Amazon operations five trilogy: listing optimization, show the beauty of simplicity
In previous articles I have talked about the optimization of listing many times, but due to the different focus of each time, the content and emphasis of the discussion will be slightly different, this article as an indispensable part of Amazon, I want to talk about how to use a concise listing to perfect a product.
On the optimization of listing, I believe that each seller can tell a lot of points and views, picture of pictures and show, the collocation of the main diagram, the combination of key words and selling points, characteristics, the content of the five elements, product description writing and format, search terms of the collection, collation and arrangement, the content of the design of the content of the ebc ( a + page ), etc., are the indispensable content in the optimization of listing.
But knowing is one thing, and how to reflect is more important. Many sellers are not careful when they publish the product, the simple publication, not only the wrong page, even spelling mistakes and errors, the number of errors, light, the loss received a bad review, serious risk may lead to a Unsalable potential for a Unsalable, serious impact on the operation of the rhythm, so, for the seller, must pay attention to the product release and optimization of every detail, information is the basic requirements.
But the information is right and is not enough, in the current customer demand for more and more shopping experience, offline entities are no longer satisfied with " customer satisfaction" products and services, instead of " let customer screaming" as a service to reach the goal, for online transactions are also so, the customer is increasingly picky, if on the simple page to understand and accept your product, this requires the seller to optimize the listing of the goal of the details page is " concise reflects the atmosphere, natural comfort is full of temptation. ".
What should be done specifically?
Many sellers only know that Amazon's demand is the white bottom of the main figure, but often ignore the size of the picture, it needs to note that as the proportion of mobile shopping is more and more, the seller must meet the actual requirements of mobile shopping. What is the requirement of mobile end shopping for picture size? Simply put: no! can too Big If the size of a picture is too large, it will be very slow when the moving end opens, and a study found that if a picture is not opened in three seconds, the turnover rate will fall by more than 60 %. therefore, in order to capture the mobile end customer, the image must not be too large, as long as the appropriate processing, according to Amazon of the basic size of the image 500 * 500 pixels are ok.
Many sellers do not know how to write these two parts, either the length of the technical parameters, or simply copy the content of others, both of which are not desirable. The characteristics of the five elements should highlight the selling points, characteristics and differential content, to tell consumers, what is the characteristics of this product, and these features can be like a kind of Anchor, and the product description should be in addition to the product parameters, the description of some narrative and emotional content, the description of technical parameters is always cold, the purchase behavior needs resonance, the product description should be the correct expression of the parameters, and the language to understand and accept the consumer to gain recognition and resonance. Of course, in addition to language, the presentation of product description is more important. if you don't know if your product description page is appropriate, use anker's product description page as a textbook.
St ( search terms ) keyword
The st keyword is reflected from the consumer search point of view, so, the seller in the collection and collation of this part of the key words, can not be blindly organized, and very few, can be collected through the Amazon homepage search box buying keywords, and Google trends or other keyword tools to collect the collation, st keywords must have a higher relevance, not relevant words, although can bring flow in the early stage, but because of the conversion, ultimately will hurt the overall weight of listing.
About EBC content
The content of the ebc ( enhanced brand content ) is also called a + page, which is for the seller who registered the trademark and does not repeat the product picture and product description, while the content of the video in the picture and text is beautiful, including the length and width ratio, the collocation, the text's child and the color, etc., all need to note that the description of the book is added for listing, but if the simple placement causes the page clutter, it is better not to be added.
Because Amazon has strict requirements for product details, the seller does not have too much room to play, so for the seller must seriously consider the reasonable layout. If you compare Amazon's listing to a woman, don't make up the makeup, don't be unkempt, simple atmosphere is the most appropriate.