They say first impressions matter, so it comes as no surprise that Amazon sellers need to ace their product listing if they want to drive sales and take their business to the next level. This, in turn, will enable products to rank better. That is something you want when considering the success of your business in the long run.
Optimization itself has come a long way over the years and it’s a step that should not be taken lightly. The sooner you start developing a good strategy the faster you would be good to go.
In this post, we will focus on key elements of the well-optimized, persuasive product listing, so that through these tips and tricks, you too can improve your visibility, conversion rate, and generate more sales.
When it comes to optimization there are two main factors we must break down:
Optimization by using correct keywords that are put in the relation to Amazon’s algorithm
Optimizing product listing with the correct copy elements as well as images for that high conversion rate
If you’re completely in the dark about Amazon’s algorithm and what it does for you, let’s dive in. To simplify, it shows customers products they’ll want to buy based on how relevant they are, and how often they are purchased. The algorithm plays a vital role because even the best products won’t show up in search results if the listing doesn’t contain those elements. Of course, several puzzle pieces need to be completed for a product to rank in the algorithm, and that primarily includes the quality and quantity of product review, FBA ( fulfillment by Amazon), price, and the most important of all number of orders for that specific product.
Keyword research for Amazon is inevitably in alliance with Amazon’s algorithm and a core element for a product to appear in the first place. Without it, you don’t stand a chance for customers to notice you. People make a huge mistake when it comes to keywords. They throw out words and never do thorough research. To find them you need to think like a potential customer. There are plenty of keyword research tools out there like Jungle Scout, Sonar, or Helium 10 which can help you manage the process and save time. We will share some of the tips and tricks you can implement when doing keyword research:
- Avoid keyword stuffing
- Include a mixture of keywords ( broad and specific)
- Keep track of which keywords you use and where
All these keywords will now find their place in other product listing elements strategically. Include keywords in your product title, bullet points, the product description.
The second main factor we mentioned alongside Amazon’s algorithm and proper keyword research is specific copy and image components, each one equally important for optimization. We will start with the product title and work our way through.
Optimizing your product title
Your title is the strongest and yet most overlooked weapon in your Amazon product game because it will be the first thing buyers notice. If optimization is done in the right way, a high click-through rate and sales are guaranteed. You need to work your way around optimization and balance the art of high search volume and relevance for keywords.
Here are some of the Dos and Don'ts you should include:
Don’t go over 200 characters. Titles longer than this will be suppressed in search results. Also, have in mind the mobile version, since it displays only up to 80 characters, so place your main keywords at the very front of your titles.
- Don’t use all caps
- Do capitalize the first letter of each word
- Do include your brand name as this will build credibility
- Don’t include price and quantity
- Try avoiding promotional messages such as discounts or sales
- Don’t use symbols
- Do include size and color if it is relevant
The title should give the buyer enough information to decide if they want to continue looking into your product.
Bullet point optimization
Another major part of optimizing your product listing is held up in bullet points. This section is always at the top, enabling customers to quickly scan through and make a decision about a purchase. It is a chance to highlight key features and benefits of your product as this will ultimately sell. This section has its own set of mini guidelines:
- Write about benefits instead of simply listing features
- Your writing needs to be concise. Separate different points as this will help you fit more in
- Use keywords, those used in the title, and introduce new ones
A helpful tip when thinking about bullet points and how to organize them is to start by asking a question: “What problem does my product solve”? This will allow you to create almost a story around your product to communicate the best of what it has to offer.
A good product description that sells
This is your shot at displaying what your product holds that others don’t. Remember when we discussed product title guidelines? Well, the product description is no exception. There are 2000 characters in play, so try using as much as possible to elaborate all that your product is and does. Take advantage of this space to expand the story from your bullet points, introduce additional features, and always support your claims. That way customers can establish trust from early on.
Eye grabbing product images
Since buyers can’t have products in their hands, photos are the closest experience before the big purchase, so optimizing your images is crucial for that ultimate user-friendly experience. Your main image should have a white background and additional images can showcase products from different angles. The product on the main image should fill the majority of the picture ( around 85%). 1000 pixels wide and 500 high are the optimal dimensions to fit in the necessary quality.
Some of the tips we can add here include how to demonstrate the scale and size of your product, to keep your photos at a professional level ( hiring a professional photographer is a huge bonus), to choose images that show the product actually in use, and to have a picture of the product packaging. That is the most efficient way for a customer to have an all-around idea about your product.
Product reviews and ratings
Reviews and ratings are important in the overall success of a product as they can help make or break a buyer’s decision. They work in a mutual connection. The more reviews you get the higher your ranking will be. Good product listing has between 500 to 1000 reviews and optimizing them is a greater challenge than other elements we have mentioned. By responding to negative feedback quickly, delivering products on time, or simply having a vivid and accurate description of your product you can increase the number of reviews and in return improve optimization.
After all is said and done, optimizing your listing is one of the biggest factors if you want your product to rank high and stand out from a vast sea of products. Try remembering all the tips and tricks and watch out for all emerging trends. Have in mind that it takes time to perfect your Amazon listing, but it will do wonders in the end.