4 February 2020
By Jon Akass
Jon is a Product Owner at Upp and writes about how retailers and brands can improve their ecommerce performance.
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If you want to create an effective ecommerce strategy for your products, you need to be on Amazon. You need to ensure your products are visible to consumers so that you can get ahead of the competition. Although this seems hard, if you are optimising your listings, you have a much better chance of your products being seen by more customers.
In this guide to creating the perfect Amazon product listings that sell, we break down exactly what content you need to include to create effective and compelling product listings!
You can’t expect shoppers to buy your products if you don’t take steps to make your products visible to them. Choosing the right product categories may seem like a no-brainer, but it’s absolutely imperative if you want to achieve success on arguably the world’s most popular and trusted channel.
The key to success in an omnichannel approach to ecommerce is accurate product data — and that begins with product categories. While this may be simple in theory, in practice it can prove tricky.
There are literally thousands of categories and subcategories on Amazon, and if you fail to list yours in the right category, search results will inevitably suffer. The best way to approach categories is to reverse-engineer them from the search terms you expect your target shoppers to be using and ensure that they are completely relevant to the products you’re listing.
Your product titles need to not only be descriptive and accurate, they need to be properly optimised for Amazon’s search crawlers. It’s absolutely essential to get Amazon’s search engine rankings right, otherwise prospective customers will engage with your competitor’s products rather than yours.
Creating product titles that are compelling to shoppers yet also appease Amazon’s search ranking system can be something of a balancing act. Fortunately, both require some instances of best practice which you should be doing anyway.
Front load your titles with the most important and compelling information which will assure shoppers that they have found the right item. For clothing retailers, this might include the product’s brand name, gender, size, colour, material type and intended function.
Product titles have a limited numbers of characters (usually 150-200 but varying by product). Still, this affords you latitude to be descriptive and persuasive. That said, Amazon discourage adding ancillary information like “free delivery”.
Some other notes on best practice for product titles include:
When browsing online, shoppers will rarely take the time to parse chunky paragraphs of text for pertinent information. And if you present them with a huge slab of text on your product page, they may bounce to the product page of a competitor who makes things a little clearer.
Bullet points are a necessary and efficient way of getting across the kind of key information that will increase your conversion rates. Each bullet has a 255 character limit, which doesn’t sound like much but actually offers a lot of space for copy. What’s more, it encourages you to write in a concise, punchy and persuasive way.
Adding five or more bullet points to each listing is a great way to optimise your product pages and organically boost conversion rates.
Your product descriptions need to walk the line between being detailed and (of course) descriptive, as well as being concise. Even if you are using bullet points, that doesn’t mean that shoppers are prepared to read huge passages of text to get the answers they need.
Your product description needs to be both comprehensive and engaging. The best way to do this is by writing with the needs of your target customer in mind. What do they want from this product? What do they expect the product to do for them? How will the product improve their life, make things easier or make them feel better? What potential barriers might prevent them from converting? What assurances can you provide for them to keep them on the page and get them to hit that buy button?
Your product description has a 3,000 character limit, which is roughly 300 words. That should be more than enough to tell shoppers everything they need to know to make an informed decision while also gently persuading them to buy your product and not your competitor’s.
It’s also worth noting that on Amazon’s mobile app, the description is actually shown above your bullet points, but is cut off by default after 200 characters. Make sure those first 200 characters grab the reader’s attention!
Amazon’s search crawlers will be paying just as much attention to your copy as shoppers. With that in mind, remember to keep hitting those keywords not just in your title but when writing your product descriptions.
There’s also a section in your listings which shoppers will never see but is nonetheless very important. That’s the dedicated keywords section and these all have a 255 character limit. This is your opportunity to add semantically related keywords to ensure that your product will find the people searching for it. You don’t need to repeat individual words. For example, if you’re selling a blue dress, you don’t have to use up your character allowance on repeating the word “dress”. Effective keywords here would be “blue”, “cocktail”, “party”, “V-neck”, “night out”, “chic”, “classic”, “velvet” etc. Make sure you pick the ones that apply!
As we all know, a picture is worth a thousand words. But it’s not enough to simply have images — you need to have the right type to entice consumers. This is perhaps more important for clothes than most other products, so the more images you can include from as many angles as possible, the better. This will go a long way towards helping shoppers make an informed choice.
Make sure your images are at least 1,000x1,000 pixels so that shoppers can zoom in on the fine details just like they would if they were looking at your product in a physical shop. If your product title or description mentions specific features of the product, make sure they are evident in the images in as much detail as possible.
When all’s said and done, shoppers will always take what you’re saying about your own products with a pinch of salt. Consumers trust other consumers far more than they trust brands. With that in mind, be sure to leverage social proof in ways that will compel shoppers to convert.
Consumer ratings, reviews and answered questions are all great forms of user-generated content which can help prospective customers to commit to your product. Find a way to incentivise this and your existing customers could prove your most valuable marketing resource.
A channel-agnostic approach to ecommerce is a great way to achieve success. But it’s not enough to have a presence on a given channel. Your presence there needs to be optimised to increase your chances of success.
Ensuring that your product listings are up to date and thorough is a key component of optimisation. But when you have high volumes of listings, it can be hard to give them the care and attention they deserve. Especially when so much of your time is dedicated to tedious administration such as manual input.
Using ecommerce platforms can eliminate the need for manual processes, leaving you with more time to focus on what matters most… Creating optimal listings! Letting these software solutions take care of the time-consuming stuff can help you increase your chances of creating listings that consistently sell products.
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