In recent posts, we’ve broken down the anatomy of an Amazon product page, providing a guide to optimize each portion for discoverability and a superior digital shopping experience. This Calphalon product page on Amazon is a good example of these best practices in action. In this blog post, we discuss Calphalon’s Amazon product page—the essential content and enhanced content.
Amazon Product Page Essential Content
Essential content–product titles, bullet points, and product descriptions–not only provides basic information to customers but also contributes greatly to how products are indexed in Amazon’s search engine. We examine the essential content for this Calphalon product below.
First, we’ll look at the product title. Amazon values correct title formatting. A good product title provides enough information to distinguish the product from nearly identical products. A poorly formatted product title is not only detrimental to the customer’s digital shopping experience, it hurts your discoverability on Amazon.
Amazon’s search algorithm relies on product titles to help determine relevance but beware of stuffing product titles full of key words and phrases. An overly long product title will negatively impact your ranking in Amazon’s search engine. Make sure your product title is clear, concise, and properly formatted to get the best organic search results on Amazon.
Good product titles follow established naming conventions. While each category is different, here’s an example of what a title should look like:
Brand Name + Series Name + Model Name + Form Factor + Unique Identifier (color, capacity, pack size, etc.)
This Calphalon product page largely follows this naming convention – starting with the Brand Name (Calphalon), the series name (Contemporary Nonstick), the form factor (Omelette Pan), and ending with unique identifiers (10-inch, Black). Calphalon added keywords like “Hard-Anodized,” “Aluminum,” and “Cookware” that differentiate this product from similar products.
The bullet points included in Calphalon’s 10-inch omelette product page are strong. They provide essential information “above the fold” while clearly stating the benefit to the customer (“dishwasher-safe”, “nonstick coating). The number of bullet points is also important. With five bullet points, Calphalon strikes the right balance between informative and concise. We’ll cover bullet point optimization in more detail in a future blog post.
Finally, a well-written product description gives customers a brief overview of the essential information about a product. An ideal product description is no longer than one paragraph and is written with clear, easy to understand sentences.
Amazon prohibits over-the-top product descriptions – descriptions that try to take the place of enhanced content. A good product description is only text, no HTML, Java, or special characters. Product pages with “enhanced” product descriptions may be penalized in search results.
The product description for the Calphalon Omelette Pan is the perfect length—paragraph, not too long and not too short, with easy to understand sentences. The product description clearly outlines the physical features of the product line (“Flat, wide bottoms heat evenly and provide plenty of room for cooking”) and the main selling points (“…combines durability and performance with fast clean-up and easy low-fat cooking”).
There are some best practices that Calphalon can use to improve their essential content. We’ll talk about how brands can optimize essential content in future blog posts, so check back often.
A+ Content For Calphalon
We’ve spent a lot of time talking about Amazon A+ content (Amazon’s term for enhanced content) on the content26 blog. Simply put: A+ content works because it offers a compelling digital shopping experience while boosting discoverability on Amazon. Effective A+ content has a mix of product shots and lifestyle images, a short introduction of the product, bullet points for scannability. Check out this infographic for more information on the Anatomy of A+ Page.
The A+ content that Calphalon uses is where this product page really shines. The content appeals to different shopping styles, with headers and bullets for those who prefer scanning and more detailed information for customers who research. Calphalon chooses the images for this A+ content strategically, with a mix of product and lifestyle shots and an image emphasizing the dishwasher and oven safe feature. The “How to Cook with Nonstick” module provides utility and value beyond the features of the product by touting the advantages of nonstick cookware.