Everyone is aware of how competitive the marketplace on Amazon is today and it’s no hidden secret that the need to move forward is only fulfilled with newer methods and some heavy artillery. While spending hundreds and thousands on your ad spend, you might be noticing a pattern of getting traffic but little conversions, ultimately making all that money spent for nothing.
One very good weapon to have in your arsenal is Enhanced Brand Content. Amazon EBCs help you level up your listings and are proven to bring more conversions with an overall immersive experience– much better than a few lines of text– providing customers with information and striking visuals.
However, I do understand why you might need some convincing. So here’s a handful of reasons why you shouldn’t leave it late when it comes to getting an EBC made, compiled based on my own personal experiences on Amazon.
Bridging The Gap Between Buyer & Product
Products sitting somewhere in a warehouse won’t really connect with someone sitting across the country looking at a few listing images and a few lines of text demonstrating the use of the said product through their computer screen. Hence, it is imperative to bring the buyer closer to the product, albeit virtually, to convince them to buy it.
A good Amazon EBC design can surely put you on your way to bringing your product closer to the buyer and show them exactly what they want to know before they even know it themselves. This, however, can take extensive research of the customer’s thought-process from the moment they click on your listing to the moment they start to arrive at a decision and eventually either buy your product or move on to the other thousands of competing products.
Nevertheless, success is very much on the horizon for sellers who successfully incorporate the psyche of the market they sell in into their EBCs. With high-quality information-heavy imagery and sales copy while keeping the overall design simple and easy to grasp, you drastically increase your chances of closing a sale as well as ensuring higher customer satisfaction and in return an increase in customer retention as well.
Communicating Your Brand’s Message
In any marketplace including the e-commerce marketplace, it is vital to have a loyal customer base. But loyalty amongst customers doesn’t come cheap and certainly doesn’t come overnight. It takes a great amount of work on brand visibility and the ability to showcase the products on offer accurately to the buyer for which there just simply isn’t much that you can do on Amazon.
Your best bet in attempting to increase the visibility of your brand is utilizing the right Amazon EBC templates which give you considerable real estate on your product detail page to impose your brand’s image in the mind of the customer. This imposition has to be followed up with complete user satisfaction in your product to then reap the benefits of customer retention.
While many might argue that this is when the stars align for you and your brand on Amazon, I would like to argue that it definitely isn’t just luck. The amount of work and strategy it takes leaves very little room for luck to work its magic. With a good marketing strategy and an immaculate EBC design that gets all the basics right, it is definitely possible to achieve sufficient results on your journey to meeting the goals and expectations you have kept towards your business.
Attaching Authenticity & Social Proof
Human minds are very intricate pieces of art that no one has really understood completely. However, we can make do with what we know and that is the need for relatability, a sense of trust, and the buzzword: social proof.
Your customers expect nothing less when they browse for products on a marketplace with hundreds of thousands of sellers. What you can make use of is their willingness to give the unknown sellers a chance if they are able to convince them. With EBCs, you can fill the vacancy that can be left behind by your listing images and set yourself apart from other sellers by offering your customers added valuable information and show the products being used in circumstances the buyers themselves can relate to.
Furthermore, the chances of you convincing your customer of the utility of your product’s Unique Value Proposition are also very high as a result of the depth you are allowed to explore with the advanced content. At the end of the day, it is all tied in with the three fundamental attributes I mentioned before and hitting the mark on at least 2 of them would also be sufficient in raising your sales and conversions.
The Data Is On Your Side
EBCs have been around for quite a while now and a lot has been said and observed in the meantime. Amazon themselves have come out to say that EBCs/A+ Content can increase product sales by 3% to 10%, which is a whopping margin relatively to the effort and time designing an EBC can take up. Another important factor is that Amazon doesn’t even index keywords used on your EBCs!
Although Amazon doesn’t, EBCs are very much indexed by Google & help in increasing your rank on Google’s SERP, potentially driving a high volume of converting traffic to your listing from the giant search engine.
Any SEO CTR expert will tell you that on average, 33% of traffic is garnered by the first position on Google’s search results page. Looking at the data, it definitely seems worth it to exert time and effort into optimizing your EBC.
A Chance To Strike Gold
Ever since its inception in 2016 and its consequent merging with A+ Content in 2019, Amazon EBCs have garnered speculation from various industry analysts on when this feature may be locked behind a paywall.
This makes it a no-brainer for eligible sellers to employ the powerful tool and for ineligible sellers to fasten their process of Brand Registry with Amazon. For the grand total of zilch, you can have this converting machine working for you at the moment and decrease the chance of regrets and frustration when it unexpectedly is taxed by Amazon.
“If opportunity doesn’t knock, build a door”, except the opportunity is very much on your door and you should definitely answer the door to this one. The feature offers you so much as I have mentioned above and it can provide you and your business with so much more if nourished and optimized for maximum output.
