These listing optimization techniques, have you got them?
We all know that to sell things on Amazon, the most basic quality is to optimize the content to ensure good flow source and conversion rate.
The optimization of the so-called content listing refers to the key points of pictures, headlines, bullet points, product parameters, product descriptions, q & a, keyword optimization, review.
In order to help Amazon sellers gain a better profit, amz has launched an online course, " Grasp ", in March, in the form of video recording, each explaining a theme related to cross-border e – commerce.
In the second course, guest lecturer Cao Peng explained the topic " the optimization of Amazon listing ".
Small make up the essence of the course into a text version, for everyone to learn the reference!
Remember, if your product doesn't sell for a long time, or suddenly the sales are bad, the first thing to do is to modify your picture!
▍ basic guidelines
Amazon generally has the following guidelines for image requirements.
1. shoutu must be pure white background, must be in – kind display, can not have other parts drawing ( necessary except for shoutu pictures can also be used with other background color. All the pictures are simple and beautiful, the main body of the products are after finishing the main body
2. the commodity must cover at least 85 % of the whole image, and cannot have any text description or watermark
3. you can use image files in tiff and gif format
4. the picture pixel cannot exceed 10 000 pixels, the longest edge reaches 1000 pixels, and the shortest edge reaches 500 pixels to enlarge the picture details
Content and sorting of pictures
In general, each post can upload pictures 6 – 9, refer to the content and order as follows.
Finishing main drawing ( 1 – 2 sheets ): display the three sides of the product, through the details of texture and shadow
Main publicity drawing ( 1 ): reflect the most important function of the product, can match 1 – 2 sentences
Details and functional display ( 3 – 5 ): show the details or functions of the product, and can be combined with simple text description, let the customer understand what the product features and selling points
Detail drawing ( 1 ): show some interface names of the product, etc
Use the environment diagram ( 1 ): show the actual use of the product, or show where the product is applicable
Packing detail drawing ( 1 sheet ): show the whole package of the product. Must appear in the picture shown, play to prevent the role of the post
Amazon is a temperature platform, so the readability of the title must be greater than the ke, that is, it must be concise and clear.
In addition, the most attractive selling points are to be placed in front of the title, because in the mobile end, often only the content of the front part of the product title can be displayed.
▍ basic requirements
Amazon has the following requirements for the title:
Within 1. 200 characters, the full use of the same concise and clear, through the title to sell the product to consumers
2. title: brand + product type ( required as much as possible ) + " with" unique thing * + features
3. the first letter of each word, in addition to the preposition the, and, or, for, a, an, in, over, with
4. the products sold in the bundle need to be indicated in brackets. 16 – pack
5. with the promotion price, try to replace the title embodiment with the promotion tool
6. replace the numerical value with the number. 2. replace two
▍ error practice
When editing the title, avoid the following error practices on the title.
1. too much information, too jumbled
2. use all capitals
3. use of subjective adjectives. Such as: awesome, great
4. use html or special characters. Such as: ( r ), ( c ), ( TM )
5. use of the name of the shop, price, or " free shipping"
6. use etc. to avoid the use of words like this. To the user, like you don't care about anything
7. stacking key words
8. spelling mistakes occur
The customer makes a quick decision, because the top three selling points can only be seen at the app side, so the most important bullet point must be reflected in the first three.
In general, optimizing bullet points has the following points.
1. 2000 characters
2. arrange according to the importance of selling points of the products
3. summarize the important functions with capital in words, and then describe the relevant functions in lower case
4. focus on key parameters: the main features and attributes of the product, compatible models: top 10, main functions of the product, appearance material, after sales
▍ operation tips
In a specific operation, the instructor Cao Peng also summarizes the following tips.
1. the main key information is shown in capital letters
2. refining five characteristics, and each feature extracted three or so words as the core point, with the core point as the beginning, respectively lead to each characteristic, each word characteristics needs to have certain control
3. characteristic description can gently add a product parameter to reduce buyer's reading fatigue
4. the sales keywords can be included in bullet point to increase the exposure rate
Product parameters can improve the search weight of products, although the effect will not be immediate, but there will be a subtle effect.
Regarding product parameters, it is recommended that you should write as full as possible, but the premise is to ensure accuracy.
If you have something you can't confirm, try not to write. Otherwise, if you encounter a serious customer, give you a bad review, but will not be lost.
Product description in the mobile end of the importance of more than the computer side, because the current mobile terminal purchase is far more than the computer end, the description of the optimization should be more attention.
The description of the content requirements within the 2000 characters, can be described from the company profile, product introduction, product advantages ( user's concerns about the content ) and so on.
When doing a product description, think about answering the questions that consumers may have, and talk to consumers in the description. As vivid and not as blunt as possible, do not simply provide data.
In addition, you can insert pictures. For example, here are two examples.
Question and answer
The location of the problem determines its importance, which can increase the turnover rate of the post.
On the one hand, it can provide effective real product information to buyers who want to buy, show more product information, stimulate potential customers, on the other hand, it is also one of the channels that have been purchased by buyers.
How to quickly improve the number of questions and answers, there are the following methods.
1. ask yourself a question
2. looking for a question of reviewer
3. professional brush and answer service ( fiver )
search engine optimization
When Amazon searches for customers, it typically matches a wide range of searches to show the search results.
The keywords are in the title, bullet point, described, and a + tag appears multiple times to improve the search weight.
In general, the setting of keywords has the following principles.
1. use the detailed name of the commodity
2. the spelling of English is correct
3. the words of the commodity name are arranged according to certain rules
4. use spaces instead of punctuation marks
5. constantly adjust your product keywords
▍ error practice
The following error practices should be avoided as far as possible.
1. repeat the keyword
2. add quotation marks in search term
3. add products or brands that are not related to your products
4. use professional abbreviations that the buyer does not understand
▍ keyword search method
Using some keyword search methods, can also improve the efficiency of the use of keywords.
1. the product name can refer to the description of the product on the domestic platform
2. keyword software search tools: such as Amazon tracker, Google ad wards, www, www
3. the relevant keywords are recommended by CPC
4. Amazon, ebay, Aliexpress and other platforms search for recommended keywords
5. search for keywords in the competitor's platform
▍ keyword search method how to accumulate review
1. rely on its own overseas resources accumulation review
2. mail management, not only can increase review, but also can do its own customer service
3. merge the split listing and share the review of old listing