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
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A+ Content allows brand owners to create visually appealing and informative product listings by incorporating multimedia elements and enhanced formatting that standard listings do not include. Here are some reasons why sellers might consider using Amazon A+ Content:
Improved Conversion Rates
A+ Content provides an opportunity to showcase products in a more engaging and informative way. It allows sellers to include high-quality images, graphics, and custom text to highlight product features, benefits, and usage scenarios. This clarity helps customers make informed decisions, boosting the chances of turning a browser into a buyer.
Reduced 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.
Reduced 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.
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:
- You must have a professional selling plan on Seller Central.
- You need to be approved as a brand owner through the Amazon Brand Registry process.
- 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:
Visually Showcase the USP of Your Product
When crafting 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 its essence. Would illustrations 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 cleaning solution, a side-by-side comparison of a surface before and after using your product can clearly display its impressive results.
Utilize 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 “Product Benefits.
Incorporate 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.
Use Clear Concise Text
Amazon shoppers typically have a limited attention span when browsing product pages. Lengthy descriptions can deter them from reading further and may even discourage them from purchasing your product. To maximize engagement, focus on highlighting the most critical features and benefits of your product. Aim for conciseness: a character limit of 2,000 ensures your content remains sharp and compelling for your audience.
Proactively Address Customer Questions
When customers browse through product pages in search of specific products, they usually have a set of questions based on their needs or prior experiences. Addressing these questions even before they’re asked can provide clarity and offer a seamless shopping experience.
For example, if you’re selling a rechargeable item, potential buyers might wonder about its battery life or charging time. By providing these details upfront, you can eliminate doubts and foster trust and loyalty with your customers.
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.
Share Your Brand Story
Customers often care about the stories behind the brands they buy from. Amazon A+ Content allows you to weave your brand’s narrative, allowing you to introduce yourself to customers. Make sure to use this to your advantage to help customers forge a deeper connection with your brand that extends beyond mere transactions.
Optimize for Mobile Accessibility
It’s crucial to make your A+ Content user-friendly for both desktop and mobile devices. To do this, start by focusing on your content’s layout, ensuring it adjusts seamlessly to various screen sizes. Utilize short paragraphs, bullet points, and section headings to create a reader-friendly experience. Long, dense blocks of text can be daunting to mobile users and might lead to them disengaging from your content.
Additionally, pay special attention to font size and style. Ensure that the text is legible without users having to zoom in. A font that’s easy on the eyes, even on smaller screens, contributes to a positive user experience.
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:
- Self-Service Modules
- Amazon Builds for You
Step 3: Choose the Content Creation Mode
- For Self-Service Modules:
- When you click on this option, you will be redirected to a new page.
- Enter the ASIN for which you want to create the content.
- 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:
- When you select this option, you’ll land on a page where the process is more streamlined.
- 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 6: 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.
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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