Comparing Amazon, Target, and Walmart online content management
While every step in the customer’s journey is important, the product page is the one place where the customer needs to make an important decision. Your product detail page (PDP) is your quick impression to sell the customer in under 10 seconds. “You can drive all the traffic in the world to your product pages, but if the consumer doesn’t have enough trust to hit buy, it doesn’t really matter,” says Heather Paul, Content Director at OneStone. “We want to make sure we build trust with the words we are using, images, and the descriptions. As we move down the page we want to build consistency. Consistency builds trust and trust builds conversion.”
Many brands know how to talk about their product because they love it, but they may struggle with enriching it with SEO, understanding the unique platform requirements for each retailer, and using the right images that tells the full story of their products that create aspiration and trust. What you can do varies across retailer’s platforms. In this article we are highlighting different features for Amazon, Walmart, and Target and advice to create a better online shopping experience.
Here’s a quick look at current capabilities across the 3 platforms:
The rule of 7
While some platforms have a minimum requirement of 4 images, we’ve found that in order to have a highly converting product page, you need at least 7 images.
Tips for Amazon:
- Our advice is to have at least 7 images on Amazon product detail pages (PDPs);
- Amazon requires your hero image is a front-facing shot on a white background.
- You’re competing with hundreds of similar products so you need to build your story right from the start. Using lifestyle images, scale & proportion, and out-of-box displays will set you apart and help the customer in their decision process. Use different image types.
- So far, only Amazon has the 360° spinning capability so use this if possible.
- Put your best images forward. You want to order your images with the highest conversion to appear early on the Amazon PDP.
Tips for Walmart:
Earlier this fall, Walmart integrated its site and paused enhanced content. We are hoping this feature will return in the future as the PDP features are pretty minimal. With that said, there are still some tips you can use on Walmart’s website.
- 6-8 images is a good starting point for Walmart, however, since the first 5 are only displayed, be thoughtful of your image order.
- Use feature benefits on images to tell your product story.
Tips for Target:
- Aim for 7 images on your Target PDP
- Hero image is front-of-pack with white background, similar to Amazon.
- Make good use of videos to tell a compelling story.
- Second image is important on Target because it’s viewable in search results when Target guests hover over the hero image.
- Target is one of the few platforms where guests can share their own photos of the product, so encourage them to share