Traditional stores, or what we now call brick-and-mortar businesses, have their storefronts, display shelves and location atmospherics to showcase their merchandise and their brands. Once the consumers enter, they get an overall impression on what the brand can offer, they get to see and inspect the products, and more often than not, they even talk to the sales staff before they finally make their purchase decision.
Now for e-Commerce businesses and Amazon sellers, the product listing is their storefront, product display shelf, and sales and branding team in one. That’s how important the product listing is. Depending of course on how it’s crafted, it has the power to attract, invite, and persuade buying customers—or the other way around.
According to a research done by Epsilon, shoppers buy on Amazon mostly because of the convenience it gives them. And as they get a thrill out of buying anything and everything they want with just a click or a touch, remember that they also have the power to go back, click a competitor product, or cancel an item in their cart in just a blink of an eye. The product listing plays a very big role in that whole process, regardless of how long- or short-lived that may be.
Because of course every online retailer’s goal is to get more sales and reach targets, it’s but paramount that the product listing page is well crafted, in a way that’s going to make the potential buyer not only look at your product but, more importantly, reach the end of the online buying process — which is to hit that Checkout Button.
In order to achieve that, your page doesn’t only have to be like a catalog that gives customers knowledge about the product. Instead, it has to be both these two:
A product listing that draws buyers in.
Amazon is now considered a household name when it comes to online shopping. Thus, it is a vast and crowded marketplace for sellers. Now when online shoppers head to Amazon, more than half of the time, they already know what they’re going to buy. Well in order for the customers to choose your product over all the other brands that offer the same, remember, first things first: you’ve got to make sure that they can find yours.
When a customer types in the product that he/she is looking for, Amazon displays the SERP (Search Engine Results Pages) for that particular search. And in order to list and rank products that qualify for that particular search, Amazon uses its own algorithm called A9. One thing to remember about A9 is that it’s programmed (first and foremost) to help customers find the product they need as quickly and as easily as possible.
And did you know that only about 30% of Amazon buyers make it to the 2nd page? So to cut the long story short, your objective is to make your product listing appear on the first page of the SERP.
That’s where SEO comes in. It’s but essential to optimize your product listing according to Amazon’s algorithm. Yes, in other words, keywords are key. Choosing the right kind of keywords, knowing how many keywords to use, and strategically weaving the keywords into the listing— these 3 are the important things to learn and remember.
We’ll dive a tad deeper into Amazon SEO and ranking in this blog. But for the meantime, here are some optimization tips you could take away:
Populate your listing with as much relevant keywords (more specifically long-tail or combo keywords) to increase visibility, sales, and overall rank.
Determine the absolute most relevant and most important keywords and search terms, then strategically place them in your listing-- first in the Product Title, then in the first 150 words of the Product Description, and the first two Bullet Points.
Take advantage of the backend fields for keywords like the Search Terms.
Do keyword research over time. It’s simply not enough that you do this only before launching a product or only when you’re about to create the listing content. Search rankings change over time, thus making it necessary for you adjust and re-optimize from time to time to keep up with the competition.
Keyword stuffing is a thing of the past. Yes, you’ve got to make the most out of the limited space and limited number of characters that Amazon is allowing you. But you need to draw a fine line between merely ‘stuffing’ the content and using as much keywords as you can.
2. A product listing that will influence purchase.
Now that you’ve done your job in the ‘technical’ part of the listing, it’s time to focus on the ‘creative’ part. Doing a great job in Amazon SEO sure is important. But remember, optimizing your page for Amazon’s algorithm is just half the battle.
So you’ve done your keyword research. You’ve got all the most important and relevant keywords for your listing. And maybe you have even succeeded in making your product appear on the first SERP. Assuming that a customer is already looking at your product page, your goal now is to make the customer stay on your page and hit that ‘Add to Cart’ button.
To write exactly the right kind of content that would do that, remember to take note of these 6 characteristics...
Informative Product Title
The product title is the very first thing that your customer will see and read, so it’s primary purpose apart from SEO, is to catch the attention of buyers. Make sure that you have maximized the character count Amazon is giving you. Yes, it is important that you put the top-most important keyword phrases in the title, but remember if there’s only one thing that buyers are sure to read, that’s your title. So while you place the most relevant search terms in the title, make sure that it’s readable, concise, and containing accurate information.
Put in your title all the essential details about the product like color, size, unit quantity, and the like. But make sure to choose only the relevant info depending on the kind of product you’re selling. Keep in mind that humans are reading your title. Break up your long-tail keywords and product details by using punctuation marks like commas or an ampersand.
In a nutshell, your product title must show that your product has everything the buyer is looking for (and even more).
