Redesigning Amazon A+ Content

for a shoe and foot care ecommerce brand

In the ongoing project of updating FootFitter's A+ content, I focus on enhancing visual appeal and information delivery to elevate the customer experience. Incorporating comprehensive details, captivating visuals, and ensuring brand consistency, the revised content aims to boost conversion rates and strengthen the brand's identity. Throughout, I provide mock-ups to visualize and refine the content creation process.

Currently conducting A/B testing to measure the impact, analyzing metrics to ensure that the updated content not only stood out among competitors but also contributed to increased customer satisfaction and sales.

Project Overview

Deliverables: Redesign modules for desktop and mobile; content evaluation

Tools: Adobe Illustrator, Adobe Photoshop, Figma

To enhance product support and improve sales performance on Amazon, I conducted a thorough evaluation of the current content. My focus is on refining it for clarity and engagement, ensuring it is both informative and easy to understand.

Business Goals

1. Enhanced Product Presentation

2. Improved Customer Experience

3. Increased Conversion Rates

4. Brand Consistency

5. Educational Value

6. Competitive Advantage

7. Cross-Selling Opportunities

8. Mobile Optimization

Desktop: Foot Scrub

Mobile: Foot Scrub, Pumice Stone, Foot Balm

After reviewing the existing content to pinpoint areas for improvement, I focused on the following:

  • Emphasize nourishing ingredients and materials by enlarging photos, using close-up shots

  • Highlight the benefits and how the product can solve users’ problems

  • Provide a quick how-to guide or tips to achieve the best results

Goals

  • Ensure consistency in both information and design across all products in the collection

  • Catered to both mobile and desktop devices

    • For desktop, I addressed the appearance of large images and text in the Amazon listing by creating sufficient negative space to prevent overwhelming visuals so that the user can focus on essential content.

    • For mobile, given the limited space, I prioritized clutter-free content while ensuring information remained easily accessible.

Redesigning Content

Boot Stretcher

After reviewing the existing content to pinpoint areas for improvement, I noticed a substantial amount of information that could potentially hinder quick comprehension. My review focused on the following key points:

  • Enhance the visual hierarchy and clearly section off each part for improved clarity

  • Include fewer product photos; instead, feature a variety of images highlight post-use comfort and functionality

  • Streamline the mechanics-to-description process for first-time buyers by incorporating a video

  • Emphasize the crucial details to boost customer confidence in their purchase (essential information is in the listing's carousel and bullet points)

Evaluating Content

Concerns from customers were extracted from reviews. After discussing with stakeholders to prioritize key customer pain points, the following points were highlighted:

  • Unsure if the product would alleviate discomfort and pain caused by tight boots

  • Potential damage the product may cause to the boots

  • Product reusability due to quality

Customer Pain Points

The objective was to create easily scannable content while instilling confidence in their purchase. To achieve this, several ideas were proposed:

  • Craft creative titles and enlarge font size

  • Showcase images of different styles suitable for the product, avoiding lengthy text blocks

  • Address specific problems the product can help solve

  • Provide clear do's and don'ts suggestions to minimize errors

  • Create more space to guide customers' eyes to each respective section

Redesigning Content

Constraints and challenges: Utilizing a combination of original and stock images posed a challenge in maintaining a consistent style. I employed the same font throughout, with the flexibility to resize as needed.