Guest post from Skubana
Do you want a powerful advantage over your Amazon competitors? One that you can implement right now?
Most sellers on Amazon overlook the importance of copywriting. They focus all of their attention on garnering reviews or driving clicks, neglecting this fundamental part of their listings.
The result? Wasted clicks and sales.
In this post, we’re going to give you seven simple and practical copywriting tips you can use to boost your conversions almost instantly. You’ll gain a better understanding of your customers, pinpoint the most important keywords, and learn how to replicate your competitor’s success.
Let’s dive in.
1. Copy Your Top-Performing Competitors
Intelligent competitor research is one of the most useful tools at your disposal. By looking closely at the top-converting products in your niche, along with your direct competitors, you can pinpoint keywords, phrases and emotions that connect best with your potential customers.
Specifically, when you examine titles, bullets and descriptions, ask, “Which features are they highlighting and which emotions do they evoke?”
It’s also worth looking at the top reviews of listings. Pay attention to the reviews that customers have found most helpful. Those that are liked by a large number of customers usually touch an emotional nerve and can provide ample content and guidance when it comes to your own listings.
2. Use Tools Like Merchant Words and Cerebro to Do Keyword Research
Keyword research is a major part of the battle when it comes to crafting successful copy for your product listings. Your first step when putting together content should always be to collect the best high-volume, relevant keywords.
Your title space is limited, so it’s crucial to include the optimal keywords in that premium 50-character space. When it comes to your listing bullet points and descriptions, it’s equally important to pick appropriate, high-volume secondary keywords. Amazon has said that keywords in bullets and descriptions are of minor importance to the ranking algorithm, but many sellers have provided anecdotal evidence to the contrary,
In particular, when crafting your titles, include as many applicable keywords as possible. When you get creative with your titles, you increase the likelihood of appearing for a number of different search terms.
It’s also possible to test the effectiveness of your chosen keywords and titles by using tools like Amazon Sponsored Ads. By testing variants of your titles, you can hone in on the top-performers, discarding the dead weight as you go.
3. Pay Attention to Customer Questions
Amazon introduced the “Customer question and answers” section to overcome buyer hesitancy. By keeping this section of your listing detailed and up-to-date, you’ll reduce customer doubt while also communicating a positive image of your brand.
There’s also another way you can use questions and answers. Whereas Google ranks content based on quality and user engagement, Amazon’s main aim is to make money. Conversions and customer satisfaction are the two metrics most important to the retail giant. The question and answer sections of successful competitors provide a unique insight into how they understand customer pain-points and needs. Pay close attention to them and use them to inform your own copy.
4. Include Secondary Keywords in Bullet Points
Your product description is your second most valuable piece of descriptive real-estate. After your headline, it’s the most-read part of your listing.
Forming good bullet point descriptions is a balancing act between including high-volume keywords, addressing your customer’s doubts, and encouraging conversions.
Ensure you include all relevant technical details in this section, like dimensions, colour, weight, safety etc. while also honing in on more general pain-points and emotions. You should also outline the USPs of your product and the reasons why it’s a better choice over your competitors. You should also highlight any warranties that are offered.
5. Highlight the Top Five Benefits
Buyers have limited attention spans. Rather than cram all your product features and benefits into your bullet points and descriptions, focus on the top five benefits, striking as strong an emotional chord as possible. Begin with your top USP and work down, focusing on the best secondary features.
Specifically, ask the following questions:
- Which features overcome the most common pains associated with similar products? On it’s Kindle listing, for example, Amazon points to a lower weight, anti-glare and longer battery power.
- What are the biggest “delights” your product provides? What’s the main “delight” the majority of your customers are seeking? How does your product provide it?
- What is your main competitive advantage? What’s the single biggest innovation that your product offers over your competitors? The Amazon “Dot Echo” listing, for example, highlights the Amazon skills and products (like Audible) that can be accessed through it.
What’s more, you should make sure your bullet points and description are easy to skim read. Nobody wants to be confronted with a wall of text when evaluating a product.
6. Provide Detailed, High-Resolution Pictures (and Even a Video)
High-quality pictures are crucial when it comes to improving conversions. If your photographs are poor, you’re shooting yourself in the foot before you’ve even started.
In particular, images should convey:
- The most important features – If your product has important features include dedicated images to showcase them. The soles of shoes, for example, will be of particular importance to buyers.
- A number of different angles – Include a number of images that showcase your product from different angles. This is especially important for clothing and accessories.
- Points of reference for size – Include an obvious point of reference, such as a hand, so customers can gauge the size of your item.
- Rich media like videos – Many successful listings also include videos so that customers can see a practical demonstration of a product.
7. Use High-Quality and Professional Branding
High-quality branding can mean the difference between a listing that effectively builds trust and overcomes buyer hesitancy and one that flops. Having a convincing brand name and logo, ideally, that’s included in some of your images, can go a long way in communicating authority. You will also get access to premium Amazon features like storefronts.
None of the tips in this post are particularly complex. But the results, if they’re implemented properly, can be significant. Simple tweaks to titles, bullet points and descriptions can dramatically reduce hesitancy and boost conversion rates, pushing your products to the top of product listings.
The key thing to bear in mind is that good copywriting is about emotion. While keyword research is essential, developing real insights into the minds of your customers, and expressing those in your copy, will take you far further than any tool can.
So, time to get out your notepad!