As an online shopping platform, in order to emphasize its platform attributes, Amazon Platform tries to downplay the concept of sellers’ stores in the process of consumers purchasing goods, and at the same time puts the channel for buyers and sellers to contact each other at the back, reducing direct communication between buyers and sellers. Reducing communication allows consumers to freely and quickly decide whether to buy a certain product, but it also reduces the channels for sellers to more directly convey product information to consumers.
Based on this, for sellers, the transmission of product information can only rely on the content of the product details page they publish.
In the process of browsing the product details page, consumers decide whether to place an order based on the details in the product details page. Sellers must give the product details page detailed content and specific details. For sellers, the content of the product details page shoulders the responsibility of persuading consumers to place orders.
Sellers should make their product details pages more persuasive, so as to import more traffic, obtain higher conversion rates, and generate more orders. This is what we usually call the purpose of product optimization.
In order to help sellers better understand the content and details involved in product optimization, the following simulates the process of a consumer purchasing a product.
When a consumer wants to buy a mobile power bank on the Amazon platform, he will first open the Amazon homepage and then search using the product names he is familiar with (such as Power Bank, Portable Charger, External Battery, etc.). The words that consumers use when searching for products are called product keywords.
Different consumers have different needs for products, so they use different product keywords. For example, some consumers want to buy “large-capacity mobile power banks”, and the keyword they use to search may be “25000MahPower Bank”, or if the consumer wants to buy a mobile power bank with waterproof function, he may use the keyword “Waterproof Power Bank” to search. For keywords with specific directions like this, we usually call them long-tail keywords.
Generally speaking, searching for corresponding results with product keywords is often the first step for most consumers to shop online.
Based on the keywords used by consumers, the Amazon system will display a list similar to Figure 5-1 to consumers under the system algorithm rules. The search results page shown in the figure.
In the search results page, the main image of the product occupies a very important position, directly attracting the attention of consumers. The main image of the product plays a very important role in determining which product information consumers will click on.
In addition to the main image of the product, the title, price, number and star rating of the product, and whether the product is shipped by FBA will also affect consumers’ choices from different aspects.
Through the above analysis, if the main image of a product information is clear, the product looks textured, the title accurately reflects the selling points and characteristics of the product, the price is moderate, and the number of product reviews is large and the star rating is high, then consumers will have a preliminary good impression of the product and click on the product. At this time, what is presented to consumers is a complete product information page that is about the size of two screens of the computer desktop.
In the first screen of product information, it contains 7 pictures of the product (video), complete title, price, number and star rating of product reviews, Q&A, and the five elements characteristics of the product (Bullet Point). In the second screen of product information, it contains detailed product descriptions, product category rankings, and product attribute information such as size and weight.
The reason why consumers click on a certain product among many search results is that they have a preliminary good impression of the product. In order to turn the good impression into a purchase behavior, sellers need to work hard on every detail in the product details. The product pictures include the main picture and the secondary picture, a total of 7 pictures. Sellers should try to show the characteristics of the product from different angles. Use the most intuitive pictures to show consumers the functions, characteristics, details and selling points of the product from a perceptual level. The title and the five elements characteristics should use accurate and attractive language to tell consumers the characteristics, selling points and highlights of the product that are different from other competing products.
The price of the product should match the price expected by consumers. Product reviews tell the advantages and disadvantages of the product from the mouths of other consumers. If the product reviews are good enough, the word-of-mouth evidence is strong enough, and there is a strong appeal, which can effectively resolve consumers’ doubts about the quality of the product in the process of choosing the product.
Product Q&A is a bit similar to product reviews. In addition to product descriptions, you can emphasize certain details and after-sales services of the product from different standpoints.
When consumers browse the product description, they already know more about the product information, and at this time, consumers hope to seek psychological resonance. If your product description happens to be detailed and accurate, and the language is lively and vivid, which not only accurately expresses the characteristics of the product, but also touches the heart of the consumer, then the link between you and the consumer is successfully established, and the possibility of the consumer placing an order is greatly increased. The above are the main points of consumers’ thinking and actions in the purchase process. Through the above analysis, we can know that although the final purchase decision is in the hands of consumers, as sellers, if you can fully consider the psychological demands and thinking process of consumers, and optimize the details in the product details page in a targeted manner, then the number of orders and conversion rates can be improved to a certain extent.
For sellers, an excellent product details page includes the following parts: product keywords, product pictures, product titles, five elements characteristics, product descriptions, prices, product reviews, and questions and answers.