Improving Your Amazon Product Page To Increase Sales
I do a lot of shopping online nowadays; ever since this pandemic decided to interrupt our lives, I have found myself on the Amazon app a lot more. Being interested in marketing, I’ve come to notice plenty of product listings on Amazon that baffles me. Some sellers are unaware of the image they are projecting. From product design to product packaging, I often come across products that aren’t even listed effectively.
On Amazon, it can be challenging to separate yourself from the competition. Especially when your selling in an oversaturated market. There are still some basic practices that are not being followed by some sellers on Amazon. I want to go over some things you can improve on with your Amazon product page and listing.
Remember, you have to look at Amazon as a search engine. So, if you want to be found by potential customers, you have to optimize so that the site favors you.
But don’t lose touch with the human element — shoppers.
What’s the first thing buyers see?
The product image.
You need high-quality images of your product in all slots. For your primary photo, make sure it is the product by itself and on a white background. The main image is the first thing the buyer sees from you. You want to be sure that you are not creating any confusion with the customer on what the product is. Adding high-resolution images will also allow the viewer to zoom in when their cursor hovers over the product photo. The image must be 1,000 x 1,000 pixels for this to occur. With a well-lit product and these factors, the product will be easily recognizable and pleasing to the eye.
Most sellers get the first image correct; they tend to go wrong with the following photos. Either they don’t use all the image slots or use them ineffectively. You want to show the product’s purpose in detail. Use the additional images to offer shoppers any complementary accessories for the product. Also, include the product packaging if it elevates the product. Show the product in use and in environments where it would become beneficial. Adding text and demonstrative graphics could help alleviate any concerns the purchaser might have.
Now that we have the right images, we can move on to the text on the product page.
And there is a lot of text to be carefully formulated.
Let us start with the product title.
By now, you might have noticed that almost all of the product titles are long. I don’t find this pleasing to the eye, but it helps when it comes to the Amazon Ranking Algorithm. Before you write down your title, you want to be aware of your product’s keywords. These are words that you think the customer will use to find your product. Once you have your keywords, you can begin writing your title.
To start your title, you’ll want your primary keyword followed by your brand name, or vice versa, depending on your product and brand strength. Follow that with the main benefit and central feature of the product. Try not to duplicate any words in the title. If you have any remaining space, use it for secondary keywords or add even more benefits and features.
A very underutilized portion of the product page is the bullet points. I see that many sellers don’t make full use of them and end up losing sales because of it. In the bullet point section, you have a better chance to convince the buyer if they have any objections. Each bullet point should start with a feature followed by the benefit that it gives. If you can fit in more keywords, feel free to do so, but don’t overdo it; making this section unclear and wordy doesn’t help anyone.
The next text section is the product description. This section is the least important section of the product page. However, being the least significant doesn’t mean unimportant. You can utilize this portion of text to tell a story about your product or explore what your company stands for. It’s most common use if for product specifications and product package inclusions.
Next, I’ve got an expert tip you might not have been aware of because you don’t see the product page results. I’m referring to backend keywords. Backend keywords are useful for the keywords you weren’t able to fit in the title and bullet points. These keywords can help you reach a wider audience. When editing the product page, look for the text box titled Search Term — this will be under the Keywords tab. Be careful as to how you write in this text box. There are rules to this text box. If you do not follow the rules correctly, your efforts will be rendered useless.
Customer reviews can be challenging to get, yet they are an essential part of the buyers’ decision making. There are two main factors to customer reviews: the number of reviews and the star ratings received. There are many ways to entice customers to leave reviews. Usually, excellent customer service is enough to get the job done, but adding a parcel insert could nudge them to leave a review. Just make sure you are following Amazon’s review guidelines. Be sure to comment on both positive and negative reviews. Be thankful and warm on positive reviews. The negative reviews allow you an opportunity to shed light on the discussion from the seller’s perspective.
A section that is almost as important as the review has become the Questions & Answers portion of the page. Shoppers tend to ask questions they don’t find the answer to on the product page. These questions can help with the layout of the product page. Maybe you missed something, or perhaps you need to clarify a description or bullet point. Regardless, use these questions as ways you can improve your product page. You could also answer some of the questions yourself to help the customer make an informed decision.
The product page might seem like a mundane task you have to set up to sell your products on Amazon, but every word matters. Customers are more informed than ever; they have the internet at their fingertips. You want to cover all your bases so that they leave with a purchased product when the buyer comes onto your product page.
