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The Importance of a Great Amazon Detail Page Experience

There are dozens of little decisions that need to be made with every detail page on Amazon. Just one wrong decision can prevent you from growing quickly to a top category product.

Success on Amazon starts with an optimized Detail Page Experience (DPX), and each of these elements require thought and strategy to ensure your detail page produces a higher conversion rate, improved search ranking, and better customer reviews.

Here are three key strategies we use at LCM enhance the Detail Page Experience — ranging from the simple to the holistic.

Focus on Readability for Both Mobile and Desktop

With the majority of Amazon shoppers using their phones to browse and shop via the Amazon mobile app (or a mobile web browser), it’s important to distill the most important features and benefits of your product to be both engaging and easily glanceable. (As a bonus, this also aids readability via desktop browsers.)

If you’re planning on publishing Enhanced Marketing Content (EMC, also known as A+) to a product, it will be the first content piece to display in mobile (followed by the standard text Product Description and then Feature Bullets). LCM focuses on keeping A+ text blurbs succinct while still enumerating important benefits and/or use cases. Think of it as Amazon’s version of a sell sheet.

Lengthier supplemental and technical details can be added to the text Product Description, which LCM breaks up into more readable chunks using simple HTML tagging. This helps to focus content into thematic sections to improve glanceability as well as reduce customer eye strain.

Feature Bullets are deemphasized on the mobile experience (displayed after the A+ and text descriptions), but they’re integral for introducing the product for desktop browsing (as they’re displayed first). Amazon advises to use no more than 255 characters in a Feature Bullet, but LCM squeezes that down as close to 150 characters to improve readability.

A+ Comparison Table Improves Product Discovery

Amazon’s A+ Content is an integral DPX element, enabling you to tell a narrative of your product by combining your key marketing messaging with feature details balanced by rich graphical elements.

One of the most important elements of Amazon’s A+ publishing tool is the comparison table module. Beyond intra-product line comparison, this module is also a great tool for improving customer discovery of other products in your catalog — from accessories to introducing different product offerings sold by your company.

Dynamic SEO is a Never-Ending Story

A great detail page continuously evolves. New lifestyle images should be added periodically and content can be updated based on customer sentiment. SEO, however, should change monthly. We consider it a never-ending story. LCM uses the Amazon Advertising service (formerly AMS) data to influence hidden and non-hidden keywords. The process involves taking high-converting AMS keywords and phrases and adding them to the browse hidden keywords. If the keywords convert high enough, and aren’t already in the title, bullets, or description, we will add them.

The result? This strategy creates higher search relevance between customer search keywords/phrases and the products. It also lowers the cost of advertising — displaying ads more frequently and increasing the product’s search rank.

Bonus Strategy — Sentiment Analysis Improves Customer Interaction

A broader, more holistic approach to helping shape the Detail Page Experience is performing a sentiment analysis exercise. LCM takes a deep dive into customer reviews to surface any frustrations that are creating negative reviews, as well as understand what features customers appreciate the most.

We then take those findings and shape content messaging to address potential dissatisfaction (such as improving explanation of usage or installation) to help dial down customer returns, as well as amplify positive aspects of the product that can improve conversion.

Contact LCM today to discuss how we can help you improve your Amazon content and set the table for your success.