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Amazon Mobile Optimization Guide: Increase Conversion Rates & Boost Sales on Amazon
You need a mobile-first approach when building your Amazon product listing pages. After all, nearly 70% of Amazon purchases occur on mobile, according to internal data across all our clients. Unfortunately, we often see brands neglect how their Amazon listings look on mobile. By not thinking mobile first, you risk having hard-to-read text, blurry images and a jumbled layout. And your Amazon A+ content and Amazon Brand Story feature, which have a more prominent position on mobile, may not look good. So, is your brand optimized for mobile? If not, don’t worry. We’ve put together this guide to show you all you need to know about Amazon mobile optimization. We’ll cover:
What a good sales conversion rate on Amazon is
Why you should prioritize the mobile experience when building listings
The difference between mobile and desktop shopping on Amazon
Best practices for Amazon mobile optimization (do’s and don’ts)
Final advice for creating listings and Amazon mobile optimization
It’s always good to have a benchmark. So, let’s first answer the question: What is a good sales conversion rate on Amazon?The average Amazon conversion rate is around 10%, according to data from Helium10. That’s the average. At Amify, we believe a good conversion rate is around 15%, though that can vary by category and product. For instance, pet care products typically have a higher conversion rate than sports goods (source). An expensive heat tool may have a lower conversion rate than an affordable hair gel. As a seller, you have many ways to boost your Amazon sales and conversion rates. But one of the quickest ways is to optimize your presence on mobile. We’ll discuss why below. Read a case study: How we helped a bug bite balm achieve a 50% conversion rate!
Why you should focus on Amazon mobile optimization
What percent of Amazon users shop on mobile? If you do a Google search, you’ll find varying data on Amazon mobile versus desktop usage. Amazon doesn’t share this information, so what you find comes from different Amazon service providers and sellers. At Amify, we work with a lot of different sellers, from beauty and clothing companies to medicine and food brands. In the last quarter of 2020, 69.4% of our partner’s orders came from a mobile device, versus just 29.9% on desktop and 0.7% on tablet.
Nearly 70% of Amazon shoppers use a mobile device to buy products. That’s why you should focus on Amazon mobile optimization. “When we create listings, we do the copy and design from our desktops. It’s easy to forget that most of our consumers are on mobile devices when they’re shopping,” states Ally Manet, Associate Content Director at Amify. “Since 7 out of 10 Amazon shoppers view products from their smartphone, we must prioritize the mobile experience when building listings. If we don’t, we risk losing business.”
Differences between Amazon mobile and desktop experiences
Here’s what an Amazon product listing on desktop looks like:
Content flows predictably from your Amazon listing title through the Product Attributes, Key Features and Images.
Product detail bullets are shown in full. Images are lower in the visual hierarchy, with thumbnails small and to the left.
The Brand Story and A+ Content show up below.
Compare that to an Amazon product listing on mobile:
Title and Images remain constant at the top of the listing, but Product Attributes, Key Features and A+ Content can vary in position, typically with A+ Content coming first.
Images are higher in the visual hierarchy, begging to be swiped through as they fill the majority of the mobile screen. You want to ensure these images are optimized for mobile. Text should be large and the images should focus on the product (no distractions).
Only the first 2 product bullets are typically shown. The rest are hidden behind a “see more” expander.
When building a listing, keep in mind how it will appear on both desktop and mobile. Obviously, you want to create the best listing possible, but you should give extra attention to the Title, Images, and A+ Content (as those matter most on mobile). Since shoppers see the first two bullets, and have to tap ‘see more’ to view the rest, your first two bullets should highlight the main benefits, features and selling points of the product. MobyFox Case Study: Read how we helped a watch band seller go from $0 to $30K per day in 90 days after Amazon launch. Hint: Amazon mobile optimization helped them boost sales.
Do’s and Don’ts for Amazon mobile optimization
When creating your Amazon listing, even the smallest tweaks can make the biggest difference. For your Title, Images, Product Attributes, Key Feature bullets, A+ Content and more, adhere to the following best practices and you should boost sales on Amazon.
Best practices for Amazon Titles
Remember these do’s and don’ts for Amazon product titles:
Lead with the brand name and name of the product.
Include the 2-3 most important keywords, depending on industry (don’t keyword stuff!).
Titles can get cut off on mobile, so keep the beginning as clear as possible.
Here are some good titles:
Here’s what you shouldn’t do with Amazon titles on mobile:
Look at how many times it says Evernote!
What works for one product title may not work for another. Note you may have an opportunity for A/B testing. So, test and optimize your titles if possible. Read about our A/B test on the best Amazon product title length.
Best Practices for Images
Images get prioritized on Amazon mobile. Here are some guidelines you should follow:
Repeat the most important selling points as concisely as possible.
Don’t overdo it with text. Sell it to a visual learner.
Show what you can’t tell. Images are a good place to show features that don’t need heavy explanation, but are more easily understood visually.
Make short, simple infographics or overlays for the product.
