Amazon A+ Premium Content with Fatos Fatin - Increase Conversion Rate Significantly

hi guys and welcome to another episode on Amazonia YouTube channel and today we chosen a very special guest fatos from maxm and she will be talking about how important it is to have uh an A+ content how to optimize it and make your listing absolutely perfect so fatos welcome thank you thanks for having me it's a pleasure yeah so we been talking a few moments already so I I saw that you already started to talk so many interesting points at all so I just wanted to start recording um so fos tell us in a nutshell just what who you are what you do and then we'll just skip to the to the subject and um yeah I'll be interrupting a lot with the with the questions because I want to learn more and I want to emphasize the importance of having a proper listing and proper A+ content so over to you yes so I'm fatos I'm the founder of Maxim we are an Amazon creative agency I originally started as a private label seller so I I've been through the entire Journey uh on Amazon um at maxm we focus on optimizing listings creating all the content from photography and videos to A+ content storefront design and our our job is to make listings as powerful as they can be to maximize for clicks and maximize for conversions so we are you know representing the brand building the brand identity and and making the shopping Journey as easy as possible for the Shopper nice nice thank you very much so yeah um for starters I would like to cover some Basics so yeah um the differences between the uh the regular A+ and the premium a plus and what are the differences if you have something prepared you are free to share if you like or we can do that later whatever you like yeah um you know we can we can start and then I can share and talk through some slides as well but but yeah so A+ content what is A+ content you know people still call it EVC as well it used to be known as enhanced brand content so it's the section that sits at the bottom of the listing where the product descript destion would be if you were adding a product description just with with text um it's becoming increasingly important um as as part of your product detail page it's just it's larger space to talk about features and benefits and a little bit of about the brand um so yeah it's an and larger size images so visually it's it's all about visuals yeah and I think it's um um it's one of the things it's a must have in the past it was like uh there was a decision if Brands so if the sellers want to go with brand registry or not but nowadays I think that's a must so you need to go through the brand registry you need to have A+ content if possible A+ premium so it's not like uh I wouldn't call it now enhanced so that that's the basics so whoever doesn't get that is is left out of the game and it's it's just missing out in sales totally totally and again the question about brand registry is an absolute must because if you don't have if you're not brand registered you know having brand analytics and all of that information it's just is just absolutely essential yeah and and A+ content as well is is part that right throughout this video I really want to emphasize how important it is in driving the conversion rates and actually providing all the the information and how you guys can help brand owners uh tell the story about their brand because um yes it can be done like do it yourself basis but it's it's it it's about those fine differences and fine details is it just a bunch of photos on the A+ content with some text on it done by AI or some whatever software or is it done by human really with a nice touch of design and graphics and Aesthetics and Etc so it's really um something that I want people to have as a takeaway after this this uh call so I know that you prepare something so if you can just guide us through it and I'll I'll be sure to to ask additional questions yeah definitely um so very quickly it is we still use real humans mostly in our photography we use a little bit of AI to help with certain things but overall it's not just a bunch of images it's about telling a story you have to have a plan you know what what is it that you need to highlight about the products features benefits how to use you know size charts all of those things to remove friction in in the shopping Journey um um so yes and and also these days with rofus as well the text that you put in your images is really important so you need to make sure you're including your keywords so there's a lot of planning that goes into it it's not just a case of pick a module drop some images in and and you're ready to go there's a lot more to it so so yeah let me um let me share some slides and we can talk through it um I can I'm I'm going to talk about um the difference between basic and premium A+ content um so I'm I'm basically assuming that everybody knows what A+ content is um so you know why why would you choose premium and what makes it better than basic so I'll just run through this quickly um so the first the first thing can can you just go full screen maybe uh yes uh hang on where was it that's Microsoft Office maybe on the right yeah hang on I'm not there the last time last several times I I I did use it was from Google okay here we go yeah so yeah so we've got full screen you can see the slides so yeah what is basic versus premium um the first the the main differences are um there are two big differences that make premium Superior to basic um fundamentally so more real estate you get more space and there are more interactive features there's a lot more that you can do with it and so why do these matter um more real estate bigger images attract attention more