Several factors contribute to a decline in revenue from your Amazon Listings. Notable among them, however, is unoptimized Amazon Product Listings. In this blog post, we would highlight insights and value from SellerLab’s blog on Amazon Product Listing Optimization Strategies.
Before we dive deep, my name is Ian Smith, and I run an Amazon marketing Agency called Evolve Media.
What We Do At Evolve Media
We help Amazon sellers optimize their Amazon listings with photos, videos, copywriting and get their listings converting as high as possible. We do product photoshoots, video shoots, and overall marketing both on and off Amazon; running Email Marketing and Google Ad campaigns. We can also get your Amazon data and Instagram user data, and then market directly to potential customers. If any of that sounds appealing to you and you want to book a free consulting call with us, then head over to evolvemediaagency.com. If you, however, want to optimize your Amazon listing on your own, we’ve got a great Amazon listing checklist for you at zonchecklist.com. We broke down all the different sections on an Amazon listing page and created different sales strategies for each. You can check off as you implement the different sales strategies.
A. What is Amazon Listing Optimization?
Amazon listing optimization is optimizing [improving, enhancing, augmenting, boosting] the product title, product description, product features and benefits, product keywords, product EBC content, and product images and videos of your Amazon Listing.
Regularly updating your product listing optimization helps Amazon sellers stay afloat, increase conversion rates, and boosts revenues. They also include:
- Increased discoverability: using free tools like Amazon posts, drive free and organic traffic to your listing.
- Increased impressions and click-through rate from regularly updating your keywords, EBC content, addressing customer pain points.
- Improved conversion rate: using tools such as AMZ alert to monitor reviews and respond appropriately and immediately.
SellerLabs recommends that product listings with impressions and click-through rates higher than conversion rates should be top of your list on optimization. “Something is breaking down before the sale.” Optimizing your listing is the best bet to finding what isn’t adding up for your potential buyers.
B. How to Optimize Your Amazon Product Listing
1. Do the Keyword Research
The popularity of product keywords changes regularly; keywords with high search volume back in the fourth quarter of 2021 will not have that same traffic volume in the first quarter of 2022. It is therefore essential to make consistent changes to your Amazon keywords. Keyword research is a crucial component of your Amazon product listing optimization strategies. SellerLab recommends its keyword research tools, seller.tools. SellerLabs’ keyword research tool works within the Amazon platform and suggests keywords to you while searching on the Amazon platform. It also adds additional insights such as monthly sales, daily orders, daily search volume, and monthly search volumes. I, however, also recommend Helium10. Helium10’s keyword tool functions well. Irrespective of the platform, regular keyword research helps you identify which new keywords would better drive traffic to your Amazon Listings and which ones have grown stale enough for a change.
2. Update Backend Keywords
The next strategy to optimizing your listing SellerLab recommends is updating your backend keywords. This procedure deals with the other synonyms or alternative names to your product or listings. For example, some people refer to headphones as earphones or earbuds. Optimizing your listings to include all these alternative names improves the traffic coming to your listings. But avoid keywords that do not address your listings and duplicate keywords in your title and descriptions.
Insights for Writing Product Titles:
- Don’t go beyond the 200 character limit.
- Add your most important keywords first and avoid any form of fluff: for more specific niches, low ranking, long-tail keywords drive the exact traffic (potential buyers) to your listing and improve your conversion rates. Adding brand names can improve your click-through rate for buyers who are your brand lovers.
- Avoid special characters and capitalize the first letter of every word.
- Do not include pricing information.
- Add product benefits and dimensions where necessary: speak to the pain point of the product; they increase your click-through rate.
Generally, potential buyers should have as much relevant information as possible from your product titles without being too salesy. This approach will help you get a high click-through rate which will get people to your listing. Hopefully, your product images, sales copy, and EBC content can convince the buyer.
