Having a highly optimized and professional product detail page is crucial to your success on Amazon. Think of it as your sales pitch to potential customers.
There are millions of products available for purchase on Amazon—this is your chance to show customers why they should purchase yours.
Let’s begin with an overview of the product listing.
Product Listing Overview
Images are the most important aspect of your listing. It’s crucial to include several high resolution images (at least 1000 x 500 pixels) in order to help you convert the sale.
Here are some important tips to keep in mind when creating images for your listing:
- For your main image, you’ll want a pure white background.
- Include at least 4 photos. For apparel or other similar items you might want to include upwards of six or more photos that effectively merchandise the product.
- When applicable, take photos of your product in and out of the packaging.
- Images that are larger than 1000 x 1000 pixels are enabled to utilize the zoom feature, which can help increase conversion.
- Incorporate lifestyle shots so that consumers can picture themselves enjoying your product.
All of these tips will help optimize images for your product page. However, it’s not only important to optimize your images, but also to adhere to Amazon’s specific image guidelines in order to avoid a suppressed listing. If your listing becomes suppressed it will ruin any chance of sales of that particular SKU for the foreseeable future.
How does your price compare to other products within the same category? If you are selling bug spray for $20 and everyone else is selling it for $5, your conversion rate (and sales) will be low.
With the title, it’s all about keywords. However, be careful not to practice “keyword stuffing,” as Amazon strongly discourages it. If your title comes off spam-like you can count on less clicks from customers which Amazon will ultimately penalize you for in the rankings.
A clear and concise title that catches the consumer’s eye will be the most effective.
Be sure to incorporate some of these keywords into your title:
- Brand and description
- Product line
- Material or key ingredient
Bullet Points and Description
This is your opportunity to sell your customers on the benefits of your product. Amazon provides you with the opportunity to include five initial bullet points.
From there, you can enter additional information on the back end (off-page optimization) to be included as bullet points on your product page.
For example, if you sell in the apparel category, use the material type column to insert “100% cotton” and the import designation column to insert “Made in USA” rather than using a keyword for those terms.
Given that this part of your listing is above the fold, this is a crucial area for optimization. Customers also like to focus on this area because bullet points allow them to skim rather than invest time in reading blocks of text. Here is an example we found of some highly detailed bullet points:
Secondly, you have the description portion of the product page. Try to avoid restating the same phrases in these two sections of your listing. This is your chance to market to your customers and let them know why they should buy your product. Think of your product description as sales copy, because that’s exactly what it is.
Lastly, keyword-rich product descriptions will also benefit you if you choose to run automatic Sponsored Products campaigns. To find out more about Sponsored Products, check out this blog post.
What is Considered a Good Conversion Rate?
Of course, the best way to measure the effectiveness of your optimized product listings is your conversion rate. But how do you know if your conversion rate is optimal?
This is a great question, and the answer is that your target conversion rate will vary from product to product. For example, if you are selling a product at a high price point, like a designer handbag, that requires a higher level of commitment from your customer. However, if you are selling a cheaper item like a basic t-shirt, there’s less risk and a lower level of commitment involved, therefore you will naturally have a higher level of conversion.
This information can be found in Seller Central, under business reports, and labeled as “Unit Session Percentage.” This metric is calculated by dividing your number of orders by the number of sessions.
In order to measure the effectiveness of your listing optimizations it’s important to track your conversion rate over time. The most successful sellers look for trends and keep track of what’s working for them.