According to Smart Insights, visual content can improve conversion rate by up to 7 times – so do take advantage of your Amazon infographics! Defined as the secondary images that showcase your product’s features, benefits, dimensions, use, and more, infographics help your listing convert, whereas your copy makes your listing rank. The combination of the two makes for a killer listing. And yet, so few sellers take advantage of Amazon infographics. Many sellers feature various angles of the product and call it a day; this is massive wasted potential.

beBOLD’s blog lays out the benefits of infographics:

1. Provide instant information that’s much easier to digest through a visually appealing format
2. Improve audience engagement, especially when you feature the product in use, so customers can envision themselves using the product
3. They help to build brand trust, recognition, and affinity, especially if they look and feel professional
4. They can indirectly boost organic ranking by improving conversion rates

Convinced yet? Don’t make these big mistakes in developing your Amazon infographics:

1. Ignoring their potential: don’t slap something together on Power Point and think that’ll convert. Make the Amazon infographics look good.
2. Refusing to include text because customers don’t read. You definitely need both. Graphics illustrate, while text adds context.
3. Ignoring strategy. The Amazon infographics bring your customers through a journey – and the finish line is the Add to Cart button. What story can you tell about your product?
4. Refusing to localize! Your US Amazon infographics won’t convert as well in Germany and Spain.

The short answer behind #4 is that many Europeans don’t feel confident with their English, so keeping the text in English simply won’t get you the conversion rates you require. The long answer? There’s no good reason to keep your images the same, and hope they’ll convert separate cultures. Read on to see what our translators have to say about it.

Different Lifestyle Images in Amazon Infographics

There are certainly cases when images that are effective in the US will not resonate as well with German or Spanish customers. It’s all about the difference in attitude and perspective.

The 3 Types of Infographics That Are Very Different

Food Products

In America, food products are usually showcased at the dinner table with an americana feel: barbecues, Thanksgiving dinners, school lunches, and so on. A snapshot of American life can be seen in many successful and professionally-executed Amazon infographics. “This is meant to evoke positive emotions and create a sense of community around the product,” shares our translators. Although Germans and Spaniards like lifestyle images that showcase the product in use, there are slight differences in the treatment.

If in the US market, the focus is on the emotions and the community, the focus in the European market would be more quantitative. Where does the product come from? Any nutritional benefits? What about the quality of the ingredients? “Germans are more interested in seeing detailed information about the ingredients and nutritional value of the food product,” suggests our translators.

You could achieve this with a good blur effect. For the US market, produce an infographic showing your granola bars or herbs and seasoning in use by a group of people. Showcase the happy emotions that eating your food product evokes. Don’t forget to feature those smiling faces! The call out text can focus on how the product improves the lives through convenience, flavor, and so on. Then, for the European market, take the same image and blur the people so they become part of the background. The call out text should focus more on the quality of the product and the health benefits of keeping one in your bag or pantry, as the case may be.

Self-Care Products

Deodorants, moisturizers, perfume, and other similar self-care products are often marketed with an aspirational identity that the product is meant to embody. Beautiful girls model perfume, with the subtle messaging that you, too, will be as beautiful as these women if you use this product.

In Germany, though, the trend in marketing is to focus less on aspirations and emotional manipulation, and more on ingredients and effectiveness. The stoic Germans – like many of their European counterparts, even the romantic Italians, Spaniards, and French – like authenticity and transparency.

Therefore, images of an athlete may not convert a deodorant product, as well as an Amazon infographic showcasing how long the deodorant lasts, any skincare benefits it may have, any special ingredients like essential oils for fragrance, or other features and benefits.

Furniture and Home Décor

The tendency in the US market is to showcase furniture and décor in a bold and cheerful setting. Bright colors and bold patterns make a statement and create visual impact. These images are meant to stand out and encourage brand recall. Europeans tend to prefer a more clean and minimalist design that prioritizes practicality and efficiency.

Amazon infographics for furniture and home décor  would be better off focusing on the product’s practicality and efficiency. So, less of the interior decorating angle, and more on the space-saving features, or durability and quality, or the product’s versatility.

Of course, there are other types of infographics that would resonate with a US audience and not with a European one, but these are the top examples that should give you a good idea of how to switch up your strategy for your European audience.

Bottom line? “Lifestyle images are important, but always as a complement to images that describe the product as-is.” (YLT’s Translators)

What Amazon Infographics Work Best?

There are several types of Amazon infographics that sellers often fall back on as a fail-safe:

• Informative, eg. features and benefits, ingredients or materials, etc.
• Imaginative, eg. lifestyle shots of the product in use
• Comparison charts
• Labels and packaging

For the most part, deciding which infographics to use depends greatly on your customer’s expectations. You can start by analyzing your top competitors, and see how well their infographics match their branding. How well do these infographics resonate with the audience? Do they adequately communicate the brand’s identity? The product’s features?

In Spain, for example, informative infographics that showcase the product’s top features and benefits match well with imaginative infographics, which showcase the product in use. Germans like seeing facts, so consider using comparison charts to give a bird’s eye view of where the product wins over others.

Dimension infographics are usually a good idea. But don’t forget to localize measurements to your target audience’s preferred system! The US uses the imperial system; everywhere else uses the metric system.

Bottom Line on Amazon Infographics

Europeans usually prioritize practicality and functionality over flashy design or social status. Our translator provides a very clear example:

Let’s say you’re creating an infographic for a new smartphone that will be sold on Amazon in Germany. In the US, you might create an infographic that focuses on the phone’s sleek design and cutting-edge features, with images of happy people using the phone in various settings. However, in Germany, consumers are more likely to prioritize practicality and functionality. To create an effective infographic for the German market, you might focus on the phone’s technical specifications, such as its processing speed, camera quality, and battery life. You might also include images that showcase the phone’s durability and reliability, as German consumers value high-quality products that will last a long time. It’s also important to use clear and concise language in the infographic, avoiding overly flowery or exaggerated language that might be viewed as insincere or manipulative. Instead, you might focus on providing detailed information about the phone’s features and benefits in a straightforward and factual manner.

To summarize, here are our tips for creating your Amazon Infographics:

• Employ a professional photographer and graphic design team
  • The quality of the photographs will be much better when viewed through the lens of a pro
  • The graphic designer can then transpose your images for both cultures, so they look similar to evoke brand recall, but still different enough to cater to many different cultures
• Text is important!
  • Put the text within the context of (1) your product, and (2) the expectations of your target market
  • There’s even a scenario where you have the same image, with different text call-outs
• Make sure you tell a story
  • Bring your customer on a journey. Tell a story. Let your infographics be fun to look at and to read.
    • And remember, “fun to look at and to read” means different things for different cultures!

Amazon infographics are a must-have for any successful listing. We hope this blog shone some light on what to do with your Amazon infographics – and how important it is to do them well!