Certain tried-and-true methods may have worked for years to optimize your listings for desktop traffic conversion. While the methods are similar for mobile traffic on Amazon, there are some major differences that are important for Amazon sellers to understand.
Before we dive into these differences, it's important for Amazon sellers to understand why optimizing pages for mobile platforms matters so much. If you don't have a mindset of optimizing for both desktop and mobile, you're only fighting half the battle..
Here are some reasons why considering both mobile and desktop traffic is important in your strategy.
1. Why You Have to Pay Attention to How Your Listings Look on Mobile
Based on the 5 trillion views measured by this United States-based study (Perficient, 2020) here's why mobile views matter:
1. 61% of those 5 trillion website views took place on mobile devices.
2. 36% of those 5 trillion website views took place on desktop computers.
Five trillion. These same patterns held for the 31 trillion website visits, which Perficient measured worldwide, as well.
2. What Are the Differences Between Amazon's Desktop and Mobile Views?
To best position your content and product listings for success on mobile, it's important to understand the differences between Amazon's desktop and mobile views.
- Amazon's Mobile View Appearance
The primary difference between Amazon's mobile and desktop views is that mobile users of Amazon see less when they first arrive on a product page. Instead, they have to scroll down further on a product listing to find more information about the product. They are provided some basic information "above the fold" on the listing, including title, review count, images, and price, but anything of greater detail happens "below the fold."
You have to scroll down past the Buy Box on a mobile listing to see additional detail for a product, including the product description, relevant features, and other distinguishing information. These design elements make some sense, given that 80% of online shoppers first search for products on a mobile device before making a purchase.
Why is the number so high?
Well, think of how much more time you usually spend on your phone versus the time you spend on your desktop. If you're searching on mobile, you're much more likely to buy than if you're searching on a desktop computer, due to the numbers game alone.
Desktop visitors are likely just browsing around to feel what's out there in a certain product category, searching using filters, and driving things down to find what they need. Whereas mobile users are much more likely to make an impulse purchase as they're doing a little surfing on the website.
Given this, it makes sense that Amazon doesn't muddy the waters by providing only basic information above the fold on product listings.
- Amazon's Search Ads on Mobile
Because visitors on your mobile Amazon product listings are more likely to buy, Amazon tends to hit them with a greater number - and greater variety - of search ads than they receive when visiting your products on a desktop.
One key differentiator of Sponsored Product ads - particularly on the Amazon mobile experience- is that they are intermingled directly into your search results. Unfortunately, this makes it tougher for the average viewer of your mobile products to determine what is an ad and what isn't. This confusion, oddly enough, encourages a greater number of impulse purchases.
- Amazon Mobile Product Detail Pages
Conversely, mobile product detail pages don't include many ads. Once you've reached the product you were searching for, Amazon features listings from the top sellers for you to check out. Based on the search term you originally provided, Amazon will offer you similar products across a few categories to try to gauge for what you're searching exactly. This categorization is one way Amazon's algorithm becomes more predictive over time. And as you return in the future, they can offer products that seem to be custom-picked just for you.
The odd thing is if you want to search for a new product, you have to put in some effort to get back to the search box and manually type in a new search. The reason? Amazon wants to pull out information from visitors who are searching your product pages for the first time. And the easiest way to do that is to make the search process a manual process for your visitors.
3. What's Different About the Desktop Browsing Experience?
The primary difference about the Amazon desktop browsing experience is where you are as a customer in Amazon's marketing funnel. You’re further down the marketing funnel when you search or browse on mobile.
After all, most Amazon sales come from mobile visits, so this is a reasonable assumption. Amazon wants to provide you what you're searching for with as little effort as possible so you can make the purchase you're looking to make. Too much information would slow down or confuse that process.
Because fewer people visit Amazon from a desktop than via a mobile device, it’s assumed you’re browsing, and not yet ready to make an impulse purchase.
When you visit via desktop, you're in "research mode," Therefore, the experience is tailored very differently. It’s much easier to do a precise search using search filters on a desktop. These filters are buried - intentionally - on the mobile version of Amazon. They aren't on the desktop version because Amazon wants to make sure customers can find all the information they need since they are at the top of the marketing funnel.
Because Amazon assumes you're starting to do research, ads stand out more visibly on desktop than on mobile, where they tie into search results. Product detail listings are also much more detailed above the fold than on mobile so that information is right at your fingertips as soon as you land on a product page.
The bullet points which outline the most important features of a product are a major difference here. They're just below the product title and let customers know right upfront about the unique features and why they should buy it.
Enough about the desktop experience. This article is about improving your mobile conversion rates on Amazon, so let's look at how to optimize your mobile experience to drive as many sales as possible.
4. Optimizing Your Amazon Mobile Experience to Increase Conversion
Approximately 125 million smartphone users in the United States also buy online with regularity. (Statista) 62% of these people have made a purchase online within the last six months. The article appears to have been published before the COVID pandemic, so you have to figure that number's even higher in the previous 18 months as we were all in lockdown.
So the facts are clear: As an Amazon store owner, you're missing out on a tremendous amount of business if you don't take the time to optimize your product listings for mobile users.
Now, optimizing for mobile doesn't mean that every little bit of your listings must be perfect. Instead, you need to focus on a few elements that are the most impactful first and build out from there to optimize the experience fully.
What matters most is that your listings are persuasive and evoke a desire to buy out potential customers checking out your listings. There are several ways to do this within the four most important elements of your product listings.
