It is crucial for any Amazon seller to improve CTR. Click-through rate or CTR is a metric that directly impacts advertising performance and overall sales. A higher CTR indicates that more people are clicking on your ads after seeing them, which means your ads are more relevant and engaging to the audience.
There are many ways for increasing CTR, and one of the most effective is image optimization. Watch this video below where John Aspinall, a Senior Account Executive here at My Amazon Guy, shows how optimizing your listing images will result in a boost in your click-through rates.
Amazon Catfishing with Hero Index Images
Amazon has been engaging in a practice called “catfishing” where they manipulate their main index images to entice customers. An example is a Starbucks K-Cup product on Amazon, where the hero index image shows a 96-count box, but the secondary image reveals that it’s actually four boxes of 24 counts.
Amazon understands the power of a compelling hero image to improve click-through rates and enhance the customer experience. While this catfishing strategy may seem deceptive, it is aimed at captivating customers and delivering a more engaging shopping experience.
Optimized Hero Images for the Holidays and Ordinary Days
It’s crucial to address the often neglected “hero image” on product listings, holiday or not. Many sellers overlook the importance of updating and optimizing this image, instead relying on outdated visuals that fail to drive click-through rates.
Holidays are highly active shopping events on Amazon, requiring sellers to showcase their products in the best possible light. Neglecting the hero image is akin to hiding your brand’s potential.
Why Brands Should Prioritize Their CTR
Every brand should prioritize their click-through rate (CTR) on Amazon for several compelling reasons. Firstly, a higher CTR means more customers adding products to their carts, increasing the likelihood of a purchase.
More sales directly result in higher total gross revenue, as each transaction contributes to the overall financial performance. Ultimately, increased gross revenue leads to higher total net profits, benefiting the brand’s bottom line.
By focusing on improving CTR, brands can drive customer engagement, boost sales, and ultimately maximize their profitability on the Amazon platform.
Measuring CTR
Mastering the Click-Through Rate (CTR) game can turbocharge your Amazon business, as it is the pulse of your Amazon presence and informs the algorithm that your listing deserves attention. A healthy CTR is typically above 0.3%, but aiming higher increases your chances of making a sale.
Measuring CTR is simple: go to Campaign Manager, check the ‘CTR’ column, and calculate it by dividing clicks by impressions. To improve CTR, optimize your product title with clear, concise language and relevant keywords.
High-quality images showcasing the product in use, along with highlighting benefits in bullet points, attract customers. Utilize A+ Content to tell your brand story and build trust. Experiment with different ad placements and conduct split tests to find the most effective strategies.
CTR is not just a metric; it gauges customer interest and signals relevance to Amazon. More clicks mean greater recognition by the platform. Below is a Linkedin Post from John, which can help you understand CTR calculation better.
Improve CTR Through Main Image Optimization
When it comes to selling on Amazon, your main image plays a crucial role in capturing customers’ attention and enhancing their overall experience. You can go beyond the ordinary and employ unconventional strategies to create a captivating main image that not only boosts your click-through rate (CTR) but also leaves a lasting impression.
Stand Out In The Competition With Main Image Strategies
In a competitive marketplace, your main image has mere seconds to stand out among the crowd. Consider using unconventional angles, props, or even injecting humor that aligns with your brand to pique curiosity and grab shoppers’ attention.
Instead of solely showcasing your product, aim to evoke emotions in your audience. Craft a main image that speaks to their desires, aspirations, or pain points. Incorporate visual cues, lifestyle imagery, or relatable situations that create a connection beyond a simple transaction. When customers see themselves reflected in your main image, they are more likely to click that coveted “Add to Cart” button. By employing these strategies, you can create a compelling main image that sets your brand apart and entices customers to engage with and purchase your products.
Add A Visual Impact To Your Listing
Your main image serves as a powerful representation of your product’s value proposition. Instead of overwhelming customers with lengthy descriptions or buzzwords, let your image speak for itself.
Use visual storytelling techniques to showcase the key features, benefits, or unique selling points of your product. Remember, the power of a picture is immense, so make every pixel count in conveying your message effectively. While Amazon has specific guidelines for main images, there exists a gray area where certain unconventional tactics can enhance the customer experience without violating any rules. It’s important to be aware of Amazon’s Terms of Service (TOS), but don’t be afraid to explore creative elements that can set your product apart. Sometimes, taking the less-traveled path can lead to remarkable and rewarding outcomes.
Level Up Your Main Image Game
If you’re ready to take your main image game on Amazon to the next level, here are some practical tips you can implement right away:
- Conduct thorough market research: Understand your target audience’s preferences and pain points to tailor your main image accordingly.
- Experiment with visual elements: Try different angles, compositions, and visual techniques to create an eye-catching main image that stands out from the competition.
- Incorporate lifestyle imagery: Use visuals that resonate with your customers’ aspirations and desires, allowing them to envision themselves benefiting from your product.
- Craft a compelling story: Showcase the value and benefits of your product through a concise and impactful narrative that can be understood at a glance.
