The product title, images, brand, description, and bullet points are core elements of a quality detail page. When these fields are populated with quality information the detail page may display higher in search results, which increases the odds of a customer clicking to view. The presence of quality information may also makes it more likely that a customer will purchase the product since, the detail page contains the key information a customer needs to make an informed purchasing decision. Provided below is a list of best practices for each field and explanations of the importance of each field.
The product title is one of the key fields used by Amazon and offsite search engines to measure the relevancy of a detail page as part of a customer search. Titles that are constructed according to the style guide for a category perform better in product searches. A customer is more likely to click on quality product titles in search results since they contain information that will help them make a preliminary purchasing decision.
|Search Results: High Quality Title||Search Results: Low Quality Title|
The presence of a quality image is an important element that helps a customers choose one search result over another. Images help the customer visually evaluate and compare key features and suitability of products. Multiple images enable the customer to see all angles of the product, further enriching their purchasing experience.
|Search Results: Missing Image||Detail Page: Multiple Images|
The description and bullet points are other key fields used by Amazon and offsite search engines to measure the relevancy of a detail page as part of a customer search. Descriptions and bullet points that contain detailed information about the features and usage of the product enable customers to compare products before making a purchasing decision. Customers are more likely to purchase products with quality descriptions and bullet points.
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The brand provides customers with another attribute that can serve as a basis for their purchasing decision. While the brand is often contained in the title, description, and bullet points it should also be included in the brand field.