5 ways to take your Amazon product listing up a notch
Whether you're already selling products on Amazon and want to take it up a notch, or you're just getting started with selling with the company that made over $88 billion in revenue in 2014, you're in the right place.
In this post, I'm sharing my personal experiences with writing and improving conversion rates for Amazon product listings.
Before I get into the tips, I want to first share with you...
3 obvious reasons Why today's the day you should start focusing on Improving Your Amazon sales
Despite attempts to dethrone Amazon, the future of selling on the big A is nothing but promising.
Here's some recent news that supports this.
1) Amazon invests $2 billion in bringing their ecommerce platform to India
Even though Mr. Agarwal, vice president and managing director of Amazon Seller Services Pvt. initially says Amazon's $2 billion investment in bringing ecommerce to India "would never make financial sense," he follows up by saying, "It makes sense to us when we start looking at the idea from a 10-year viewpoint."
Can you say long-term minded? Yep.
Here's another reason why Amazon's one step ahead of everyone else.
2) The Federal Aviation Administration Gave Amazon The "Okay" to use drones for research, Testing, and Crew Training
While this isn't exactly product delivery to your doorstep (yet), this recent story from Time shows Amazon's getting closer to their Prime Air: Amazon's drone-based delivery service.
This video explains.
Can you think of any other e-commerce company being this innovative when it comes to satisfying their customers?
I certainly cannot.
Which brings me to my next point: customer satisfaction.
3. Amazon delivers -- Hands down, the best shipping experience possible for its customers
I don't know about you, but when I order something online, I'd like to know it's on the way.
People trust Amazon because Amazon doesn't mess around when it comes to shipping your stuff.
So if you're thinking about selling on Amazon, or you already sell via Amazon's proven system, read on to discover 5 ways to improve your Amazon sales.
1. How to Write Your Amazon Product's Title for search engine Optimization and Conversion
There's a trend right now to stuff your product's with 500 word titles like this.
I advise you avoid this trend.
Aside from the risk of getting your Amazon account banned and locked like this person...
...long titles are difficult to read.
So instead of keyword stuffing, use only the most relevant keywords for your product.
Start figuring out what keywords to use by following this process.
How to discover keywords for your Amazon product listing
One way of discovering your Amazon product listing's most important keywords is to search for them in Amazon and see what pops up in the autocomplete pop-out.
Here's an example.
See those keywords that automatically appear?
These are not random suggestions by Amazon; the results you see the banana phone are results based on searches from Amazon's customers.
If were selling a banana phone, I would include more information about the product based on what the product is (i.e., a case) and what product it's for (i.e., an iphone 5c, 6, etc.)
There are 2 ways you could go about this:
How to manually find keywords Used by Amazon's Shoppers
This video explains the method I just described about how to discover keywords for Amazon listings manually.
Doing things manually is great if you want to save a few bucks and you have a couple hours to spare.
But, if you're like me and want to get more done in less time, you'll want a way to automate it.
You'll want this software.
How to automate your Amazon Product Listing Keyword Research using time-saving software
Instead of manually searching for keywords, you can use a paid ($50) software like Freshkey to discover all related keywords for your product and each keyword's current search rating.
Here's Digital Marketer's explanation of Freshkey.
I'm not affiliated with this product, but I would totally use an affiliate link for it if I had one. It's just a $50 investment that you'll quickly make back assuming you use the tool for your business. Digital Marketer delivers the goods, which is why I didn't hesitate to their latest conference -- see my top 10 takeaways from Traffic and Conversion 2015 here.
When I used Freshkey and plugged in the term "banana phone", I get all the words Amazon shoppers use.
And if I arrange by ranking, I get this:
The reason why the results changed was the software rearranges ranking based on popularity of the search queries.
Based on this data, I'd definitely add the words toy and bluetooth to my banana phone's title or the product's backend search terms.
Surprisingly, there's only one result - the highest ranking banana phone - for the search term "banana phone bluetooth".
If more banana phone sellers had the word bluetooth in their title or search terms, they'd also rank on this page.
...but they don't, so Big Mouth Toys is dominating this search ranking.
(Which probably explains why they have only 3 left in stock.)
The first takeaway here for writing an Amazon is to make sure you're using all the popular keywords for your product.
Ideally, you have several in the title, but I recommend not overdoing it.
