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Amazon Strategies January 2019 | OneSpace
Optimizing product content on Amazon can improve visibility and conversion rates. According to the document: 1) 80% of clicks on Amazon come from the first page of search results, so including top searched keywords in titles is important to capture search volume. 2) Product images are highly influential, with 95% of customers viewing an entire image carousel. Testing different image styles can increase click-through rates and conversions. 3) The product description provides the best opportunity to target keywords, as searchers expect to find detailed information to inform their purchase decision. Classifying keywords helps determine what to include in descriptions and carousels.
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Amazon Strategies January 2019 | OneSpace
- 1. Optimizing Content onAmazon to Improve Visibility & Conversion Presented By Stephanie Leffler OneSpace
- 2. 80% of clicks arefrom 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”
- 3.
- 4. Get Found Manual Paid Organic How Do RetailersRank Products in Search?
- 5. Get Found Many Opportunities forPaid Search
- 6. 81% of ProductViews are Driven by Organic Search % of product views driven by paid search in 2018 Organic Search Offers More Opportunity
- 7. Amazon Only Reportsa Small % of Searches
- 8. healthy snacks healthy snacksfor 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 anImportant Tool Source: Edge by Ascential 49% Amazon Title Keyword Text Match Accuracy
- 10. #3 – IncludeTop Searched Terms in TitleUse Everything You Have to Capture Volume Dry Roasted Peanuts vs Dry Roasted Peanuts Heart Healthy Snack 10x
- 11. #3 – IncludeTop Searched Terms in TitleUse Everything You Have to Capture Volume
- 12. #3 – IncludeTop Searched Terms in TitleCategory Keywords are Often Greenfield
- 13. Shopping Features DriveRetailer Specific Search
- 14. Setting Search Attributesis Critical Submit a ticket if they weren’t configured at new item setup
- 15.
- 16. Hero Testing isProving 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?
- 18.
- 19. Hero Styles YouShould Test
- 20. Headline Ads RequireLarger Formats
- 21.
- 22. Organic Search: Overview ClassifyKeywords 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 ofour 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 whobegin to view an image carousel, look at EVERY IMAGE Source: Edge by Ascential
- 25. Merchandise with YourImages
- 26. Titles, Bullets, DescriptionsMerchandisewith Your Images
- 27. Images Promoting Subscribe& Save Adoption
- 28. Images Promoting Subscribe& Save Adoption
- 29. Images Promoting Reorderswith Alexa
- 30. Images Promoting 1Pvs 3P Purchases
- 31. Enhanced Moves Up thePage On Mobile, it’s now your primary description MOBILE Bullets Description A+
- 32. Description A+ Bullets Description has been demoted acrossall devices. Use it to OPTIMIZE! DESKTOP
- 33.
Editor's Notes
- #2 So this is your 101 session. Show of hands: Novice vs Experienced? Sales vs Ecomm/Marketing?
- #4 First – “Get Found”
- #5 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
- #6 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.
- #7 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
- #8 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
- #9 And in reality, there are a ton of other long-tail phrases you can include in your content that are basically up for grabs!
- #14 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
- #15 Verbally discuss how to use the tickets….
- #17 Showed lift with various styles that were tested
- #18 Not all are created equally as they should really be selected to complement your unique product attributes
- #19 University of Cambridge research
- #20 Here are some of the types of images that are making the rounds through Amazon these days. How many of you guys use them?
- #23 You can begin to classify it into theme.
- #24 Your description and bullets are best keyword opportunity. People just typically don’t read them anymore and I’ll illustrate why in a minute
- #25 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?
- #26 Mention google shopping
- #29 Here’s an interesting new spin on the subscribe and save image. It’s a delivery guide
- #30 Here’s an interesting new spin on the subscribe and save image. It’s a delivery guide
- #31 Here’s an interesting new spin on the subscribe and save image. It’s a delivery guide
- #32 Remember how I was talking about your description and bulllets being less important for conversion but a huge search opportunity – hear’s why
- #33 This is a big deal.