What Makes Page One Products Stand Out on Amazon?
Every business hopes to drive its products to the top of the Search Engine Results Page (SERP). Research has shown that 70% of shoppers will never click past the first page of search results, and 35% of them will click on the very first product featured. 64% of clicks will be on the first three items displayed. Needless to say, location on the page for target search terms isn’t just important— it’s vital. But what can your brand do to optimize product pages to surpass competitors and obtain this in-demand real estate at the top of the digital shelf?
Uncovering Your Brand's Share of Voice
Determining your brand's location on the “digital shelf” relative to competitors for key search terms is a great starting point. Share of voice represents the exposure a brand is getting relative to competitors. On the Amazon platform, it denotes a brand’s percentage of products displayed in the search results for a particular search term. Share of voice is directly linked to brand awareness and product sales. By tracking this metric over time, an organization can understand where its strengths and weaknesses lie, as well as the steps it should take to improve. Reviewbox's Searchbox tool makes uncovering your share of voice as simple as loading in product ASINs and target search terms. Our graphs below display this for the top three organic and sponsored for the "dog food" search term and their rank over time.
Understanding Page One Trends in Your Category
After establishing your brand's share of voice relative to competitors in the category, you can begin to investigate the metrics that differ between them. For example, refer back to our dog food share of voice graphs above. In order to better understand how these brands acquired a large presence on page one, examining listing characteristics such as number of reviews, average price, content type, and more can all be useful. Reviewbox's suite of tools collect this data so you can assess these metrics with ease. In the following graphic, we outline the characteristics of brands in the page one search results for "dog food" in relation to those appearing on pages two and beyond. Using Pricebox to determine average price and prime fulfillment, Reviewbox to calculate review quantity, and Copybox to find number of variations, images, and features, we can see that there are substantial differences between page one products and their counterparts. After you've established the differences between your brand and others, you can begin to take calculated steps to improve your SERP position.
A High-Level View of Page One Brands
Top brands stand out from their competition with more descriptive product detail pages, from features to images. They are far more likely to have enhanced content, as well as offer prime fulfillment and lower prices. In our search for dog food, top brands provided 20% more images, 18% more features, and were 37% more likely to have A+ content. These brands also had extensive customer feedback in the form of reviews and questions. In these results, top brands had 162% more reviews on average.
Share of voice is critical in capturing sales. In their online searches, almost all consumers will limit their product search to the most visible products on the page. Without being in customers’ line of sight when they commence an online search, brands can be easily lost in a sea of competitive products. By examining your listing attributes and how they compare to competitive products for your target search terms, your brand will be best equipped to develop a plan to surpass competitors and earn a top spot on the digital shelf.