Shoppers love Amazon and go there in their millions. Their challenge there is they can’t touch your product because it’s online. This means it’s hard to see how big it is, how easy it is to use, what it feels like to touch, etc. To help overcome this barrier Amazon has created multiple features to make it easier and less risky for the shopper to commit to buying.
This blog focusses on 5 key features of your listing that are either helping your shoppers convert into buyers or is turning them away. They are your Title, Photos and Videos, Bullet Points, Enhanced Brand Content, Description and Back-End Keywords. These sound all very boring but how well they are put together greatly affects both how easily shoppers can find your products and when they do whether you can convert them into buyers.
It all starts when a shopper types their search into Amazon. The words they type are called Keywords and there is gold in them thar words. Amazon’s algorithm reads the keywords to decide what product the shopper is looking for and what product they are most likely to buy. This then determines which products Amazon presents to the shopper.
So the closer Amazon thinks the words in your listing match what the shopper is searching for, the more times your product will be displayed. Not only that, it also determines whether you appear 1st or 500th in the search results. Amazon determines your search results rank based on a combination of having the right keywords in your listing, how well your listing converts into sales and whether your seller account is in good standing with Amazon. This is a simplified view of Amazon’s algorithm but you get the gist of it.
The challenge is your shoppers don’t all use the same keywords when they’re searching for your product, in fact they can type all sorts of unusual things. This brings us to the first way you can be helping or hurting your sales on Amazon…
You are allowed up to 140 characters in your title. This is where you both name your product and put in your highly searched keywords to help Amazon’s algorithm match your product to the shopper’s search.
…Does your title meet Amazon’s Terms of Service requirements?
…Does it include highly searched keywords?
…Is it optimized for mobile viewers (only 80 characters)?
On Amazon your pictures are a key driver in converting customers. They’re searching your listing for information e.g. benefits, dimensions, instructions, how it meets their needs or adds value to their lives. But they can’t touch or feel your product when it’s online…
So your pictures need to fully tell YOUR story. Are there attractive In Use Lifestyle shots? Detailed Infographics?
Customers want an easy buying experience. Poorly designed pictures just tell them to move on and look at your competitor’s offer. So…
…Do you have 6 or more pictures per listing?
…Are they professionally designed to represent your brand?
…How do you compare to your competition?
Video is another key driver for your customers, you can show ease of use, product dimensions, how it’s used, they can also build your brand story or just advertise your product.
…Do you have 3 or more videos?
…Do they represent your brand well?
…How do you compare to your competition?
Bullets need to be written to your customer, pre-answering their questions about your product, overcoming their objections and giving them confidence your product meets their requirements. Your listing has 5 bullet points with 250 words per bullet. This is also a great place to enter more keywords and phrases to help Amazon put you in front of shoppers.
…Do you have 5 bullets on each of your listings?
…Do they represent your brand well?
…How do you compare to your competition?
Are you Brand Registered on Amazon? If not, you can’t even access Enhanced Brand Content.
Enhanced Brand Content enables you to put great infographics onto your listing just below your product. You can use this to build brand presence, give the shopper comfort, showcase your other products on Amazon and build your own brand ecosystem stopping them from clicking over to a competitor’s listing.
…Do your listings have enhanced brand content?
…Does it represent your brand well?
…How do you compare to your competition?
Last but not least is the description section at the bottom of your listing. This is another great place to enter keyword phrases. There is also a hidden section in the back of your listing where you can enter keywords that are being searched but you don’t want displayed. These are called Back End Keywords.
All of the above features on your listing make it either easier or harder for shoppers to find it and is either converting them into customers or turning them over to your competitors. The easier it is to get their questions answered and feel good about your product, the greater your chances of converting them into your customers and the greater your sales. The harder you make it, the easier it is for your competition.
Having an expert selling partner who can manage all your listing needs is imperative for success on today’s Amazon marketplace. Contact us if you’d like to learn more about how to easily increase your sales on Amazon or are interested in our FREE LISTING AUDIT showing you how your listing’s currently performing on Amazon.