IS YOUR AMAZON LISTING REALLY OPTIMIZED?
It should come as no surprise that your Amazon listing has to be in prime condition to ensure sale conversions. Cutting corners, half-assing it, or being sloppy is the equivalent of a brick and mortar store being unorganized and unclean. As important as an Amazon listing optimization is, you wouldn’t think so just by looking at the numbers. Most Amazon sellers admit that between manufacturing, fulfillment, and advertising, they tend to spend the least amount of money and focus on the implementation of their Amazon listing optimization.
WHAT SHOULD I LOOK FOR TO KNOW IF MY AMAZON LISTING IS GOOD?
Obviously, if you are selling your product at high volumes consistently, then it is probably safe to say that you have a quality listing. But a very easy and measurable way to determine this is by looking at your ACOS and impressions in Seller Central. If your ACOS is high (usually more than 30% if you’ve been selling for a while) and you have very high impressions, this tells us that PPC is working – you’re getting plenty of clicks. But for whatever reason, those impressions are not turning into sales. Low conversions with high impressions could be due to pricing, reviews, or how you are presenting your product. We’re going to focus on the latter.
Find out how many keywords you are ranking for and does this number increase each week? You can do this by running a reverse ASIN on Helium 10’s Cerebero. Then check the distribution.
A solid Total Keyword score would be 5000 or higher. The general rule of thumb is that you should be ranking for around 250 new keywords every week. If you aren’t (like the product above), something is wrong with the listing and the keywords.
A photo is worth a thousand words and that is especially true on Amazon where the typical customer spends about 17 seconds on your listing. And guess what? The photos are going to be the first thing they look at.
Make sure your images have the proper resolution for starters (at least 1500 x 1500). You also want them to answer any question a potential buyer might have in as few words as possible. Also, make sure you are addressing problems and solutions that your product provides. Take the image below. As a mother myself, I know that spills and leaks happen all the time in diaper bags, so I want a product that is waterproof, weather-resistant, and able to be wiped down easily. This photo conveys that in a very simple yet unique manner.
As a general rule, you should have at least one lifestyle or custom shot. People look for a product based on practicality, but they BUY that product based on emotion. If you don’t have people utilizing your product in the imagery, it makes it difficult for the customer to see themselves using it.
BULLETS AND PRODUCT DESCRIPTION
KEEP. IT. SIMPLE. If people wanted to read, they would pick up Pride and Prejudice. So unless you are actually selling a book, don’t write a book. Keep your bullets below 250 characters and only include 1 keyword phrase per bullet. Highlight 5 benefits and features that will persuade a customer to close the deal. Same for the Product Description. You have a lot more room in this section to talk about your brand story, but again… you aren’t writing to a pen pal. Keep it fairly short and use HTML coding to highlight words and phrases and break apart the block of content. Remember: You have the backends in Seller Central to utilize for keywords. Don’t bog down the frontside of your listing with keywords.
IMPLEMENT PPC SEARCH TERMS
If you find that you have a handful of targeted keyword phrases in your PPC campaigns that are performing well (i.e. they have a high conversion rate), implement these into your listing. That way, you can start organically ranking for keywords that you KNOW convert and you don’t have to pay for it via advertising.
If you’re still not sure how your listing is performing or how it looks to the typical customer, test it on your friends (but only the brutally honest ones). Don’t tell them anything about your product or the listing in advance. Have them review your listing but only give them 30 seconds to look through it. Then ask them what the five main benefits/features are that they took away. If those five features are not what you are trying to convey to your audience, then you know where the problem lies. For more information and professional listing optimizations, check out our website at liazonmarketing.com.
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