Does Amazon's Enhanced Brand Content increase conversion?

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United States United States
ScarfKing
Kudos: 392
Joined: Oct 7, 2014
Does Amazon's Enhanced Brand Content increase conversion?
25 Jun 2017
We're thinking about making the plunge, since we have a very visual product with an interesting story. EBC seems like a good way to leverage our assets. Does anyone have any experience with EBC to report?
United States United States
karonthackston
Kudos: 31
Joined: May 16, 2017
Re: Does Amazon's Enhanced Brand Content increase conversion
27 Jun 2017
@ScarfKing About half of our clients who chose to try EBC decided to continue using them. The others did not think they were worth the effort. If you do test them, be sure to also insert a description in the standard product description field.

Amazon has sporadic issues with EBC descriptions not showing up on tablets for some reason. Sometimes they do... sometimes they don't. You will need a text description as a backup.
United States United States
ScarfKing
Kudos: 392
Joined: Oct 7, 2014
Re: Does Amazon's Enhanced Brand Content increase conversion
28 Jun 2017
@karonthackston

Thanks Karon. Comments on the web are all over the map, but I did suspect that perhaps some of the people who adapted EBC and had bad results had neglected to keep their previous product description in place.

We have a very visual product with a good story, so we're shooting our products with EBC in mind.

Best to you.

ScarfKing
Supplier
Ft. Lauderdale United States
OperationROI
Kudos: 31
Joined: Mar 1, 2017
Re: Does Amazon's Enhanced Brand Content increase conversion
10 Jul 2017
@ScarfKing

Yes, Enhanced Brand Content (EBC) pages can definitely help, but not all products have the same success. I have seen articles and research from others claiming increase of up to 10%. From our experience, the best EBC pages only increase conversions between 3% - 6%.

As I originally said, not all products benefit from EBC pages. If your products need to communicate more details, get lots of questions, or even worse get a lot of returns, then yes I would recommend testing EBC pages. Try it on those previously mentioned products or with some of you better selling products. If you're not sure about what content to include in you EBC pages, then look at other comments and discussions about the products. Are there any recurring questions or comments about materials, safety, use, size, etc?

You mentioned that your product is very visual. Make sure to have good photography that show the product being used. Show close-up's of features, diagrams or whatever is necessary to better educate the consumer on why to purchase your product.

Best of luck,

OperationROI

[Last edited: 10 Jul 2017]
New York United States
UnionProgress
Kudos: 38
Joined: Jun 27, 2017
Re: Does Amazon's Enhanced Brand Content increase conversion
10 Jul 2017
As a specialists in product management and amazon product page optimization we can surely say that enhanced brand content is something you should apply to your product. Especially when it's a visual one. It always easier for buyers to see images and get involved in a deal when they have better understanding of real product's functionality.
The effectiveness of enhanced content depends on range of factors such as:
1) Images - their quality and unique performance will form the perception of the product and brand.
2) Description - it helps buyers to feel comfortable and confident with their purchase.
3) A correctly chosen Template will help to favorably highlight all the benefits a product has.

To decide whether enhanced content will work for your product you must clearly understand what kind of new information you may bring to the buyers to make their choice easier and clear.

Telling about our clients' experience of implementing enhanced content we must say that the more informative and attractive your content will be the more profit you'll get. To have the results we suggest you to work with professional companies like Union Progress that work with amazon inventory management and at the same time have a team of designers. As an alternative you can even create a content by yourself if you have an appropriate experience.A certain thing is that increase in sales you can get from enhanced content is purely individual.

[Last edited: 10 Jul 2017]

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