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From Clicks to Conversions: Unveiling the Secrets of Irresistible Product Images on Amazon · Selling on Giants: The eCommerce Marketplace Podcast

• 0:02
  SPEAKER_02: Hey everyone, this is the Selling on Giants e-commerce marketplace show, where you chat with experts in the e-commerce industry and talk about the latest insights, the latest strategies, and the best practices that you need to succeed on e-commerce marketplaces.
• 0:14
  SPEAKER_02: I'm your host, Victor Dwyer.
• 0:16
  SPEAKER_02: Today we are joined by Stefania Polindovich, a client service director at Bellavics and Amazon platform guru.
• 0:23
  SPEAKER_02: Stefania has been empowering brands to thrive in e-commerce since 2016, focusing on crafting winning product listings, high search rankings, and innovative sales strategies.
• 0:33
  SPEAKER_02: Join us as we dive into From Clicks to Conversions, Discovering the Secrets of Irresistible Product Images on Amazon.
• 0:40
  SPEAKER_02: But first, Stefania, please give us a quick introduction about your latest ventures that you've been working on.
• 0:45
  SPEAKER_00: Hi, uh Victor.
• 0:46
  SPEAKER_00: Thank you for having me on this um show today.
• 0:49
  SPEAKER_00: So I have recently been promoted to director of client services, which means that I definitely need to stay on top of all the e-commerce industry updates and to make sure that our clients are getting the best service and the most innovative service out there so they can actually make their way through the market and break through the market.
• 1:13
  SPEAKER_00: So, one of the most recent things that I had the privilege to work on and do a deep dive on is the future of e-commerce, which essentially combines the AI elements so um popular these days, combined with virtual reality, virtual tryons, Bibit Prime options, and 360-degree images.
• 1:37
  SPEAKER_00: That's one example.
• 1:38
  SPEAKER_02: Wow, that's really amazing.
• 1:40
  SPEAKER_02: And starting out, like, can you share some key strategies and best practices for creating winning product listings on Amazon?
• 1:46
  SPEAKER_02: What elements should Amazon sellers focus on to kind of improve their chances of ranking on the search results?
• 1:52
  SPEAKER_00: This is actually a great question.
• 1:54
  SPEAKER_00: And obviously, I can go on and talk about having compelling titles, informative description, visually appealing images, which I will down the road because those are the proven practices and best methods to get your products out there.
• 2:11
  SPEAKER_00: But what I kind of want to start discussing is what is a winning listing?
• 2:16
  SPEAKER_00: Who makes it a winning listing?
• 2:18
  SPEAKER_00: You, as a seller, for sure, make those contributions to create a winning listing, but based on what?
• 2:24
  SPEAKER_00: Uh, it starts really with the base uh with the research of the market competitors, and I really want to call out audience as the most important factor.
• 2:34
  SPEAKER_00: So, audience is the one that chooses the best selling and the winning uh listing on the e-commerce marketplace, right?
• 2:41
  SPEAKER_00: So, for example, we can talk about um beauty products like face creams, anti-wrinkle creams, and similar, and we can say that they have compelling titles, informative, conversion-driven images, and similars and bullets, right?
• 2:56
  SPEAKER_00: But it seems like it's a copy-pasted method, right?
• 2:59
  SPEAKER_00: So majority of the brands or sellers are recreating what each other is doing, and ultimately some products are better sold than the others, right?
• 3:09
  SPEAKER_00: So if we exclude the actual brand awareness factor from the equation, like you know, this brand, it's a well-established brand and just don't want to buy from them or similar, you can actually know and understand that um the audience is the one that's going to say, I really like how this product is presented.
• 3:31
  SPEAKER_00: I really like the information I am able to get out of this listing.
• 3:35
  SPEAKER_00: And I now, as your audience or potential buyer, am clicking on the product and adding this product to cart.
• 3:43
  SPEAKER_00: So start with the research and who you are targeting, who your audience is before you go on to create those compelling titles, right?
• 3:53
  SPEAKER_02: Yeah.
• 3:54
  SPEAKER_02: And can you go into a little bit about like how to find that what your prime audience is?
• 3:59
  SPEAKER_02: Because I feel like even these multi-million dollar brands have no idea what their audience is.
• 4:05
  SPEAKER_02: And sometimes they're surprised where they'll think, like, oh, our audience is middle-aged men, and then they'll be like, and they're super confident about it.
• 4:12
  SPEAKER_02: But when you really look at it, it's like, no, they're like young women, and like it really surprises them sometimes.
• 4:18
  SPEAKER_02: So, what are some best ways to find that prime customer or the prime audience that you're targeting?
• 4:23
  SPEAKER_00: Yes.
• 4:23
  SPEAKER_00: Well, I mean, first it starts with the product development, and obviously, with that concept, you are choosing your audience, right?
