➡️ What impact can A+ have on your conversion rates
➡️ How can A+ drive lifetime value and higher basket size
➡️ What influences ranking on Amazon and how A+ can improve yours
➡️ 3 factors that determine your relevance for a keyword on Amazon
➡️ How your Amazon flywheel compounds with great A+ content
➡️ Specific components to an A+ page that you can include and why
➡️ The MICRO and MACRO strategies I always think about when looking at A+
➡️ Understanding that A+ is an investment and not just a cost
In the Amazon consulting world we have a LinkedIn echo chamber. Noise bouncing back 'n forth.
Amazon Advertising makes up a lot of noise right now. So it should. It's exploding.
But Amazon Advertising does not matter IF you can't convert those customers. The rule of thumb will always be:
1st you have an operational base, 2nd you have branding, 3rd you have advertising.
This is my Mountain Strategy I refer to time and time again:
Hire an ads agency. Employ that new expert in your team. Invest in that PPC course. Do all of this. But also ensure that you're crystal clear on the importance of exceptional content that converts those customers.
A+ Content Written Guide
What impact can A+ have on your Amazon listing?
On average products see a 3-10% increase in sales [Amazon]. But we have seen figures much higher than this when coupled with a full listing optimisation on Amazon.
You won’t know the overall impact of A+ content as data is not available. We must look at the bigger picture. If A+ is done well, we sell a consumer on the brand. We build a connection with them right on the detail page. A connection that may not occur without highly engaging rich content. This can lead to higher repeat purchases and an increase in customer lifetime value (CLV).
Additionally, an increase in basket size is also possible. But we will not be able to see this information. So, we must always look at overall sales on the account pre and post A+ content. That will give a better understanding of the success.
A+ content keywords do not have an impact on searchability. The algorithm does not index them. But A+ will impact and increase your organic ranking.
Ranking is determined by relevance. How relevant is your product for a search term.
Relevance on Amazon is determined by 3 factors. Clicks, conversions, and sales. If you achieve high clicks, high “add to basket”, and high checkouts (for a search term), then you go up the rankings.
A+ impacts your conversion rate. In turn having an impact on your sales rank.
A+ also impacts your reviews. Strong A+ content educates the prospect on a product uses and benefits. This education reduces the likelihood of a negative review. It also increases the likelihood of a positive review. They know what to expect upon delivery. Their demands are met. Their experience is improved.
Increasing positive reviews and decreasing negative reviews leads to a better review score. Products with better review scores have a higher ranking on Amazon. They get more clicks, they get more conversions, and they get more sales. Their relevance increases.
This compounding is referred to as “The Flywheel Effect”.
It is difficult to put a figure on the impact of A+. We can look at increased conversion rates, increased sales, increases sales rank, increased reviews, and increased repeat purchases. But the flywheel cannot be visualised. There is an element of trusting the system.
You can’t attribute being nice on the phone to customers to growing 50% YoY. Somethings you just know.
Who is eligible for A+ content on Amazon?
It’s currently available for brand-registered sellers. It is also available to brands on the Amazon Launchpad programme. Although, I wouldn’t recommend this programme.
What is the purpose of A+ content on Amazon?
The overall purpose is to drive The Flywheel Effect. As discussed above.
Here is a review of each component though. What is the purpose of each component:
Rich explanations of product benefits
A feature is something your product has. But features don’t matter.
Benefits tell us what impact a feature has. What is the outcome of having that feature.
The feature of my Microsoft Arc Mouse is it snaps flat. The benefit is “slip it into your pocket or bag”.
A+ reinforces the benefits. Utilise the space to showcase the benefit in a different way.
If prospects envisage the benefit more easily, conversion rates will increase.
How to use
Not all products are easy to use. Your customers may also not be savvy.
If they are confused how it can benefit them. Or they can’t visualise steps required to achieve the benefit. They are less likely to A) continue with the purchase, B) use the product as intended and experiencing the benefit. They are more likely to have a poor product experience.
A+ increases the chance of the user imagining and achieving a positive experience. Increasing conversion. Increasing positive reviews. Decreasing negative reviews.
Tell your brand story
Develop a connection with the customer. Invoke an emotion by answering why you exist. Why should they buy from you and your brand.
Treat A+ as a touchpoint. Use it to be unforgettable. Use it to build a tribe. Use it to humanise your brand.
A+ should achieve this. If achieved you drive conversions, basket size, lifetime value, and ambassadors. The Flywheel spins.
Showcase your range
Maybe product A doesn’t solve the customers problem. But product B might.
Maybe product A solves the problem, but product B makes it even better. Or B solves another problem they have.
Customers are looking for solutions to their problems. Some problems they are aware of. Some they are not. Some solutions they know already. Some they don’t.
If your why aligns with the customer. If you understand their problem or problems. Then they trust you. If they trust you, they are likely to trust your other solutions.
A+ drives cross-selling. It drives customers to buy into your brand more. Increasing basket size. Increasing sales.
What does A+ look like in practice?
MACRO: top-level A+ strategies to follow
High-quality images/renders. You are only as good as your raw materials. If you have poor images and no 3D renders, this will have a negative impact on your A+ quality.
Landing page style
Use full-width modules only. Fill in the background image only. Do not use the text overlay. Design the images to work together. Design them off Amazon as a landing page. When you upload to Amazon, you have the images working together. Producing a landing page effect.
Customer A+ for each ASIN
All content should be consistent across your assets. A+ pages should be similar. But the specifics should be unique for each ASIN.
You can reuse modules across your listings. Your why and your brand-based content for example.
We create A+ templates. Then we follow the templates for each product in the range.
Avoid text-based modules. They are not personalised. They are not on brand. It damages the overall feeling of the A+. Plus, it doesn’t impact searchability. The keywords don’t matter.
MICRO: specific A+ strategies to follow
Focus on benefits.
Use different content types.
Comparison chart module
How to use
Banner one should have a pattern interrupt background. It should contrast the white colour above it on the Amazon page. Grabbing attention.
Why A+ content on Amazon is an investment
You are investing in The Flywheel Effect.
Many brands view A+ as a sunk cost. When it should be seen as an investment. It may or may not achieve a positive ROI in the first month. But just like Amazon Advertising, where you invest in traffic, with A+ you are investing in conversion. You are investing in strong customer relationships. You are investing in your brand image. You are investing in lifetime value.
This investment compounds. A+ directly impact The Flywheel Effect. The Flywheel compounds over time. As conversions go up, sales grow, basket size increases, repeat purchases come through, reviews increase, sales rank improves, your Flywheel spins faster. That process is on repeat. One A+ page may not need a change for 2-years. You have 2-years of compounding.
If you do everything right, your ROI on A+ will be huge. You won’t ever know that figure. But you will know.