Amazon Product Listings: 3 Goals To Optimise Around in 2019
Feb 01, 2019
Amazon Product Listings - what do I need to do in order to optimise my listing in the best possible way in 2019?
I’m glad you asked! You can watch this blog in video format above, or read on below.
Jim Collins is probably most famous for his business book “Good To Great”. If you haven’t read it, I highly recommend it and you can easily pick it up at.. guess where? 😉
But when it comes to Amazon listings, far too many people settle forgoodwhen they could havegreat. Too many people settle for 5 sales a day when they could have 10. Too many people settle for 20 sales a day when they could have 30.
The reality is, unless we understand how to optimise our product listings on Amazon, we are leaving a LOT of money on the table.
Optimisation simply means: "the action of making the best or most effective use of a situation or resource.” or “the act of rendering optimal”
Amazon is both an incredible situation and resource. But the tragedy is so many sellers aren’t “making the best or most effective” use of said resource. The maths are clear for all to see.
Let’s assume a pretty standard £20 product at 30% profit after all expenses. You are getting 100 views a day - more than achievable on Amazon UK & EU. You are currently seeing an 8% conversion rate, so of every 100 visits you make 8 sales. By optimising your listing and converting an extra 2% of people you’d be selling an extra 2 units a day. That’s 730 units per year, and more importantly our £4,000 per year in PROFIT. On ONE product!
Optimisation is key.
So let me give you the 3 clear goals you have to set when optimising your listing and how you achieve them.
OPTIMISATION GOAL 1: IMPRESSIONS
Impressions - meaning how many times your product listing is displayed among the search results when a customer searches on Amazon - are the first clear goal when optimising on Amazon. Without impressions you won’t get anywhere. So it’s essential you get visibility.
How do you get visibility? By utilising KEYWORDS.
Keywords are the words and phrases you tell Amazon that you want your product to be shown for by placing them in your Title, Bullet Points and Description, along with your backend keywords. At this stage, you want to focus your research on finding keywords that are 2 things -
Do they accurately describe your product? Discover these by planning well, conducting market research and analysing your competitors listing for unique ways of describing your product you may not have previously thought of.
b. HIGH VOLUME
Are people actually searching for these keywords? Discover these by searching for your main keyword in the Amazon search bar, and studying the auto-suggestions - Amazon lists these auto-suggestions in volume order so gives you some idea of which are the most popular.
Another method is to use a tool like Helium10 to automatically mine for hundreds and sometimes thousands of relevant keywords which you can filter by a range of different measurable - search volume, competing products etc.
OPTIMISATION GOAL 2: CLICKS
When selling on Amazon, our products don’t have a buy button on the search results page. So if all we ever do is attract impressions we will never make a sale. We must attract clicks. Use these aspects of your listing to optimise for clicks:
a. MAIN IMAGE
Your main or “hero” image is a key factor for attracting clicks. This image needs to be as high quality as possible taking up as much space in the square as possible. Get creative with this image - can you include your packaging in the photo to make it stand out? Can you use colour to make your image pop? What is going to stop the buyer in their scroll and get them to click on your listing?
Shoppers will naturally look to the pricing of the product to decide if they are interested or not. Part of the optimisation process is testing your pricing and watching to see what impact any changes have on your Click Through Rate (CTR). If your CTR goes up, then it has been a positive change. If it goes down, then you may be losing sales due to a price that isn’t compatible. Don’t just test lowering the price - sometimes increasing your price can help attract clicks as buyers investigate what is it about your product that is worth the extra money.
The final thing that will determine whether your listing gets the click is your review count and review rating. You need to do everything in your power (and within Amazon’s TOS!) to attract as many reviews as possible at as high a star rating as possible. Creating a good product, building a good email follow up series, adding a product insert and good customer service are all aspects that will help with this.
OPTIMISATION GOAL 3: SALES
The ultimate goal. Sales! It’s what we are all in this game for. It’s no good getting impressions and clicks if it doesn’t result in sales. Here’s two ways to increase the number of clicks your listing gets resulting in sales:
a. SUB IMAGES
Your main image will attract the click, but your sub images will attract the sale. Many shoppers will make their buying decision from this images alone - for better or for worse. So make sure you utilise the space you are given here - all 8 of your sub images. Use high quality images, show the product in use, and highlight key features and the resultant benefits with infographics.
Your “copy” - or the written content of your listing - has the ability to win the sale where other factors haven’t done yet. It will be hard to sell a product with good copy alone, but when added to the other aspects listed above it can be a potent weapon. A key factor when writing your copy - especially your bullet points and to a lesser degree your description - is highlighting benefits and not just features.
Features tell me about the product. Benefits tell me how those features are going to improve my life. Shoppers become buyers when moved by emotion. Features won’t create emotion, they will only inform. It’s when we delve in to the benefits of our product that we begin to move our customers and create a sense of value and buy-in.
For instance, a feature of your yoga mat may be that is soft with extra thick padding, but that won’t move me. However when you tell me that this extra thick padding will mean I can complete my yoga sessions completely pain free - now you’ve got me interested.
The secret to effective benefit display? Joining words.
These headphones are wireless (feature) meaning (joining word) you can enjoy the gym wire free and hassle free (benefit)
You get the picture?
Let’s try another.
This frying pan has a non-stick coating (feature) removing (joining word) the stress of cleaning up and allowing you to spend more time doing what you love (benefit).
You see how the joining word moves into the benefit and really shows the customer how this product can change their life? That’s what we’re looking for!
Examples of other joining words:
What others can you come up with?
Implementing these strategies could generate thousands of extra pounds, euros or dollars in your business and i really hope they’ve helped. If I can help with anything else, please don’t hesitate to get in touch.