In November 2001, I left a six-figure, job at Adobe (Seattle office) to come home and start a business.
My primary motivation? To fulfill my dream of being an “at home mom” to my 4 month old daughter and 4 year old son.
But as single parent, I got a lot of flack.
My family and friends thought I was crazy to leave a secure, high-level IT position for an unknown business venture.
However I knew if I didn’t make the move, I would always regret it.
And 13 years later, I can say that every day I wake up immensely grateful for my life as an entrepreneurial mom.
Entrepreneurship is Life Changing
For me ecommerce was the vehicle that allowed me to change my life, and the life of my children.
And over the years, I’ve been honored to
help more than 90,000 online merchants in 15 countries representing 2600+ niche markets and 100’s of millions of dollars in sales change their lives via ecommerce.
At the end of the day, read more…
Pinterest Promoted Pins are THE hottest topic in ecommerce marketing this year.
And for good reason.
Promoted Pins are bringing a new level of visibility and sales to ecommerce products this holiday season.
In fact a single Promoted Pins campaign just took one of my client’s products from a good seller to an Amazon best seller in a matter of a week…
64 Clicks, 40 Repins and… Now a Best Selling Product
“Lisa, this is pretty darn exciting. After learning from you how best to phrase my keywords in my Pinterest promoted pin ads, I reworked them on a single product (it only had 1 or 2 clicks at best). In about a weeks time, I am up to 64 clicks — since it is a holiday item it was time to get a little more traction. It has gone from a good seller to a best seller!
Thanks, Lisa, your insight was invaluable! – Kelly”
However, Pinterest Promoted Pins are so new, most people don’t understand how they work and how they can benefit your business.
Let’s discuss in today’s blog post.
Understanding Promoted Pins
The first step in using Promoted Pins is to read more…
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!