To increase their ranking and visibility on Amazon product search results, some sellers create a low-quality Amazon product listing. They stuff keywords on their product listing, thinking it will generate more leads and drive more traffic to their page. This strategy of selling hurts your business more. It may irritate customers who hope to find detailed guides before purchasing a product. Consequently, they leave your page as soon as they enter.
Even if you are lucky enough to appear on the first page of a search result, you are never going to convert the traffic to your page to sales because you have broken a golden rule – creating a low-quality Amazon product listing.
While you need to include quality keywords in your Amazon product listing, it should not be at the expense of customers’ satisfaction. The goal is to capture the visitors’ attention with your persuasive copy before converting them to customers.
To create a standard amazon listing for your products, all you need to do is optimize your product listing to comply with Amazon’s regulations. It will increase your click-through rate, drive traffic to your page, and generate more sales. You have to put yourself in your customers’ shoes and ask, “If I were a customer, would I buy this product?” If you can’t, what can you do to boost your chances as a seller? That is the part where you need to create a high-ranking Amazon listing.
If you would like to know the best practices for a highly converting listing, keep reading this blog post.
How to Create High-converting Amazon Listing
1. Title
The first factor to consider when creating your Amazon product listing is the title. The title has many functions: it helps customers find the product quickly and prompts them to click on the product. That means your product title must be relevant enough to attract the right customers. What are the qualities of a good title, and how do you create a product title that meets Amazon’s guidelines?
Your title should encompass a list of helpful and prompting information and phrases and search terms for both the customers and Amazon. It should not be longer than 200 words; else, Amazon will cut off some of the words. The following are specific numbers of characters Amazon approves:
- Desktop View – 160 characters
- Tablet View – 141 characters
- Smartphone View– 84 characters
- Amazon App – 78 characters
- Sponsored Ads (sidebar) – 34 characters
This rule is to help customers find products quickly. The other guidelines you need to follow are:
- Put the first letter of each word in capital letter, except for function words such as, in, for, and, but, the, an, a, and.
- Use numbers and not words. E.g., 6 rather than six.
- Write out the complete measurement, such as 5.6 inches.
- If the product comes in a pack, state the quantity, such as 6 packs.
- State the size and color explicitly.
- Do not include special characters. (e.g. !, $)
- Do not include personal statements or promotional terms such as, ‘Best Seller,’ “Free shipping,” and “On sales.”
How to Optimise Your Titles on Amazon Listing
- Include the brand name in the first few words of the title.
- Input functional and high-ranking keywords
- Include model numbers, color, quantity, and size variations to help customers compare products.
Example of a good title as seen on Amazon
This product contains detailed information such as the brand name, functional keyword – women’s low heel pumps, flexible and anti-slip, colors, and material type. Also, the length of the product is not more than Amazon’s recommended 160 characters for Desktop view.
2. Image
After your title has been successful enough to get the customers’ click, the image does the rest of the job. The importance of good pictures in your amazon listing can’t be underestimated. Check the following Amazon product image requirement before selecting the right image for your product:
- The product should have a white background (RGB 255,255,255).
- The image on the listing must be the product on sale.
- Products’ drawings or illustrations are not allowed.
- The product should show about 85% of the image frame.
- Image pixel dimensions should be at least 1000 or larger in either height or width.
- Additional text, graphics, or inset images should be removed from the image.
In addition to the above guidelines, use as many images as possible, the product’s Amazon Standard Identification Number (ASIN), and ensure the image is in full focus.
3. How to Write Feature Bullets on Amazon Listing
The feature bullets involve the composition of the product in bullet form. Typically, it should highlight the characteristics of the product and connect it to the customers’ benefits. In other words, you should list in a way that the customers get an idea of how the products will benefit them.
How to optimize your feature bullet points
The bullet point section is at the top of Amazon product listings, ensuring you emphasize the key selling features. The features are in bullet points so that customers can quickly scan through them. Avoid using high-sounding words, jargons, cliches, or jargons. Also, this is not the right time to stuff your Amazon listing with keywords. The key to a good feature bullet is to be brief and precise.
Amazon has a clear and detailed guide on what you should include in your bullets and the proper order. Below are other things you should pay attention to when creating your bullet points:
- Emphasize the keywords used in the title alongside other relevant keywords.
- Be specific with the words you use—E.g., leather material, rubber sole, cotton stitching, etc.
- Write on separate lines, and if you are putting more than one word on one line, put a semicolon.
- Focus on the readability of the features.
- The benefits of a product should come first before the features.
Below is an example of a bullet point for a vegan shoe:
4. Product Description
The Amazon product description is the part where you give comprehensive information about the product. It determines your ranking and visibility on Amazon’s listing. If done right, the product description section can improve your sales and brand awareness. It is important to note that the product description session is your marketing copy to persuade the customers.
This product section i at the bottom of the page for computer users, but it comes before the feature bullets on mobile. Sometimes, sellers copy the feature from their bullets to the product description. That is lazy work. If you want to be unique among the pools of sellers with the same product, you have to combine the bullet features with the description.
Below is an example of a product description that sparks the buyers’ attention, creating the urgent need to purchase the product.
Before you create your product description, include the following elements for it to stand out.
- Include relevant and high-ranking keywords.
- The product description should be comprehensive enough, connecting and showing what the customer will get out of the product.
- It should be easy to read and well-spaced in paragraphs.
- Check your grammar usage and spelling.
- The description should be concise and relevant to the products.
If you are still confused about how to create a detailed product description, use the following guidelines:
1. Research on Your Customers
Before you can create a product description that speaks directly to the customers, you have to understand the needs and interests of your ideal customers. You have to make the customers desire the product and say, “Oh! I do need this product.”
2. Create a Compelling Copy
The function of any copy is to persuade the customers to purchase your product. Hence, you must take your time to craft the best one. While some sellers write their copy directly in the “add product” section, it is best to write your copy on a separate document and proofread well before submitting it. Below are tips for creating a compelling copy:
- Write the first draft of your product copy.
- Read your copy aloud to fish out errors and grammatical mistakes easily.
- Revise and edit.
- Give it to others to read. It is important because sometimes you may not see your mistakes since you write the copy.
3. Search Engine Optimization
The SEO guidelines for search engines like Google is quite different from Amazon. The following can boost the chance of your Amazon listing ranking higher than others:
- Click-through-rate (CTR): CTR determines the number of clicks you get when customers click on your product link. Amazon uses it to determine if your products meet the customers’ specific needs.
- Click to Sales (CTS): The click to sales is a bit higher than CTR. It determines the number of sales from the click-through rate. If your CTS is higher than others’ CTR, your product will naturally come before other products.
- Keywords: The keywords on Amazon listing are used for selecting your product category. You are required to choose seven terms related to your product.
- Content: Just like articles and blog posts on search engines, Amazon reviews the content on your product to see the use of keywords in the right places and the text character.
- Reviews: Amazon takes pride in customer experience and satisfaction.
Conclusion
The best way to generate revenues and drive traffic to your product page on Amazon is to create high-converting Amazon listings. It should provide adequate information on the products for customers to decide. Things you need to pay attention to are title, image, product features, and product description.
Mainly, the product description section should be persuasive enough to influence the customers’ decisions positively. Besides this, optimizing your Amazon listing for SEO is also crucial to your business. It involves using the right keywords, ASIN, quality content, and customers review.