1. Amy Wees - Take customers on a journey with a set of photos
Amy Wees is the CEO of
Amazing at Home E-Commerce Consulting, a world-renowned company that has helped thousands of brands launch private label products on Amazon and beyond! Amy's knowledge in product development, sourcing, marketing, and sales have enabled her to help countless entrepreneurs develop their own successful businesses.
Your product photos need to take the customer on a journey. They need to really show why your product is number one, what are your unique selling points?
Even if you're selling the exact same thing as everybody else, if you do a better job of connecting with the customer and explaining what's special about your product, you’ll convert better.
When you do a better job of communicating and connecting with the customer, you’ll also help create doubt in the customer's mind about competitor products - so they’ll end up buying yours instead.
You don’t have to be defensive about it either, do a better job at showing exactly what your product does differently and why it should matter to the customer.
Tactical Takeaway
Great product photos are now just the cost of entry to sell on Amazon.
Just like Amy says, you need to level up and think more about how your photos will connect best with your customer.
But, how do you actually figure out what matters most to your customers?
Well, ask them!
If you’ve been collecting email addresses for your customers (and you should be - more on how to do that on a future post ) You can email them one simple question:
What made you buy my product?
Use the answers from this to determine how to do your product photo shoot.
You’ll be able to show the product in action, show the top problem it’s solving and show explicitly why it’s different vs all the competitors.
Plus, just like Amy mentions, you’ll not only be able to show off why your product is unique, you’ll be able to show WHY it matters too!
And of course if you don’t have an email list yet or want to be able to get 100’s of Amazon shoppers opinions on which benefits matter most You can start your first Pinion Poll.
2. Danny Carlson - Create your own focus group
Danny Carlson founded Kenji ROI (Amazon optimization agency) in 2016, then grew it to 25 employees before exiting in 2022.
His YouTube channel focuses on marketing, sales, & modern autonomy in the digital age.
The best way to raise conversion rate in 2023 is to run a private image feedback session with friends and family.
Take your main images and put them in a Google photo album so they can ONLY see the images, then ask them to voice their thought process out loud.
The goal is to see how understandable the main benefits of your product are through the images alone. What's obvious to you, the brand owner isn't necessarily obvious to other people.
Tactical Takeaway
Once you start working on a product, you have what’s called the “curse of knowledge”. You know so much about the product that you start to lose the ability to think objectively.
That’s why, as Danny mentions, it’s mission critical to get fresh eyes and opinions - you don’t know what you don’t know. And, you also never know what ideas may pop up (I got an idea for a patent simply by asking a customer on how I could improve a product).
When you’re doing your focus group, I would also add the question of
“What do you find confusing?”
I’d argue it’s just as important to see what’s confusing about your listing as it is to understand what the key benefits are.
If there's one lesson we’ve learned after going through 1000s of Pinion Videos it’s this:
Amazon shoppers are finicky.
If they're confused, they bounce to the next listing.
So, make sure your benefits are as simple as possible and there’s no chance of confusion.
And of course you can use Pinion Videos to do exactly what Danny suggests (just share a link to your google photo album and ask shoppers any questions). You’ll get a screencast video of shoppers thinking out loud as they answer your questions.
3. Steven Pope - Add a keyphrase to your main image
Steven Pope - is the Founder of My Amazon Guy a 300+ person Amazon Seller Central agency out of Atlanta, GA. We Growth Hack eCommerce and Marketplaces through PPC, SEO, Design, and Catalog Management.
The easiest way to grow your sales is changing your main image to grow your market share
Spend 10 hours reworking your main image. AB test it.
Add a key phrase onto the image. Whether it's on your packaging or somehow on the item, it will drastically increase both CTR and CVR.
Check out this video explanation with examples.Tactical Takeaway
Your main image is the single most important asset for your Amazon listing. You’re definitely leaving money on the table if you’re not testing it like Steven mentions.
Absolutely love this idea (so much, so we added it as a testing template inside of ProductPinion).
For this to work well, you’ll want to pick a highly relevant keyphrase you already convert for.
The idea is, when someone searches for the keyphrase, say “Silicone baking mat” your product will have those exact matching words on the main image.
This works well because when a shopper sees the words they just searched for, it’s going to (hopefully) trigger their brain to be like
“That’s exactly what I'm looking for!!”
And, be that much more likely to click on your listing.
Now, technically, you can’t just add words to your main image.
The trick here, like Steven mentions, is to make it look like a part of the packaging. So, maybe add a hang tag, or write it on the bottle cap, etc.
The kicker is that you don’t actually have to update your real life packaging to do this - just your image.
Test it, and see how well it works!
4. Liran Hirschkorn - Leverage Manage Your Experiments
Liran is founder and CEO of
Incrementum Digital, which has managed over $100 Million dollars of Advertising spend on Amazon and has helped optimize hundreds of listings. Liran is also an advisor to multiple ecommerce and saas companies as well as 8Fig.co which provides growth capital to ecommerce sellers.
My number one tip for increasing conversion rate is a/b testing every aspect of the listing.
It’s easy to test your title, main image and A+ content with Amazon’s Manage Your Experiments.
Tactical Takeaway
Most sellers aren’t using Amazon’s Manage Your Experiments tool (and you should!) It also plays nice with ProductPinion.
You can use ProductPinion to get fast feedback on which variations are actually worth testing on Amazon’s tool (since Amazon’s tool can take up to 2 months to get results depending on your traffic).
Amazon advertises their tools can increase customer interest and sales up to 25% (or more if you’re using ProductPinion) More details here:
https://sell.amazon.com/blog/grow-your-business/manage-your-experiments5. Lyden Smithers - Get inside your Avatars Mindset
Lyden Smithers is an international speaker, leader at
Titan Network and Co-founder & President of Ignite Brands, heading up a team of 200+ employees managing over 30 Amazon accounts, turning 8 figures in sales per year on Amazon
Images are key to conversion but great imagery of your product isn't necessarily going to sell it.
It's what the images are of that matter - showing the product being used the way it is supposed to by a model that represents your perfect customer is key.
We put a lot of effort into market research and competitor analysis to understand what our avatar cares about when selecting a product.
If you can really get inside of the avatars mindset, understand what drives them emotionally and speak to that not just in your copy but in your images, you'll see your conversion skyrocket.
Tactical Takeaway
Similar to what Amy mentioned, going beyond just good photos and understanding your customer’s mindset is the key to increasing your conversion rate on Amazon.
But how do you understand a shoppers mindset and what matters most?
The easiest way is to actually talk to them.
Sounds simple enough, but almost no sellers actually do this…
It’s not enough to just get written feedback, you need to actually hear them speak out loud and understand the nuance of what matters most to them.
Context is everything.
That’s where a Pinion Video test comes in.
Instead of sharing an Amazon URL, you can also share a dropbox or google drive link with potential lifestyle images of your product in use.
You can then ask the shoppers which images resonate best and why. You can ask how else they would see themselves using the product, etc.
You’ll get 3-5 min videos of shoppers speaking their mind.
Almost like a scalable focus group on steroids.
And, once you're inside their mind, you'll know how to create a listing that convert like crazy.
What's next?
We spoke with more Amazon experts on their take on how to increase your sales and conversions.
Be sure to subscribe to the blog to get updated when those go live!
