Sourcing. Marketing. Strategy
One of the most important strategies for getting your products found in Amazon search AND converting those browsers into BUYERS is knowing how to create a well optimized Amazon product page.
There are four “zones” on an Amazon Product Detail Page that must be optimized for 1) Amazon search 2) The buyer’s eyes, and 3) Sales conversions.
These Zones are:
- ZONE 1: Amazon Product Title
- ZONE 2: Bulleted Key Product Features
- ZONE 3: Product Description
- ZONE 4: ‘Back-end’ keywords
Optimizing these zones significantly impact whether or not your product will get…
- Found in Amazon search
- Clicked on by a potential customer
- Read (or scanned) by that potential customer
- Added to the customer’s Amazon Shopping Cart!
Unfortunately, most people give little thought to whether or not the product detail page they’re listing on…
- Will get their products found in Amazon search
- Will be found in a Google search
- Has the most important keywords and keyword phrases in the “KEY POSITIONS” (not all keyword placement is treated equal on Amazon)
- Gives the customer ENOUGH information to make the buying decision
- Doesn’t give the customer TOO MUCH information (a confused mind never buys)
- Violates Amazon’s product page categories (we’ve all seen THOSE Amazon product pages – that have violation after violation in every area of the page)
Optimize Your Product Detail Page for the Search Engines and the Buyers
When you write copy for your Amazon Product Detail Page, you should automatically be thinking about what keywords and keyword phrases that you can use to get this product page picked up in an Amazon or Google search.
In addition, you’ll want to think about what to say to the buyer that lands on your page.
The best rule of thumb is to think about what you want to say to the buyer first. Imagine you owned a brick-n-mortar retail shop and a customer stopped in to take a look at your lawn mower selection.
What would you say to that customer? How would you tell them which lawn mower to look at? What questions would the customer likely need answered?
Now translate these thoughts into keyword rich phrases that a buyer would use to search Amazon or Google for your product.
For example, if you sell mulching mowers, some of the keywords and keyword phrases you might use are:
- Precise cutting for low-growing grasses
- Good for the yard, good for the environment, good for you
- Reduces evaporation of moisture from the lawn
- Keeps grass clippings out of landfills
- Low-tone muffler keeps noise down
- Side discharge or rear bag grass clippings
- Mulching mower
- Convertible mulching mower
- Electric mulching mower
- 42 inch deck mulching mower
- Environment mulching mower
- Mulching push mower
- And more!
The foundation for writing a good Amazon Product Detail Page that sells is using keyword rich phrases that satisfy both the buyers and the search engines.
Zone 1: Amazon Product Title
Your Amazon Product Page Title should contain your MOST important keywords.
- This is the first Zone Amazon’s search algorithm looks at when determining whether or not to surface your listing in a buyer search
- When creating your title, do your keyword research first! What keywords and keyword phrases are buyers using to search for this product?
Without the right keywords in the title, the Amazon shopper may never find your product.
- Put the most important keywords first. Amazon’s search engines read left-to-right, top-to-bottom.
- Starting with the brand name, continue with the product name, color, model #, and any key defining features like “Limited Edition” or “Made in USA”
Casio Women’s Baby-G Pink Whale Digital Sport Watch BG169R-4 Limited Edition
But remember, a title is a title. NOT a description, a place to list guarantees, a place to keyword stuff, and cram every possible use for the product in.
I’m sure you’ve seen this new wave of Amazon product titles that are not actually product titles but a paragraph of In fact, writing a title like this violates Amazon’s policies.
Titles like this are in violation of Amazon’s Product Detail Page Policies
Amazon is starting to crack down on these titles by pulling product pages and issuing policy violations to sellers.
Even if you see these titles on a “best-selling” product, don’t do it! It’s not worth compromising your Amazon selling account.
Zone 2: Bulleted Key Product Features
On every product page you have five bullet points in which to really sell your product.
Unfortunately, most people write these bullets with details that won’t sell their product.
Or worse, leave them empty!
Zone 2 is the second part of the listing page that Amazon’s search algorithm looks at, it’s also the place that buyers scan first to determine if the product meets their needs.
In fact, many Amazon shoppers make their purchasing decision based on the Bullet Features list.
Zone 2 bullet points should contain both features and benefits.