they they they sort of grab the Shoppers attention so you get more engagement from that but also having interactive features where people can click um which will go through some of those in a moment keep people engaged with your listing more and more engagement means they're on the page for longer and that means it it has two benefits one is that there's a higher chance of a conversion of people buying right but also the longer time people spend looking at your listing um that that's something that the algorithm likes so it means that your listing is likely to get shown up more so there are two advantages um conversion rate impact when you change from basic to premium A+ content you know the published data says that with basic A+ content you know it will help boost your conversion so this is compared to a listing that has no A+ content if you implement basic you can expect between 3 and 10% increase in conversion rate with premium up to 15% but what we are finding is that we're seeing increases in like up to 300% in some cases so the potential impact if it's done well is much much higher than the published average because bear in mind those published numbers are are an average which takes into account a plus content that's really good but some that's really not good um on Amazon yeah I sry interrupt on Amazon I don't like their averages at all because most of the time you cannot compare it correctly like is it a product is it a product for for $5 or $15 in the same category so those will be um much different in terms of conversion rate but yeah even even the 3 to 10% is huge when you think about the conversions not to mention 15 or 20 or 30% that that's a game Cher for somebody on Amazon exactly exactly so it's it's really really key to have it and you know why why conversions conversion is King as we know um you you need to you need to try and maximize your conversions because it helps with with your ranking you know with your listing getting shown um it is absolutely key it makes your PPC work so much better you get a lot more a lot more sales for your PPC spent so it's really absolutely important to make sure that you're doing the very best that you can to get your conversion rate up um yes so higher conversions equals more profit which which is what we were just saying so convert more of your clicks absolutely we love that we love that yeah it's it's more money more conversions equals more money um and so premium only features you know basic k+ was a really good thing to have but now with premium A+ there's so much more that that we can do and just want to quickly run through some of those improved and upgraded features so we did say you know larger image sizes that's one of them so this is um this is just a images across my computer screen comparing the size of basic and premium so if you look at the difference like the premium is the one at the top it just takes up so much more space and it's going to grab attention so that's like one big big plus so image sizes these These are the the image sizes um video you know now in premium A+ content you you can put your video in a video module and and people just click on it and it will play the video and moving images videos are great because they keep people engaged you know we we love looking at moving images that's huge and so that's great and there are various different video modules so for example this is this is a full video so it's the entire module it's a big picture and you click on it or you can have video carousels which are great if you've got a lot of ug for example so you can add multiple videos and people can just scroll through them and watch them um or you know you can have a video with text so you have a little bit of an explanation and then they can play the video as well so you know it's not just that you can have video you can have various different ways of implementing video in your premium A+ um carousels carousels are a feature that we love because you know you you can just click on the arrow and the imag is scrolled you know that those scrolling images being able to click just keeps people on the page um and carousels are a great way to add more real estate as well because when you think about it if you add four Carousel slides that's like another four Images right so it's it's even more stuff to show about your product and there they're a great way for example if you have a product that has lots of color variations you can get a slide to to show every single color for example so it gives you more space to talk about your product and to to just get Sal you said it's it's in more real estate so instead of one image for your keywords to be uh well designed on the image but four times that so that's good for Amazon rofus that's good for Amazon recognition tool so it's good for everybody exactly and again there are different types of Carousel modules so you can choose the one that works best for you um we Custom Design these so that you don't you just see the image and the text that we put on them um but you can just use the standard ones um another thing is you know interactive um comparison charts you know you can you can move around you can click you can scroll there are various different types of comparison charts that you can use and and these are great because you can showcase all your different products let's say you're selling um a hair care range you can have your shampoos your conditioners your hair masks it just gives you all this extra space um and it helps with cross- selling as well and and you can now add to card from your comparison charts so so much to do um another thing you can use is hotspots where when you hover over the product you can see you know