Neat and Glanceable
We don’t know if it’s because of the digital age, but most people, especially online shoppers, now have the attention span of not just like a goldfish but actually less than a goldfish. Thus, you’ve got to figure out how to make your listing glance-able.
We’ve mentioned earlier that people shop on Amazon because of the convenience it brings. They love it because it’s fast and easy. So it’s safe to assume they don’t have the luxury to read every single word in the listing page of every product that Amazon offers them in the SERPs.
Make use of smart formatting. No lengthy paragraphs. Make it creative and unique without adding too many “fluffs”.
But here’s how you can verify: simply ask a friend or family member (who doesn’t have any idea of your product yet) to see your listing. Now if he or she will be able to know almost everything about your product or, better yet, is already interested in your product after going through the product page for about 10 to 15 seconds, then yes, it is glance-able.
People are more visual. If it looks good, then it must be good. So be sure to make use of everything that Amazon allows when it comes to graphics and pictures. Make use of all 9 images in the product listing page, including the lead image. Just make sure to follow Amazon’s rules on product photos. Remember that there are buyers who can decide just by looking at the pictures.
Show your product in different angles. Add a picture of your product in use (lifestyle image). Have an image that shows its dimensions and scale. Add another picture that shows how it’s going to be packaged. You can even add an infographic to show the other benefits of your product.
Moreover, take good advantage of the EBC or Enhanced Brand Content. Think of it as a magazine page or billboard ad you can use to further entice customers to buy. Make it as creative, as colorful, and as original as you can. Buyers may not read the paragraphs in your Product Description, but once they see your nice and appealing EBC, they’ll surely take a little more time staying on your page.
Influential Bullet Points
Assuming the buyer has the time or mood to read through, then the very first thing he or she will check out are your page’s bullets. These 5 bullet points must provide your product’s strongest features, unique characteristics, and powerful propositions.
For each bullet, try to be more direct and specific as possible. Think of it as a short ad or a sales pitch that’ll quickly make your customer want to buy your product more.
Allot the very first bullet for your USP or Unique Selling Proposition - the key element or takeaway that will differentiate the product from your competitor’s.
Craft your second bullet in a way that’ll appeal to your target customers. Get more personal - like how will your product change their lifestyle, make their task easy, etc.
Reserve your third bullet for an added bonus that only you can offer; like money-back guarantee or quality assurance.
Even if the 4th and 5th bullet points don’t initially appear on the mobile app, that doesn’t mean they’re not important. Use these for 2 other unique offerings or advantages your product has. You may use it to address misconceptions about the product category, common visitor objections, and more.
Tested and Proven
Smart online shoppers look and read more reviews than product descriptions. They need to see what people think about your product. They need to know what were the experiences of those who have actually bought your product. That is exactly the reason why Amazon puts in so much effort to track down fake reviews.
So never take your reviews for granted. Keep in mind that 100% too-good-to-be-true reviews may seem sketchy for most customers. A few negative comments may still be healthy. Just make sure to properly address each of those so that those who’ll be reading it later on will know how you treat customers who unfortunately had not-so-good things to say about your product.
The trick is simple. Invest in quality control and give your customers the best experience (from start to after-sales) to encourage more positive organic reviews.
Engaging but Never Boring
They say people today are lazy-er. They want things fast. And they even make purchase decisions fast. In fact, studies have shown that about 90% of people do not fully read Amazon listings. There are some who actually believe that percentage needs to be closer to 100%.
Keep in mind there’s always that chance of a customer hitting the ‘back’ button or clicking a ‘similar product’ once he doesn’t like what he sees in your listing. So make that effort to keep your customer engaged.
Call out your target audience. If your target market is moms, talk to them as moms. Capture their desire by making it more personal. Add things that they don’t usually see on other Amazon listings like tips for usage, DIY ideas, recipes, and more.
And because almost 70% of Amazon customers use their smartphones or tablets to make a purchase, you also have to make your optimized listing mobile-friendly.
In conclusion, the perfect Amazon listing is a product page that shows the perfect balance between good keywords and good content. Yes, a perfect listing is one that’s fully optimized: Optimized with correct choice and right number of keywords for the Amazon’s algorithm AND optimized with an engaging copy and more appealing images that will drive better conversion.
If after learning how important it is to make an effort on your product listings, you’ve realized that you might not be able to handle this on your own, don’t fret. MarketplaceOps has got you covered! We are a team of online marketplaces and e-Commerce experts who have been in the industry for many years and we are willing to help you every step of the way. If you have more questions about our article or if you simply need help in starting or handling your Amazon business, just reach out to us by sending us an email, or clicking here.