• 4:32
  SPEAKER_00: So, for example, you're selling some glasses, and let's say these are universal glasses for far-sighted, nearsighted people, or for you know, reading books and something, right?
• 4:42
  SPEAKER_00: You want to be targeting maybe older generations that actually have a need of wearing those glasses, right?
• 4:48
  SPEAKER_00: And this is who you are targeting.
• 4:51
  SPEAKER_00: And if we look at demographics, the older generations value more the quality of the product, the right reliability of the product, and similar, and that's how they are convinced to make a purchase.
• 5:05
  SPEAKER_00: So this is your assumption or who your product is for.
• 5:09
  SPEAKER_00: What can potentially happen down the road is that your product gets this additional boost, um, either because it's a really good product, or you work with some sort of influencers that actually shifts away your original target audience to other audiences, and then you find out that wow, this product was actually really well received with younger generations too, because glasses are now very hip.
• 5:36
  SPEAKER_00: And you know, a lot of people do have side problems because, well, we do uh look at a various screens uh for a long time.
• 5:45
  SPEAKER_00: So those audiences might be identified down the road, but originally it starts with like who do you actually want to get to and how you are then placing your product to that market?
• 5:57
  SPEAKER_02: Yeah, I totally agree with that, and I think that's really amazing.
• 6:00
  SPEAKER_02: And what would you say are the biggest factors on a product listing that you think are most important?
• 6:06
  SPEAKER_02: Like a lot of people will say, like, it's the main image or it's the title.
• 6:11
  SPEAKER_02: What is your opinion on the best really looking product page?
• 6:15
  SPEAKER_02: Like, what's the best element of product page?
• 6:16
  SPEAKER_00: Yes, and without a doubt, it's the visuals.
• 6:19
  SPEAKER_00: I'm not gonna say it's just the product photos or just the A plus content or similar, it's all of those visuals.
• 6:26
  SPEAKER_00: And why?
• 6:27
  SPEAKER_00: Why are visuals so important?
• 6:29
  SPEAKER_00: Well, first of all, we know that image is worth a thousand words, right?
• 6:34
  SPEAKER_00: And how our brain functions is that we simply receive visual information better than reading or hearing about it.
• 6:42
  SPEAKER_00: Second of all, there is the Amazon research that also states that 83% of shoppers make their purchasing decisions based on the images, right?
• 6:53
  SPEAKER_00: And with those visuals, you can actually help uh customers create, make an informed decision so you don't have buyers' remorse down the road or dissatisfaction with what they purchased.
• 7:07
  SPEAKER_00: You can inform your target audience of what exactly are you selling.
• 7:11
  SPEAKER_00: And lastly, but maybe most importantly, visuals give you the opportunity to create emotional connection.
• 7:19
  SPEAKER_01: Yes.
• 7:20
  SPEAKER_00: Emotional connection is definitely we all something react to.
• 7:24
  SPEAKER_00: And when I say emotional connection, it doesn't always have to be a positive emotion.
• 7:29
  SPEAKER_00: You know, you can you can definitely target different emotions, right?
• 7:35
  SPEAKER_00: But what's gonna help you with that is create that memorable moment.
• 7:40
  SPEAKER_00: Also, if you look at the visuals on Amazon's product pages, they take up more than 60, 70, or even 80 percent of the real estate because you have titles, bullets, and some information on the product, but the rest of it is images, below there are images, you know, sponsored ads running all over the page or images.
• 8:00
  SPEAKER_00: So, visuals is definitely something that you want to pay more attention to.
• 8:04
  SPEAKER_02: Yeah, I 100% agree.
• 8:06
  SPEAKER_02: And can you go into like the best practices for visuals?
• 8:09
  SPEAKER_02: You talked about getting that emotional response, yes, yes, but like when it comes down to like either your main image or your infographics, what are some best practices that these product pages can go through to really increase their conversion rate on their main images and infographics?
• 8:23
  SPEAKER_00: Yes, that's a really good question.
• 8:25
  SPEAKER_00: And before I talk about the details of good visuals, I want to explain the customer journey on Amazon or any other e-commerce platform, right?
• 8:36
  SPEAKER_00: So it starts with the search, right?
• 8:38
  SPEAKER_00: People go to the Amazon homepage, they search, and this is where your SEO content, keywords, and factor plays a role, as well as your offer.
• 8:48
  SPEAKER_00: Is your product priced competitively?
• 8:51
  SPEAKER_00: What are you offering?
• 8:52
  SPEAKER_00: Is the customer getting a do good deal and similar?
• 8:54
  SPEAKER_00: So this is the first phase of the journey.
• 8:57
  SPEAKER_00: The second is the click phase or the attract phase.
• 9:01
  SPEAKER_00: You're on the search page, you get dozens of results.
