Designing Amazon Storefront to Increase Conversions
UPDATE: September 24, 2019: From Amazon: “Enhanced Brand Content is now called A+ Content.”
What would happen if you increased your conversion rate on Amazon? What if you went from 3% to 5%? How many more sales would you have? How many more opportunities for product reviews, repeat purchases, and enhanced social proof? How much could your best seller rank and search optimization improve?
Increasing your conversion rate even slightly can have major impacts on the growth of your business. The best way to increase your conversion rate is through your online storefront—which is the most direct link between you and your customer. When a consumer comes to your listing, they’ll do one of two things: purchase or leave. You want your listing to attract more of the purchasers and deter the leavers.
This means you need to design your storefront in a way that encourages customers to buy.
1. Make it visually appealing.
Online shoppers are the same as window shoppers. They tend to be browsers first and foremost. They have thousands of e-retailers at their disposal, so they tend to be quick to judge a storefront.
Think of how a shopper would judge a physical storefront. They’ll look to see if the store is clean, brightly lit, has an array of products, and has a few shoppers inside. They’re less likely to walk into stores that are dirty, cramped with stuff, have low lighting, and have no foot traffic.
The same is true online. Customers want to buy from well established and well cared for stores. So how do you give off this fresh, quality appearance on an Amazon listing?
The imagery you use is equivalent to the products on the shelves. Your visuals should have pure, white backgrounds where the products take up 85% of the frame. This puts the emphasis on the product without any clutter or confusion.
Videos are another great tool. These can help show your product in use, so your customer can get a better feel and sense of the product.
You want your customer to look at the visuals and feel like they are holding the product in their hand. This kind of closeness is what encourages customers to purchase.
2. Enrich your copy.
If your images are your products, your content is the sales staff. How would your sales associates interact with your customers in-person? How would your brand speak to your audience? This is how you want to write your listing’s copy.
This means you want to have a strong brand voice that permeates every word. If you’re a luxury brand, you’ll want to paint a picture of elegance and sophistication. If you’re a kids’ brand, you’ll want to keep the copy goofy and playful.
Don’t forget about grammar. You want your content to “read clean.” This means you limit bolded words, you use appropriate punctuation, and you fully and thoroughly complete each statement.
Which looks better:
- Made from 100% recycled cotton, without parabens or dyes
- NO DYES, parabens, 100% recycled cotton
The two statements say the same thing, but the first is significantly clearer. This directness in grammar and tone is more likely to convert a customer.
Grammar is the foundation. Then add the brand voice.
Again, which looks better:
- We love the environment as much as you do, so we make our products from 100% recycled cotton.
- 100% recycled cotton
They share the same detail about the product—that it’s made from recycled cotton. But one shows off the brand mission and lifestyle, while the other simply talks about the makeup of the product. Remember that customers buy brands, not products.
3. Use Enhanced Brand Content (EBC).
Enhanced Brand Content (EBC) is one of the greatest tools for Professional sellers on Amazon who have been approved as Brand Registry Owners. This allows you to customize your Amazon storefront with modified description fields, superior images, and text placement templates. Basically, you can make your Amazon storefront look more like a branded website than a typical Amazon listing.
Because of these customization options, you have a greater opportunity to add brand personality and more space to sell to your customers. In fact, Amazon claims that EBC increases conversions by at least 5-10%.
That’s because EBC creates a more visual storefront, which creates a strong first impression on browsers. It also uses templates and details that encourage conversion, like subheadings, paragraphs, bullet points, 3D renderings, Comparison Charts, and more.
You’re giving your visitors more and higher-quality information about your product and brand, which gives them more buying security.
4. Include your Amazon storefront on other platforms.
Shopify offers a plugin that allows you to link your Amazon sales channel to your Shopify website. This integration of both storefronts creates a more cohesive, credible brand online.
Plus, shoppers start product research 2x more often on Amazon than on Google. This means they’re more likely to see your Amazon listing than your own website when first discovering your brand. Also, 9 in 10 customers will check Amazon even if they find a product on a retailer’s website first.
Amazon is the number one place that consumers do product research. So, if you have your Amazon listing already linked to your website, you encourage customers to stay on-site. They can see customer reviews and product specs right on your site, so you don’t risk losing them when they would otherwise navigate away to do product research. Retaining your customers on -site is the best way to encourage a faster conversion.
You can also show your Amazon listing through social media platforms. This is a great way to create an omnichannel experience for your customers, which enhances the cohesiveness and credibility of your brand. When customers see the unity between their different purchasing options, they’re more likely to trust that they’re making a good buying decision.
5. Answer questions!
Amazon offers a Q&A section, where customers can ask questions about your product. This is a great space to go more in-depth about your product, and you can even use this space to show off more of your brand voice. This is an opportunity to show your customer service, which will set you apart from your competitors.
Plus, if one customer has that question, it’s likely a question that’s popped up for other customers. Publicly responding to the question can help answer questions your browsers might have. If you answer all their questions, their hesitancies will flutter away and they’ll be more likely to purchase.
Use the question section as a way to help combat concerns or objections that might be holding your customers back from making a purchase.
Note: Keep track of those questions that are being asked frequently. This means it’s a primary concern for customers that you’ll want to address in the main body of your listing. For example, if customers are continuously asking about the size of your product, you should consider putting product dimensions and weight in your bullet points. This ensures that customers can easily find all the relevant information they need in order to make a purchasing decision.
6. Keep the rules of selling in mind.
Remember that your Amazon listing is your foundational piece of marketing. It’s more than just a description of your product. It is the number one tool that can sell your product. The Amazon product listing is typically the last bit of content the customer will see before making the final decision to hit the “buy now” button. If this content isn’t optimized for selling…then you won’t convert.
So remember to apply the typical rules of selling to your Amazon listing, including urgency and exclusivity. You want your customers to feel like this product won’t last at this price forever. You want them to come to your listing and feel like they’ll never find a product this good again. Show them how this product perfectly fits a specific pain point they’re dealing with.
You need to shape your listing so it creates an immediate need for the customer—and then fills that need.
As an online business, your Amazon listing is your storefront. It needs to present your products and brand in the best possible light, while preemptively responding to any hesitancies or concerns the browser might be facing.
In order to increase your Amazon conversions and boost your sales, you need to optimize your product listings as your main source of marketing.
About Seller’s Choice: Sellers Choice is a team of online sellers with personal experience launching and growing products and e-commerce storefronts. Seller’s Choice was incubated through the successful growth of our own online product line, Home Revolution. Our team sourced the products, built a private label, grew online optimization, and generated a successful storefront. We learned how to do it ourselves with hands on testing, research, and exploration.
Nastya has over 8 years of experience in the eCommerce industry. Having been a Customer Care agent in the past, she knows exactly what eCommerce merchants' needs are, and uses her knowledge in Marketing to bring value to the community by sharing her thoughts on relevant topics.