One of the truly remarkable things about Amazon as a platform is that they do so much of the heavy lifting. What with being the world’s largest ecommerce storefront, Amazon brings droves of traffic to your listing. What’s more, that traffic is a pool of buyers, ready to purchase, unlike anything else the world has ever seen. While eyeballs on Google often equate to browsers and researchers, Amazon attracts buyers.
A good conversion rate on an Amazon product detail page is widely considered 15%. That’s a huge number, often 3-5x that of other ecommerce sites.
This is because Amazon product page traffic is already in the purchasing mindset. Of course, to make the most of the traffic Amazon drives to your product page, you must make sure that your listing is properly optimized — for search and Amazon marketing best practices.
Here are the most critical elements of maximizing conversions on your Amazon listing:
If They Can’t Read It, They Won’t Come
For buyers unconvinced by your title and images, your bullet points are your next opportunity to seal the deal. Amazon’s bullet points are relatively straightforward. You have five spaces for bullet points, but that does not mean you are limited to five words or even five sentences.
To maximize the use of your bullets, use a short paragraph of two to four sentences and focus on the features and benefits of your product. Address any common questions or objections that might cause someone not to buy.
Remember to update these often!
If you get complaints in your reviews that come simply from a misinterpretation of the product, update your bullets (and maybe even your title) to account for that.
Use the first three bullet points to drive home your product’s most important features. Here is an example:
- LUXURIOUS DOWN FABRIC IS SOFT & ELEGANT Our premium down comforter hugs you in incredibly silky soft comfort. While other comforters can be scratchy and leave you tossing the covers off, you’ll want to snuggle up all night with ours.
- ADVANCED TEMPERATURE CONTROL KEEPS YOU COMFORTABLE One of the most annoying things about most down comforters is that they can get too hot. Our patent-pending material regulates your temperature, ensuring you stay at the optimal temperature all night, every night.
- UNIQUE DESIGN KEEPS DOWN MATERIAL FROM SHIFTING Using chambers woven together to prevent shifting, our premium down fill remains where it is supposed to be. You’ll never have to worry about waking up clinging to an empty comforter again.
Use the fourth and fifth bullets to answer common questions, or overcome other objections common with your product:
- FITS ALL QUEEN MATTRESSES Our down comforter has been designed to fit all queen mattresses. Don’t risk a bad fit with an inexpensive comforter. Insist on the best.
- 100% 90 DAY MONEY BACK GUARANTEE If you are not satisfied for any reason, simply return your comforter for a full refund, no questions asked. You have nothing to lose.
Using all caps for the beginning of your bullets can help you to emphasize key points.
If They Ask, You Should Answer
Perhaps the most underutilized marketing opportunity of an Amazon product listing is the Questions & Answers section. Questions are submitted by customers, whether they have purchased the product or not.
A unique feature is that the answers to these questions can be submitted by both other customers (again, whether they have purchased the product or not) or by the seller.
Many sellers assume that they must simply sit back and wait until customers start asking questions for this section to be utilized.
Instead, consider seeding the section by asking a colleague or friend to put a question that is common for your product, so that you can answer it.
Once questions are asked, make sure that the answers displayed to those questions are accurate. If multiple answers are provided by either customers or sellers, Amazon displays the answer that has the most votes.
Votes are submitted by either clicking on the “up” or “down” arrow next to the answer. Because anyone can submit an answer, you will want to keep an eye on this section and ensure that the answer displayed for a question is correct.
Easy Search Terms, Easy Find
In addition to pulling from a title and bullets, Amazon determines which keywords are relevant for your listing from the Search Terms section, which is located in the back-end of seller central. This section is not visible to the public.
In 2017, Amazon began truncating the back-end search terms to the first 250 characters. That is to say that only these characters are “indexed,” and show up in search results.
Because of this, it is now extremely important to make sure your first 250 characters in the Search Terms field are the most relevant to your product listing.
First Impressions Matter Most
Reviews impact an Amazon product listing in three ways and should be one of your top marketing considerations.
1. Average Star Rating.
First, reviews impact product listing placement through the average star rating that appears alongside the product in search results and at the top of the product detail page.
A product with an average star rating of 4 or 4.5 stars will typically outperform a similar product with only 3 or 3.5 stars.
In 2015, Amazon transitioned to a weighted system for measuring a product’s average star rating.
Things like the below now affect the weighting of each review. This means that the average is not simply a straight mathematical average:
- Whether a product is bought at a discount.
- How long ago the review was left.
- How helpful other Amazon shoppers say a review is to them.
You can make the most of your average star rating by focusing on courting organic reviews from customers who pay full price for your product.
2. Most Popular Reviews Section.
The Most Popular Reviews section, which is located toward the middle of the page on the left-hand side, is the area where reviews for the product that have been voted ‘Yes” as helpful most often.
Sellers cannot dictate which reviews show up in this section.
Customer votes, whether they have purchased the item or not, can affect which reviews show up here.
Typically, the more 4 and 5-star reviews that appear in this section, the higher the conversion rate and sales will be, while the more 1 to 3-star reviews that show up, the lower the conversion rate and sales will be.
It’s important, however, to note that a well-performing listing is part science and part art.
Testing is imperative to make sure you are maximizing the opportunity.
When testing, make small changes and give adequate time to measure the impact of those changes so that you know whether to keep them or to revert to the previous version of your listing.
If possible, test only one element of your listing at a time.
If you test multiple items at once, you will not know which change impacted your listing, however positive or negative the impact.
There are a lot of critical elements to a product’s success or failure on the world’s largest ecommerce platform. Your listing is certainly a major one, and by following these simple steps, you are well on your way to an optimized and high-converting listing.
If you are having trouble understanding how to effectively use these elements, contact us today!