• 9:05
  SPEAKER_00: One of you click on one of those or two of those, right?
• 9:09
  SPEAKER_00: How or why depends exactly on the main image that I will talk about in just a second.
• 9:15
  SPEAKER_00: But this is where you want to make sure your main images are attractive enough to grab that audience and to have them click.
• 9:25
  SPEAKER_00: And finally, customers need to go through the conversion phase or the buy phase where your remaining visual assets play the biggest role.
• 9:35
  SPEAKER_00: Um, and what a lot of sellers don't do right in this stage is that they just dump a lot of photos wherever they can.
• 9:46
  SPEAKER_00: Or, or you know, they don't actually take advantage of all the spaces that Amazon gives them, or they duplicate content and similar.
• 9:54
  SPEAKER_00: So use those visuals to show and tell, because then it that will lead to conversion, and that is the goal of all sellers out there.
• 10:03
  SPEAKER_02: Yeah, I totally agree.
• 10:04
  SPEAKER_02: And what do you think elements should sellers focus on to really improve their ranking in search results?
• 10:11
  SPEAKER_00: Well, when it comes to ranking and search results, this is where the SEO and your offer plays a huge, huge role, right?
• 10:18
  SPEAKER_00: So, um, but also once you are in those first three pages of the search results, this is where the main image then takes over the control of what happens next.
• 10:29
  SPEAKER_00: And I'll give you an example of if you go to Amazon and search for stainless steel hair scissors or something of the sort, you'll see dozens of results of scissors leaning towards the left.
• 10:42
  SPEAKER_00: And it all looks the same, right?
• 10:44
  SPEAKER_00: It's it's like a jungle, and you now you need to choose one tree that you like the best.
• 10:49
  SPEAKER_02: But yes, and let's share, let's share a screen.
• 10:51
  SPEAKER_02: I'm gonna share my screen real fast.
• 10:52
  SPEAKER_02: And I'm gonna I just want to show this.
• 10:56
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• 11:01
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• 11:02
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• 11:09
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• 11:15
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• 11:20
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• 11:25
  SPEAKER_02: Let us help you achieve your goals to grow your brand.
• 11:30
  SPEAKER_02: Okay, so uh yeah.
• 11:31
  SPEAKER_02: Yes, uh, continue.
• 11:33
  SPEAKER_00: Yeah, so the but you see on top, this is like the sponsored uh ad.
• 11:37
  SPEAKER_00: So let's ignore anything sponsored or similar.
• 11:40
  SPEAKER_00: But majority of the scissors are faced towards left.
• 11:43
  SPEAKER_00: And if you scroll down, what grabs your attention?
• 11:47
  SPEAKER_00: The one that either shows accessories or it's pointed downwards or to the right, because those are very rare to see.
• 11:55
  SPEAKER_00: And this is like what stands out from the crowd.
• 11:59
  SPEAKER_00: And as you can see in this particular example, it doesn't take that much to make your content stand out, but it does require a bit of an effort to see what other sellers are doing and how can I make this more attractive to other people out there?
• 12:16
  SPEAKER_02: Yeah, I like what these guys did.
• 12:17
  SPEAKER_02: This is really like it's kind of like weird, but at the same time, like it's kind of like really stands out.
• 12:22
  SPEAKER_02: Yes, like versus everything else that really does stand out, like the box.
• 12:26
  SPEAKER_02: I especially like having the box on the side.
• 12:29
  SPEAKER_02: Yes, yeah, I think that goes a long way.
• 12:31
  SPEAKER_02: Looks like you get more for it.
• 12:33
  SPEAKER_00: Yes, exactly.
• 12:33
  SPEAKER_00: And this is the offer part.
• 12:35
  SPEAKER_00: So this is what the customer knows or understands.
• 12:39
  SPEAKER_00: What am I getting for my money?
• 12:42
  SPEAKER_00: What is the worth, right?
• 12:43
  SPEAKER_00: Am I getting more or less or similar?
• 12:46
  SPEAKER_00: And of course, majority of the people will click on those products that show accessories next to the product or its packaging if they are going for the premium or luxurious product.
• 12:57
  SPEAKER_00: One thing I do want to call out though, when it comes to main images, if you're showing accessories, the customer must get it.
• 13:04
  SPEAKER_00: You cannot cheat the customer or similar or show different angles in the main images.
• 13:10
  SPEAKER_00: Main image must get customers' attention and it must provide clarity.
• 13:16
  SPEAKER_00: That's really important.
• 13:17
  SPEAKER_00: After that, you want to spike that interest and have ultimately customer click on your product.
• 13:24
  SPEAKER_00: I just wanted to call out some of the best practices for main images, and then we can talk about the other visual assets.
• 13:31
  SPEAKER_00: So, first of all, use the white space available.