- Test and analyze performance: Continuously monitor and analyze the performance of your main image, experimenting with variations to identify what resonates best with your target audience.
- Stay updated with Amazon’s guidelines: Ensure compliance with Amazon’s guidelines while pushing the boundaries creatively. Familiarize yourself with the rules to make informed decisions.
Merchandising your main image effectively on Amazon can significantly enhance customer engagement, increase CTR, and ultimately delight your customers. By thinking creatively, evoking emotions, and navigating Amazon’s TOS gray area wisely, you can create a main image that captivates and converts shoppers.
Main Image Best Practices to Improve CTR
Improve CTR - Add Crucial Details to Main Image
When it comes to Levels 100% Grass-Fed Whey Protein, the current product image is missing some crucial details. While it’s great that the protein is sourced from grass-fed cows, there are other elements that should be highlighted to entice customers. The image should:
- showcase the chocolate flavor,
- emphasize the pride of being made in the USA
- and provide information about the servings per container.
These are the small but important details that can make a significant difference in attracting customers. Merchandising is about more than just presenting the obvious; it’s about strategic storytelling that connects with the customer on a deeper level.
By keeping it real, relevant, and engaging, brands can create a compelling main image that stands out and resonates with potential buyers.
Improve CTR - Main Image should provide clear context
The moral of the story is to never underestimate the power of clarity and transparency. By providing clear information, you can significantly improve both your CTR and conversions on Amazon. In this example, we have a set of disposable cups. Initially, the main image didn’t provide clear context, leaving potential customers guessing about the cups’ purpose.
This ambiguity can be detrimental to the click-through rate (CTR). However, the transformation came with two key changes.
- The cups were given a clear context by clearly stating their intended usage in the main image.
- The quantity was made explicit by adding a 100-count’ label in the middle of the image. These modifications resulted in a transformed listing that is now crystal clear in its offering, ready to attract and convert customers.
Improve CTR - Highlight Product’s Key Points in Main Image
In the case of a 14″ thick mattress, emphasizing the thickness on the image can convey a sense of luxury and opulence, capturing the attention of potential buyers. Adding a “Made in the USA” label taps into a sense of patriotism, appealing to customers who prefer products manufactured domestically.
Furthermore, highlighting the cooling gel feature with a label can attract customers who prioritize comfort and temperature regulation during sleep. By showcasing these key points prominently, such as by tattooing them onto the mattress in the image or featuring them on a glamorous box, the product’s appeal and desirability are enhanced.
These changes can significantly influence purchase decisions, making the product stand out in a competitive market.
Improve CTR - Create a stronger first impression with a main image makeover
An image makeover can work wonders, as seen with People’s Choice Beef Jerky. The current main image fails to communicate important details about the product, such as being keto-friendly, sugar-free, and made in America. To give it a facelift:
- show the actual product to engage customers visually
- highlight key benefits like being sugar-free for Keto dieters and diabetics
- display its California origin.
These changes boost the click-through rate (CTR) by creating a stronger first impression that is visually appealing and profitably impactful, reminding us that on Amazon, your main image is your handshake.
Improve CTR - Optimize main image to amplify value proposition
Let’s talk about the transformation brought about by focusing on click-through rate (CTR) in Amazon listings, using the example of a baby cereal pack from Holle baby food AG. The main image of the product needed improvement, as it didn’t clearly convey important details.
To fix this, a plain box with a visible ‘6-pack’ label was added, amplifying the value proposition and making the deal more enticing. Additionally, the prominence of the whole grain aspect was enhanced to catch the attention of health-conscious consumers.
Transparency was prioritized by including an image of the actual product, which builds trust with potential buyers. Despite the general recommendation of emphasizing US origin, the exceptional quality associated with Germany was highlighted.
Improve CTR - Showcase your main image to appeal to shoppers’ needs and preferences
Let’s look at the NeoCell® Beauty Builder Gummies listing and how a few adjustments can lead to a significant increase in click-through rate (CTR). By showcasing the actual gummies in the main image, with the lemon flavor clearly visible, shoppers can engage both their visual and gustatory senses.
Adding the ‘Made in the USA’ insignia serves as a trust badge, reinforcing consumer confidence in the product. Additionally, stating that it’s a ’30-day supply’ for a 60-gummies pack eliminates guesswork and sets clear expectations for consumers. These changes go beyond mere aesthetics; they are strategic modifications designed to appeal to shoppers’ needs and preferences.
With these small adjustments, imagine the potential boost in CTR – showcasing the power of understanding your customers and optimizing their experience.
Improve CTR - Prominently display the product for transparency and credibility
Here’s John’s test concept edit for Beetroot Black Cherry powder on Amazon, and the transformative power of small changes is astonishing!
- Prominently displayed the powder itself in the main image, ensuring transparency and credibility.
- Emphasized the Black Cherry flavor for an enticing impression of a cherry paradise.
- Highlighted the value by clearly stating the 30 servings on the canister, showcasing its affordability.
