{"id":39604,"date":"2019-02-11T08:00:54","date_gmt":"2019-02-11T16:00:54","guid":{"rendered":"https:\/\/content26.com\/?p=39604"},"modified":"2019-02-08T12:37:52","modified_gmt":"2019-02-08T20:37:52","slug":"study-provides-blueprint-for-effective-amazon-content","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/study-provides-blueprint-for-effective-amazon-content\/","title":{"rendered":"Study Provides Blueprint for Effective Amazon Content"},"content":{"rendered":"\n

New research shows that carefully crafted Amazon content holds the key to boosting shopper engagement and sales. A recent study of more than 10,000 shoppers found that \u201cjust right\u201d content can increase purchase intent by more than 10 percent. <\/p>\n\n\n\n

Results of the study, conducted by researchers affiliated with the University of Washington\u2019s Sales and Marketing Strategy Institute<\/a> in partnership with content26, will appear in the March 2019 issue of the Journal of Marketing<\/a>.<\/em><\/p>\n\n\n\n

With a more than 80-year history, the Journal of Marketing is published by the American Marketing Association and offers insights into real-world marketing questions.<\/p>\n\n\n\n

Content26 created a white paper to explain the results of the study<\/a> and to provide additional context about how the results impact brands that sell on Amazon.<\/p>\n\n\n\n

\"University<\/a><\/figure>\n\n\n\n

\u201cWe\u2019re proud to be a part of this study<\/a>, which resulted in clear, strategic guidelines for creating Amazon content,\u201d said content26 President Mark White.<\/p>\n\n\n\n

The research offers marketers guidance in two critical aspects of content strategy: <\/p>\n\n\n\n

  1. Pinpointing the type of experience<\/strong> customers crave, depending on the products and brands\nthey\u2019re considering. <\/li>
  2. Choosing the design elements<\/strong> that most effectively build the desired experience.<\/li><\/ol>\n\n\n\n
    \"icon<\/figure><\/div>\n\n\n\n

    Using a combination of field and lab experiments, the research study investigated four shopping experiences: informative, sensory, entertaining and social. It also looked at 13 design elements, including tone, content length and product imagery. To facilitate this process, content26 created 256 \u201cAmazon look-alike\u201d product pages that were presented to more than 10,000 shoppers. Researchers also tested findings using real products and sales on Amazon.com<\/a>.<\/p>\n\n\n\n

    Pinpoint the Most Effective Shopping Experience for Your Customers<\/strong><\/h2>\n\n\n\n

    The study showed that strong brands<\/strong> (those with high levels of consumer trust) benefit from building informative shopping experiences. Well-known brands can\u2019t afford to skimp on detail, because the more trustworthy a brand, the more consumers are willing to take in information and deem it relevant to their purchase decisions. <\/p>\n\n\n\n

    Upstart brands, on the other hand, should focus on creating\nentertaining shopping experiences. This can help to mitigate uncertainty customers\nmight feel about their products, as customers who are having fun while shopping\nare less likely to abandon their carts. In general, the researchers found\nentertaining experiences to drive purchase intent more than any other aspect.<\/p>\n\n\n\n

    Shopping online presents unique challenges for customers,\nwho cannot touch the products<\/strong>\nthey\u2019re considering. For this reason, marketers group products into two\ncategories: those that can be easily evaluated using information (search\nproducts) and those that would benefit from direct physical contact (experience\nproducts). <\/p>\n\n\n\n

    The university researchers found that search products sell\nbetter on product pages that create an informative experience, while experience\nproducts benefit from webpages that create a social experience, evoking a sense\nof warmth and human interaction.<\/p>\n\n\n\n

    After choosing the type of experience right for their\ncustomers, the study provides marketers with a blueprint for strategically assembling\nproduct page design elements to evoke these experiences.<\/p>\n\n\n\n

    Design Guidelines Help Brands Build Effective Amazon Content<\/strong><\/h2>\n\n\n\n

    Study authors found star ratings and large picture sizes to\nbe key elements of all experience types, but they did find some design elements\nto be particularly suited for specific online experiences. <\/p>\n\n\n\n

    • Informative\nexperiences<\/strong> can be built using descriptive detail, a list of five (rather\nthan three) bulleted product attributes, comparison matrixes and recommendation\nagents.<\/li>
    • Social\nexperiences<\/strong> are effectively built using a conversational linguistic style\nand lifestyle pictures.<\/li>
    • Effective sensory\nexperiences<\/strong> employ product videos and photos that zoom in on a key aspect\nof a product.<\/li><\/ul>\n\n\n\n

      \u201cBrands that create an effective shopping experience on Amazon have a huge advantage of their competitors,\u201d said Robert Palmatier, Research Director for the University of Washington\u2019s Sales & Marketing Strategy Institute and one of the paper\u2019s authors. \u201cIt\u2019s a matter of tailoring content for the brand and product that\u2019s being sold.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

      New research shows that carefully crafted Amazon content holds the key to boosting shopper engagement and sales. A recent study…<\/p>\n","protected":false},"author":52,"featured_media":39606,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[125,789,1462,1460],"tags":[],"yoast_head":"\n\n\n\n\n\n\n\n\n\n\n\n\n\t\n\t\n\t\n\n\t\n\t\n\t\n