• 13:34
  SPEAKER_00: As we have seen, the majority of scissors take up around 50% of that white space.
• 13:39
  SPEAKER_00: Try to fill out at least 85.
• 13:42
  SPEAKER_00: And that can happen by showing the packaging or the um accessories that come with it.
• 13:49
  SPEAKER_00: And again, to my next point, do show and play with the packaging, especially if the packaging is something that sets you apart from other competitors, right?
• 13:58
  SPEAKER_00: If you did go that great length of investing into your packaging, show it.
• 14:03
  SPEAKER_00: Yeah, right.
• 14:04
  SPEAKER_00: If you are offering uh products that come in different colors or sizes, call those out because some customers might be put off by getting a blue result when they really wanted to buy a black product or similar.
• 14:18
  SPEAKER_00: But if they know they have other options, they can click on that product.
• 14:22
  SPEAKER_00: Show all content, like with these scissors, right?
• 14:25
  SPEAKER_00: We saw that those that have accessories will probably be better ranked, or yeah, they will get more traffic and um use renders or shadowing to make your product stand out, if nothing else.
• 14:36
  SPEAKER_00: You know, it can create that visually different or something that's some product that sets apart effect.
• 14:42
  SPEAKER_02: Yeah, I totally agree.
• 14:43
  SPEAKER_02: And then, like, we already know that images play a significant role on Amazon.
• 14:47
  SPEAKER_02: And what are some essential tips for creating high quality and visually appealing product images?
• 14:53
  SPEAKER_02: You talked about like a little bit of the aspects in there, but I'd love to like take a step deeper and thinking like some actionable steps for anyone out there that's really trying to create better infographics or anything else.
• 15:04
  SPEAKER_02: What are some like actionable tips to basically upgrade your infographics on Amazon?
• 15:09
  SPEAKER_00: Uh, something that's really, really important and a lot of people or sellers fail to realize or utilize is using professional photography.
• 15:18
  SPEAKER_00: Yes, photography is an expensive investment, no doubt about it, but it will pay off.
• 15:24
  SPEAKER_00: And this is something you need to remember.
• 15:26
  SPEAKER_00: There was actually a study recently that mentions that shoppers correlate the quality of the image of the product with the actual quality of the product.
• 15:39
  SPEAKER_00: So if they see a low resolution image, they're instantly going to assume the product is low quality, right?
• 15:46
  SPEAKER_00: And first impressions do count.
• 15:48
  SPEAKER_00: Once you lose that potential customer, the chances of having that person back on your page, on your brand, is much more difficult than making the first impression count.
• 16:00
  SPEAKER_00: So do use professional photography because it does pay off and it will bring results.
• 16:07
  SPEAKER_00: Next thing you want to be doing is highlighting product features, right?
• 16:11
  SPEAKER_00: So what makes your product different or unique compared to others, as well as how does it help me?
• 16:17
  SPEAKER_00: How does it enhance my life?
• 16:20
  SPEAKER_00: What can I get out of it, right?
• 16:22
  SPEAKER_00: So don't just say my product is 20, uh, my scissors are 10 inches or 12 inches.
• 16:27
  SPEAKER_00: I mean, that's useful information, but how does it help me?
• 16:31
  SPEAKER_00: Or how is it going to improve my lifestyle?
• 16:34
  SPEAKER_00: Not that much, right?
• 16:35
  SPEAKER_00: Use consistency.
• 16:37
  SPEAKER_02: Yeah, I think uh like another piece of it is to have context to the product goes a long way.
• 16:42
  SPEAKER_02: Yeah.
• 16:42
  SPEAKER_02: So even though like a lot of these other Chinese like sellers or anything else are using a lot of AI to optimize their listing, but they still don't have a lot of context behind the AI.
• 16:53
  SPEAKER_02: So, for example, if we're selling stainless steer stainless steel scissors, for example, these people are most likely going to be haircutters, uh hairstylists.
• 17:01
  SPEAKER_02: Like that's what they're looking for.
• 17:03
  SPEAKER_02: And a valuable like thing to tile is say, hey, this is for hairstylists.
• 17:06
  SPEAKER_02: This is for people that are more premium, that are looking to kind of upgrade their haircutting experience.
• 17:12
  SPEAKER_02: And you knowing that, which already makes it more powerful than any AI generated text because you have context behind the product.
• 17:20
  SPEAKER_02: You know why people are coming to it and things like that.
• 17:23
  SPEAKER_02: So use that context, is where I'm going with it.
• 17:25
  SPEAKER_02: And if you don't understand the context, it's important for you to understand.
• 17:28
  SPEAKER_02: Watch a couple of YouTube videos, understand what's happening behind it, and then you'll be able to sell it a lot more effectively because you'll be able to appeal to that customer.
• 17:37
  SPEAKER_02: So it's important.
