So you’ve started an Amazon business and are looking to expand your sales. How do you differentiate yourself from the millions of other sellers? Concentrate on two things: traffic (the number of individuals who visit your page) and conversion rate (the percentage of those who buy your product).
It’s a widespread misunderstanding, but greater traffic does not always imply more profit. You must be able to convert that traffic into sales, which begins with product page optimization. To make the perfect page, follow these eight steps.
1. Examine your information.
To begin, you’ll need a benchmark. Your conversion rate, also known as the “Unit Sessions Percentage,” may be found in your Seller Central business reports.
A good conversion rate varies depending on the product and pricing, but it should be at least 10%. When your page is optimised, that percentage can rise to 30%.
If you don’t already have a solid conversion rate or don’t have at least 30 visits per day, increase your Amazon Sponsored Ad budget to focus on acquiring more traffic.
2. Do your homework on the competition.
Order your competitors’ items, compare them to yours, and look at their customer reviews, particularly those with one or five stars. If your competitors send out customer emails, make sure to read them as well.
Then, to make your product stand out, make changes to your listing. Pay attention to the demands and needs that customers express in evaluations, and show how your product satisfies them. Respond to the questions people ask on your competitors’ pages in a proactive manner. You can also subtly criticise your competitors’ flaws; just don’t mention them.
3. Refresh your keyword list.
The most significant aspect of your page is probably the keywords. It makes no difference how well you optimise your page if potential buyers can’t find it.
Your goal is to employ the same Amazon keywords that your consumers are looking for. However, you just want relevant visitors, so stuffing your site with hundreds of keywords isn’t going to help.
Analyze your Amazon ad analytics to identify which keywords are bringing you the most traffic. Then make the necessary changes to your title, bullet points, product description, and advertising. If you don’t use any keywords on the product page, add them to the back-end search phrases to improve your searchability.
4. Use photographs to attract and convert clients.
The fact that you can’t touch and feel the merchandise is the biggest disadvantage of shopping online. Your photos must compensate for this, and they are the most crucial aspect in conversions.
Send your merchandise to a photographer who specialises in product photography. To get a better idea of what you’re looking for, look at previous product images and share your findings with your photographer. Inquire about huge, high-quality square photos.
Customers view the primary image first, thus it should only show the product – no badges or content. The remaining photographs can show various viewpoints or components, as well as directions, functions, benefits, and accessories. The use of photographs of individuals utilising the product is really effective. To make them, hire a graphic designer or employ a picture enhancement service to add your product to a stock photo.
The primary image must have a white background, while the others can be any colour. Extra space around the object should be cropped out to make it stand out.
5. Use your headline to divert traffic.
Your title should catch the eye of customers and include your keywords, with the most crucial keyword appearing first. Use as many as you can, but keep in mind that you’re writing for actual people first. Keep it natural throughout the board on the entire product page.
Include the brand and product names, as well as features and benefits, separated by dashes. It’s critical to understand the difference between features and advantages.
Remember to respect Amazon’s product page style guide and guidelines, such as the title limit of 200 characters. If you need to locate shorter terms, use a thesaurus.
6. Use bullet points to set yourself apart and sell yourself.
Customers will understand why they should buy your product based on your bullet points. Make use of all five bullets, and don’t forget to employ your keywords.
Your main differentiator should be included in the first bullet. The second and third paragraphs highlight aspects that are expressed as benefits, such as “bike pump gauge inflates your tyres to the proper pressure.” Demonstrate how your product solves an issue in the fourth bullet. Finally, provide a manufacturer’s guarantee, which eliminates the consumer’s risk and assures them that you will keep your promises. The anti-aging moisturiser product page from Laurel + Holland is an excellent example of a page that checks all of these criteria.
7. Double-check that your product is the best option.
When a customer reaches your product description, they’re seeking for assurance that they’ve made the right decision. They are reassured by a good description.
Begin by describing the problem that your product solves and how it does so. Reiterate the benefits, features, and guarantee, and then request the sale.
Use clear, conversational, and professional English in your writing. It’s best to avoid long blocks of text with no formatting because they’re tough to read. Use as many characters as you need, but don’t just add text to fill space.
8. Make a profit by testing and pricing your product.
Experiment with different permutations of these page elements to see how they affect conversions, one piece at a time. The simplest factor to split-test is pricing.
As a general rule, establish a starting price that is in the middle of your competitors’ prices. If their products cost $34.99, $29.99, and $19.99, for example, set yours at $27.99. Your price should be at least 10% higher than your “break-even” point, which includes product costs, delivery costs, and Amazon fees.
