How do I keep my Amazon listing up-to-date and improve it to get a higher conversion rate? This is a question Amazon sellers of all sizes battle with all the time. Whether you’re launching a new product or trying to capture more organic traffic, listing optimization is key.
There is no simple answer, unfortunately. However, there are ways of thinking that will help you keep your brand successful on Amazon. We’ve got five simple adjustments you can make to improve your Amazon listings today.
It may sound too obvious, but many Amazon sellers seem to overlook SEO. Search Engine Optimization is not just for Google anymore. With Amazon, it’s crucial that you do separate and thorough keyword research for your product(s).
Start with how your customers are searching for your product. From there, enrich your product listing with relevant keywords and phrases. Amazon’s algorithm works down the page for the more relevant and strong keywords. Thus, make sure your top keywords are in your product title. Then, add to your bullet points, product description, and backend search terms.
Focus on 3-5 main keywords before stuffing your listing with any and all relevant keywords. Remember, Amazon is a marathon, not a sprint.
The best possible attitude is to optimize –> analyze –> repeat. After optimizing your product listing for Amazon SEO, take a close look at the changes in your buyers’ behavior. Trends change, and holidays can change buyer’s behavior too, so it’s important to keep listings current.
Buyers see images before they see titles. Images aren’t just a decoration to your product pages. When utilized intelligently, they have the opportunity to tell a story to your potential buyers.
Did you know that a human brain processes visual information about 60 thousand times faster than it can process text? Use images to tell the story of your brand and how the product can be used. The more a shopper can visualize themselves with or using your product, the more likely they are to become a buyer.
If you’re still not convinced, consider this fact: over 100 million users on Amazon are mobile-first shoppers. This means they are far more likely to respond to visual content than to a lengthy text description they would have to read on a small screen.
Videos are becoming more popular on Amazon product listings. Brand Registered sellers are able to include it on pages. Additionally, videos can be uploaded to “Related Video Shorts”. Amazon is also putting quite a bit more effort into Amazon Live.
The reasons for using them are actually the same as for using images: visual information is easier to process, and a video fits well for watching on a mobile device.
The main advantage of video content is that you can also fit verbal information into it. Videos can include the product in use, key features about the product, or a combination. You can put a “spokesperson” in the video, or just focus on the product. The possibilities are endless, but you should create a video in line with your brand.
Amazon offers its sellers a unique brand registry program to help brand owners protect their intellectual property. Brand Registered sellers also get a few advantages to their account, like Storefronts and A+ Content.
A+ Content allows sellers to create more visually-driven product pages and showcase their products in an enhanced way. Basically, your standard product description is replaced with this “designed” page, allowing you to continue storytelling down the page. There are different templates available to Brand Registered sellers, so you can select and customize the one that works best for your brand and your story.
Shoppers need to see social proof before they purchase a product. Especially when you’re not able to see or hold an item in person, the reviews of others are integral in helping make a decision to purchase (or to select a competitor instead). Thus, shoppers turn to the product reviews at the bottom of your product detail page.
There are a couple of different ways you can request seller feedback or product reviews from your customers. You can utilize a third-party service to automatically send messages through Buyer-Seller Messaging (or do it manually) or you can use Request a Review Automation (also, you can do this manually).
Product reviews are also beneficial to help optimize your product listing or improve future iterations of your product. See what your buyers are saying and how you can improve their experience (even if they’re five star reviews).
Listing optimization is a never-ending process. What works today may not work six months from now. Test whatever you can! Keep an eye on your audience and your industry to see if buyer behavior is changing.
You will never have all of the data you need to make the “correct” decision. Thus, make the decision you can with the data you have at hand. You could fail, but you may also succeed. If you do fail, just “fail forward,” learn from it, and adjust as needed.
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