How to Create Compelling A+ Content that Drives Conversions
A+ Content or Enhanced Brand Content (EBC) is a specialized feature that allows brand-registered sellers to improve their product listings with visually appealing and informative content. This content includes images, graphics, charts, and additional text that goes beyond the standard product description.
In this blog, we will delve into the key aspects of creating effective A+ Content that not only captures attention but also drives conversions.
Why A+ Content Matters
A+ Content allows brand owners to create eye-catching and informative product listings. It allows you to add multimedia elements and improve the formatting, which isn’t possible with regular listings. Here are a few good reasons why sellers might want to use Amazon A+ Content:
1) Improves Conversion Rates
A+ Content allows you to showcase products in a more engaging and informative way. You can use it to add high-quality images, graphics, and custom text to highlight product features, benefits, and usage scenarios. These additional elements help customers make smart choices, and that means they’re more likely to go from a browser into a buyer. In fact, according to SupplyKick, it might even boost your conversion rate by up to 25%.
2) Reduces Bounce Rates
With more engaging content, potential customers are more likely to stay on the product detail page for a longer time. This reduces the bounce rate (the rate at which users leave the page without making a purchase) and increases the likelihood of a sale.
3) Reduces Negative Reviews and Returns
Effective A+ Content helps set accurate expectations for customers. When customers have a better understanding of what they’re purchasing, it can lead to fewer misunderstandings, reduced returns, and fewer negative reviews.
4) Increases Discoverability
While A+ Content does not directly affect SEO, its indirect effects can be substantial. Higher conversion rates and reduced negative reviews can lead to improved product rankings, giving your products greater visibility among Amazon’s search results.
Eligibility Requirements for A+ Content
Before diving headfirst into the effective guidelines to use A+ Content, it’s essential to understand if you’re eligible to utilize this feature. Below are the eligibility requirements for A+ Content:
1. You must have a professional selling plan on Seller Central.
2. You need to be approved as a brand owner through the Amazon Brand Registry process.
3. Once approved, you can only add A+ Content to products that belong to your approved brand catalog.
A+ Content Guidelines to Boost Conversions and Drive Sales
To stand out in Amazon’s crowded marketplace, your A+ Content needs to be top-tier. Here’s how you can create content that resonates:
1) Visually Showcase the USP of Your Product
When creating Amazon A+ Content that converts, one of the most powerful techniques is to visually highlight your product’s Unique Selling Proposition (USP). This is the feature that sets your product apart from the competition, making it irresistible to shoppers.
When considering how to effectively display your product’s USP, think about the most effective visuals that will best capture the product. Would infographics work best? Maybe before-after shots? Or even lifestyle images that show the product in real-life situations? For example, if you’re selling a skincare product, you could show a side-by-side comparison of someone’s skin before and after using your product – that’s a surefire way to show off its amazing results.
2) Include Customer Reviews and Testimonials
Customer reviews and testimonials add social proof to your A+ Content. Include positive feedback and showcase how your product has positively impacted previous buyers. This can help potential customers feel more confident in their decision to purchase.
3) Use Informative Headings
Effective headings guide readers through your content and allow them to quickly grasp the main points. Make use of descriptive titles that sum up the information in that section. For instance, instead of a vague title like “Unleash the Magic,” it’s better to use a clear one such as “Benefits and Highlights”.
4) Use Clear Concise Text
Amazon customers usually don’t spend a lot of time on product pages. Long descriptions can make them lose interest or even decide not to buy. To keep their attention, just talk about the most important features and benefits of your product. Keep it short and sweet – try to stay under 2,000 characters to keep your audience hooked.
5) Proactively Address Customer Questions
When customers browse through product pages, they usually have a set of questions in mind about the product. Answering these questions before they even ask them can make their shopping smoother.
For instance, if you’re selling a set of massage balls, shoppers might want to know what kinds of balls are in the set. If you give these details right away, you can clear up any confusion and build trust and loyalty.
6) Optimize for Mobile Accessibility
More and more people are shopping on Amazon from their mobile phones—about 41% of purchases happen this way. This means it’s super important to make your A+ Content accessible and user-friendly for both desktop and mobile devices.
To do this, start by focusing on your content’s layout, making sure it adjusts seamlessly to different screen sizes. Break up the text with shorter paragraphs, bullet points, and section headings. Big blocks of text can be overwhelming on mobile screens and may cause users to disengage.
