SlideShare a Scribd company logo
Optimizing Content on Amazon
to Improve Visibility & Conversion
Presented By
Stephanie Leffler
OneSpace
80%
of clicks are from the
first page of search
results
The new path to purchase…
Get
Found
Get
Purchased+ Get
Clicked +
90%
of purchases begin
with search
73%
cite detailed content as the
#1 reason they click “Buy”
GET
FOUND
Get
Found
Manual
Paid
Organic
How Do Retailers Rank Products in Search?
Get
Found
Many Opportunities for Paid Search
81% of Product Views are Driven by Organic Search
% of product views driven by paid search in 2018
Organic Search Offers More Opportunity
Amazon Only Reports a Small % of Searches
healthy snacks
healthy snacks for adults
healthy snacks individually wrapped
healthy snacks in prime pantry
healthy snacks for kids
healthy snacks variety pack
healthy snacks for toddlers
bulk healthy snacks
small healthy snacks
kids healthy snacks
healthy snacks bundle
healthy snacks individual packs
healthy snacks care package
banana healthy snacks
salty healthy snacks
healthy snacks care package gift basket
spicy healthy snacks
healthy snacks for the office
healthy snacks basket
subscribe and save healthy snacks
healthy snacks chips
herrs healthy snacks
organic healthy snacks for adults
gf healthy snacks
healthy snacks bulk
free shipping healthy snacks
healthy snacks for kids lunches
healthy snacks vanila
healthy snacks vanilla
healthy snacks cheddar snacks
healthy snacks keto
healthy snacks vegan
low calorie healthy snacks
healthy snacks 100 calories
healthy snacks protein
healthy snacks packs
healthy snacks individual packs prime pantry
healthy snacks under 5 dollars
heart healthy snacks
healthy snacks individually wrapped chewy
healthy snacks 100 calories
heart healthy snacks
healthy snacks food
wholesale healthy snacks bulk
healthy snacks veggies
healthy snacks freeze dried
healthy snacks for elderly
Unique Healthy Snack Search Phrases
Titles: Still an Important Tool
Source: Edge by Ascential
49%
Amazon Title
Keyword Text
Match Accuracy
#3 – Include Top Searched Terms in TitleUse Everything You Have to Capture Volume
Dry Roasted Peanuts
vs
Dry Roasted Peanuts Heart Healthy Snack
10x
#3 – Include Top Searched Terms in TitleUse Everything You Have to Capture Volume
#3 – Include Top Searched Terms in TitleCategory Keywords are Often Greenfield
Shopping Features Drive Retailer Specific Search
Setting Search Attributes is Critical
Submit a ticket if they weren’t configured at new item setup
GET
CLICKED
Hero Testing is Proving Lift in CTR & Conversion
Hero Images – One Size Doesn’t Fit All
Who is the brand? What is it? What variety is it? How much of it is there?
ecommerce.inclusivedesigntoolkit.com
Hero Styles You Should Test
Headline Ads Require Larger Formats
GET
PURCHASED
Organic Search: Overview
Classify Keywords to Understand What to Include
in Your Description & Carousel
iced coffee
french press coffee
Instant coffee
vanilla coffee
caramel coffee
French coffee
Colombian coffee
Extra strong coffee
High caffeine coffee
How its brewed? Where is it grown?What flavor?
How much caffeine?
Every bag of our most popular organic coffee, Lush Medium Dark Roast Fair Trade Whole Bean Coffee,
has been crafted with one simple objective in mind — to make the best organic coffee on the planet.
These Lush medium roast organic coffee beans come directly from farmers in South and Central
America, where we source only premium, 100 percent arabica coffee. Flavor notes of fruit, smoke and
earth develop after being artisan roasted and tested by our passionate team of coffee experts. Our
passion for gourmet coffee is tasted with every cup of Lush coffee you brew. Our resealable coffee
bags have a quick pull tab opening and a zip lock seal to preserve freshness and natural flavors long
after opening. With a USDA Organic Coffee Certification, Lush produces only organic, fair trade coffee
beans to promote social investment and ensure that pesticides and chemicals are never near these
gourmet coffee beans. Our whole bean organic fair trade coffee is better for farmers and their
families, better for the planet, and of course, better for you.