Here's another method for discovering not just keywords used by Amazon's shoppers, you also will find out keywords used by the buyers of your Amazon product.
Why Running an amazon Ad Campaign with automatic Targeting is a dependable way to discovering high-converting keywords
Automated ad campaigns are another way to get keywords for your product.
The way automated campaigns work is you let Amazon decide which keywords to test for your product based on your product's information.
This video explains:
The beauty of this system is Amazon discovers which words convert for you.
All you have to do is say, "Here, Amazon, spend $x per day and show me which words (and word combinations) convert to sales."
Once you know these keywords, you can implement them in your product's title and search terms to gain organic ranking with the keywords used by your buyers.
Since you're unlikely to use all of your keywords (and all their variations) in your title, you could instead use them in your bullets and description.
Here's how to persuasively do just that.
2. don't load your bullets with blanks - how to unload more sales with your Product's selling points
Most of the bullet points on Amazon product listings do too little to help conversions.
While overloading your bullet points with too many words is not recommended, there are several copywriting strategies you can use to enhance the persuasiveness of an Amazon bullet point.
It's amazing how just a few more words make all the difference.
For example, notice the difference between the default bullets for this Ford Blue Oval Garage Stool, and the bullet points I wrote below the picture.
- Officially licensed Ford design, so you can let everyone in your garage know you're built Ford tough.
- 12 mil vinyl covering for extremely durable protection. Go ahead, tough guy, get it as dirty as you want - this'll last for years.
- Stools are made for sitting, so of course there's comfortable foam padding beneath the durable vinyl cover.
- Chromed steel construction designed with precision, just like Ford Mustang mufflers
- Sold individually. Get yours today, so you can get this puppy in your garage asap.
Assuming you already know what to say in your bullets, don't make the mistake of keeping your copy brief.
Adding a little extra may just increase conversions.
Go ahead and test it out today, and see if your rates go up tomorrow.
If you're unsure about what to mention in your Amazon product's bullets, check this out.
What should you communicate in your bullets?
The answer is: it depends.
There are dozens of things you can mention in your bullets. My advice is to keep things as simple as possible.
When writing your Amazon product's bullets, think about what would improve a conversion -- not a search ranking.
Bullets should help the sale, which, coincidently enough, help conversions. (Amazon uses sales as a factor in search ranking.)
If you're stuck on what to mention in your bullets, consider adding:
- Dimensions. Be as clear as possible with your sizes. Comparisons may help (e.g., it's 2 1/2" long, so it easily fits in your back pocket without sticking out.)
- Company / Brand info. A little background on your company goes a long way, even if you're not an established brand yet. Big name companies can use their credibility, and up-and-coming brands can use the David vs. Goliath approach (i.e., Made by Brand, a small family-run company out of Mississippi).
- Features. Most of your bullets will consist of features like color, materials, shape, and so on. This is fine, but don't forget to add benefits to each feature, too. The simple way of doing this is adding the words "so you can" after mentioning a feature (e.g., Rotable neck design, so you can position it however you want.)
If the Amazon's product title got the click, and the bullet points sound good, there's one more thing you can do on your page to optimize the conversion: write a persuasive product description.
And, for the love of all things in the universe...
3. stop copying and pasting technical info in your Amazon's Product description
Copying and pasting technical info kills your conversion rates, so don't do it if you want to sell more.
Amazon allows up to 2,000 characters (with spaces) in a description, yet most people barely use 200.
Instead of passing by this opportunity to sell more, use this simple sales structure for your product description(s).
- Call out your audience. Start by making sure the right person's in the right place by asking questions or making statements your perfect customer agrees with. For example, you could say something like, "Isn't it annoying when [problem] happens? Have you tried [list alternatives], and still found yourself stuck? Wouldn't you like an easy/simple/more effective way to [get solution]?
- Introduce your product. Repetition is a powerful way to persuade. Even though someone's aware of your product by now, remind them it exists.
- Showcase your features. Next, go through your features and expand on each one a little. I normally add 2-3 benefit-driven sentences to each feature.
- Tell the brand's story. Before wrapping up your product description, share some information about the brand. Not only will this add credibility, you'll make people more likely to remember you in the future.
- End strong. Close your product description with a strong call to action - a solid reason why someone should buy right away. Supporting the statement with a simple justification is all you need to seal the deal. (i.e., instead of saying, "Buy this now" say "Buy this now, because once you have [product], you'll no longer have to deal with [problem] again."
