While sellers are piling their keywords on Amazon's own product page, they often ignore the most important thing — product quality. People aren't your customer untill they find the value from your designed product pages.
And when these customers look for listings on Amazon, they will see titles, images, and price in the search listings. Therefore, in these three places, we have at least one place to quickly attract their attention, or our products out of their choice with the mouse wheel gently rolling. So let's start with a counter-example and look at a few common errors in listings.
Here's what I got when I searched for "chocolate chip cookies," which was ranked No. 8. This position can not be said to be low, but compared to the 179,000 sales of best-seller biscuits, it doesn't has good performance.
Let us look at the introduction of this product, the first is the title. I believe every Amazon seller has find the wrong point. This title is pure keyword accumulation. Do not underestimate this issue, the problem seems to be small, but it is the mistake most sellers have made. To be sure, it is no doubt that the search words should indeed appear in the keywords, but pure accumulation of keywords make the title no readable. Consumers will leave your page or even not click into your page because they can't understand your title. We suggest that a good title should not only include good keywords but also be readable and avoid consumer thinks much about it, an easy understanding title is a good choice. What's more, In order to ensure the readability of the title, I suggest that sellers follow the order below when writing the title:
● Write a draft first, then leave it alone. After a day or two, take this title out and read it, and change all the places you feel ill-freshed while you are reading.
● After that, find another friend to read the title and correct it according to their feedback.
If time permits, I suggest completing the above process at least two times before uploading the title to your own page.
The last mistake is to ignore optimization. I believe every seller already knows the importance of title optimization.what I want to say is that although our client is essentially a potential customer, our listing copy actually should take two issues into account. The first is the customer, in order to meet the customer, we need to provide detailed information to let them decide to buy.
On the other hand, it is Amazon. in order to make it easier for customers to search our products, we need to provide Amazon with the right search terms. Sellers need to keep in mind that Amazon titles may look different on different platforms, as shown in the image below, the image 1 being viewed on a personal computer with a headline of 160 characters, Number 2 is viewed in the flat-screen TV, can only see 141 characters, then you can see 84 characters when the phone browser opens,and you can see 78 characters in Amazon APP and the last side Advertiser to see only 34 characters. So in order that our clients could see valuable information in all platforms, our keyword layout should appear in the first 160 characters in the form of key phrases, which is why we say brands can not be in the headline. If the product's key phrase can cover the first 160 characters, then adding a brand name takes up valuable information space. Importantly, we want the sellers to value the completeness of the product titles displayed in different platforms. When Amazon limit 200 the title within characteristics, sellers could find the right length range.
Suppose that we have a parameter to describe the relationship between length and content integrity, then the best case is the ratio of content length and integrity can be 1: 1, this requirement is not only for the title, for the next five terms we want to say is also applicable. If we have time to browse a wide range of Amazon products, we will find a very concise five terms or the terms is fully filled. Just like these two examples below:
The other one
The information in Example 1 is basically worthless and can not do anything to stimulate consumer buying. However, as compared with Example 2, the vast majority of people would consider the case one is better. Because the content written in Example 2 is too cumbersome which is not only unable to help consumers to make up their mind but also make consumers feel troubled by reading difficulties.
In comparison, the following example 3, while not perfect, is undoubtedly a better consideration of both the Amazon platform and the consumer than the two examples above.
The example take care of two aspects, for consumers, there are some product information could help, as well as the benefits of product features and use. While for the platform, the platform on the page Layout restrictions increase the readability of the product's five elements.
When writing five-character traits, most people might think a little about it, sort out the features and benefits of usage, and then start putting the content together into the bullet points, but in fact, between the two steps, There still be something that can be done to help us.
Here we will discuss how to change directly based on the three examples:
1.We can adjust the order firstly, yo can express the convenience of the product at first, while a slight optimization of the copy:
"Your satisfaction is guaranteed. Love your premium chocolate biscotti in their classy box or your money back."
As a result, consumers can see the benefits of their purchase of products at first glance, the desiration of purchase naturally will be stronger.
2.Adjust the order slightly, and then we can move on to the second step. Designing a targeted copy. This time, we can choose a specific potential consumer groups, from their point to design a copy that impresses them:
"Certified Kosher product means you can easily use these delicious snacks as a Hanukkah gift."
Such a sentence has its target. Because if people want to buy a small gift, most of them will not consider whether this gift is consistent with the Judaism or norms. But if consumers are Jews, their need for it is obvious. For Judaist consumers, such products are well suited to their needs. If there is a product that points to a consumer group that distinguishes different segments like the example, then try to separate the blocks and design some copywriting that target at this group. Do not worry about whether this style of writing will take up space of five elements, because the product features can still be included in the design of the copy.
When writing features, we can also jump out of the frame, We can even embody some of the tips for product use in our five-line description.
Next, we skip the picture to talk about the product description. The product description is the seller's last position on the product page. But also the last part of the seller to improve the conversion rate, as long as the contents of this part is well-written, it is absolutely positive to improve sales, after all, consumers drags the page to here, it is a signal of interest, it should be said, to win such a consumer is normal.
The most common mistake when writing a product description is to simply recapitulate the contents of the five elements. This is not only a waste of space on the product page, but also a disrespect for consumers who see the product description area. Let's swap roles, if we buy things, we have a little interest afer we read the profile. If you want to know more information, but found that the content of the product description is almost the same with the introduction. it is terrible.
Having seen so many counter-examples, let's look at a positive example this time:
As a seller, we should not limit our own perspective, do not forget that we are both the seller and consumers, we could convert to consumer perspective, we will find more content.