Also, pay special attention to font size and style. Make sure that the text is legible without users having to zoom in. A comfortable font choice goes a long way in creating a positive user experience.
7) Use Comparison Charts
When customers shop on Amazon, they are often faced with multiple product choices which can quickly become overwhelming. As a brand, you can guide your customers’ choices through a well-constructed comparison chart, particularly if you offer several product variations. Customers will appreciate your help with their purchase choices which could lead to positive feedback and reviews.
8) Share Your Brand Story
Customers like to know the stories behind the brands they choose. With Amazon A+ Content, you can share your brand’s story and introduce yourself to customers. Make sure to use this to your advantage to help customers form a deeper connection with your brand that extends beyond mere transactions.
Common Mistakes to Avoid When Using A+ Content on Amazon
Here’s what you need to watch out for when using A+ Content on Amazon:
1) Not Using Alt Text for Images
Alt text, short for alternative text, is the description you add to an image to help visually impaired users. When it comes to Amazon, this text serves a different purpose. It is not visible to customers but is considered as “backend keywords” to boost SEO.
When adding alt text for A+ Content, keep it around 100 characters or less. Include any keywords that didn’t fit in your main content. It doesn’t have to be a perfect sentence; it just needs to be relevant to the product.
2) Making Over-the-Top Claims
Be honest in your product descriptions. Don’t exaggerate or make big claims that can make customers or even Amazon doubt you. Stick to the facts you can prove.
3) Using Blurry Images
Blurry or low-quality images can turn off potential customers. Use high-quality images in the RGB colorspace, and make sure they are clear. Stick to supported file types like JPG, BMP, or PNG for the best results. Studies have found that high-quality images can boost your sales by up to 94%.
4) Using Stock Images
While it might be tempting to use stock images, they often don’t capture your product’s uniqueness. Custom images that show your product realistically and attractively are more effective. They help customers understand what they’re buying and can set your product apart from competitors.
How to Create A+ Content on Amazon
If you’re new to this feature or need a refresher, here’s a step-by-step guide to help you create A+ Content on Amazon:
Step 1: Access A+ Content Manager
Navigate to the Advertising tab from the main menu in the left-hand corner. From the dropdown, select A+ Content Manager.
Step 2: Initiate the Creation Process
On the A+ Content Manager page, you’ll see an option that says Start Creating A+ Content. After clicking on it, you’ll be presented with two main options:
1. Self-Service Modules
2. Amazon Builds for You
Step 3: Choose the Content Creation Mode
For Self-Service Modules:
1. When you click on this option, you will be redirected to a new page.
2. Enter the ASIN for which you want to create the content.
3. Next, you’ll be prompted to design your layout and enter the content details.
You have the freedom to select up to 7 modules from a diverse range, including but not limited to: the standard multiple image module, standard image header with text, standard image and light text overlay, standard company logo, standard image and dark text overlay, etc.
For Amazon Builds for You:
1. When you select this option, you’ll land on a page where the process is more streamlined.
2. Here, all you need to do is upload the desired text and images, and Amazon takes care of the design layout for you.
Step 4: Upload and Preview
Once you’re satisfied with the design, upload the necessary content. It’s always a good idea to check the preview. This gives you an idea of how your content will appear to potential buyers.
Step 5: Finalize
After you’ve reviewed the content and ensured it meets Amazon’s guidelines, click on the Finish button. Your A+ Content will then undergo a review process by Amazon before it’s published.
FAQs About Amazon A+ Content
Q1: What is the Difference Between A+ Content and Premium A+ Content?
Standard A+ Content is accessible to all brand owners and allows you to add detailed product descriptions, images, and comparison charts. Premium A+ Content, also known as A++ Content, offers more advanced features such as wider content formats, and even more visually rich media options.
To qualify for Premium A+ Content, brand owners need to:
1. Publish an A+ Brand Story for all ASINs within their product catalog.
2. Make sure they have at least 15 project submissions of A+ Content approved within the last 12 months.
Q2: Can You Add Videos to A+ Content?
You cannot add videos to basic A+ Content. You need Premium A+ Content for that.
Q3: Is Amazon A+ Content Free?
Yes, it’s totally free! Any seller can use it, as long as they meet the eligibility requirements.
Summary
Crafting Amazon A+ content that converts requires a strategic approach rooted in understanding your audience and showcasing your product’s benefits. By following these guidelines, you can create a compelling online shopping experience that drives conversions and boosts your brand’s success on Amazon.
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