Amazon, the eCommerce behemoth, obviously needs no introduction. In fact, ever since the sellers have started realizing as to how effective this platform is, its seller base (currently standing at about 5 million), is only on an all-time rise. Clearly, there’s no dearth of sellers. How then are you supposed to make your listings “good enough” to get you some genuine conversions, and not just visitors? Well, the only way is optimization. A well-optimized listing won’t only increase sales but will also rank higher in the search results. Without optimization, it’s like you’re trying to hit a target using a bow and arrow with a blindfold tied on your eyes.
That said, there are various things that go into creating a perfectly optimized Amazon product listing. Here are some of the important ones:
Search engine optimization is the first and foremost thing required to be paid heed to attract potential customers to your listings. The most effective way of doing that? – Keywords, targeted keywords, to be precise. The Amazon search engine interprets the keywords you include in your listings in order to analyze if your listing qualifies for a relevant search result. If it does, the engine ranks your listing higher in the search results, thus getting your listing more visibility. To find out such keywords, you’ll need to conduct extensive keyword research. You’ll then have a list of targeted and trending keywords that are most likely to rank. Here’s how you can utilize these keywords:
- Include the keywords in your product title but do it in a way that makes sense. Don’t just go around stuffing as many keywords as possible, since that will have the opposite effect on your listing. Sticking to the most relevant ones is a smart choice.
- Spread out your keywords all across your listing evenly. The best practice would be to include one after every 100-200 words.
- Try to include similar phrases. For example, a keyword “women’s trench coat” can have alternate phrases like “women’s coat”, “long coats for women”, “coats for women”, etc.
- Detailed product description
Your product description must include all there is to know about your product. The information must be accurate and detailed. Instead of babbling about irrelevant things, only the important ones must be covered and that too, in a detailed manner. For example, instead of just writing about a product’s features, you must club each feature to its benefit and then explain your point. This will make the buyers realize how your product can be of use to them. Also, don’t forget to include the relevant keywords. While listing your products on Amazon, data fields such as product description, title, etc. must be filled in accurately.
Most of the times, the buyers won’t be interested in reading the entire product copy. It’s safe to provide a gist of your product’s benefits via briefly formatted info. The best way to do that is with bullet points. Make use of them to include the key features of your product. Keep them short and write the main features in caps to get maximum attention.
There’s nothing that works as well as visual content for attracting customers. Your product images can work wonders if optimized right. Here are some tips you can use to make your product photos appealing:
- Photograph your product well. Use high-resolution product pictures and make them zoomable.
- Don’t adhere to one or two photos. Amazon gives you the freedom to include about 9 photos and it’s best if you fill up the available slots
- Get your product photos edited by a professional to enhance their quality and impact.
Your listings must be properly optimized if you want them to get maximum eyeballs. The aforementioned elements and tips will help you in ensuring that your listings are good enough to rank. Once they do, make sure you market them regularly using social media and PPC ads to direct more customers to your listings and hence, contribute to your conversion rate.