Guest post by The Copywriting Professor
Selling on Amazon? Here are the top six ways to optimise your listings for increased sales, a better ranking, improved conversion… and more money in your pocket!
1. Here’s the #1 way to squeeze every last dime out of your listings.
Have you had your listing text (copy) optimised? Who wrote the copy for your listings? You could be missing out on potentially thousands (or tens of thousands) of dollars in lost revenue because:
A: Your listings aren’t attracting as much traffic they could be because they’re lacking the proper keywords in the right places
B: Your listings aren’t converting as much of the traffic (turning browsers into buyers) as they should be because your listings aren’t written in a way that’s compelling or benefit-driven enough to convince someone who is browsing to push the “Add to Cart” button.
If you haven’t invested in having your listings written by a qualified copywriter who specialises in Amazon listings…I would highly, highly recommend trying it. This could be one of the best investments you make this year. Do a test with just one listing, first, and compare the difference before having them all rewritten.
2. The biggest tragedy on Amazon…The majority of listings are NOT optimised.
You’ve seen them… They’re the listings with short, three word bullets that point out obvious product features. They’ve got the mashed-up description that goes into scientific detail about the product that makes little to no sense to you.
There are far more poor listings than good ones…which is fantastic news for you…because that’s an opportunity for you to cash-in on your competitors’ ignorance. Take the copy of your Amazon listings seriously, this is a critically important aspect of your listing (as much as price is).
3. Want to quickly boost your sale? Make sure your copy (listing text) is written as if you were sitting across from your reader.
When was the last time you found yourself stuck listening to someone who only talked about him/herself? Your listing should be written as if you were sitting down across from your reader, speaking to them directly….you’ll see a much higher ROI by writing directly to your audience.
Avoid speaking about yourself…swap out the words “we” and “us” with “you”. This will substantially increase engagement, will get them to read the entire listing, and will increase your sales dramatically.
4. Here’s the single biggest mistake sellers on Amazon are making; it’s monkey-simple.
What’s the whole point of Amazon? It’s a place that consumers go to buy stuff. That’s it.
You can easily beat your competitors by simply tweaking your listing to meet the situation your potential customers are in. Why are they on Amazon? To buy stuff. They’re not there to seek information or to be told why they need your item. They already know why they need it…now they’re searching for the best deal, the most powerful, the highest reviewed, or whatever else.
What most sellers do wrong is they waste vital space trying to convince their browsers why they need the product in the first place.
Somebody on Amazon looking for a diet pill doesn’t need to be convinced why they need the diet pill. They have already done their research and chose to buy the diet pill; they are on Amazon to BUY, not to learn.
They also do not need to be explained the science behind the product. (Example: when was the last time you were at a car dealership and the salesman went into detail about how the vehicle converted gasoline/electricity into power that turned the wheels?)
Instead, they should be reminded of all the benefits that reaching their weight loss/diet goals would look and feel like…along with reasons why THIS particular product is better/cheaper/more effective/easier than all other options. It’s not a matter of convincing them they need the product itself, your potential customer already knows they need it. It’s actually a matter of convincing them they need YOUR product over your competitors.
Make sure to meet your potential customers with where they are. They’re not at the library or on Google looking up ways to solve their problem. They’re at the store, pushing their cart, browsing the aisle your product resides in…comparing yours against the ones right next to it. There is an absolute goldmine of money waiting for you to claim if you simply write your listing the proper way.
5. What’s the quickest, easiest way to make even more money without spending hardly any? Make sure to have a smart follow-up campaign in place.
There are dozens of reasons to have a follow-up email campaign in place…but I’ll brush on a few.
Proper follow-up campaigns can help you to build a relationship with your customers, which can:
- Easily result in repeat business (it’s 10x easier to sell to someone who has purchased from you in the past than to someone who hasn’t)
- Quickly build up your product reviews, boosting your ranking and sales
- Allow you to cross-promote products, giving you another channel to maximise your profits
- Create incentives for your customers to share your products with friends and on social media, giving you infinite free marketing
- Be an effortless way to explain your product, give extra bonus tips/tricks to get the most out of it, and minimise bad feedback or returns
If you aren’t already doing this, you need to be. This is the quickest, easiest way to generate revenue without spending extra money.
6. Are you making this mistake and losing money? Don’t waste money on sending traffic to your listings until they are FULLY optimised.
A major mistake I see many sellers make, that still has me cringing, is sending paid traffic to their listing when the copy isn’t optimised. It’s amazing how much money is being thrown away because of this.
Having said that, make sure you’ve taken care of all of the copy on your listings so that they’re optimised before you spend money on advertising. You’re going to maximise your ROI, save money on wasted/missed opportunities, and ensure you’re operating at 100%.
If you’ve already spent money on advertising, that’s okay. Just make sure to correct this before spending more. You could end up saving literally tens of thousands of dollars in wasted advertising by cleaning up your listings and making sure they’re properly optimised.
These are only a few ways you can pump-up your listings so they’re doing what they’re supposed to: squeezing every last drop out of the visitors that reach them.
Rewriting your listings so that the copy is optimised could mean tens of thousands of dollars in increased revenue for your business…I’ve seen it time and time again.