information pops up so if you're talking about a product range you know people can just scroll over it okay you know this one's for dry hair another one is if you got dandruff another one is if you've got sinning hair so hotspots again are another premium only feature yeah that's the hotpots sorry hotpots are great for increasing that well time that Amazon actually measures on their storefront as well so everybody wants to see what's behind the spot you know exactly exactly um and then you know Q&A drop down Q&A modules are great this is something particularly if you've got a product that has high return rates because people don't really understand how to use it or how it works you know Q&A modules are really something that you should leverage because as well as selling as much as possible we also want to minimize returns because returns are a loss you know it it costs you money and it's bad you don't want returns so the profit killer yeah exactly so so if you're if you're getting people returning products saying well I thought this was what it was but I got it and it wasn't how I expected it to be yeah preemptively in your Q&A you can say for example um is this product suitable for children below the age of five because some somebody might order it and say I thought it was suitable for a 2-year-old and I find out it's it's only for children 5 plus so you can put that in your Q&A and say no it's it's only suitable for this age group so that is hopefully going to help you to reduce your return yeah maybe the the the different sizes can be added so if somebody's choosing like this is how to do measurements if you're this tall or that size exactly yeah lots of different uses um and so you know Premium versus basic A+ content a lot of people say you know well but don't you have to be this or that to to be eligible these days everybody who's Brand registered effectively can have premium A+ content in in the old days it was only available to Big Brands and it was very expensive say these days everybody has access so the the criteria are number one you must be brand registered um you need to be for A+ content anyway um number two very important a lot of people don't don't realize this brand story has to be applied to every single one of your asens so brand story is that other section below your main listing where you can talk about your brand for anyone who's not sure about that um and then you need to have submitted and had approved five sets of A+ content in the last 12 months um that doesn't mean that they have to be um unique sets of A+ content it can be um A+ content that you have that maybe you've made some changes you've resubmitted basically if Amazon has given you five approvals then in theory you should be entitled to premium A+ and normally it resets on a Friday sometimes it can take a couple of weeks but um you should you should be eligible for A+ so that's good to know and that's it with the presentation with the slides yeah nice and sweet yeah I wanted to ask you um what are some of the averages that you see um average increases in conversion rate so yeah it can go up to 300 but let's say out of your 10 last projects that you did what were the averages so was it um and and don't get me wrong I appreciate even if it's an increase from 5% of conversion rate up to seven because when you take an average um let's say average 10,000 clicks and I did that calculation and I have my fancy XL actually ugly looking but it Paints the picture where I added like $45 product and you have 10,000 clicks a month and just by increasing from four% of conversion rate to 6% you get an increase of $115,000 in sales just by increasing by 2% not to mention if you go from 4 to 8 from 4 to 15 that's that's all already I mean unmeasurable differences that going to make somebody either uh decide not to sell on Amazon or add another product you know if they Excel it so give us some some average how how do you see that happening like what kind of increases they do vary but we're seeing you know we are often seeing conversion rates doubling um wow we we recently had a client we upgraded from basic to premium so they already had A+ we upgraded from basic to premium and and actually the sales not conversion but their sales within a week went up by 18% so um that's huge right yeah exactly exactly so it it is you know if it's done properly and you have obviously the right advertising strategy that that it it all works hand in hand they all work together um then then you you are really really going to what you invest in you know upgrading or or or just refreshing your content it's just going to pay back in in heaps and heaps right PPC uh can be expense here as everybody knows uh but when you break it down like okay we as um advertising Specialists we can drive meaningful traffic with selecting good keywords we can bid properly and all use all all the defensive tools that we have but at the end of the day it's not PPC that converts it's the listing that converts so if you do a terrible job so imagine going to to the actual brick and motor store and you go in there and it's smelly and it's dirty and everything is uh piled over uh another so nobody would buy no but nowadays they pay attention to to anything even the smell the music inside the the store everything needs to be perfectly aligned in order for us for us to spend more and to actually trust the brand so it's not any different on on Amazon or any other store but yeah um but it's important to know that for a A+ content to shine they also need to have proper creatives so I think that that's what also your team does so even the the photo shoots right and everything so a toz service right exactly exactly you know