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When your customers search for your product, do you know why they purchase yours versus a competitor's?
In that three-second window while browsing search results, what ensures they pick your insulated water bottle over other options?
This Three-Second Rule represents the difference between making sales and getting pushed further down in the search results. Knowing the factors behind a customer’s purchase decision is the key to creating products they can't resist.
In this article, we'll show you the five keys to winning in Amazon Search so you can climb higher in the results, make more sales, and get more reviews.
Key 1: Scroll-Stopping Product Images
First things first, your product images need to be top-notch. They're the attention-grabbers that get customers looking at your product first.
Start with a stark white background. Your image should occupy at least 85% of that space! The remaining space should be empty, especially around the edges. Any bleed over into the photo borders could get you flagged by Amazon.
Make sure these images illustrate clearly how your product solves your customer’s need. Is it an umbrella? Show it’s lightweight, can fit in a purse, and dries quickly.
Help your customer quickly recognize that this product not only solves their problem, but solves it better than any other product in their search feed.
But don't stop there! Add some pizzazz by showcasing your product from different angles or with cool props. Include a few lifestyle shots to demonstrate its use and stimulate your customers' imagination.
Key 2: Solid Reviews and Ratings
Okay, here's the scoop: your customers love reviews and ratings. They rely on them to determine whether your product is worth their time and hard-earned cash.
So, aim for at least a 4.3-star rating. It looks like 4.5 in search, and this is the sweet spot where trust starts to kick in. We notice a consistent uptick in sales when a partner hits this magic number with their products. A jump from 4 to 4.5 stars on Amazon often means a 20% jump in sales on average.
But hey, perfection isn't always the answer. A perfect 5-star rating can raise a few eyebrows. Unless your product is an iPhone or Nintendo Switch, people might suspect something fishy.
Higher-priced items often face more scrutiny, especially when it comes to reviews. Oh, and if you're selling health-conscious goodies, you better believe customers will pay extra attention to what others say.
Remember: Negative reviews are lousy, but zero reviews is even worse. So, aim for around 30 reviews and ratings to build trust and credibility.
For more ideas to help you increase your reviews on Amazon, check out this article. >>
Helpful Tip: If you have a product with many variants, such as an assortment of t-shirt colors and sizes, combining its product pages will aggregate your reviews and ratings.
The product page will list the average star rating and combine all the reviews into one, including on Amazon search. Product variates are a great way to bolster lower-tier products in the search rankings.
Key 3: Win the Pricing Game
Sometimes, it’s not about having the lowest price. It’s about being the best deal. A $36 product discounted to $24 looks better than a $24 product with no discounts.
Now, the price tag must be the MSRP, but even a one-dollar discount can make your product more appealing. Every customer likes a deal, and if there’s a possibility they could pay more tomorrow than if they purchase today, chances are they won’t wait.
Did that help? You will need to win at least two of these three categories in order to stand out on Amazon. If you want to make it to the top of search faster and increase your sales by 40% or more, set up a call.
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