Improve CTR - Add color swatches to the main image tag
A 2-pack Silicone Spatula Set is used in this example. By adding color swatches to the tag in the main image, customers get a VIP product tour that visually communicates variety and choice.
Highlighting that it’s a ‘2-Piece Set’ provides clarity on the quantity, enhancing perceived value. Combining these strategies transforms the main image into a powerful silent salesperson, inviting customers with a clear understanding of what they’re getting and the good deal they’re receiving.
Clarity, communication, and customer experience are the keys to Amazon success, and a few tweaks can significantly boost CTR, drive conversions, and make sellers happy.
Improve CTR - Emphasize Amazon-acceptable product details
This is Zarbee’s Kids Melatonin Gummies and here are ways to improve the main image.
- Enlarge the age range to highlight its suitability for 3-year-olds and up, appealing to wandering parents seeking a solution.
- Show the gummy in all its glory, increasing trust and making it look like an enticing treat.
- Flaunt the “Natural Berry” flavor, a kid-approved feature that can be the golden ticket to winning hearts.
While the supply count isn’t emphasized due to its nature as a sleep aid (a risky detail that might lead to suppression or listing removal), these three tweaks make the product listing stand out and appeal to parents seeking bedtime peace for their little ones. Well-rested kids mean well-rested parents, creating a win-win situation.
Improve CTR - Use bold colors and engaging overlays for a standout hero image
The product in focus is Scotts Turf Builder Triple Action. The “Before” image is unclear and fails to showcase the product effectively. However, the “After” transformation is vibrant and attention-grabbing, clearly displaying the Scotts Turf Builder Triple Action, a 3-in-1 superhero for lawn care, covering 4,000 sq ft.
The importance of Click-Through Rate (CTR) on Amazon is emphasized, as a high CTR leads to increased visibility and greater chances of conversions, propelling sales to new heights. Pro tips for stellar CTR include designing a standout hero image with bold colors and striking visuals to capture attention.
Additionally, highlighting key features through engaging text overlays or clear visuals helps customers understand the product’s unique selling points.
Improve CTR - Utilize all 6 listing image slots, A+, and customer avatar
Wuffes could greatly benefit from some improvements in their product listing.
- They should make use of all six image slots to showcase their product in action, allowing customers to see and understand why their joint supplements are the best choice. Vibrant images, before and after comparisons, or side-by-side comparisons with competitors would enhance the visual appeal.
- A+ Content needs to be more impactful and dog-specific, focusing on how Wuffes can improve older dogs’ lives with their chewable supplements. Making the content about the dogs and their needs, rather than generic information, will have a greater impact.
- They should create a customer avatar of loyal pet owners with aging dogs, portraying them as loving caregivers who want to ensure their furry companions’ comfort in their golden years. Incorporating these improvements will help Wuffes present a stronger and more engaging presence on Amazon, enticing potential customers to choose their products for their beloved pets.
Improve CTR - Add catchy call to action
In the exciting world of FoxyFit Protein for Her, a few strategic tweaks can turn a solid product listing into a conversion powerhouse. The 1-2-3 strategy includes adding a catchy Call to Action sticker, showcasing customer avatar lifestyle photos to demonstrate the product in action, and highlighting the ingredients and flavor with enticing visuals.
A sticker like “30 DAY SUPPLY” or “SUGAR-FREE FORMULA” grabs attention. Lifestyle photos of confident women enjoying the protein powder in a healthy, active setting help potential customers envision its seamless integration into their lives.
Large, colorful images of the all-natural ingredients and delicious vanilla flavor make buyers crave the product. By showcasing the right details, FoxyFit Protein for Her can soar in the competitive e-commerce jungle.
Improve CTR - Make captivating main image with clear information to reduce scroll fatigue
In the crowded sea of Amazon products, the “before” image of New Mood fails to stand out and provide essential information. The capsule size, ingredients, and value proposition are unclear.
However, the “after” image showcases a transformation with visible measurements, transparent ingredient details, and a value prop sticker declaring a “30-day supply.” These changes are crucial as standing out in the competitive marketplace is essential.
With clear information and a captivating image, products can guide customers toward their desired benefits, such as stress relief, better sleep, and improved moods, and create a memorable shopping experience.
Improve CTR - Perform Main Image A/B Test for maximum CTR
Watch this video where My Amazon Guy’s founder and CEO, Steven Pope, explains about the importance of A/B testing your main image.
Amazon Compliance
Will these strategies get me in trouble with Amazon? As John explained, a strategy is a winner if it can positively enhance customer experience.
Below are some of Amazon’s vetted daily deals that show additional elements in their hero images.
Conclusion
Optimizing your main image can significantly improve your click-through rate (CTR). By A/B testing different images and analyzing the search term report, you can identify which images drive the most clicks and conversions.
This optimization can help grow sales on Amazon quickly because a high CTR increases visibility in search results, leading to more traffic and potential customers.
Additionally, a captivating main image can attract customers’ attention, build trust, and showcase the product’s key features, ultimately driving more sales.