Features describe what the product does, the dimensions, materials its made of, or how it works
- Measures 17″ high
- Swiss quartz movement with analog display
- Removable and reversible nonstick grease draining cooking plates
Benefits tell the customer how the product will benefit them
- Pause ‘n serve lets you pour a quick cup of morning coffee while the coffeemaker is still brewing
- Effortlessly tracks your daily steps, just like having a fitness coach!
- Convenient lightweight water bottle holder with accessory compartment allows you to jog with everything you need at your fingertips!
These Bulleted Features should be scannable.
Buyers won’t read long, drawn out sentences.
Make your Bulleted Features long enough to tell the buyer what they need to know, but make each bullet point short enough for them to scan.
Zone 3: Product Description
The purpose of the product description is to provide the customer with any additional information they need to make a buying decision.
But this is also the time to sell the sizzle with the steak.
People buy on emotion, and if you can write a product description that connects with shoppers emotionally, you’ll become part of the conversations they’re having in their head about the purchase.
Answer the question of why this product is right for them – (what makes it special or a good buy)?
Help them envision what their life will be like if they buy your product – “You’ll smell deliciously exotic in this hibiscus and peony perfume.” ,
Overcome objections “You may think the last thing you need is a new mixer, but this is not just any mixer…”
Let them “touch and feel” the product by writing a sensory description “This savory, smokey barbeque sauce will make every steak taste like it’s fresh off the grill.”
Zone 4: “Back-end Keyword Search Terms
While there’s a lot of keyword optimization that needs to happen on the customer facing Amazon Product Detail Page, Amazon also gives you the opportunity to add additional keywords behind the scenes when you’re setting up a product page.
5 keyword search term fields allow you to add additional search keywords to the product page to give your page an even better chance of being found in search.
The keywords & keyword phrases will more typically be the long-tail keywords that weren’t right for the Product Detail Page itself, but that will give your page extra potential to be found in search.
Writing Product Detail Pages That Sell
As you can see, there is a lot of opportunity to take a ho-hum product detail page and turn it in a page that sells!
And we’ve just touched the surface in this sales boosting blog post!
In her new digital book, Amazon Advantage: Product Listing Strategies to Boost Your Sales Karon Thacktson, an experienced ecommerce marketing copywriter, walks you step-by-step through the process of creating an Amazon product pages that converts sales.
Karon’s new book will show you:
- How to get inside the minds of Amazon shoppers and create compelling descriptions that entice shoppers to buy
- Real-life examples of products that excel (and some that fall flat on their faces)
- Her process for creating an all-encompassing keyword list that can get you better rankings and seriously more traffic to your listings
- How to capture attention with engaging product titles
- The right and wrong way to create features/bullets that work for you instead of sending shoppers packing
- And much more!
Last week I spoke with Karon about her new book and she told me she’d like to offer a special introductory price to my readers…
Through 9/27 you can get this step-by-step 70 page, downloadable digital book AND SAVE 40% with COUPON CODE LISA40
This critical skill is one you’ll use day in and day out in your Amazon business!
In fact, there are FIVE scenarios in which you should be optimizing your Amazon product pages:
- Create a new Amazon product page for a wholesale product
- Create a new product page for a retail arbitrage product
- Create a new product page for an imported product
- Create a new product page for a private label product
- Update a poorly written Amazon product page BEFORE you list against it
http://bit.ly/azproductpage << Get the details here!
With 237 million active shoppers around the world, Amazon is the #1 most shopped marketplace during the holidays.
But where there’s money, there’s competition.
And even though there’s a flood of holiday buyers coming through Amazon’s front door, these five common mistakes can bring your Amazon holiday sales to a standstill…
1. Not Optimizing Your Amazon Product Page for Search and for Buyers
There’s no point in going to all the work of sourcing great products, only to list them against a poorly optimized product page.
Amazon uses these four “keyword zones” when determining whether or not to display a product page in a buyer search results.
- Back-end keywords
Unless a product page is well optimized, the chances of your product getting found by holiday buyers in Amazon search diminishes significantly.
Add to that, your conversion rate (the number of visitors to the page who actually buy) will decrease when you don’t give buyers the RIGHT (or enough) features and benefits to help them make the buying decision.
Unfortunately most Amazon sellers pay little attention to optimizing their product pages.
Make sure that you review every product page you list against to ensure that it’s doing the best job of selling your product 7×24.
- Do you have the most important keywords/keyword phrases in the title?
- Do the Features bullet points highlight benefits of the products as well as features
- Are those features described using the top searched phrases that a buyer would use?
Taking the time to improve and/or create a well optimized product page will translate to increased sales.
