As the world’s largest ecommerce platform, Amazon drives millions of people to its various stores every day. And these people don’t only come to Amazon to browse for information but, more importantly, to purchase products. They are ready customers who can turn into sustained clients as long as they are satisfied with the products you sell.
Expert Amazon affiliates say that the excellent conversion rate on an Amazon product detail page is widely considered 15%. That’s a significant number, typically three to five times that of other ecommerce platforms. Again, that’s all because those visiting Amazon are already in the purchasing mindset.
To make the most of the traffic Amazon drives to your product page, however, it is essential to optimize your listing correctly. That is both for search and as part of Amazon marketing best practices.
Here are the essential elements you should consider to maximize conversions on your Amazon listing and increase your store’s margin profits.
Buyers Judge Products by the Title of a Listing
When users browse for products to buy on Amazon, the first thing they will see on a page is the titles. A gives people a clue of what your product is all about. Although Amazon recommends your titles to be short and direct to the point, they do allow a length of 150-250 characters.
That means you’ve got some space where you can incorporate keywords to help your product rank for queries buyers use.
Consider the following elements when crafting a listing’s title:
- Name of the product itself
- Brand Name
- Any distinguishing figures such as size, color, or use
For example, if you sell a brewed Arabica coffee, your title might look something like this: Columbian Organic Arabica Coffee – Naturally Grown – Easy to Brew.
The goal for every title should be to:
- Inject a few of the highly searched keywords about the product
- Educate customers more about a product before leading them to the product page
It is crucial, however, not to overstuff your title with keywords. Insert keywords naturally to make it user-friendly.
To identify the search volume of keywords, you can use for your products, make use of tools such as Google Keyword Planner, Simple Keyword Inspector, and Merchant Words. You can also browse through Amazon’s search bar and go over the results populating the recommended search terms.
That is referred to as Amazon’s A9 algorithm, and it is based on the most commonly searched queries.
Images are Emotional Recognition Tools
Images play critical importance on an Amazon product details page. More often than not, they determine whether a shopper will click on your listing or just keep scrolling.
That is why it’s essential to make use of images that are high-quality and relevant to your target market.
It’s also essential to consider some Amazon rules when it comes to using images such as the following:
- The main image of a listing should include only the product being sold with a white background
- Main images should discount elements that are not included in the purchase, models or action shots of the image, nor text or letters
- Depending on the listing’s type and category, Amazon will let you use between 5-9 images
- Utilize all of the listing images offered
- Refrain from using inferior images just to fill up all allowed spaces
- Images should have a minimum pixel of 1000, so it won’t blur when zoomed. For added granularity, make use of pictures that are 2000 pixels’ x 2000 pixels.
If you don’t have personal photos of your product, try searching on free platforms such as Pixabay or iStock.
Readability Matters a Lot, It’s a Way to Appeal
Having integrated different innovative tools such as an amazon repricing software in your store is not enough to catch and sustain interest. That is why, once you’re done putting up optimized titles and images, it’s time to add appeal to your product listings via bullet points.
Amazon prefers bullet points that are relatively straightforward. That is why you’ll only be provided with five spaces, but that does not mean you cannot add words or sentences.
To make the most out of the bullets, make use of short paragraphs consisting of two or four sentences. In these paragraphs, highlight the essential highlights or the benefits of your product. Provide the answer to common questions or even objections that might impede someone from buying.
Don’t forget to update your product’s bullets regularly.
If some users type complaints in your reviews as a result of a simple misinterpretation of the product, readily update the bullet paragraphs or sentences. Make use of the first three bullet points to showcase your product’s most important highlights. Then use the fourth and fifth bullets to address common questions or provide explanations regarding possible objections to your product.
To emphasize key points, use all caps for the beginning of your bullets.
Here is an important note to remember. Amazon doesn’t have a seller warranty feature. But it allows a “Manufacturer’s Warranty” to be included in the product details page.