“Images should be clean, clear and stacked nicely. You can use iconography, arrows and other sorts of callouts to help make content consumption easy. Images are a good way to show what you can’t tell, especially when you’re limited by the dimensions of a mobile device.” states Joe Wehrman, Art Director at Amify. On mobile, shoppers will swipe through your product images. So, you want to capture their attention with nice visuals that quickly show the value of your product. Avoid long lines of text and distractions in the images. Get to the point! To give you a better idea of what you should do, look at our in-house example images:
A note about Product Attributes
Product Attributes are automatically populated on Amazon based on product-level data. These attributes are designed to help with search and filter functionality, and can be managed via the listing dashboard.
Ensure the data is correct!
Best practices for Key Features bullets
Amazon bullet copy should clearly and concisely highlight the key benefits and features, while hitting important keywords. The following structure works well on mobile for convincing customers to make the purchase:
Bullet 1: Highlight the product’s key benefit or feature.
Bullet 2: Highlight the second-most important benefit or feature.
Bullet 3: Address concerns or barriers to purchase.
Bullet 4: Prove the product quality (social proof, expert-approved, etc).
Bullet 5: Showcase the brand or additional product benefits (durability, ease of use, etc)
Your structure may be different. This isn’t a set structure. Use it as guidance to write your listing. The example below of a KP bump eraser body scrub is a helpful reference as well.
The first few bullets showcase the product benefits. The last few bullets address common customer concerns and provide evidence that it works as described.
Best practices for A+ Content
A+ Content appears at the bottom of the page on desktop, but often at the top of the listing for mobile. So, think of mobile first. “A+ content is a playground. You have a lot of flexibility to show off your products, so it’s very valuable for Amazon mobile optimization. It’s also the space to display who you are as a brand. It can function like an extension of your website in some ways,” states Joe Wehrman.The best A+ Content visually stuns while showing off the benefits. This is how you drive conversions and boost Amazon sales. So, adhere to these best practices for A+ Content:
Be concise, but repeat important content from the bullets in a succinct way.
Use headlines/callouts to guide the reader down the page and direct them to the most important information.
Bring the branding to life. Use a good mix of copy and design to show WHO you are as much as what you have to offer.
Text with imagery gets 94% more views than text without imagery. High-quality aesthetics along with concise product details will boost conversions!
A+ Content is not only great for displaying product benefits, but also for sharing info about your brand and company mission.
When it comes to Amazon mobile optimization best practices, A+ Content is one area you shouldn’t neglect. On average, A+ Content boosts conversion rates by 10%. Great A+ Content can boost Amazon conversions and sales even more. Read our Amazon A+ Content guide.
Amazon mobile optimization: Getting everything right
When building a listing on desktop, even small tweaks can impact appearance and performance on mobile. Keep these things in mind as you create your product listing:
Pay special attention to your additional images. They play a bigger role on mobile and may be the only things your consumer considers about your product before clicking Add to Cart.
Consider dimensions. Amazon recommends 1000 x 1000 pixels minimum, and vertical imagery will scale larger on mobile.
2. Keep the title simple. Be straightforward with only the most important keywords to keep it from looking cluttered on mobile.3. Remember that there is only 1 version of A+ content, and it is a higher priority on mobile. It should be easily legible as it scales.4. Videos will play with audio muted by default, so use on-screen text to keep the viewer engaged.To ensure you boost Amazon sales as much as possible, here are some final do’s and don’ts for your Amazon mobile optimization:Do…
Think visually: Images and A+ content make their biggest impact on mobile.
Write concisely: You have even less time on mobile to capture their attention; get to the main benefit in the first bullet.
Design with scalability in mind: If you don’t have the capacity for mobile-first design, take advantage of Amazon’s live-text modules which automatically scale.
Take advantage of Brand Posts (if available to you): Brand Posts show up above customer questions on mobile. This section can help keep the shopper looking at your products - instead of the competition’s.
Expect your bullets to do all the work: They often are hidden, or are the last thing the consumer will see on mobile, so make sure the most important information also appears elsewhere.
Rely on product images alone: Use text overlays and infographics to add context and help guide them while swiping.
Optimize for mobile and sell more on Amazon
Following best practices for Amazon mobile optimization can lead to higher conversion rates and sales. It’s hard work to optimize each listing, but your efforts will pay off.As you’ve discovered by reading this article, there’s a lot to consider when you optimize a listing for mobile. Plus, Amazon continues to add and change features. For instance, they recently updated the Brand Story feature, and that section could now play a more prominent role in listing success (read our update Amazon Brand Story guide here). Since Amazon mobile optimization has its complexities and the rules and best practices constantly change, it helps to have Amazon experts on your side. At Amify, we not only stay updated on what Amazon is doing, but we consistently monitor and research what works and what doesn’t, and implement those strategies for our partner brands. If you need help optimizing for mobile, we’re ready to help you maximize your potential and sales on Amazon. Click the link below to get started.