• 17:38
  SPEAKER_02: Like if you don't understand context, watch a quick YouTube video on why people buy stainless scissors in the first place.
• 17:43
  SPEAKER_02: And there's a million videos out there.
• 17:45
  SPEAKER_02: And then once you have context, create that listing the right way so that way they have context when they build it out, so that way that more likely to purchase it rather than just like keyword stuffing and everything else.
• 17:57
  SPEAKER_02: It's really important to actually have context to drive actual conversion rather than just keyword stuffing.
• 18:03
  SPEAKER_00: That's exactly where I was going with um when I wanted to discuss this topic because I think a lot of sellers fail to realize this and then ask those questions.
• 18:14
  SPEAKER_00: Well, why am I not getting the sale?
• 18:16
  SPEAKER_00: And as you were speaking of the contact situation, right?
• 18:20
  SPEAKER_00: I absolutely agree with your statement, but it also just goes back to the beginning of our conversation.
• 18:27
  SPEAKER_00: Who is your audience and what contents are you looking for?
• 18:31
  SPEAKER_00: Like, for example, you mentioned professional hairstylists, something that would benefit them is light hair sizzles, not heavy, because they need to operate all day with those, right?
• 18:43
  SPEAKER_00: But a lot of people want to cut their hair at home who are not professionals.
• 18:48
  SPEAKER_00: You cannot use the same principles or same convincing messages to uh people who want to do their own hair at home once in every blue moon with those people who use it on a regular and everyday basis.
• 19:02
  SPEAKER_00: So who is really important to be determined.
• 19:07
  SPEAKER_02: Yes, I completely agree.
• 19:09
  SPEAKER_02: And when it comes down to like building a brand on Amazon, is just crucial for long-term success.
• 19:14
  SPEAKER_02: I always talk about the difference between a brand and a seller.
• 19:17
  SPEAKER_02: There's a huge, huge difference.
• 19:18
  SPEAKER_02: Seller, very short-term mindset, like how many sales can I get today?
• 19:22
  SPEAKER_02: type of thing.
• 19:22
  SPEAKER_02: Brand is like, hey, how can we grow this over the next 10 years?
• 19:25
  SPEAKER_02: Those are just completely different questions, different mindsets.
• 19:28
  SPEAKER_02: Can you elaborate on the importance of brand building on Amazon and how sellers can effectively establish and promote their brand presence?
• 19:35
  SPEAKER_02: Absolutely.
• 19:36
  SPEAKER_00: So obviously, brand awareness or brand recognition is something that all brands are aiming to do and want to get to that phase phase.
• 19:45
  SPEAKER_00: And this is when the customers immediately recognize their brand, or you are their go-to place for making a purchase, right?
• 19:53
  SPEAKER_00: You made your brand memorable.
• 19:55
  SPEAKER_00: To do that on Amazon, you want to make sure you're using consistency across your visuals, because that's the topic, but across your visuals, everywhere, across your social networks, across your newsletters, and everywhere you possibly can, use consistency and your branding elements and logo.
• 20:17
  SPEAKER_00: So that is something that people will have the opportunity to see over and over and over again and make it memorable.
• 20:25
  SPEAKER_02: It makes your ad spin a lot more effective when you do that as well.
• 20:28
  SPEAKER_02: Yeah.
• 20:29
  SPEAKER_02: So, like, for example, if you're a real brand and you're like a real brand that wants to grow, that you're gonna be posting on Facebook, you're gonna be posting on Instagram, you're gonna be posting on YouTube, like all these different things.
• 20:38
  SPEAKER_02: And your goal is for when people scroll on Amazon to stop and see your product.
• 20:42
  SPEAKER_02: They go, Oh, I know that brand, I know Nike, I know Puma, I know these brands.
• 20:47
  SPEAKER_01: Exactly.
• 20:48
  SPEAKER_02: And for them to stop and eventually purchase your product on Amazon.
• 20:51
  SPEAKER_02: And that's the difference between between that Chinese seller that's half your price, and then choosing the brand recognition and paying double that price.
• 20:58
  SPEAKER_02: And there's a huge difference because you are just you have a lot more leverage in the marketplace when you have a brand.
• 21:04
  SPEAKER_02: If you're like one of the low quality products that are just there to compete on price, China's gonna win every time.
• 21:09
  SPEAKER_02: I hate to tell you, China's always gonna win that war.
• 21:12
  SPEAKER_01: Yeah, no doubt.
• 21:13
  SPEAKER_02: But if you're gonna if you're an American seller, then you have to have that piece of the brand and have that consistent brand with exactly what you're saying, is so vital.
• 21:21
  SPEAKER_00: And building a brand is not an easy task, right?
• 21:24
  SPEAKER_00: You're starting from scratch or starting from nobody recognizes you, you need to get that social proof, you need to get the ball rolling.