Amazon also has its way of protecting buyers via the A-Z Guarantee program, which sellers are obliged to follow.
Engagement Isn’t Just a 10-Letter Word
The product description is perhaps your final attempt to convert a shopper into a buyer on your Amazon listing. Despite its recognized importance, the product description is often given little attention to Amazon shoppers.
That could be because of its bottom location and the lack of any pomp or other appealing features to attract attention.
Fortunately, Amazon lets you use basic HTML in the product description. That includes:
- Line Breaks
- Page Breaks
As much as possible, make use of basic HTML markup to highlight particular words or phrases. That will also help make your description more natural to read and more appealing as compared to heavy-text looking paragraphs.
Enhanced Brand Content
Although available only for products sold by Amazon and sellers in the Vendor program, most sellers via the Seller Central can now avail of the Enhanced Brand Content. This program allows sellers to significantly enhance the Product Description part of product listings such as by adding photos, and charts.
Since December 2018, the Enhanced Brand Content has been provided at no additional cost to sellers, so it is highly advised that you leverage on its potential.
There are five pre-built templates of Enhanced Brand Content for you to choose from. You can also select the custom template and utilize individual modules to develop your choice of style. Among the new EBC modules are:
First Impressions Counts a Lot
When identifying your primary marketing considerations, don’t miss out on reviews as these are critical to your store’s success. Here are three ways reviews impact your product listing:
- Average Star Rating
Typically, a listing with an average star rating or 4 or 4.5 stars will perform better than a similar product with a lower score.
In 2015, Amazon introduced a new weighted system for assessing a product’s average star rating. Among the things, it takes into consideration are the following:
- How long ago the review was typed
- How helpful other Amazon shoppers say a review is to them
- Whether a product is bought at a discount
To optimize your average star rating, focus on attracting organic reviews from buyers who pay full price for your product.
- Most Popular Reviews Section
Located toward the middle page on the left-hand side, this section is where shoppers determine if your product has been voted “Yes.” As a seller, however, you cannot dictate which reviews appear in this section.
It is given that the more four and 5-star reviews showing up in this section, the higher the conversion rate and sales will be. While the lower ratings appear, the lower the conversion rate and sales will be.
- Most Recent Customer Reviews
Located towards the middle of the page to the right, this section is also an important consideration. It features ten of the latest reviews and cannot be influenced by votes of any kind.
The latest reviews can only disappear from the section if users type in more reviews, thereby, replacing them. It is essential then to pay close attention to your store’s reviews to maximize your chances for successful selling on Amazon.
The key here is always to sell a quality product, treat your customers well, and promptly respond to queries or issues raised. To make your customers or prospects feel that they matter to you, it helps to respond to their reviews.
If They Raise Questions, Better Answer
One of the most underutilized marketing opportunities of an Amazon product listing is the Questions and Answers section, which should not be.
Whether a user purchases or not, any questions he or she raises will reflect in this section. One exciting feature of this is that the answers to these questions can be given by both other customers or by the seller.
As a seller, you should not only sit back and wait for buyers to start typing questions in this section. Instead, you can seed the part by requesting a friend or trusted ally to place a question that is common for your product so you can then answer it.
Once questions are posted, ensure that the answers displayed to those questions are relevant and accurate as Amazon could detect that. If there are multiple answers provided by either customers or sellers, Amazon will show those that have the most votes.
There you have it. We’ve covered a lot of the imperative practices and elements you need to consider to frame a product listing effectively. It’s important to note, however, that a profitable product listing is partly science and art. Therefore, you should continuously test to ensure that you are maximizing the opportunity.
Although there are other elements you also need to take into account, following these steps will already go a long way in helping you achieve an optimized and high-converting product listing.
About the Author
Patrick Panuncillon is a digital marketing specialist who has been helping online businesses achieve considerable profits for the past ten years. He is also into the latest software such as amazon repricing tools, dabbling on these to see how they work best for business.