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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]

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