by Omar Deryan from OJ Digital Solutions
Many sellers don’t use the A+ content feature to its full potential.
I get it. Creating a high-converting Amazon A+ page can take time and effort.
However, if done correctly, it will significantly help your product pages convert more sales.
A poorly designed A+ content can also impact your ROAS If you run PPC campaigns or other promotions to get traffic to your listing.
My name is Omar Deryan, CEO at OJDS. We’ve optimized over 9,000 listings in the past 4 years, and in this article, I’ll go over how to create an engaging A+ content page to turbo-boost your conversion rate and sales.
Without further ado, let’s get started!
Phase 1: Planning Your A+ Content
The Logic behind structuring your A+ Content
The first step in creating a high-converting Amazon A+ content page is to plan the content.
You need to think of your A+ content as a landing page or as a journey that gets your customer from brand awareness to buying.
What do you want your readers to take away as they browse through it?
This is the framework that we use at OJDS when designing A+ content.
You should consider your target audience, the product you are promoting, and how you can position it as the solution to their problem.
Start your A+ content by highlighting your USPs, and make sure you also explain how your offer is better than your competitors.
Next, try to answer any objections or questions prospects need an answer to so they can make an informed purchase decision.
You should also show why they should trust you; this might include client testimonials, your backstory, trust icons, or if a renowned publication featured your product.
Finally, a call to action so that when they finish reading your EBC, they’re more than ready to hit the Buy Button on your product page.
Take professional product photos
Images can make or break a sale.
That’s why I highly recommend you get your images professionally photographed if you haven’t done it already.
Consider it an investment that will pay off with higher conversion rates.
If it is not possible, try to ensure that you have images of your products from multiple angles and in high resolution, this will help your images stand out, especially on mobile.
Style your page according to your brand’s guidelines
Part of what makes your product appealing is branding.
To make the most out of A+ content, you need to use it in a way that doesn’t take away from what makes your brand unique.
This means styling your page according to your brand’s guidelines.
If you have an existing eCommerce site, this will likely be easier for you since you probably already have some sort of visual style guide in place for all pages on that site (or at least a few).
If not, you might also want to research how other brands present their A+ content pages and see if there are any ideas or techniques they use that could work well for yours.
I would suggest creating a Pinterest board and pining all the styles that you like. You will then notice that they are similar patterns and colors in common.
From there, you can create your own color pallet and brand style.
Decide on the layout
There are multiple layouts that you can use.
But the question you need to ask yourself is: Do you need a more descriptive A+ with more text than images or more images than text?
I would say it depends on the complexity of your product but also on your brand positioning and messaging.
If your product has a lot of features and needs more clarification or education, then you would need a good mix of text and images.
Generally, a more visual layout with minimal text works best if your product is an everyday product like a water bottle or a protein bar.
In this example, Clarks used a very simple layout with minimal text.
Your layout should be easy to read and follow, with a clear flow of information that helps readers find what they need quickly and easily.
Use headings and subheadings to help organize different sections of your content so users can scan through it quickly.
You can also use bulleted lists and numbered lists if you want to get fancy with your formatting!
Phase 2: Things To Include In Your A+ Content To Boost Conversion Rate
To boost your conversion rate and increase sales with your content, it’s essential to know what proven strategies work.
Your USPs
You must know the USPs or Unique selling propositions you’re communicating in your A+ content.
These are the reasons why prospects should buy from YOU and not your competitors.
Even if you sell a generic product like peanut butter, you need to highlight the reason why you are better than your competitors and what makes your product unique.
This peanut butter brand did a great job in illustrating its originality.
USPs should be memorable and easy to understand.
If someone can’t remember what your USP is after reading it once, then it will not be effective.
Educational section
Writing a good, educational section is one of the most essential elements of your A+ content, especially if you are selling:
- Innovative products
- Not everyday, main-stream products
It helps people understand what you do and how your product can solve their pain point.
This was the first part of the framework we discussed earlier.