Search Phrase Volume
organic coffee 571,358
whole bean coffee 523,263
organic coffee beans 78,622
arabica coffee 39,862
gourmet coffee 31,163
dark roast whole bean coffee 25,205
fair trade 16,806
gourmet coffee beans 14,748
100 percent arabica coffee 10,999
organic whole bean coffee 7,626
fair trade coffee beans 7,396
fair trade coffee 5,744
resealable coffee bags 4,659
medium roast organic coffee beans 3,774
whole bean organic fair trade coffee 2,192
Product Descriptions: Your Best Keyword Opportunity
95% of customers
who begin to view an image carousel,
look at EVERY IMAGE
Source: Edge by Ascential
Merchandise with Your Images
Titles, Bullets, DescriptionsMerchandise with Your Images
Images Promoting Subscribe & Save Adoption
Images Promoting Subscribe & Save Adoption
Images Promoting Reorders with Alexa
Images Promoting 1P vs 3P Purchases
Enhanced Moves
Up the Page
On Mobile, it’s
now your primary
description
MOBILE
Bullets
Description
A+
Description
A+
Bullets
Description has
been demoted
across all
devices.
Use it to OPTIMIZE!
DESKTOP
Questions?

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Amazon Strategies January 2019 | OneSpace

  • 1. Optimizing Content on Amazon to Improve Visibility & Conversion Presented By Stephanie Leffler OneSpace
  • 2. 80% of clicks are from the first page of search results The new path to purchase… Get Found Get Purchased+ Get Clicked + 90% of purchases begin with search 73% cite detailed content as the #1 reason they click “Buy”
  • 6. 81% of Product Views are Driven by Organic Search % of product views driven by paid search in 2018 Organic Search Offers More Opportunity
  • 7. Amazon Only Reports a Small % of Searches
  • 8. healthy snacks healthy snacks for adults healthy snacks individually wrapped healthy snacks in prime pantry healthy snacks for kids healthy snacks variety pack healthy snacks for toddlers bulk healthy snacks small healthy snacks kids healthy snacks healthy snacks bundle healthy snacks individual packs healthy snacks care package banana healthy snacks salty healthy snacks healthy snacks care package gift basket spicy healthy snacks healthy snacks for the office healthy snacks basket subscribe and save healthy snacks healthy snacks chips herrs healthy snacks organic healthy snacks for adults gf healthy snacks healthy snacks bulk free shipping healthy snacks healthy snacks for kids lunches healthy snacks vanila healthy snacks vanilla healthy snacks cheddar snacks healthy snacks keto healthy snacks vegan low calorie healthy snacks healthy snacks 100 calories healthy snacks protein healthy snacks packs healthy snacks individual packs prime pantry healthy snacks under 5 dollars heart healthy snacks healthy snacks individually wrapped chewy healthy snacks 100 calories heart healthy snacks healthy snacks food wholesale healthy snacks bulk healthy snacks veggies healthy snacks freeze dried healthy snacks for elderly Unique Healthy Snack Search Phrases
  • 9. Titles: Still an Important Tool Source: Edge by Ascential 49% Amazon Title Keyword Text Match Accuracy
  • 10. #3 – Include Top Searched Terms in TitleUse Everything You Have to Capture Volume Dry Roasted Peanuts vs Dry Roasted Peanuts Heart Healthy Snack 10x
  • 11. #3 – Include Top Searched Terms in TitleUse Everything You Have to Capture Volume
  • 12. #3 – Include Top Searched Terms in TitleCategory Keywords are Often Greenfield
  • 13. Shopping Features Drive Retailer Specific Search
  • 14. Setting Search Attributes is Critical Submit a ticket if they weren’t configured at new item setup
  • 16. Hero Testing is Proving Lift in CTR & Conversion
  • 17. Hero Images – One Size Doesn’t Fit All Who is the brand? What is it? What variety is it? How much of it is there?
  • 19. Hero Styles You Should Test
  • 20. Headline Ads Require Larger Formats
  • 22. Organic Search: Overview Classify Keywords to Understand What to Include in Your Description & Carousel iced coffee french press coffee Instant coffee vanilla coffee caramel coffee French coffee Colombian coffee Extra strong coffee High caffeine coffee How its brewed? Where is it grown?What flavor? How much caffeine?
