If you’re an Amazon Seller, it’s safe to say that you want to maximize your sales. But when buyers aren’t paying attention to your product listing, it means they’re choosing your competitor’s products. Many factors influence their decision-making. But at the core of it, it comes down to your listing not being able to persuade buyers.
The good news is that there are ways to optimize your Amazon listing so that it’s more persuasive than your competitors’. You don’t even need to spend a lot of money to do this. But you need to understand the buyer’s psychology and experience when they’re shopping online.
Enter your go-to Amazon listing optimization guide.
With this guide, you won’t have to guess what you should improve on.
Here are 10 things you need to consider when optimizing:
1. Research Keywords
This should be at the core of your optimization. Get the right keywords. This is your first step to appearing on the first page of the search results. It’s essential to integrate these keywords so that your Amazon listing will appear before relevant leads.
To ensure you’re implementing the right keywords for your product, use an Amazon keyword tool. Tools like Helium 10 can find thousands of keywords in seconds. It tells you what your customers are searching for. And with a data-driven guide, you can strategize how your product listing will look so that it’s focused on targeting your ideal customers.
2. Maximize Product Title
After getting the relevant keywords, make sure you include them in your product title. It’s one of the first things your customers see. So, your title must be relevant to what they’re searching for. It also needs to have clarity. You only have a few moments to catch your customers’ attention. You want to provide them with enough information to get them interested in your product.
So, what should you include in your title?
Well, it depends on your product. But consider including your brand name, model, product type, size, quantity, material, color, etc. Also, read Amazon’s Product Title Requirements so you won’t run into any problems in the future.
3. Write Concise Bullet Points
Another area where you should use your keywords is the bullet point section. In a nutshell, it’s where you put most of your product’s important features.
As an Amazon seller, it’s advised that you use 5 bullet points for each product listing. Maximize them. When people are in a hurry, they usually only see the title, the images, and the bullet points. Therefore, your bullet points should show the most relevant information your customers are looking for.
4. Use Eye-Catching Images
The first thing your customers look at is your product’s images. So make them clear and eye-catching. Show your product from different angles, so your customers can get a “feel” of what the product is like.
Also, you have to show the exact size of your product. Why? Because a lot of negative reviews can come from customers not knowing the actual size of your product. One way to resolve this issue is to include an image of your product in use. Another is to have an image with your product’s measurements. It’ll save you and your customers a lot of trouble.
And oh, one more thing. Focus on 1 hero image and 6 secondary images. Because on their desktop computer, customers will usually see 7 images. And on their mobile devices, they’ll only see 5 images. Don’t waste your time, energy, and money on additional images.
5. Provide More Info With A+ Content
Amazon’s A+ Content allows you to persuade your customers by providing more information about your brand and product. This section is where you can enhance your brand identity. To do that, utilize high-quality images, videos, charts, and product descriptions.
A+ Content is usually for customers who are still on the fence after they’ve seen your listing’s title, images, and bullet points. They’ll scroll down and dig for more information. And with A+ Content, it could set your product apart from your competitors’ products.
In short, A+ Content is one of the most effective ways to boost your customer trust, conversion rates, and sales.
6. Analyze Reviews and Product Rating
One of the main culprits why your Amazon listing isn’t ranking high is because of the reviews. Amazon wants to recommend the best of the best on the first page of the search results. So, if you’re getting a lot of bad reviews, consider reading them. Find out what your customers don’t like about your product. Maybe you can tweak something, and it could solve all the bad reviews. Or perhaps it’s your listing. It might be advertising one thing to the customer, and when they receive the product, they’re getting something else.
If you’re getting a lot of one-star ratings, your customers are more likely to look for faults in your product.
Why are people rating this product so low?
There must be something wrong with it.
And the more they read the negative reviews, the less likely they’ll buy your product. So don’t take this lightly. See their concerns and apply the necessary changes when you can. Also, it doesn’t hurt to ask your customers for a review. Many times, if you don’t ask for it, they won’t even think about doing it at all. If you’re providing an excellent product and asking for their feedback, you can expect good reviews and product ratings. And the more you satisfy your customers, the higher your organic ranking will be.
Here are two ways to get positive reviews:
- Make a good product and deliver on your promises. This one is obvious, but you have to be conscious of it time and time again. Is your product doing what the listing says it’s supposed to do? And more importantly, is your product solving people’s problems? Deliver on your promises, and you’ll receive positive reviews.
- Use the ‘Request a Review’ button. It sounds simplistic, but many people won’t leave a review unless you ask them to. Amazon allows you to send a one-time request for a review. However, it can get monotonous requesting a review one at a time. To remedy this problem, you can use Jungle Scout and send bulk requests.
7. Answer Questions
No matter how detailed your Amazon listing is, customers will still have questions about your product. They’ll often ask about specific details or other information they can’t find on the product page.
Sometimes you’ll see customers asking the same questions over and over again. Answer the questions so the other customers will see your answers. Your customers will have more information about your product, and with more clarity comes more conversions.
Take note: other sellers and customers can answer the questions. While this might help the questioners, it might harm your conversions since the answers aren’t coming from the seller (you). Their answers might be incomplete or wrong. So be diligent in answering the questions. Your customers will love you for it. And more importantly, you’ll increase your customer trust and conversions.
8. Consider Mobile Devices
Many customers shop using their mobile devices. Why? Because it’s easy and accessible. And mobile shopping will only grow in the next few years. This means that most of your customers are finding you via mobile. So take into consideration their mobile shopping experience. Even if you’ve optimized your product listing on desktop, the visual presentation will look different on mobile. Apply mobile optimization, and your customers will thank you with more sales.
Here are some of the things you should consider when doing mobile optimization:
- Ensure that the first 80 characters of your title display the most important product information.
- Write short and clear paragraphs.
- Your hero/first image should be eye-catching.
- A+ Content should be “skimmable” on mobile.
- Make your bullets short and direct to the point. Focus on the most significant benefits for your customers.
- Use short videos that show your product, demonstrate how to use it, and customer reviews.
9. Test Pricing
When customers are shopping on Amazon, they always want the best deal. And pricing plays a significant role in whether or not they’ll buy your product. Remember that if your product is more expensive than the alternatives, customers will likely choose the cheaper option. Especially if your product has the same rating. So, research and understand your market.
Test different prices and see if a lower price brings more conversions. You want to maximize your profits, and sometimes, having a lower price will result in more sales volume. But don’t forget to test and analyze the best price for your product.
10. Provide Free/Fast Shipping
Many online shoppers are looking for a speedy delivery. And when the buyer has to choose between two similar products, sometimes the deciding factor is the delivery date. And since people are used to Amazon Prime shipping, try your best to provide the fastest shipping service possible.
Besides fast shipping, they also want it to be free. Having a free delivery option encourages shoppers to buy because they don’t see any added cost. If you’re able to provide free shipping, then you’ll likely increase your conversion rate. You can make free shipping work in your favor by using all-inclusive pricing. You can also check whether FBA can decrease your shipping and warehouse costs.
Optimize Your Listing Today
Increasing your sales on Amazon can be quite tricky because it involves many things you can’t control. But you can definitely optimize your Amazon listing. Every little optimization you do contributes to the persuasiveness of your product listing.
With the list written above, you can now focus on some of the areas you weren’t necessarily paying attention to. Use this as your guide. Review every area mentioned here. Study the best-performing Amazon listings. Then implement the optimization strategies you’ve just read. Lastly, watch your conversions increase.