If it is not clear to potential customers what the answer to this question is, then the educational section is a must-have.
For example, this Wild Lettuce Tea supplement brand added this section in their A+ content explaining what their product is and what are the benefits of using it.
You should ensure that your educational section is easy to read and understand.
Don’t use jargon or complicated language—you want people who are just learning about your industry to be able to read this section and get a good idea of what you do.
How to use section
This is the one place where you have carte blanche to get creative.
This section aims to show how your product can be used in the customer’s daily life.
You can write about anything—from how to use your product or make a perfect omelet to how-tos for more complex tasks like installing your HVAC system or replacing an engine in your car.
The trick is to ensure that whatever you’re writing about is possible for a customer to do on their own.
If your audience isn’t able to do what you’re describing in the “how to use” section, then don’t bother including it in your A+ content.
Replying to FAQs
Replying to FAQs is a great way to boost your conversion rate because it shows customers that you’re listening to them.
They’re more likely to trust your brand if they feel like you’ve already addressed their concerns in the content.
You can also use this technique to include what’s important but not obvious information from the main body of the text.
In the example below, this reusable diaper answers the question about the different sizes available in a visual way.
Why should I trust you?
Testimonials are one of the most powerful ways to build trust with your audience.
They’re a great way to show people that others have experienced success with your product, so they might as well try it too!
You can also add a section that includes real customer reviews and feedback on the product, which is an excellent way to show how other people feel about your business.
The who behind the brand
Your customers want to know who you are, what you stand for, and what you’re all about.
They want to know that you’re a real person, not just some faceless company to take their money.
It’s essential to show your personality here—let people see that they can relate to you, and they’ll be more likely to trust what you say.
There is also a new feature that Amazon recently launched called the Amazon brand story feature.
You can take advantage of this feature to highlight your brand.
Cross-selling
Cross-selling is a great way to boost your conversion rate.
If you’re selling a product and want to make sure that the person buying it will buy something else, you can add cross-selling to your content.
An excellent example is Amazon’s “Frequently Bought Together” section. It shows what other customers bought after they bought a particular item.
Sometimes it’s not enough to tell people what they should buy—you have to show them.
Phase 3 – Optimize And Test
You can’t just throw up some content and hope for the best because if it’s not optimized for keywords and search engines, it will not get the attention it deserves.
You need to consider what people are looking for when they come across your content—what will appeal to them?
You also need to know that certain words and phrases work better than others in terms of getting people to click and read.
If you don’t include those words or phrases in your content, you might lose out on an audience who would have been interested otherwise! And that means fewer conversions.
So how do we optimize our content?
Using PickFu
A/B testing your A+ content with Pickfu can help you get more conversions.
Pickfu is a platform that helps you test and optimizes your content. It’s a free service that allows you to browse different versions of your content and see which one performs better.
With PickFu, you can try different headlines, images, messaging, and more to see what works best for your audience.
Once you find the winning combination, it’s easy to copy that version over to your website or blog.
PickFu makes it simple to experiment with different versions of your content without worrying about making mistakes in front of a live audience—and without having too many cooks in the kitchen.
Amazon Brand Analytics
Amazon brand analytics is another tool that allows you to view your product performance on Amazon.
It gives you insights into how your product is performing and what you can do to improve it. This can help you boost your conversion rate and get more sales.
The main benefit of using Amazon Brand Analytics is that it helps you understand what customers are looking for in your product to make sure they find it when they search for it on Amazon.
If something is missing from your listing or description, someone else might try to sell that same thing.
You could lose out on sales if you don’t fix this problem before someone else does.
Bottom Line
That’s it!
Creating this kind of content is a lot of work, but it’s worth it—you’ll see your sales skyrocket as you start to understand how people search for products on Amazon and how to create content that matches those searches.
Now that you’ve read this article, you know how to create a high-converting Amazon A+ page.
Don’t want to do it yourself?
Check our amazon enhanced brand content service and reach out.