There are four elements you must focus on:
1. Product Title
2. Product Description
3. Three Bullet Points
4. Product Images
- Product Title
Your product title is the very first thing a potential buyer sees on your listing. Therefore, there's nothing more important. It has to be crystal clear and leave no room for interpretation. Otherwise, that potential buyer will keep on moving because you haven't done your job to make them pause.
On mobile devices, your product title can only be 18 characters long. So anything beyond 18 characters will be cut off on the mobile view and not obvious to your visitors. I know; 18 characters sound pretty restrictive. And let's be honest, it is. But that's what you get.
Because of this restriction, you have to get straight to the point. Within the 18 characters, you need to include the product keyword that's most important to your product. At the same time, you can't sacrifice readability to force this keyword into the title. With some practice, you'll become more natural at adding these in descriptions. And, for some descriptions, it's much more straightforward than for others.
- Product Description
The product description on mobile Amazon listings caps out at 201 characters. In writing terms, this is about the length of a fully descriptive, well-structured paragraph.
To make your product descriptions "pop," it's important to use a few formatting tricks.
Bold the key descriptive elements of your product to stand out from the rest of the description. These could be elements that describe size, color, weight, shape, durability, washability, or other factors which will play a huge part in the potential buyer's purchase decision.
Since your mobile buyers have already done some basic research on your product and how it compares to the competition, it's a powerful practice to weave some storytelling into your description. Humans inherently love a story, so take the opportunity to tell one about your product. For example, what is the primary pain point your buyer has that your product solves? Then, tell a short story in the description about how this happens for people that buy your product. These stories are a powerful tool to activate interest and do wonders for your conversion versus dry descriptions that are easy to skip over.
- The First Three Bullet Points
Whereas on Amazon desktop, you can list out as many bullet points as you'd like within your description, you're limited to using three bullet points on the mobile experience. Therefore it's essential to highlight the most important features of your product in these bullet points, or better yet, use some other devices to convince your visitor that it's time to buy.
Some ideas include:
* Talking about the features you consistently see mentioned in your positive reviews and those of your competitors
* Directly addressing the common pain points you know your buyers are experiencing that your problem solves
* Outlining a few typical use cases for your product
* Write the first word of your first bullet point in CAPITAL LETTERS (a little psychological trick that grabs attention)
These formatting tricks make your description an activator of your potential buyer's interest, not just another section that doesn't help encourage action. Think about the bullet points like a marketer would think about them, not as an Amazon store owner would think about them. When you can adopt that mindset and tweak it a little over time, you'll easily find a format that works for you consistently.
- Product Image
We all hate a pixelated picture, right? Of course, we do. So do people visiting your product pages. Above all else, make sure that your images are crystal clear and give a nice picture of what your product is all about. If you're considering a couple of different images for your product, keep in mind that longer images tend to stay clearer on mobile listings than wider images—default to using the wider image if you need to make a choice.
5. A Few More Optimization Ideas to Consider
Optimizing product titles, product descriptions, bullet points, and the product image are the easiest ways to optimize your mobile experience for better conversion, but they aren’t the only ways.
There are important things to consider as you focus on listings optimization:
- Writing style
- A+ Content
- Using video shorts
- Writing Style
It may seem like common sense, but your writing style can make a huge difference in whether or not your product listings convert on mobile.
People want easy-to-read paragraphs that aren’t overly technical or bogged down with jargon. They want to hear your unique voice in the content they consume. Don’t be too stuffy, but also don’t be too casual. When you write in a way that tells a story and features your potential buyers as the focus, the conversion will improve. It will take some trial and error to find this sweet spot in the voice of your writing, but you’ll know when you’ve found it.
- A+ Content
Amazon’s A+ Content feature allows sellers to change the product descriptions of their branded ASINs actively. Accessing and utilizing A+ Content allows you the opportunity to truly control the narrative behind your brand and tell a story around your products. Neither of which was particularly easy before.
Here, you will be able to:
- Create custom headers and image layouts
- Build image and text layouts that are unique to your brand
- Line up products side-by-side for easy comparisons
- Make your product’s features easy to understand through bulleted lists (as we described above)
- Educate your customers not only on what your brand offers now but also share additional history and context
Through branded content, you’ll be able to take things to the next level through full-screen product carousels on both desktop and mobile, image and text cards, and links to other products in your store.
If you have a large and diverse product catalog, taking full advantage of A+ Content is a great strategy. It will help your products stand out from the pack by building a unique story and narrative that’s true to your brand.
- Use Video Shorts
Amazon allows you to use short videos, called Video Shorts, to add a fresh visual aspect to your product pages on mobile. Make sure to take advantage of these, because not many people do!
Video Shorts can be found under the Related Video Shorts area of a listing. Some of the best brands on Amazon use these shorts to show off a demonstration of a product. They also share video testimonials from their best customers, the occasional unboxing of a hot new product in their line, or a how-to that shows people how to use a product.
Experiment with a few different types of videos to find your wheelhouse, see what your mobile visitors respond to, and most importantly, the videos that lead directly to conversion or move more people into your marketing funnel.
6. In Conclusion
Optimizing your Amazon mobile experience isn’t easy. If it were, many more sellers would be successful on mobile than there are. It takes some dedicated, deliberate, and focused work. But that work is worth it when you tap into the source where most interested buyers are hanging out.
If you’re spending too much time on your desktop experience, it’s worth considering a switch. The future is mobile, and you’ll want to jump on that bandwagon as soon as possible.
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