• 21:32
  SPEAKER_00: Building a community is one way to start that trend and start the word of mouth, for example.
• 21:39
  SPEAKER_00: But you did mention various channels, right?
• 21:42
  SPEAKER_00: Using Facebook, Instagram, and similar.
• 21:45
  SPEAKER_00: And I definitely encourage using consistency across the mall for the recognition, but the approach obviously needs to be slightly different because different platforms exist for different reasons for reasons to make it different.
• 22:00
  SPEAKER_00: Right across the platform, but it also applies with different countries and different cultures.
• 22:07
  SPEAKER_00: Brands should not be using a copy-paste method across different platforms and across different countries and continents because the audience will not react the same.
• 22:17
  SPEAKER_00: Right.
• 22:17
  SPEAKER_00: So, although you want to be using consistency, you definitely want to look into how you should communicate your brand to those wider audiences as well.
• 22:28
  SPEAKER_02: Yeah, like I said, context always wins, meaning that if you're selling in a new marketplace like Germany or France or anything else, the context behind that person is so much different than a standard American.
• 22:40
  SPEAKER_02: Let's say you're selling um car accessories.
• 22:44
  SPEAKER_02: Okay.
• 22:44
  SPEAKER_02: Think about it.
• 22:45
  SPEAKER_02: Europeans don't drive as much, like some Europeans don't have cars.
• 22:49
  SPEAKER_02: And in America, especially like me being in Texas, everyone has a car.
• 22:53
  SPEAKER_02: You like you can't exist.
• 22:58
  SPEAKER_02: You cannot exist in Texas without a car.
• 23:00
  SPEAKER_02: So it's really important to have that context of how the person's living.
• 23:05
  SPEAKER_02: And like I said, you don't have to like go there.
• 23:07
  SPEAKER_02: It'd be cool to go there.
• 23:08
  SPEAKER_02: But like just a simple YouTube video saying, What's the typical lifestyle of a German citizen?
• 23:13
  SPEAKER_02: Boom.
• 23:13
  SPEAKER_02: And now you have context of how a German citizen lives, and like, okay, I can figure out how to apply that to that specifical market, that specific customer.
• 23:20
  SPEAKER_02: But you have to like take the 10 minutes it takes to get context behind that person saying, okay, I want to launch a product in Germany.
• 23:27
  SPEAKER_02: I need to understand the context behind Germany.
• 23:29
  SPEAKER_02: Simple YouTube video, understand it.
• 23:31
  SPEAKER_02: And then now when you make the listing, it's going to be so much more effective having that context of the customer.
• 23:37
  SPEAKER_00: Exactly.
• 23:37
  SPEAKER_00: And if we talk about cars in Germany, for example, again, cultural differences, a German would probably react much better with reading the facts about the product, right?
• 23:50
  SPEAKER_00: This is this type of product, it does this, and this is um the size and whatnot.
• 23:56
  SPEAKER_00: A French person or Italian person, on the other hand, would not react well to those factual information listed on the listing, right?
• 24:05
  SPEAKER_00: They would probably react to something more emotional.
• 24:08
  SPEAKER_00: And exactly to your point, the context, and who is your audience?
• 24:13
  SPEAKER_00: Who are you targeting?
• 24:14
  SPEAKER_00: How you create your marketing strategy depends on those uh factors.
• 24:19
  SPEAKER_02: Yes, and that that's really fascinating.
• 24:21
  SPEAKER_02: I I didn't know that Germany was factual based and like the French were emotional, but I guess that says a lot.
• 24:31
  SPEAKER_00: Are you surprised?
• 24:33
  SPEAKER_02: No, I'm not.
• 24:34
  SPEAKER_02: That's pretty funny though.
• 24:35
  SPEAKER_02: Uh, but as the e-commerce landscape evolves, some emerging trends or strategies in e-commerce and digital marketing that Amazon sellers what should they be aware of when it comes down to these evolving, everything's changing every 48 hours.
• 24:49
  SPEAKER_02: It seems like in Amazon, what should they really be aware of when it comes down to that?
• 24:54
  SPEAKER_02: Yes.
• 24:54
  SPEAKER_00: Well, this has been on for a couple of years, but definitely need to call it out because I see it not changing on sellers' listings.
• 25:02
  SPEAKER_00: The trend of rise of mobile commerce.
• 25:05
  SPEAKER_00: Many people are using their phones much more nowadays than computers, for example, and many pages are not mobile friendly.
• 25:14
  SPEAKER_00: Don't give your potential customers a bad customer experience just because you were too lazy to resize the images to fit the mobile um specifications.
• 25:26
  SPEAKER_00: Uh, obviously, social commerce and influencers is something that plays a huge role nowadays, and that should definitely be leveraged.
