By Erick Rodriguez from Virtuous Graphics
If you’re a private label seller on Amazon, you might be exploring the possibility of employing Amazon packaging and product inserts to boost the customer experience. Chances are, you’re wondering if it’s a worthy investment; you might fall into the same category of a lot of Amazon sellers who are not aware of the significance of this little sales trick. The truth is, proper presentation contributes to better sales and return on investment (ROI).
In this article, we’ll show you the many advantages of investing in proper packaging and product inserts. The benefits, in addition to sales and ROI, include having happier, satisfied customers and improved authenticity.
We will discuss how good product packaging can contribute to a better brand registry, increased click-through rate, and reach out to new sales channels. In the same way, it lowers the incidence of in-authenticity claims and minimizes negative reviews on your products. Overall, enhancing product packaging and Amazon product inserts will boost additional sales.
Essentially, Amazon packaging protects the item as it makes its way to the customer. Many negative reviews come from customers who have received items that suffered damage en route. Good product packaging can minimize the chance of this happening.
Furthermore, you could compare the relevance of product packaging and inserts to grocery shopping. Attractive packaging draws the eye of the customer. Unless you’ve got a particular brand in mind, likely you’ll purchase the item with the packaging that catches your eye.
The experience is very similar with Amazon. High-quality product packaging and product inserts can help your items stand out among the competition. Packaging is the second impression a customer gets of your product. How a product is presented spells the difference between customer delight and customer disappointment, at that crucial moment when a customer holds your product in his or her hands for the very first time.
The strategy is two-fold: good design, and good content.
Good design can be further divided into the aesthetic design and the packaging’s physical quality. Aesthetic design makes an impact and could spell the difference between customers considering your item a fun product for Christmas, birthdays, or anniversaries, or a product they chuck into the hall closet and forget. Pretty boxes or tubes require little additional wrapping to make the item gift-ready. Quality is important, too; products get jostled around during delivery, and who knows what might happen to the product once it arrives at the customer’s delivery address. Sturdy packaging that shields your product from an enthusiastic and curious cat will be very well received by the customer. We promise!
Content is also key in managing customer expectations. The packaging is the place to put important information, such as your brand name, package contents, customer hotlines in case of mismanaged or unachieved expectations, origin of the product, and any certifications like FDA-approval, FBA, or awards that the item has won.
Inserts meanwhile carefully step in front of negative reviews before they can happen. They anticipate customer experiences and meticulously manage them. A good insert can be a quick instructional guide, or fun tips that help enhance the experience of the product, or an installation guide. Inserts also encourage customers to leave a review on your Amazon page—effectively boosting sales in an indirect, “soft sell” manner.
Keyword research plays an important role—not just in your listing, but also in your product packaging and inserts. Clearly, it’s impossible to optimize a physical product for SEO, but careful keyword research will still ease the sales process and create customer delight.
Pay attention to the prevalent keyword trends as well as the keywords used by the competing products. Take the time to research broad and generic terms, which ones stand out, and identify whether they are major or minor keywords. Through an extensive inquiry, you can glean a better idea which keywords or phrases are best used for your products. This sort of search gets you found on Amazon—but it has an impact too in your Amazon product packaging and Amazon product inserts. Knowing what customers are looking for will help you design the product packaging that will convince customers that they’ve made the right choice by choosing your product over the others.
Many Amazon sellers have the bad habit of simply tossing their private label on a generic item and that’s it. But if you want to truly grow your brand and expand to a new sales channel, you need to invest in professional branding. Slapping tags or stickers on the packaging simply won’t do much.
Poor-quality packaging can have adverse outcomes. We spoke about negative reviews caused by faulty packaging above. Badly designed or flimsy packaging is likely to result in negative product reviews, bringing star ratings down. In many instances, the number of sales will decline. The worst case scenario is the suspension of your Amazon account due to too many negative reviews and ratings.
With beautifully presented, professional-looking packaging, customers become more inclined to patronize your product, as opposed to a poorly presented competing item. In the same way, aesthetically pleasing packaging helps drive additional sales, as customers tend to talk about it with their family and friends. Driven by word of mouth, more people will be persuaded to look for your product, resulting in an improvement in your search results rank (for purposes of search engine optimization or SEO).
Customers also tend to leave positive reviews as well. With many leaving a good word about your product in addition to having a good customer experience with you, anticipation and excitement are woven around your product—this is invaluable organic marketing that no amount of professional photography, graphic design, or copywriting can replicate.
When product developers step in front of negative reviews by inviting customer feedback, you’re given the chance to engage your customers in a conversation before they take to Amazon or social media to voice their distress. As we have already learned, posting negative reviews on Amazon may eventually get the listing pulled—putting a stop on sales, and causing losses on your inventory.
Product packaging and inserts have manifold benefits:
Essentially, you can expect improved click-through rates and customer satisfaction—and, ultimately, increased sales and a better return on investment.