an in-store in in-home use experience for the customer, and keep the video short and simple – 1-3 minutes at most.
Having a good detail page can significantly increase your products conversion on Amazon – selling online is all about helping the customer understand why your product meets their needs. These tips can help you list your products successfully, the way Amazon lists their own products!
Rachel Greer has over seven years of Amazon experience, most recently in the Product Compliance team at Amazon, managing audits, product testing, and inspections for the global retail and private label compliance programs. Rachel is also experienced with product recalls, product safety/Andon Cords, and restricted/prohibited products at Amazon. She is focused on simplifying complex global regulations to help small and medium vendors expand their selection or go global with minimal recall/port seizure risks or product defects. Rachel holds an MA from the University of Oregon in Early Modern European History and an MBA from Seattle University with a focus in operations and international business.
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