  • 23. Every bag of our most popular organic coffee, Lush Medium Dark Roast Fair Trade Whole Bean Coffee, has been crafted with one simple objective in mind — to make the best organic coffee on the planet. These Lush medium roast organic coffee beans come directly from farmers in South and Central America, where we source only premium, 100 percent arabica coffee. Flavor notes of fruit, smoke and earth develop after being artisan roasted and tested by our passionate team of coffee experts. Our passion for gourmet coffee is tasted with every cup of Lush coffee you brew. Our resealable coffee bags have a quick pull tab opening and a zip lock seal to preserve freshness and natural flavors long after opening. With a USDA Organic Coffee Certification, Lush produces only organic, fair trade coffee beans to promote social investment and ensure that pesticides and chemicals are never near these gourmet coffee beans. Our whole bean organic fair trade coffee is better for farmers and their families, better for the planet, and of course, better for you. Search Phrase Volume organic coffee 571,358 whole bean coffee 523,263 organic coffee beans 78,622 arabica coffee 39,862 gourmet coffee 31,163 dark roast whole bean coffee 25,205 fair trade 16,806 gourmet coffee beans 14,748 100 percent arabica coffee 10,999 organic whole bean coffee 7,626 fair trade coffee beans 7,396 fair trade coffee 5,744 resealable coffee bags 4,659 medium roast organic coffee beans 3,774 whole bean organic fair trade coffee 2,192 Product Descriptions: Your Best Keyword Opportunity
  • 24. 95% of customers who begin to view an image carousel, look at EVERY IMAGE Source: Edge by Ascential
  • 27. Images Promoting Subscribe & Save Adoption
  • 28. Images Promoting Subscribe & Save Adoption
  • 30. Images Promoting 1P vs 3P Purchases
  • 31. Enhanced Moves Up the Page On Mobile, it’s now your primary description MOBILE Bullets Description A+
  • 32. Description A+ Bullets Description has been demoted across all devices. Use it to OPTIMIZE! DESKTOP

Editor's Notes

  1. So this is your 101 session. Show of hands: Novice vs Experienced? Sales vs Ecomm/Marketing?
  2. First – “Get Found”
  3. So there are really three ways to get found…. Manual, paid, and organic Forced ranking is real. Build a relationship with your Amazon retail specialist. Especially true on Walmart where we hear that the first organic result usually goes to a manual ranking. Paid & Organic
  4. Lots of opportunities for paid. – More retailers in food and beverage allow you to use paid which Is an amazing tool and should definitely leverage.
  5. But organic is where it’s at. 90% of Product Views on Amazon were driven by Amazon’s Search (not merchandising, ads or affiliates) of those, in December 2018, 10% of the views were driven by paid. That tells me that 81% of the product views are driven by organic search results. In addition, if you’re spending a lot of budget on paid without thinking about the PDP, then you’re throwing money away. Walmart even limits your paid capability if you’re not ranking organically
  6. Amazon is really usually only giving you those expensive head terms. It makes sense. It’s what google used to do too. It drives up a bidding war for those expensive terms
  7. And in reality, there are a ton of other long-tail phrases you can include in your content that are basically up for grabs!
  8. Here are some other ones that jump out that are unique to Amazon. Things like Alex, or subscribe and save – phrases unique to Amazon. So make sure it’s included in your Amazon content and not the other retailers
  9. Verbally discuss how to use the tickets….
  10. Showed lift with various styles that were tested
  11. Not all are created equally as they should really be selected to complement your unique product attributes
  12. University of Cambridge research
  13. Here are some of the types of images that are making the rounds through Amazon these days. How many of you guys use them?
  14. You can begin to classify it into theme.
  15. Your description and bullets are best keyword opportunity. People just typically don’t read them anymore and I’ll illustrate why in a minute
  16. I’ve talked before about mobile hero images. But let’s talk about the carousel itself. We know that once someone starts a carousel, they finish it. We’re in the age of Instagram after all. How many of you stop swiping mid carousel?
  17. Mention google shopping
  18. Here’s an interesting new spin on the subscribe and save image. It’s a delivery guide
  19. Here’s an interesting new spin on the subscribe and save image. It’s a delivery guide
  20. Here’s an interesting new spin on the subscribe and save image. It’s a delivery guide
  21. Remember how I was talking about your description and bulllets being less important for conversion but a huge search opportunity – hear’s why
  22. This is a big deal.