Product pages are what make potential customers decide whether or not to buy your product. Well crafted ones can make the difference between turning a profit and hitting a wall when it comes to your brand’s success.
What makes a strong product page? How can you be sure you have all of the elements of an excellent page? This post will walk you through everything you need to know about the aspects of a well-crafted product page, as well as how to implement them for your products.
Elements of a Well-Crafted Product Page
Creating a good product detail page takes more than writing a good product description. There are multiple components required to sell your product to potential customers.
These elements include copy, Amazon algorithm optimization, compelling images, adherence to Amazon guidelines, and positive reviews.
Product detail page copy is perhaps one of the elements people focus most on when it comes to building up your page. And for a good reason. Product copy is what informs potential customers about what you’re selling.
The most important part of your copy is your product title. Your title needs to be keyword rich to help it show up under multiple product searches. But it also has to explain the product and what customers can expect from the rest of the page.
When it comes to copy, you not only need to know what to say but how to say it. Product copy is displayed differently on mobile than desktop. Your product display will get truncated, which means the first 40 to 50 characters are the most important. Those are the ones mobile users will see when searching for a product. Make these your most descriptive characters.
After your title, you want to have an enticing product description. The first paragraph is often most of what will display on mobile, so you’ll want your most important product features listed here. Include a teaser line to entice users to click through and view the rest of your product page.
Once you’ve got a carefully crafted first paragraph, you’ll want to include product feature bullets. These will include things like product specs, but also product benefit statements. Potential customers want to know what they’ll get out of using your item. What problem will it help them solve? Bullet points are also a great way to improve your chances of showing up in the search algorithm.
You want your product copy to read well for the people researching what you have to offer. However, you also want it to help you show up higher on keyword searches.
Amazon uses a search algorithm called A9. It prioritizes text match relevancy, stock availability, and price, as well as sales velocity. Understanding how A9 works can help you develop a solid Amazon SEO plan and rank higher in search results.
The A9 algorithm exists to make sales. Amazon is designed to sell as much as possible, so it prioritizes listings it sees as likely to make more sales. As such, it focuses on two significant factors to determine product rankings: relevance to the query, and sales performance.
Amazon’s style guide recommends including your brand, color, type of product, material, and more in the title. However, keyword stuffing to try to get all of these elements in your title will likely turn away customers who are looking for something more readable.
Your product images are some of the main factors in customer decisions to buy or not. Low-quality pictures make you look unprofessional and end up losing you sales. The first step to including successful photos on your product page is to follow Amazon’s product image requirements.
Technical image requirements include:
- Being at least 1000 pixels
- Gif or Jpeg format
- Max size of 10mb
- Crop ratio between 1:1 and 5:1
For the main listing, you can only show the product outside of its packaging. It must have a pure white background around the product and must show as clear and not blurry. The product must also fill 85% of the image. Your primary listing image is one of the essential elements in driving listing traffic.
If you can only afford to invest so much in your Amazon listings, make your main image top priority. It is the first, and sometimes the only, image customers see when they encounter your listing.
For secondary images, you can include anything that’s relevant to your product and that meets the technical requirements listed above. As your alternate images, you’ll want a mixture of product images, an infographic that details the features of your product, explainer images, and lifestyle images.
Infographics are a great way to condense all of your product information into one image. Use them to showcase the best parts of your product. While you can write about the benefits of your product, using an infographic helps you demonstrate them in action. They give your customers an easy way to learn the features and benefits of your product without scrolling through the entire listing.
You might also consider including a product video to show your item in action and put together all of your product features in one place.
Adherence to Amazon Guidelines
Amazon created seller guidelines for a reason. You’ll want to ensure you are adhering to seller policies in your listings, so your account doesn’t get suspended.
Here’s a brief overview of the guidelines you need to follow.
- Cease marketing communications
- Contact customers only through platform messaging
- Keep external links out of your listings
- Operate only one selling account
- Provide accurate product information and keep it updated
- Refuse to damage other seller’s listings, ratings, and reputations
- Respect Amazon’s features and services
- Stay away from trying to influence customer reviews
- Use a business name that accurately identifies your business
Product detail pages also have rules about what can and can’t show up on your page. Check out Amazon’s Quick Start Style Guide for tips on how to present your products. Also, each selling category has a style guide for how to list your product.
The following are not allowed in titles, descriptions, bullet points, or images:
- Contact information
- External links
- Obscene or offensive content
- Price or availability details
- Requests for reviews
- Time-sensitive information
One of the last elements on your product detail page is customer reviews. However, these can sometimes make the difference between a potential customer going elsewhere and deciding to buy.
However, getting reviews can seem impossible, especially at first. Amazon doesn’t want brands to have any sway over customer reviews, as they see that as poor customer experience.
There are things you can do to increase the chance of customers leaving reviews once they’ve bought from you.
Once you’ve verified that your customers have received their products, ask them to leave you a review. Consider running promotions to increase the chance of you making more sales. After all, the more you sell, the more reviews you’ll receive.
Another great way to improve reviews is to provide stellar customer service. Go above and beyond to deliver your customers a great experience. If there are any issues with shipping, or if your customers aren’t satisfied with their products, take action right away. Make it easy for them to return the product. Listen to their complaints and do what you can to resolve them. When your customers are happy, they’ll demonstrate that through positive reviews.
Including all of the elements of a successful product detail page will help you boost sales and therefore increase profit. While putting all of this together on one page may seem like an overwhelming amount of work, the ROI will be worth it.