An Amazon product detail page, or PDP, is the key to making sales, but why isn’t yours working? Take a look at some of these common listing mistakes and improvements you can make to boost conversion and your search rank.
1. Start with a Killer Main Image
The main image is the window to your product. When you’re in a list with your direct competition, standing out can be tricky. Whilst there are specific requirements for Amazon images, your hero image should use angles and lighting that instantly grab attention. The higher the quality of your photography, the more professional your brand appears. The image should be high-resolution – 2000px x 2000px – to ensure rollover zoom works effectively. Any pixelation can immediately put shoppers off. A good idea is to consider if any keywords can be used in legible text on your physical packaging. For example, if you’re selling ‘Tinted Moisturiser’, can that be placed on the front of your bottle?
The image also needs to be free from distractions, and very importantly, optimised for mobile. Around 53% of Amazon’s web traffic comes via mobile devices, so it really is integral to your marketing.
2. Craft a Clear, Keyword-Rich Title
Using keywords is vital for your SEO, and a common mistake is not using them in your title. As one of the first things shoppers see, it’s a prime place for keywords. You’re showing them that you have the product that they’ve actually searched for. You should certainly include your primary keyword as a minimum. We recommend putting the keyword early in the title, as Amazon only shows the first 80 characters on the search results page. That being said, it’s not just about the keywords. Also include colour, size, material, uses or benefits if you can. It still needs to be easy to read, not just a list, to improve both ranking and conversions.
3. Use Bullet Points to Sell, Not Just to List Features
A lot of sellers take the easiest route when creating copy, choosing to simply list features. Whilst that takes less effort and isn’t as time-consuming, it doesn’t really do you any favours. Customers respond better to personable language. We are inherently social beings and find more trust in brands that use a human voice. The bullet points are an opportunity to sell not just the product, but your business and personality. You can still focus each bullet on a specific customer benefit, but combine these features with emotional triggers and problem-solving language. Add in keywords to improve your SEO, but avoid overstuffing them; otherwise, you sound like an AI bot.
4. Upgrade Your A+ Content (or Start Using It!)
According to Amazon’s internal research, A+ content can improve sales by 3-10%, depending on the category, with Premium A+ increasing sales by as much as 20%. So why aren’t most sellers using it? Well, it involves a little more than just writing a bit of copy – that’s probably why. However, A+ Content (and Premium A+, pictured below) can significantly boost conversions using branded visuals, comparison charts, modules and videos to tell your product story. We are primarily visual consumers, and the professional layout and design that can be created with A+ content significantly improves the chance that customers on your page will stop scrolling and pay attention.
You can use the available templates to prove product credibility, simplify complex features and trigger emotions with additional imagery. A key thing to remember is that the quality of what you input is just as important as the content. Use additional high-quality images – lifestyle images are particularly effective – and go into more detail about the product and its benefits that you haven’t already mentioned in the bullet points. Copy and paste is not your friend here. And again, don’t ignore mobile optimisation. Bad A+ content can actually lower conversions if not done well.
5. Add Lifestyle & Infographic Images
As mentioned above, lifestyle images are very effective. Some sellers just have simple images of the product, but engaging lifestyle photos can show the product in use, encouraging customers to visualise themselves with it. This is a powerful selling tool. Infographics are also great to use in your main gallery, so have a good mixture of both styles. Shoppers will often flick through the images first, being visual consumers. On mobile, the images appear above the bullet points, so customers have to scroll past all your pictures before they even get to any copy. Creating images that have short, informative key benefits, dimensions or ingredients on them is crucial to get information across straight away. Make sure they’re high-quality, clean and easy to read.
6. Answer Questions Before They’re Asked
Consider what your FAQs would be. Answering them before customers need to ask shows you are a knowledgeable and trustworthy brand. It’s also very difficult for customers to ask questions on Amazon, so the more information you can give them at the start, the more likely it’ll convert to a sale and avoid any returns. Use the product description and FAQ section to address objections, provide use-case examples and reduce return risk. You can also monitor any reviews you have to potentially improve your listing or product.
7. Improve Mobile Viewability
We know we’ve mentioned this already, but it really does deserve its own point. Having an Amazon product detail page that isn’t mobile-friendly is a recipe for losing potential sales. If your content is hard to read, low quality or spaced incorrectly, it will put customers off. Ensure all content is legible and engaging on mobile devices.
8. Fix Backend Search Terms
A lot of SEO focus is often on the front end. But to improve your discoverability, you should optimise your hidden keywords. These backend search terms can be added to your listings through Seller Central, which are then used by Amazon’s A9 algorithm to help determine your product’s relevance and ranking in search results. These should be updated regularly, just like your front-end keywords. Make sure to remove duplicates, avoid brand names, and use all available space wisely.
9. Benchmark Against Top Competitors
You should always be checking out your competitors’ listings and using them to improve your own. Using software like DataDive or JungleScout, you can review top-performing listings in your niche to see what they’re doing right, particularly in regards to keywords. You can then use that insight to refine your PDP. This tool can save you a lot of time and improve your ranking and organic sales.
You can also perform A/B testing on your products for free. Do this on things like your main image, your title or your product description, for example, to help find what works best and improve CTR and conversions.
These simple changes to your Amazon product page can have a vast improvement on your CTR and conversions without eating into your marketing budget. If you need help implementing these and are looking for assistance with account management, we’re here to help. Get in touch with us today, and let’s work together to get you to the top of your game.