• 25:36
  SPEAKER_00: But I do want to call out the artificial intelligence that I did mention that I mentioned at the beginning, because it's a huge boom.
• 25:45
  SPEAKER_00: A couple of months ago, ever since chat ever since ChatGPT got announced, AI has been used in many other softwares and platforms, including creating content, visual or written and similar, and not just AI, but other technological accomplishments like virtual tryout or virtual fitting rooms, right?
• 26:09
  SPEAKER_00: Um, or virtual reality tools.
• 26:11
  SPEAKER_00: How would this sofa look in my living room nowadays?
• 26:15
  SPEAKER_00: So you have all these options to create a wonderful customer journey for the shopper and persuade them to buy exactly your product versus others, and that should definitely be taken advantage of.
• 26:27
  SPEAKER_02: Yeah, and I I totally agree with that.
• 26:29
  SPEAKER_02: And then I think it also it's really surprises me that these million dollar sellers have sometimes never seen their mobile product page.
• 26:38
  SPEAKER_02: And it's just like they'll go on it and they'll go, like, this text is too small to read.
• 26:41
  SPEAKER_02: Like they're like like they'll be stuck, they've never looked at it on mobile because we're like so focused on like seeing what it looks like on desktop.
• 26:48
  SPEAKER_02: We never take the second to like go to our mobile phones and see what it looks like there.
• 26:51
  SPEAKER_02: And yeah, most of these product pages are really hard to read because Amazon naturally downsizes the resolution, they compress the image so that way they save storage.
• 27:00
  SPEAKER_02: But when you look at the images, they're super hard to read.
• 27:03
  SPEAKER_02: You have to scroll in and things like that, and you know that's gonna be damaging to the customer experience.
• 27:08
  SPEAKER_02: So I recommend anyone, even if you're an established Amazon seller, go to your listings on mobile and see what it looks like.
• 27:15
  SPEAKER_02: Notice it and notice like how the title is kind of like sort of messed up on mobile, or you can't necessarily see all the text in the title and all these other things.
• 27:24
  SPEAKER_02: Like, there's gonna be so many different intricacies that are gonna be important to like really optimizing it on mobile because almost 60 to 70 percent of all people shop through the mobile device now on mobile, crazy, yes, crazy, and it it just increases to younger generations, right?
• 27:39
  SPEAKER_00: Obviously, older generation like they prefer methods of shopping or similar, but the more and more we have younger generations, the more and more they will use mobile phones.
• 27:48
  SPEAKER_00: Now, I can understand how majority of people who are building the pages or the storefront or A plus content similar normally work on their computers, and when they like the results, they hit publish.
• 28:01
  SPEAKER_00: And I understand how mobile tends to be overlooked frequently, but this is the perfect opportunity to call it out and to um have those sellers think about like, oh, did I did I also uh overlook this aspect of shopping experience?
• 28:20
  SPEAKER_02: Yeah, I totally agree.
• 28:21
  SPEAKER_02: And how can they stay ahead of the competition and adapt to the latest customer trends?
• 28:27
  SPEAKER_00: Well, to you said it a couple of sentences ago, every 48 hours.
• 28:32
  SPEAKER_00: Yeah, there's some changes or updates.
• 28:35
  SPEAKER_00: It is, especially nowadays as the platforms are just competing against each other and wants to see who gets to certain place first, right?
• 28:44
  SPEAKER_00: So monitoring the industry developments and trends is obviously the key.
• 28:49
  SPEAKER_00: And there's no secret recipe, right?
• 28:52
  SPEAKER_00: Um, another thing that I want to call out is tests, split tests.
• 28:57
  SPEAKER_00: And when you have a listing, it's not a set and forget type of thing, right?
• 29:03
  SPEAKER_00: You can't just leave it completed in 2023 and hoping you have the same results in 2028, right?
• 29:09
  SPEAKER_00: You constantly have to edit, revamp, adjust to customer needs, not just the listing, but the actual product too.
• 29:18
  SPEAKER_00: Yeah, right.
• 29:19
  SPEAKER_01: Sure.
• 29:19
  SPEAKER_00: And test.
• 29:20
  SPEAKER_00: We as sellers or the per people producing the content can be very subjective to what we create because hey, it's our work, I'm proud of my work, I love it, right?
• 29:31
  SPEAKER_00: Or it's my product, I understand what it is for, I love it, but our audiences may not really catch that message, right?
• 29:39
  SPEAKER_00: So test constantly with regards to pricing, uh, copy or images, what works with your audience.
• 29:47
  SPEAKER_00: Don't be infatuated with something just because it's yours.
• 29:51
  SPEAKER_00: Yeah, trust the data.
• 29:53
  SPEAKER_02: Yeah, I totally agree with that.
