We all know how critical it is to have our product pages optimized to ensure our products convert browsers into buyers. We’ve talked about it before—a solid process needs to be in place so your page stands out against the millions of products shoppers can choose from. But in an increasingly competitive age, the savvy seller needs to take things a step further.
In 2017, Statista found that 59.8% of shoppers use a mobile device to make purchases. For sellers on Amazon, that means it’s critical every product has a mobile audit completed. Sellers need to make sure the experience shoppers have on mobile is as pleasant as they would have on desktop.
Here are four tips to remember when optimizing your product pages for mobile:
This is a simple yet overlooked piece of information. Some sellers are more worried about having their images uniform than they are about how they appear to shoppers. A simple search for the term “oven mitts” can show you why it is critical to crop your images well:
As you can see, the image on the left looks smaller than the images in the middle and on the right. This is because the seller did not crop the image tightly. When you zoom in on the image, you can see that there is a lot of white space around the product.
You can make your images appear larger by making sure to crop them closely to the edge. This ensures that the focus is on the product and that browsers can see those products in the best light.
If the seller had followed this rule, his oven mitts would have stood out more against the other products in the search results.
When you’re choosing your images for the product image section, leave the lifestyle images for the EBC. Shoppers on mobile want easy access to value. Sellers need to immediately convey the value of the product through images or the shopper won’t even make it to reading the bullets. Using images that show the benefit of the product rather than a lifestyle image of people enjoying the product will decrease the amount of time it takes a customer to convert.
In the same vein as eliminating lifestyle images, we should increase the use of carefully crafted infographics. Using an infographic helps customers retain information and visually see the data driven value of the product.
As an example, these two products show immediately how the different ways the product can be used. This conveys value immediately and the imagery will help the customer remember when the product should be used.
We must also share a fair warning in this section: when creating infographics, be extremely careful to make sure they work on mobile as well. If a seller stacks too much information in the infographic, the elements become too small for mobile and it takes too much effort for the shopper to understand the information.
For example, look back at the example of the first heatproof mitts. It has great information in it, but the text and images are too small in the mobile view and are unreadable. This makes the customer have to strain to see the words, and that makes it harder to convince them to buy.
We have a mere 78 characters to convince shoppers to choose our product over every other item they scroll through. So, sellers need to make sure differentiating items are mentioned in the front end of the title.
We can see this difference in the following titles:
Burton AK Oven Mitts
This title is vague and does not give any details as to why anyone should spend money on this product.
Cuisinart Oven Mitt with Non-Slip Silicone Grip, Heat Resistant to 500 degrees, Sage Green, 2-Pack
In this title, we get the broad description of what the product is, but the seller also answers critical questions people would have. What’s it made out of? Non-slip silicone. How much heat can it handle? 500 degrees. How many do I get? 2. Using empathy to determine what the customer would want to know can help you add differentiating information into the title that will increase your click through rate.
We all know A9 tends to control how we think and the keywords we put in our titles, but for mobile purposes we need to remember it’s all about the customer. If we focus on human conversion and convince real people to click through, the organic search results will follow.
Adding these four tips to the product page optimization processes we have talked about before will help turn browsers into buyers. It really is true that mobile is king, so we need to put in the effort to make sure our mobile viewers are converting as well as our desktop viewers.
If you want to complete a mobile audit, but are unsure how to do it on your own Click here to set up a free 30-minute consultation.
Stay up-to-date with Amazon seller insights and best-practices.