A Winning Main Image Strategy

Improve CTR on Amazon with these Main Image Tactics

Improving the main image of your product listing can help improve your CTR (Click Through Rate) on Amazon. The main image is typically the first visual impression that potential customers have of your product. By optimizing the main image, you can make it more appealing and enticing, which can increase the likelihood of viewers clicking on your product.

CTR  is a metric used to measure the effectiveness of an advertisement or a product listing in generating clicks from viewers. In the context of Amazon, CTR refers to the percentage of clicks on a product compared to the number of views.

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Request a proposal and we can talk about how we can improve your listing’s Click Through Rate. Looking to improve your listing as a whole? Get a free ASIN review to spot other ways that will help increase your conversion rate.

Main Image Hacks to Improve CTR

  1. Use high-quality and professional images: Use high-resolution images that showcase your product in the best possible light. Professional product photography can significantly improve the perceived value and attractiveness of your listing.
  2. Show clear and engaging visuals: Ensure that your main image clearly communicates the features, benefits, and usage of your product. Use eye-catching visuals, such as lifestyle images or infographics, to grab viewers’ attention.
  3.  Show the product in use: Show your product being used in real-life situations to help potential customers visualize themselves using it.
  4. Show its unique selling points: Highlight your product’s unique selling points in the main image, such as key features, benefits, or any special offers. This can help differentiate your product from others and encourage clicks.
  5. Test and optimize: Continuously test different main images to see which ones perform better in terms of CTR. Amazon’s A/B testing feature can help you compare different versions and make data-driven decisions.

Remember, improving CTR is just one aspect of optimizing your product listing. It’s also essential to focus on other elements like product descriptions, titles, and reviews to maximize your success on the Amazon platform.

Click Through Rate: Making Every Click Count

CTR measures the percentage of users who click on your product listing after viewing it, and it plays a crucial role in driving sales and maximizing your product’s visibility.

CTR is not just a vanity metric; it has a direct impact on your bottom line. A high CTR signals that your product listing is compelling, engaging, and relevant to shoppers. It means that more potential customers are intrigued by your product and are actively interested in exploring further. By increasing your CTR, you enhance your chances of turning browsers into buyers, boosting sales, and outperforming your competition.

How to Calculate CTR

Calculating CTR is a straightforward process. To calculate this, you need two numbers: the number of clicks and the number of impressions. The formula for CTR is:

CTR = (Clicks / Impressions) x 100

For example, if your ad received 100 clicks and had 1,000 impressions, the CTR will be 10%:

CTR = (100 / 1,000) x 100 = 10%

This means that for every 100 times your ad was shown (impressions), it received 10 clicks. CTR is expressed as a percentage and is used to measure the effectiveness and relevance of your ad.

What's a Good CTR?

A good Click-Through Rate (CTR) benchmark can vary depending on the platform and the industry. However, for Google Ads, a good CTR benchmark is typically around 1%. Anything above 0.4% is considered great. It’s important to note that CTR can also vary based on factors such as ad positioning, targeting, and competition.

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Create Better Main Images

Here’s our very own John Aspinall on Linkedin sharing simple and effective tips on improving main images like this one below:

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What Factors Contribute to a Good CTR?

Now that we understand what CTR is, let’s uncover what factors contribute to a good CTR. Here are some key elements to focus on:

  1. Compelling Product Images: High-quality, visually appealing images that showcase your product’s unique features and benefits play a significant role in grabbing shoppers’ attention.

  2. Accurate and Informative Titles: Craft concise, keyword-rich titles that accurately represent your product. Include relevant information that will entice shoppers to click on your listing.

  3. Descriptive Bullet Points: Clearly highlight the key features, benefits, and specifications of your product in the bullet points section. Use persuasive language and address potential customer pain points.

  4. Positive Customer Reviews: Positive reviews build trust and credibility. Encourage satisfied customers to leave feedback and engage with your audience to foster a positive reputation.

  5. Competitive Pricing: Pricing can heavily influence a customer’s decision-making process. Ensure your product’s price is competitive and aligned with market expectations.

Improve CTR through Main Image Optimization

The main image is considered one of the greatest contributors to click-through rate (CTR) on Amazon. The main image is usually the first visual that potential customers see when browsing through search results or product listings. It plays a crucial role in attracting attention, conveying the product’s features and benefits, and ultimately convincing shoppers to click on the listing. Let’s focus more on optimizing the main image to improve CTR.

To improve your CTR through main image optimization, there are several strategies you can implement:

  1. Perform A/B testing: This involves testing different main images to see which one generates the highest CTR. Create variations of your main image and rotate them to determine which one resonates best with your target audience. Analyze the data and choose the image that performs the best.
  2. Optimize for relevant keywords: Use Amazon’s search term report to identify the keywords that are driving traffic to your listing. Ensure that your main image is optimized for these keywords by including them in the image title, alt text, and even within the image itself if possible. This will help your listing appear in relevant search results and attract more clicks.
  3. Spy on competitors: Utilize tools like Jungle Scout to gather insights on your competitors’ main images. By analyzing what is working well for them in terms of high CTRs, you can gain inspiration and ideas for your own main image optimization. However, always remember to create unique and compelling images that differentiate your product from competitors.
  4. Focus on quality and aesthetics: Your main image should be visually appealing and of high quality. Use professional product photography to showcase your product in the best possible light. Consider the composition, lighting, and overall design to create an image that stands out and captures the attention of potential customers.
  5. Highlight key product features: Your main image should clearly communicate the unique selling points and key features of your product. Use annotations or callouts to highlight important details that can help persuade customers to click on your listing. Make sure the main image accurately represents what the customer can expect from your product.

Remember, optimizing your main image for CTR is an ongoing process. Continuously monitor and analyze the performance of your main image, and make adjustments as necessary to improve your CTR over time.

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What’s Next After Optimizing the Main Image? A/B Testing

It is highly recommended to perform A/B testing with different main images to determine which one has the best click-through rate (CTR). A/B testing involves creating multiple variations of your main image and measuring their performance in terms of clicks and conversions.

By comparing the results, you can identify the image that resonates the most with your target audience and drives the highest CTR. This process helps you optimize your main image to attract more potential customers and improve your overall listing performance.

To A/B test your optimized main image for CTR (Click-Through Rate), you can follow these 10 bullet points:

  1. Access Amazon Seller Central by visiting the URL: https://sellercentral.amazon.com/.
  2. Navigate to Brands and select Manage Experiments
  3. On the experiments dashboard, click Create a New Experiment.
  4. Choose the A/B test for the Main Image option.
  5. Search for the ASIN (Amazon Standard Identification Number) of the product you want to test.
  6. Check if the ASIN is eligible for the experiment, and if so, select it as the reference ASIN.
  7. If the ASIN is part of a variation, select the entire parentage as the reference ASIN.
  8. Enter a descriptive test name, duration, and desired start date for the experiment. You can also state a hypothesis about what you hope to learn from the test.
  9. Uncheck any child ASINs that are not included in the experiment.
  10. Upload the alternative image (B image) that you want to test against the current main image.

Additionally, My Amazon Guy recommends using PickFu for A/B testing. PickFu is a third-party service that allows you to gather feedback and opinions on different design options, including main images, from a panel of respondents. It can provide valuable insights to help you make data-driven decisions in your A/B testing process.