• 29:54
  SPEAKER_02: And what are some latest things that you've been seeing that a lot of Amazon sellers that have been doing wrong recently?
• 30:00
  SPEAKER_02: Like it could have been saying, like, oh, I saw this one seller, like most sellers that are always doing this wrong and they need to be fixing this.
• 30:07
  SPEAKER_02: Like, what do you think a lot of Amazon sellers get wrong these days?
• 30:10
  SPEAKER_00: Uh, I want to say A plus content, but to some extent, many people obviously understand the importance of A plus content, right?
• 30:19
  SPEAKER_00: But what I've seen happen is that A plus content is duplicated based on their product photography, right?
• 30:28
  SPEAKER_00: So they use the same elements just in a different resolution to fit those guides on Amazon, but no new information is added.
• 30:38
  SPEAKER_00: So if you have those customers that are picky or that are curious and are undecisive, should I be buying this product or not?
• 30:47
  SPEAKER_00: And they actually go and scroll the page or the desktop only to see the same information, which did not answer their question originally, right?
• 30:58
  SPEAKER_00: By looking at the product photos, can put them off, can upset them, and that's a potential loss, right?
• 31:04
  SPEAKER_00: That it's harder to get back than to originally make a better uh first impression.
• 31:10
  SPEAKER_00: If you don't have as many assets as you would need to create that fantastic content, it's better to go with using maybe two or three modules, even instead of going for all five or seven for the A plus content while you work on getting better assets and better ways of representing your product versus duplicating your content.
• 31:33
  SPEAKER_00: And then what happens next is if you duplicate the content on A, chances are you're doing the same thing with your storefront and with your posts.
• 31:42
  SPEAKER_00: And then it's get it gets old and tired.
• 31:44
  SPEAKER_02: Yeah, I totally agree with that.
• 31:46
  SPEAKER_02: And is there anything else that's been top of mind with you lately that you've been wanting to communicate?
• 31:51
  SPEAKER_02: It's it could have been like something similar, like, hey, I've been seeing a lot of people do this, or this is something I've always been wanting to talk about.
• 31:58
  SPEAKER_02: What's been the latest thing that you've been wanting to communicate lately?
• 32:00
  SPEAKER_02: There, there's so many different pieces of Amazon, and it's a very loaded question.
• 32:05
  SPEAKER_02: Like it could be something related to product optimization or images or title optimization or anything else, just like anything that like people are either doing wrong or just any way that anyone else can improve out there.
• 32:19
  SPEAKER_00: Um, okay.
• 32:20
  SPEAKER_00: Well, something I would maybe like to call out or emphasize um is I'll go back to the images topic because I want to keep it to keep it to that, but think about the product, think about the function or the purpose of if each image you're using.
• 32:39
  SPEAKER_00: So you can be using location, you can be using a product in use image, ingredients or materials, packaging or close-ups, size flavor, product comparison or something.
• 32:50
  SPEAKER_00: Yeah, don't duplicate content.
• 32:53
  SPEAKER_00: There are many contexts, as you said, that can be used and leveraged to showcase your product in best life.
• 33:00
  SPEAKER_00: Obviously, you won't really be able to use all of these functions or purposes of image for your products.
• 33:07
  SPEAKER_00: For example, you're selling a pair of scissors, you won't really have the opportunity to showcase before and after.
• 33:14
  SPEAKER_00: Sure.
• 33:14
  SPEAKER_01: Yeah.
• 33:15
  SPEAKER_00: So don't just go after some of the best practices we can see online, right?
• 33:22
  SPEAKER_00: How an Amazon listing should be built or similar.
• 33:26
  SPEAKER_00: Sit down, think about the context, how it's best represented, and make sure that your images do have a purpose or function, and they're not just thrown out there for the sake of using the real estate.
• 33:39
  SPEAKER_02: That's awesome.
• 33:39
  SPEAKER_02: Yes, I love that.
• 33:40
  SPEAKER_02: So that's all we have time for today.
• 33:42
  SPEAKER_02: I know we can go on for this for four more hours, like we can do this forever.
• 33:47
  SPEAKER_02: Um, uh Stefani, please, Stefania, yeah, please tell them how to find you and uh how to potentially contact Bellovix and everything else like that.
• 33:55
  SPEAKER_00: Awesome.
• 33:56
  SPEAKER_00: Well, thank you so much for today's conversation.
• 33:58
  SPEAKER_00: If you want to get in touch with me, feel free to go to bellovics.com or send me a direct email at Stefania at Bellovics.com.
• 34:08
  SPEAKER_02: Awesome.
• 34:08
  SPEAKER_02: Thank you so much for joining and thank you everyone for watching.
• 34:11
  SPEAKER_02: We will talk to you next time.
• 34:12
  SPEAKER_02: Thanks.
• 34:13
  SPEAKER_00: Thank you.