Are you using Sponsored Ads campaigns to maximise product visibility in the Amazon search results and boost awareness of your products to customers looking to buy?
But are you seeing the sorts of sales you’d expect from this level of visibility in the search engine results pages (SERPs)?
If not, read on to find out how you can drive more on-page conversions.
SERPs Level Promotion Isn’t Enough
Even if a product ranks highly for relevant keywords and your ad drives reasonable click through rates, there’s no guarantee that customers will convert. And when there’s a big difference between traffic levels and conversions, chances are there’s something about the individual product listing page that isn’t motivating buyers to take action.
That’s not surprising given the somewhat limited features that come with Amazon’s standard content tool. For example, sellers are limited to a maximum of 2000 characters – barely enough to describe a product – and cannot add any visuals to the listing.
To maximise sales, promoting a product at the SERP level isn’t enough. This level of promotion needs to extend to the product listing page to encourage conversion.
It’s a bit like companies assigning their entire marketing budget to Google PPC ads to drive traffic to their website, only to end up with a high bounce rate due to a poorly designed page.
Standard product descriptions on Amazon can be unattractive, unappealing, not at all engaging, and uninspiring. So it’s no wonder shoppers don’t always feel compelled to make a purchase.
The good news is that if you’re part of the Amazon Brand Registry programme, you can enhance your content to double down on helping your visitors make the right decision.
What is A+ Content?
A+ Content is a feature available to brand registered sellers to enhance the content in their product listing with more text and appealing visuals.
- A+ Content users have access to the following features:
- Custom paragraph headers
- Custom images
- More options for image and text layouts
- Product comparison charts
- Bulleted lists for promoting features
- Image carousels
- Links to other products or brand store
A+ Content is not to be confused with a similar feature known as Amazon Business Enhanced Content. This feature, available to Business users, allows brands to upload documents to their product listing to provide more detailed information that goes above and beyond a standard description. A+ Content, on the other hand, replaces a standard product description and is embedded directly into the product listing page.
What’s the Difference Between A+ and A++ Content?
A+ Content is a free feature available to all brand registered sellers. However, another feature, known as A++ Content or Premium A+ Content, is offered on an invitation-only basis to some of the more prominent and more active brands selling on Amazon.
A++ Content users have access to even more features, such as:
- Clickable Q&A
- Interactive comparison charts
- More carousel options
- Larger images
- Space to include an additional two modules
Unlike A+ Content, Premium A+ Content isn’t free – and can cost up to $500,000 per product! For this reason, it’s a feature that’s only used by Amazon Vendors.
Why Use A+ Content?
By now, the potential benefits of using A+ Content should be clear. With the ability to add more text and additional descriptors such as images, it becomes much easier for sellers to communicate their products’ features, advantages, functions, technical requirements, and unique selling points. In addition, it makes product listings more transparent.
Transparency in distance selling is vital. In eCommerce, potential buyers cannot see a product in person. They can’t feel a product or hold it in their hands. As a result, it becomes incredibly challenging for a customer to envision what that product is really like.
By using more descriptive elements in product listings, sellers can more clearly explain to potential customers what they’re looking at and why this is the right solution for them.
Customer Journey Progression
One of the most significant factors that prevent customers from transitioning from the ‘consideration’ stage of the buying journey to the ‘decision’ stage is that they haven’t answered all of their questions or alleviated all of their fears. A+ Content can help you instil confidence in your customers and guide them to purchase.
Customers are becoming increasingly wary of buying from the wrong company. They want to buy from brands that appear legitimate and trustworthy, and A+ Content helps to communicate these aspects. Customers know what ‘good’ content from ‘good’ companies looks like. Anything less than that can make them question their decision.
As most Amazon sellers know, returns can hurt a brand’s reputation on Amazon. Too many returns and Amazon could suspend a selling account or cancel it entirely. By providing more thorough information at the source – the product listing page – customers can be sure that the product they receive is exactly what they want.
How to Use A+ Content
Interested in rolling out A+ Content across your eligible ASINs? Here’s our guide to using Amazon A+ Content pages for best effect, giving your product pages a considerable boost:
1. Add Content
You can add content directly through Seller Central by selecting ‘A+ Content’ from the Advertising menu. Then, click ‘Start creating A+ Content’ to begin your product listing design.
One of the biggest mistakes businesses make is that they approach A+ Content as supplementary to their existing product listing content. However, when A+ Content is created, it replaces any standard product descriptions already published. Therefore, it’s essential to take a comprehensive approach, incorporating existing content and adding to this content with additional details.
2. Make Use of Valuable Features
While it’s tempting to expand on your existing product descriptions, don’t forget to make full use of all the available features that come with A+ Content. Bulleted lists, for example, are a great way to promote specific features or transform long blocks of text into scannable snippets. And you’re not just limited to talking about the product; you can use A+ Content to discuss your brand, your history, and your experience, too.
3. Add Imagery
Even if you’re not particularly tech-literate, Amazon makes it very easy to add imagery to A+ Content, so there’s no excuse to keep your listing text-based. In fact, if you’re already using images for your Sponsored Ads campaigns, you can use these same pictures by selecting them from your Creative Assets library. All you’ll need to do is add tags and keywords. Alternatively, you can easily add new images to the uploader.
Handy hint: You can click the ‘Preview’ button at any time to see how your product listing will look to your audience. You can toggle between desktop and mobile, too.
4. Assign ASINs
When you’ve populated all 5 (or fewer, if you wish to keep it more simple) of your A+ Content modules, you can assign the description to the relevant ASIN or ASINs. You can do this directly into the A+ Content tool by selecting the products you want the content to be featured for. There’s even a bulk upload feature if you’re going to add the content to more than 1000 ASINs, making large jobs more efficient and less mundane!
Once you’re happy with your product listing design, there’s just one thing left to do before submitting it for review: optimise the content for the region you’re selling in. For example, by drafting one listing in English, you can create alternative versions in other languages supported by Amazon, depending on your target demographics. Amazon translates automatically, but you’ll be able to review translations before going live.
Once you’ve submitted your A+ Content, don’t worry if you can’t see it immediately on your product page. Each A+ Content page has to be reviewed by Amazon before it can go live, and this can sometimes take up to one week… or more in busy periods.
What Happens if A+ Content is Rejected?
Don’t panic! It happens. Keep an eye on your A+ Content homepage in Seller Central. If your content is listed as ‘Approved’, it’s all fine, and you don’t need to do anything.
If it’s listed as ‘Not Approved’, you can make changes and resubmit. Click ‘Edit’ on any content marked as ‘Not Approved’ to see why the content was rejected and make the suggested changes. Then resubmit and check again for ‘Approved’ status.
Does A+ Content Really Work?
It seems so. Amazon itself suggests that ‘adding A+ content to your product detail pages can help result in higher conversion rates, increased traffic and increased sales’ when used effectively. It estimates that it can increase conversions by 5.6%.
A+ Content isn’t built on theory. It’s built on what we all know to be true: customers make better decisions, and are happier with their choice when they have all the information they need to make smart, informed buying decisions.
A+ Content helps you enhance the quality of information you communicate to your potential customers, ensuring they have everything they need to move forward in the customer journey.