If you’re not sure how to optimize your Amazon product page, Karon Thacktson’s new digital book will get you started!
2. Going ‘Out of Stock’ and Decreasing Your Chances of Getting the Amazon Buy Box
The worst thing you can do during the holiday season is let your product run out of stock.
While the obvious reason, ‘no product = no sales’, is a critically important, what you may not know is that every time your product goes out of stock it also hurts your chances of winning or sharing the Amazon Buy Box.
Amazon hates an “out of stock” product page. They feel it’s a bad customer experience for a buyer to land on a product page with zero inventory. In fact, Amazon will even suppress “out of stock” pages from being found in search.
When the Buy Box algorithm looks at all the all the seller variables to determine which seller to assign the Buy Box to, inventory levels are one of those variables.
Make sure to replenish your inventory in plenty of time, so that you can get it shipped from the supplier and checked in to FBA BEFORE your current stock is gone.
3. Replenishing Inventory Too Late in the Season (and not having a Plan B)
Hopefully you already have the bulk of your holiday inventory ordered and the first round listed on Amazon.
However, replenishing that inventory when levels run low can be another story.
Wholesale suppliers are often out of stock on their best sellers as early as September.
Place your replenishment orders now. You can request to stagger delivery (and payment) from most wholesalers at the time you place your order.
And if you can’t replace your best sellers? Have a Plan B for what you’ll source to replace that inventory. Otherwise, any income projections you made for Q4 will be out the window.
The only way you can make money on Amazon during the holiday season is to have the in-demand products that buyers want.
Always have a back-up plan in place for alternative inventory to source so you can keep your numbers up.
4. Not Creating Amazon ‘Product Bundles’
Speaking of in-demand inventory…
Competition is hot on Amazon and to pull ahead of the pack, you need to differentiate your product offerings. You can’t be a “me too marketer” selling all the same products that everyone else sells.
The biggest untapped sourcing opportunity that sellers don’t take advantage of is ‘creating’ their own unique in-demand product through product bundling.
A bundle is a combination of two or more complimentary existing products, combined to form a new unique product.
Bundling is not a new concept in ecommerce, (in fact, I first spoke about this successful way to create a “new” product at Ebay Live 2005) but it is highly underutilized on Amazon!
With a product bundle you can breathe new life into saturated products, come up with a unique holiday gift that no one else is selling and provide the ideal solution for holiday buyers looking for that perfect gift.
I’ll be sharing more here about how to bundle, later this week!
5. Not Marketing Your Products On Pinterest
If you think think you can count solely on Amazon to bring you holiday buyers this year, you’re making a big mistake.
Remember that as an Amazon seller you have to compete with all the other sellers at the Amazon product page level.
And how do many Amazon sellers “compete”? On price.
Instead of playing the downward spiral price game, take your holiday sales into your own hands and drive traffic directly to YOUR offer on Amazon by using Pinterest.
Pinterest is now considered the #1 social marketing tool for ecommerce merchants.
It’s the fastest and easiest way to get new customers you wouldn’t get any other way and increase your holiday sales!
- Pinterest users’ average order value is $123.50 vs Facebooks users’ average order value of $54.64
- 54% Pinterest’s 70 million + users spend their time during the holidays sharing GIFT ideas
- This year mobile ecommerce transactions through Pinterest went up 77.62%, mobile revenue has gone up 224.1% and average order value went up 79.3%
But you can’t simply “be” on Pinterest and expect it to generate holiday sales. You have to apply the right Pinterest strategy and use it correctly to get new customers and make more sales.
In fact, Pinterest is so important, I’ve just released my brand new Pinterest for Holiday Sales program….
The only step-by-step, leading-edge program available for online merchants that teaches specific, business strategies for using Pinterest to increase your holiday sales!
You only get one chance at a profitable holiday selling season!
If you want to give your business and your sales the competitive edge, you need to do what your competition isn’t doing!
Avoiding these five common mistakes will help you both increase your sales and help you make this your best holiday selling season on Amazon ever!
You may think that the holiday selling season is the only season to ramp up for, but take a look below and you’ll be surprised at all the selling opportunities you have for your online business coming up in the next few months.
No matter what you sell or where you sell it, capitalizing on these HOT spring and summer selling seasons can make a huge difference in your income during the 2nd quarter of the year!
From April to June there are 11 different selling seasons that you’ll want to ramp up for! Miss these and you’ll leave money on the table… read more…
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