I didn't mention one of the most powerful ways to improve conversions on an Amazon listing, looking at reviews, because studying Amazon reviews deserves it's own section.
Take a look.
4. Stay on top of reviews, so you can know what people want
In 2014, Fast Company wrote an article called The Amazon Whisperer. When this article came out, I remember people going bat-poop crazy about it.
It's a well-written article and a brilliant approach to selling on Amazon, for sure
...however, Chaim's strategy was nothing new.
(I even wrote this article about Amazon review mining way back in 2012.)
Here's a video from the great Jay Abraham that describes this "trick" (he gets to the part about reviews at 4:30):
While Jay uses book titles to describe the technique, the concept's the same: study the currently available products, and look at the reviews for what people like, dislike, and desire in a product.
Over time, more people picked up on this Amazon review technique because, well, it works. When you use the same phrases people use in your copy, you build empathy with your potential customer.
If you haven't integrated Amazon review copy in your product's description yet, stop reading this article and do so now.
I advise you schedule a few hours to look over the latest reviews at least once a month. If you don't have the time, hire a virtual assistant.
One more thing to mention before moving on, I've recently discovered this new way to "mine" Amazon reviews: a software called Revili.
Here's the video about what Revili is and what it can do for you.
Or, if you want to test it out yourself, purchase it here. It comes with a 30-day money back guarantee.
Next, let's talk about a couple of ways you improve the number of reviews for your product.
5. How to get more reviews for your product on amazon, so you can increase your Conversions
I'm cautious here because Amazon's rules state you're not allowed to solicit a 5-star review; however, it's okay to ask for a review.
That being said, there is a right, and wrong, way to ask for reviews.
The wrong way looks like this:
- Leave us a 5-star review and we'll send you a $25 gift card!
The right way looks something like this:
- If there were any problems with your Amazon purchasing experience, please let me know and I'll get someone in charge to fix it asap. Once you're happy, you have the option to leave an honest review about us here [link].
So how do you get more reviews?
Until recently, there wasn't too many options for ethically soliciting reviews from your buyers. Savvy marketers in the past used packing slips (which is still viable), but unless you had direct access to the packaging of your product, you're outta' luck.
Today, there are several options for increase the review count for your product. While asking for a review comes with a risk, like someone leaving harsh feedback, in my experiences the positive benefits outweighs the negative consequences.
At the time of this writing, one of the best Amazon tools for soliciting feedback is Feedback Genius. Take a look at this tool in action.
Note: the maker of this video is affiliated with the product, so consider that before viewing. Nevertheless, the results speak for themselves.
Feedback Genius comes pre-written messages that adhere to Amazon's rules; however, the copy in the emails could be better. This is why I recommend hiring a copywriter who understands Amazon (like me) to rewrite these emails for you.
What about giveaways?
Another review-generation option you may want to consider is a giveaway-focused service called Snagshout.
Snagshout partners with Amazon sellers who offer coupons for their products.
Here's Snagshout's explainer video:
The benefit for sellers is driving high-converting traffic to your listing will improve the product's rating, so it will show higher in searches once the promotion's over.
The goal for running a promotion like this is to "spike" the sales of your product, so it's in a better ranking position once your promotion's over.
It's not uncommon to go from page 10 to page 1 with this tactic, assuming you consider giving away your product for free as an investment in future sales.
Savvy shoppers love discounts and giveaways. For example, right now you could buy this stun gun / flashlight for just $1.
So what's the catch?
The catch is Snagshout requires its users to leave an honest review with a disclaimer ("This product was provided at a discounted price in exchange for my honest review") before snagging another deal.
As mentioned in the beginning of this section, review generation can be a gray area. Used correctly, it can spike your ranking and conversion rates. But use these services incorrectly, and you risk violating Amazon's rules.
Which of these 5 ways is best?
The honest is it depends on where you're currently at with selling on Amazon.
If you're new to selling on Amazon, I recommend doing as little as possible -- and as fast as possible -- to get your product up and running. After all, you won't be able to track your conversions, see how your sales do, and get customer feedback unless you have a live Amazon listing. So get it up and a running asap, then contact me once you do. I'll take a look at it briefly and see if there's a way for me to improve your listing with my Amazon copywriting services.
Thanks for reading. Please share this post if it was helpful to you. I could use the website traffic. :)