Sellerscast: Amazon Enhanced Brand Content Conversion Rate Hacks


On March 12th, 2019 our own Andrew Maff, Director of Marketing, sat down with our own Gina Milazzo, Head of Accounts, to talk about Amazon Enhanced Brand Content conversion rate hacks.



Andrew Maff:  Hey, hey. Episode #18 of the Sellerscast. My name is Andrew Maffettone.

Gina Milazzo:  I'm Gina Milazzo.

Andrew Maff:  Today we are talking about Amazon enhanced brand content conversion rate hacks.

Gina Milazzo:  Hacks.

Andrew Maff:  You're a hack.

Speaker 3:  You're a hack.

Andrew Maff:  So, okay.

Gina Milazzo:  They're just tips. It's just tips. These are tips.

Andrew Maff:  So, it's not tips. And, I'm not gonna say best practices either. And, the only reason is, I find best practices to be really minimalistic.

Gina Milazzo:  It's like elitist meat.

Andrew Maff:  So, I'm gonna say here's some tricks and some tweaks.

Speaker 4:  I like that.

Gina Milazzo:  Yeah, yeah. That's what it is.

Andrew Maff:  Sure.

Gina Milazzo:  Little tweaks.

Andrew Maff:  All right. Can you make this one better?

Gina Milazzo:  Whatever. Fine. So, the question that we get a lot, I'm gonna start at the bottom, wahoo, about comparison charts. This is one of my favorite topics to talk about because I think it's really fun and very, very customizable. So, if you're not familiar with comparison charts at all, it's essentially a module that you can build in the bottom of your enhanced brand content that involves direct links to other products in your catalog. Why is this so great? We love talking about making the consumer journey as easy as possible on Amazon.

So, any time we kind of talk about navigating through Amazon, super not user friendly. There's a million things you're bombarded with all the time. There's so many ads now. You're really cluttered. You're looking through this product page trying to figure out where the information is. Maybe you're scrolling through the images. You're probably not reading anything. Sorry content team. So, if you can get people to find what they're looking for as quickly as possible, you're doing them a world of good.

So, if you sell three variations of something for three different age groups, three different colors, three different styles, link it in your comparison chart. Get people to what they need, make it more obvious why they need it, and show the differences between them, so they're not flipping back and forth and possibly backing off your brand in general.

Andrew Maff:  So, on a quick side note, a couple months ago we did a video on the benefits of just having EBC. Now what we're talking about is really how to execute and how to do it correctly. And, the really interesting thing with the [com 00:02:06] charts that we've learned is a lot of people worry about, "Oh, it's not really gonna help my conversion rate 'cause I'm driving them to a different listing." It's still your listing. So, you're still getting the sale. You're just providing a better experience and providing more options. In some cases, it may be an upsell.

So, what you wanna do is, yes, you wanna look at the conversion rate of every product you have. But, you wanna look at the overall sessions of your entire Amazon business, and then your overall orders, and figure out what the conversion rate is there.

Gina Milazzo:  Yep.

Andrew Maff:  And, that's the one that you wanna tweak. You wanna try to tweak your entire business and get more of a high level look at what's working and what's not, not really get ... You can really hurt yourself by getting so, so granular in certain things. You can't AB test stuff on Amazon with enhanced brand content, or anything for that matter. There's nothing you can do on that side. So, you really just have to implement the best that you know, and then let it stay. And then go, "Okay, how's it working? Is it working? No, it's not. Okay. What can I tweak to see if it's gonna help?" And unfortunately, you can't AB test stuff. So, that's kind of the cards you were dealt.

But, if you're looking at enhanced brand content, the whole reason it's there is because it's more of a visual appealing area. So, don't even bother with these paragraphs of a written copy of, like, "Here's 20 sentences about why this product is great." I'm not reading that.

Gina Milazzo:  "Let me tell you my life story. Why did I make this brand?" People don't care. They wanna know if it's what they want or not.

Andrew Maff:  You want people in and out. They get into the listing, they purchase, they get out, and that's it.

Gina Milazzo:  Yep.

Andrew Maff:  But, you wanna make sure you're providing enough information so that you don't have a ridiculously high return rate, or you have really high negative reviews because you didn't explain something. So, you wanna get quick and to the point. So, obviously this isn't listing images. Sellerscast, we've talked about that one before. So, you can find that one too. But on an EBC side, you wanna hit those pain points right in the beginning. Like, "Here's a picture of the product. Here is a bunch of stuff that's mentioned all the time." Use your reviews as stuff to talk about.

Gina Milazzo:  Oh my god. It's a gold mine.

Andrew Maff:  If you can't think about what to talk about, look at your reviews. There are literally people in there who are telling you, "Here's what's great about it. Here's what sucks about it." So, mention why it's great, and then address why some people may think that it's not great. Or, at least address some things so that they go, "Oh, this person thought it was a soft case when it was really a hard case." Make sure it says, "Hard case" so that we don't have that confusion again.

Gina Milazzo:  It sounds so simple and straightforward, and this is one of those things that when people get really close to their products, they start to lose sight of the little things that maybe they're so used to seeing, or knowing that they forget that the average consumer on their page does not know these things.

Andrew Maff:  Yeah.

Gina Milazzo:  Another really amazing resource is questions. People are literally asking you, which means that they can't find that information easily. So, you have to make it a little more obvious.

Andrew Maff:  The other side of com charts, too, is if you are in a category where you can't do variations, or if you-

Gina Milazzo:  Genius.

Andrew Maff:  ... your products are kinda similar but they're really not enough to do a variation, it's a great hack to actually ... Ah, I said hack. Damn it. It's-

Speaker 5:  [inaudible 00:05:13].

Andrew Maff:  ... a great way-

Gina Milazzo:  What a sell out. Jesus.

Andrew Maff:  It's a great way to actually treat it like its own variation. So, you are still going to see that improved conversion. You may not see an improvement in conversion rates, but you will see an improvement in overall conversions over your overall business.

Gina Milazzo:  Great example: If you sell phone cases ... I know some electronics categories do not let you easily vary. Anything kind of super technical where you actually wanna lay out the specs, perfect place. So, you can really customize those different row headers, too, in your comparison charts. So you can literally say, "What is the CPU of this? How big is this? What models does this fit?" You can make it as lengthy and in-depth as you need.

Andrew Maff:  Yeah. So, the tool this week I'd like to give some love to, it's one of those, like, we need it because we have to show stuff to sellers we work with and get them to improve. But, at the same time, I think it's still really beneficial for anyone internally. So, it's Red Pen. So, Red Pen is a great way where you can upload imagery or anything, and people can go in and comment and be like, "Fix this, fix that." So, if you have a marketing department in house, or you have a designer, anything like that, then you can upload it. You can make your notes and address things, like circle areas and say what's wrong with it. It's a great way to keep that internal project conversation going back and forth so that you're not going through 500 rounds of fixing your ABC. So, you can make it look the way you want, make sure it says what you want, and everyone's happy.

Gina Milazzo:  Everyone.

Andrew Maff:  Everyone.

Gina Milazzo:  Except me, because Andrew said hack.

Andrew Maff:  I promise I will try to stop.

Gina Milazzo:  That's a lie.

Andrew Maff:  Thank you, again, for joining us this week for Sellerscast. As usual, please subscribe. And, make sure to comment below with any questions you may have, or with what you would like us to talk about for next time.

Gina Milazzo:  Besides hacks.

Andrew Maff:  Besides hacks. And, we will see you next week. Good luck.

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