March 27, 2019 by Price-Fuel
People process visuals 60,000 times quicker than text. When they look at your Amazon store, what do they see?
Your product descriptions might be stellar and your price points ideal, but if your images are grainy, small and slow to load, you could be missing out on reaching your target audience.
Most online shoppers spend 10 seconds browsing around an online store before deciding if they’re going to purchase anything. If nothing catches their eye, they’ll abandon your listing and move on to the next.
Today, we’re sharing how to optimize the images of your Amazon products, and why it’s so important to your shop’s long-term success.
Ready to learn more? Let’s get started.
Put simply, your click-through rate (CTR) is the number of clicks you receive on your ads or website compared to the number of impressions you create.
Do you have Pay-Per-Click (PPC) ads to your listed Amazon products all over the internet? They might be on your social media pages, your e-commerce website and your daily blog posts.
If so, do you know how effective they are and how much they’re contributing (or taking away from) your marketing spend?
Your CTR also includes how many people find your site via an organic search result. How effective are you at convincing them to visit your page?
Let’s take a closer look at CTR and how it’s calculated.
You can calculate your CTR by dividing your number of clicks by your total number of impressions. So, if you have one click for every 100 impressions, that’s a CTR of 1%.
Not sure where to find this data? Look under “Statistics” within the Amazon Seller Central portal. Here, you’ll find your overall number of sessions and impressions.
What is a good CTR for your Amazon store? While the average is 0.35% for a display ad, Amazon sellers tend to hover around 0.33%.
If yours is lower than this, it means users aren’t finding your ads interesting or compelling enough to click on.
In some cases, this may be attributed to incorrectly identifying your target audience. Yet, it’s most often due to the fact that your ads aren’t visually dynamic enough.
The quickest and most powerful way to improve them? Take a closer look at your product photography.
Let’s take a look at how to optimize your photos for maximum appeal.
Before you go in and change your existing photos or upload new ones, it’s important to remember the context in which they’ll be viewed.
Yes, your images are highlighted on your main product page. They’re also displayed in search results, online ads and as thumbnails.
Why is this important? You’ll need to make sure any image you use is just as sharp and easily distinguishable in its smallest form as it is on your main page. Understanding this, you can begin taking steps to optimize your images.
To make things as straightforward as possible, Amazon has technical guidelines to follow when you create or update a listing. If you fail to meet these requirements, your listing won’t go through.
While the standards can change every so often, the below rules are currently in place:
In addition, all of your product names should include your product identifier (Amazon ASIN, ISBN, JAN or UPC), then a period and the image extension type (for example, .jpg).
Your photos should also be devoid of all watermarks, text, logos, borders or mannequins.
Amazon merchants can display up to nine images on their listing. It’s in your best interest to use all of them. Take this opportunity to photograph your products from multiple angles.
Aim to shoot your images from different angles than the ones your competitors chose. This way, your item will look different in search results and you’ll draw more attention to your listing.
Then, organize your images by placing the highest priority on the one you want to feature. This will be the one that shows up in your ads, on your thumbnails, and in search results.
One rule of thumb: Your priority image should display the product in a logical, usable way. For instance, if you’re selling a tracksuit, the main photograph should be of someone wearing it, not of it draped across a table.
You can use the other eight image slots to display details of the tracksuit including an up-close photo of the fabric, the interior lining, the zipper and more.
Once you’ve determined the layout of your images, it’s time to make sure they’re of the highest quality possible.
While photographs are most commonly used, high-quality, realistic user drawings are also permissible depending on your niche. If your product is more technical, for instance, these drawings can be helpful in describing how components operate.
If you’re selling music or books, cover art is also permissible.
Be sure to keep each photo as clean as possible. If there’s anything in the frame that’s not directly related to the product, remove it to avoid confusion.
Also, aim to upload sharp images with a high resolution and excellent lighting that showcases the product’s features. No one wants to squint to see the details on a floral sundress or the scene of watercolor painting.
While some sellers may be able to get by with smartphone pics, it’s wise to invest in a professional photographer for your Amazon product ads. The editing expertise alone is well worth the cost.
Itching to adjust the color on your product just a little to make it more clickable on a product ad? Don’t do it.
Where you can, however, you should showcase the different colors of your products to make them as eye-catching as possible.
Ultimately, make sure that you’re representing each item as accurately and authentically. This is where high-quality product photography lighting is critical.
Taking your pictures in the sunlight or against certain backdrops can alter the saturation of the image and in turn, the colors represented. If necessary, add an extra light source to make sure you’re getting a true shot.
This also relates to scale. Don’t shoot an image at a certain angle to make it appear larger or smaller than it really is. In fact, it often helps to place your item beside a real-world object, such as a ruler or coin, to help users understand its dimensions.
Put simply, your customer feedback rating depends on it. If someone buys a product from your store expecting one thing, then receives a different version on their doorstep, it’s unlikely you’ll be getting those coveted five stars.
While optimizing your product photography is one of the first steps you should take to improve your Amazon search result ranking and improve your CTR, it isn’t the only one.
These initiatives should be prioritized as early as your Research and Development (R&D) stage.
When you’re setting up your shop and building your sponsored ad campaign, analyze your search term report to find keywords that are relevant to your target audience and use them where possible across your ads and your website. This will help direct more relevant traffic to your store.
Moreover, your price point also determines your CTR, as do your number of positive reviews. Set your pricing strategically to ensure it’s as competitive as possible without sacrificing your profit margins. From there, work to manage your customer feedback and encourage satisfied buyers to share their sentiments.
You can also strive to earn badges, such as Amazon Best Seller ones, to encourage clicks in your direction.
With all the work that goes into setting up your Amazon products, you don’t want to miss out on valuable traffic because your images aren’t up to par.
Your CTR can give you an idea of how successful your current setup is. If your numbers aren’t where you’d like them to be, optimizing your images is a great first step in the right direction.
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