Insights for Writing Product Descriptions:
Arguably, most potential buyers hardly read raw content product descriptions. Though this is relevant, I recommend putting great emphasis on building a well-thought-out EBC area. Your potential buyers should be able to make a purchasing decision by looking at your pictures. Product descriptions and bullet points are essential to your Search Engine Optimization (SEO). Adding relevant keywords and raw sales copy to your product description and bullet points helps you rank better. Look at it like metadata, detailed information about your product that can augment your sales. It’s not about the conversion rate, but it matters for SEO. Amazon’s algorithm pays much attention to the raw content in your product description, whiles your potential buyers pay attention to your product videos and images.
For new sellers, go the extra mile on creating customer questions and answers for your Customer Questions and Answers area. These replace your lack of product reviews and help you build credibility with your potential buyers. Forecast your customer concerns or complaints and address them to ease the frustration of your potential buyers and reduce your return rate.
3. Include High-Quality product Images & Videos
“Product listings with succinct and catchy videos that outline the use of your product and highlight its value for a customer can help you outdo your competitors by persuading buyers to go for your product.” Having short, multiple videos that speak to the pain point of your product is essential to increasing your conversion rates. Product videos are assets that can also address customer complaints or concerns. Using product videos in your Customer Q&As helps you stand out from your competition.
4. Improve Your Product Reviews
The next point SellerLabs recommends is improving your product reviews. This strategy, however, is a delicate one. Manipulating your product reviews can be dubitable and easily identified by your potential buyer. Instead, reach out to your past customers and ask them for a review. You can also get your audience to click on the “helpful” button on your top reviews just so they are visible to your potential buyers. When it comes to product reviews, go with the safe and least risky strategies.
If you need help with carefully improving your Amazon reviews or creating photos and videos that help your Amazon Listing stand out and boost your conversion rate, my team and I can help. Book a free consulting call with us at evolvemediaagency.com and we’ll be available to discuss your ideas, and find your solutions.
5. Manage your Prices
The best advice from Sellerlab’s blog under the pricing strategy is to use the loss-leader products. Loss-leader products or pricing is a marketing strategy that involves selling one or more of your retail products at a price that is abnormally below the cost. This approach brings customers to your listing but at a loss to you. If you have the ability, create some loss-leader product listing. That may be what you need to get your foot in the door and increase your rankings and sales. An increase in sales will ultimately bring you increased product reviews. A typical example of this approach is Costco’s Rotisserie Full Chicken which sells at $4.99.
However, I generally recommend keeping your price target high and discounting it with a coupon. Coupons push urgency and impulse buying. People know it’s not going to be there for long, and they are much more likely to take advantage of them sooner than later.
C. Bonus Strategies [Amazon Product Listing Optimization Strategies]
Adding to SellerLab’s approach to optimizing your Amazon product listings, it is also crucial to consider the following techniques.
1. Enrolling in Amazon Brand Registry:
The challenge here isn’t really about the enrollment but how enrolled Amazon sellers use the feature. Registering your brand gives you the ability to create Amazon posts. Take advantage of that and drive free traffic and visibility to your listings. Brand registry also helps with discoverability. You can have your EBC content design; get great photos, lifestyle images, and white background images, and give shoppers an accurate representation of how your product looks. Optimize your Amazon product listing by taking advantage of all the features available to you through Amazon Brand Registry.
2. Drive External Traffic to Your Listings:
The best external traffic right now is google search. You can either drive traffic directly to your listing or a landing page. Though both are great options, driving traffic to a landing page gives you more leverage. On your landing pages, you can collect email addresses through Popup forms, you can add more sales copy, more testimonial videos, more pictures, etc. You can as well build more social proof with a landing page.
3. Write Sales Copy Around User Personas
When writing sales copy, have your customer avatar in mind. Carve out precisely who your potential buyer is. What is their name? How old are they? Do they have kids? What are their concerns? How do they behave? What language resonates with them? Answering these questions helps you write sales copy that speaks to your potential buyers’ pain points and resonates well with them.
Right. These are the substantial insights and value from SellerLabs’ blog on Amazon product listing optimization strategies. Hopefully, this was valuable to you. Again, if you want to book a free consulting call with us, go to evolvemediaagency.com. Thank you for reading!