eCommerce Content Optimization

Our eCommerce Expert Signe McAdams' portrait


June 29, 2023

Signe McAdams

2D Retail Co-Founder & CEO

Signe is a knowledgeable expert in the field of eCommerce with over 7 years of experience. Throughout her career, she has been instrumental in helping brands establish and optimize their online presence, showcasing her expertise in designing, launching, and optimizing eCommerce product listings. Her proficiency extends to various platforms, including Amazon Vendor Central, Amazon Seller Central, Salsify, Syndigo, Channel Advisor, Walmart Seller Central, Target+, Home Depot, Helium10, and MerchantWords. With a wealth of knowledge in these areas, Signe is now focused on leveraging her expertise to streamline the eCommerce content optimization process.

In today's digital age, eCommerce has revolutionized the way consumers shop. Online marketplaces like Amazon, Walmart, and Target have become go-to destinations for shoppers worldwide. As a seller, your success on these platforms hinges on various factors, including the quality, accuracy, and consistency of your product detail page listings. In this guide, we’ll delve into improving your product listings and covering best practices.

High-Quality Product Images and Videos

In the world of online shopping, where customers cannot physically touch or experience products before making a purchase, images and videos play a vital role in creating a compelling and engaging shopping experience. Having an eye-catching main image plus additional high-resolution images of your product from multiple angles, lifestyles, infographics, and videos can provide a clear representation of what customers can expect. By presenting a complete picture, you build trust and minimize the need for customers to search for additional information elsewhere. The images should align with customer expectations, leaving them confident in their purchase decision.

Amazon allows up to 7 thumbnails and that is the maximum number of images that will display on a mobile device, so we recommend having at least six images and one video to provide a comprehensive visual representation of your product. It’s also important that your images are a minimum of 1000 px in width and height to enable zoom functionality, though we recommend higher resolutions to prevent third party seller’s images from being selected by Amazon over your own.

For more information on Amazon’s image requirements, see this article.

Brand Image and Recognition

Building a strong brand image relies on a crucial factor: ensuring that your product listings maintain a coherent presence across various retailers. This approach makes your brand more memorable and recognizable to consumers, establishing a sense of reliability and professionalism that fosters trust. It also plays a significant role in establishing a cohesive brand identity, reinforcing your distinctive selling proposition and distinguishing you from competitors. By presenting a consistent image across multiple platforms, you enhance your brand's reputation and significantly improve the chances of repeat purchases.

Streamlining the Customer Experience

Accuracy in product detail page listings is vital for streamlining the customer experience. When customers encounter uniform information, including product titles, descriptions, and images, it eliminates any confusion regarding what they can expect to receive. If discrepancies exist between different retailers or even on the same product page, customers may become skeptical about the accuracy of the product details or lose confidence in the brand. A seamless and consistent shopping experience across platforms enhances customer satisfaction, fosters loyalty, and encourages positive reviews and referrals.

Search Engine Optimization

Strategically incorporating relevant keywords throughout your content can signal to search engines that your page is highly relevant to those specific terms. This includes incorporating them into the title, description, bullet points, enhanced content, and alt tags. By doing so, you can significantly increase the chances of your product page being recommended to consumers in their search results.

While it’s important to incorporate relevant keywords, avoid keyword stuffing. Keyword stuffing makes your content appear spammy and unnatural, detracting from the user experience. It’s more beneficial to maintain a natural and user-friendly approach. It’s also important to include both short- and long-tail keywords. Short-tail keywords are generally broad search terms that tend to have a higher search volume while long-tail keywords are highly specific phrases and naturally have lower search volume, but target consumers more likely to purchase as they narrow down their search.

Understanding Image Alt Tags

Image alt tags are important for several reasons:

• Accessibility: Alt tags play a vital role in web accessibility for visually impaired users who rely on screen readers. By including descriptive alt tags, you ensure that all users, regardless of their visual abilities, can understand the content of your images.

• Improved User Experience: Alt tags enhance the user experience by providing information about images when they fail to load or when users cannot view them due to slow internet connection. This allows users to understand what the image represents even when they can't see it.

• SEO Benefits: Search Engines like Google look for relevant keywords in the copy and image alt tags to determine the topic and context of the page and how relevant the information is to the user’s search. By including some targeted keywords within your alt tags, you ensure that the image supports what you’re talking about in the copy and ultimately can improve your SEO. Again, it is important not to keyword stuff your alt tags – try to keep the descriptions between 5-10 words in length per image.

Enhanced Content / Amazon A+

If a customer is scrolling down the page, they are likely looking for additional information to make an informed decision on their purchase. Enhanced Content gives your brand additional space to talk more about your product, your brand and how it differentiates from your competition. By leveraging enhanced content effectively, you can create a compelling and immersive shopping experience, ultimately driving sales and business growth on Amazon. Through images, videos, and interactive elements, you can demonstrate product usage, showcase different angles or perspectives, and highlight key features. This can help potential customers gain a better understanding of your product, its functionality, and how it can meet their specific needs.

Adhering to Retailer Content Policies

Each retailer has its own set of content policies and guidelines that sellers must follow. Failure to comply with these policies can result in penalties, listing takedowns, or even account suspension. Adhering to these policies not only prevents potential issues but also demonstrates your commitment to professionalism and trustworthiness as a seller.

Winning the Buy Box

The Buy Box is the prominent "Add to Cart" or "Buy Now" button on an Amazon product detail page. Winning the Buy Box is critical because customers tend to directly purchase the product that appears in the Buy Box without comparing offers from other sellers. It's important to note that winning the Buy Box is not a permanent state. Other sellers can compete and potentially take over the Buy Box, so it’s best to continuously monitor your Buy Box status. Price, fulfillment method*, seller performance metrics, inventory availability, shipping times, prime availability, product condition (new vs. used or refurbished) and seller account health all factor into determining who wins the Buy Box.

*Amazon favors sellers who use Amazon's own fulfillment service, Fulfillment by Amazon (FBA). FBA ensures fast and reliable shipping, which contributes to a positive customer experience. Sellers who use FBA often have an advantage in winning the Buy Box, but sellers using other fulfillment methods can still compete by providing excellent customer service.

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