Optimising your Amazon product listings for mobile
If you’re tired of being told to optimise your online activity for mobile, here’s the bad news… you have to optimise your online activity for mobile. 52.5% of global website traffic occurs on mobile.
According to ComScore, mobile users consumer more than twice the digital minutes than desktop users, spending majority of time social networking and consuming content, especially video.
While mobile-first design is critical for content publishers and social platforms (and has been for some time), retailers have been slower off the mark at gaining their share of consumer time. ComScore’s Mobile Hierarchy of Needs report cited website security, unclear product details, poor navigation, lack of product comparison, and difficulty inputting details, as the main concerns that consumers had about purchasing on mobile.
Now for the good news – at least for Amazon sellers. Over 30 million people use the Amazon mobile app each month, and this number is growing fast. Amazon has repeatedly been ranked the most trusted retailer in the world. Their product-led search and customer focus means their app and mobile experience gives customers just as much detail as they get when shopping on the website.
The contents of a product page are reorganised on mobile, giving the customer a slightly altered experience. We’ve put together a quick list of things to consider to ensure your product listings are fully optimised for mobile.
- Put your most important or highest-converting keyword into the first 60 characters of your product title – this is roughly how many characters show in search results on mobile.
- Bullet points are de-prioritised on mobile, switching position with product details. They also appear below any A+ or Enhanced Brand Content and only show the top 3 bullets in the non-expanded view. They’re still key, but consider their comprehensibility relative to other brand content for the mobile shopper.
- Ensure your product takes up as much of the main image block as possible, and that the image is 1280 pixels on the longest side to be clear and zoomable on mobile.
- Product descriptions switch places with bullet points on mobile. Place equal importance on copywriting these to include all the necessary product information, use cases and relevant keywords. Try to avoid blatant repetition in bullets and product descriptions, and instead give customers more helpful info.
- A+ Detail Pages and Enhanced Brand Content are prioritised over product details and bullet points on mobile.
- Some A+ modules like banners reduce in size, while others like the three blocks re-organise one above the other on mobile. This means copy or logos on banners could become illegible and key information could read as haphazard. In our experience, it’s rare that we have to sacrifice the desktop design to ensure A+ Detail Pages are optimised for mobile – it just takes a little extra attention to detail.