When customers peruse the aisles of a brick and mortar store, shelf layout and packaging catch the buyer’s eye and lead to a sale.
You don’t have that luxury in an eCommerce environment, especially on platforms like Amazon. In eCommerce, your product page has to sell for you, 24/7.
The thing is, Amazon isn’t just an eCommerce platform; it’s a search engine for products. Not only do you have to create product pages that appeal to shoppers, but you also have to satisfy Amazon’s search algorithm.
You can do a lot of things, like Amazon Ads, to boost your product sales, but a quality customer experience starts with amazing product listing pages.
However, it’s not enough to slap content on the product page so you can start selling quickly. Your Amazon product page should be written and laid out strategically, both for customers and Amazon’s algorithm.
The Importance of the Amazon Product Page
Like all other areas of your business, quality should be the priority on your Amazon product page.
First of all, a high-quality, converting Amazon product page improves your rankings in Amazon’s algorithm. You can easily overshadow competitors with an informative, engaging product page that compels people to buy from you.
An optimized product page will also:
1. Bring in more traffic to your listing
A smart keywords strategy will help you connect with Amazon shoppers as they’re ready to buy your product.
2. Encourage more purchases
Trust is a valuable commodity on eCommerce, even on a platform like Amazon. An information-rich product listing page encourages shoppers to choose your product over everyone else’s.
3. Support positive reviews
Product listing pages help manage buyer expectations. This ensures you’re selling to people who will fall in love with your product. When executed with care, this encourages your customers to leave reviews on Amazon.
4. Improve Amazon rank over time
Nothing happens overnight with SEO. However, a long-haul optimization strategy can easily help you climb through the ranks and show up higher in Amazon product search.
How You Can Optimize Your Amazon Product Page
The good news is that Amazon wants you to perform well as a seller. After all, when you succeed, they succeed. That’s why the platform has plenty of rules and best practices for building a quality, trustworthy product page.
Deliver a safe and quality user experience with these best practices. You’ll see the difference not only in your page views, but your wallet.
1. Follow Amazon’s rules
Because Amazon wants you to succeed, they’ve laid out a strict foundation of do’s and don’t’s for building product listing pages.
While the list is extensive, here are a few quick and easy rules to follow:
- Don’t share obscene content or personally identifying information.
- Don’t list false information.
- Don’t cross-promote products on your product page.
You also need to be allowed to sell your product in North America. For example, if you sell beauty products with ingredients banned in North America, you won’t be able to list those items.
Make sure you’re always following Amazon’s requirements, guidelines, and terms of service. Failure to do so can jeopardize your sales.
2. Product title
Your product title is where you make the first impression with buyers. Amazon’s algorithm also relies on this title to rank your product.
Stay within the 250-character limit for your product title. Use as much of this real estate as you can, emphasizing the product’s brand, materials, color, size, and benefits.
Put the most important or relevant information first, just in case Amazon truncates your title. Sometimes they shorten the 250-character limit depending on your product category.
Keywords are important here, but don’t let them cloud your judgment. Write for human beings; don’t overload your title with keywords. That sounds spammy and discourages customers from clicking on your product.
Instead, front-load the benefits in the title and use only the most relevant keywords. Customers can read more about your product on the product page itself.
3. Bullet points
32% of Amazon sales come from mobile shoppers. That’s why Amazon encourages sellers to list bullet points quickly explaining your product benefits and features, which appeals to mobile users.
Bullet points are quick, scannable snippets that acquaint a shopper with your product quickly.
To get the most out of your bullet points, list five or more. You have 1,000 characters per bullet, but try to keep it short and sweet here. You don’t want to overwhelm users with content.
Images are one of the most important and overlooked aspects of a product listing page. High-quality images can make or break a customer’s trust in your brand and product.
If you need to push customers to conversion, you should start with high-quality images. Amazon allows you to upload up to 10 images max, and you should use all of them.
Take photos of the product from every angle. Show off key features and how-to graphics. If you can, include a video explaining the product, its benefits, how it works, and how it improves your customers’ lives.
Don’t forget to include lifestyle photos of customers using the product. This helps buyers imagine the product in their own lives and is shown to increase conversions.
Photos from your smartphone aren’t enough to bring in customers. Invest in a professional photographer and graphic designer for your product images.
5. Product description
The product description is a 2,000 character snippet of text that describes your product. The description should include highly factual, benefits-focused content.
Don’t dump keywords here; be mindful about what keywords you’re targeting and why. Make sure your sentences here are short, informative, and customer-centered.
Reviews are the lifeblood of selling on Amazon. Online shoppers are wary today; they rely on reviews from other customers to see if they can trust your brand.
Even if you have an amazing, optimized product listing, you can’t succeed on Amazon if you get bad reviews.
While everyone’s bound to get a negative review eventually, you can combat their effects. Send automated emails to customers asking them to write an honest review. You can no longer incentivize customers to leave reviews, but you’d be amazed how many people will leave a review when prompted.
When you do receive a critical review, use it to improve your product and brand. This feedback will make you better in the long run, as long as you take the information to heart and make improvements.
The Bottom Line
While it’s important to start off on the right foot with your Amazon product page, it’s important to revisit it regularly. Don’t set and forget your product pages; always be testing to see what brings in more customers and sales.
Keep the customer top of mind while creating product pages for Amazon. You’ll not only find more happy customers, but Amazon will also reward you with improved search rankings.
Need a little boost with your Amazon listings? Logical Media Group’s Amazon experts are here to help you grow your business. Give us a ring now to chat about your Amazon marketing strategy.