with with some products um we can work with you know renders or stock images for some products we need to do photo shoot so EV every it's not a one siiz fits all every project is unique and bespoke but also yeah we you know we we understand how the platform works and and what we need to do with images like I said with using the right keywords and the messaging all of that is baked into the the whole thing that comes out right right um yeah so to to to wrap up everything I I think it's it's really worth mentioning that uh yeah uh the mobile what I if I'm not mistaken correctly A+ has a separate version for mobile right yes and the the module sizes are different so you have to design for mobile because most people are shopping on mobile so yes when when we're designing it we we design for mobile we create the desktop as well so it's not like just resized it's completely different on mobile you you can choose the different modules right that you want to you you use like you use the same modules like you use your video modules or your hotspots but the way you implement them is different and you have to adapt the design to work for mobile so you keep it looking as you know almost the same it's pretty much the same but you have to to rearrange it the module shapes and sizes are different um and with with Amazon as always there are there are quirks so you know the video module on on mobile you still have to upload the desktop size and a lot of people don't realize that and yes but but this is the thing you know Mobile's very important it's it's good that you touched on that basically everything we design has to be mobile friendly um so we avoid having lots of small text you know we the strategy is how can you get the message with the minimum amount of text and keeping the text as large and readable as possible yeah yeah make it clear uh that's why it should be left to professionals you know everybody thinks that it's just about grab your uh photo editor and just uh stuff things inside um can you tell me is it a A+ content A+ premium when I say A+ I immediately think about A+ premium to be honest when you talk about A+ is it a oneoff job or people should revisit that every now and then if so how often so as I don't know Trends change or what do you think about it definitely with all content it isn't set it and forget it it's about continual optimization so you know create good creatives put them up there but just always be tracking you know AB testing is really important for everything um I would recommend AB testing different elements separately so I I would not say do an AB test where you're running a test on your main image and your A+ content and everything at the same time because I think it can confuse the message so if you're going to test your main image test your main image if you're going to test you know A+ whatever test it separately um but yes you constantly need to be testing it and seeing um like let's say you you you change I mean your keywords are going to change over time they're going to change according to Seasons you know because you have gifting season you know so you you need to change it if if you're selling a a product that's um a Father's Day gift yeah you know something that's great for Father's Day you need to make sure that you know in the run up to Father's Day obviously you're targeting the keywords with your advertising but also change your visuals you know make sure that you have that in big text on you know and and a picture great gift for Dad right perfect yeah and and you know have it on your A+ have it in your listing have it in your storefront you know so with all of your creatives just as you're constantly reviewing your PPC and adjusting you have to do the same with your creatives yeah and yeah it's a perfect example right right now it we are a week away from from Christmas and I saw already on the search results page whenever a brand added like um I don't know a small red flower or whatever that it it's in red color it immediately stand out from the competition such a small change in main image so even if you do that on A+ like add all the festival mod festive motives like I don't know trees and whatever you know what exactly so it it's immediately uh Paints the picture that that's what you want to do this is how it looks under the tree this is how like people are happy using it or or whatever you you you know you know it um so yeah thank you very much can you tell us what would be the best uh contact for somebody who's interested in really good service that you providing we work together in the past so what how how they can contact you what's the the best method um so either on Linkin I'm I'm always there you can get a hold of me there or on our website which is max.co doco not. um there's a there's an inquiry form if you fill that in that comes through to us and we you know we'll come back to you nice fat and thank you very much for being our guest and uh I know that it's it was very valuable it was for me I know it was going to be for everybody else um and I keep telling um everywhere I go on the conferences on these meetings that this is something that really needs to be um people need to pay more attention to it because it's easily neglected because people are just okay I have it that's done check it and let's move on but it's actually that's not it and it's something that really can make a difference in terms of pricing your product higher and having better conversions and that's why we do this job it's about profit and if we neglect some Basics then we cannot move on and that can jize our whole business then again thank you very much for being our guest and hope to see you soon thank you for having me