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, also called enhanced content. Businesses signed up as vendors or who are Brand Registered, or in the Amazon Exclusives program have access to A+ content, and we’ll go into that in a different 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. I’m going to use the AmazonBasics Portable Bluetooth Speaker as an example here.
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.