Amazon is both a powerful e-commerce search engine and a fiercely customer-centric platform. This combination creates an optimal shopping experience for customers. On the other hand, it gets confusing for sellers and marketers trying to optimize their Amazon product pages.
Your Amazon product pages are the make-or-break factor for your business. But, optimizing your Amazon product page requires a delicate balance of SEO optimization and benefit-driven readability.
In this blog post, Head Badger Michael Facchin and Emma Schermer Tamir from Marketing by Emma discuss the strategies you can use to create highly converting Amazon product pages.
Let’s have a look.
How Has Amazon Product Page Optimization Evolved?
An Amazon product page is the primary communication channel between shoppers and sellers. You want your product page to make the biggest impression on your customer and convince them to buy your product.
That’s why you need to make it as easy as possible for shoppers to understand your product. Because if your product page frustrates a shopper, they’ll just hop on to the competitor’s listing, and you’ll lose the sale.
Product page optimization today isn’t all about converting a shopper into a customer. It’s also about understanding the shopper and creating a one-of-a-kind shopping experience for them.
With that in mind, the old marketing strategy of describing your product using buzzwords like “the best product” or “most innovative product” doesn’t work anymore. Shoppers today expect sellers to back up claims about the product by delivering on and exceeding customer expectations.
How Do I Coach Clients To Pay Attention To Their Amazon Product Listings?
Keyword stuffing is one of the most common mistakes you’ll see on your clients’ Amazon listings. Most sellers get googly-eyed for high-volume keywords and try to fit them all on the product page. But, they overlook a critical aspect of keyword optimization — buyer intent.
Most high-volume keywords are product research keywords. Shoppers searching for these keywords are most likely in the product research stage. So, the conversion rate for these keywords will still be subpar even if they have high search volumes. Unfortunately, these are the keywords that most sellers tend to add to their product pages instead of the buyer intent, low-volume keywords.
An excellent example of this: Consider someone selling muslin baby swaddles. “Muslin baby swaddle for infants” would be a buyer intent keyword, but it doesn’t have a high search volume. If the seller is doing keyword research, they’ll find a keyword like “baby shower gift” has a way higher search volume, but it’s not specific to their product and will not convert very well.
How Do I Clean Up Keyword Stuffing on Amazon Product Pages?
The first step to cleaning up keyword stuffing on Amazon product pages is recognizing what qualifies as a problem. There are two forms of keyword stuffing: repeating a common root word and unnatural keyword placement.
The most common type of keyword stuffing on Amazon product pages is repeating using the same root keyword in several long-tail keywords. For example, for a root keyword like “gift,” you could see several long-tail keywords like “Halloween gift ideas,” Best mothers’ day gift, and ” Christmas gift idea” peppered all over the product page. Do not do this.
Keyword stuffing in Amazon product pages can also be in the form of unnatural keyword placement. Natural keyword placement shouldn’t affect your listing’s readability and sentence structure. If your listing copy doesn’t flow naturally, it’s probably because you’ve stuffed it with keywords. Avoid unnatural readability.
Whenever we see a case of keyword stuffing, we typically use this two-pronged approach to fix it: manage the client’s expectations and consider sentence readability.
Manage Client Expectations
As an Amazon PPC advertiser, you want to ensure your client understands and accepts that you may need to adjust their listing.
If you’re working with someone new to Amazon selling, they probably think that high search volume translates to a good keyword. You need to make them understand that you might need to replace some high search volume keywords with buyer intent keywords that have lower search volumes.
Consider Sentence Readability
Not all keywords are made equal. If your keyword affects the readability of your copy, you need to move it to the back-end section of your listing.
Another thing to consider is the use of long-tail keywords. If a long-tail keyword has five words, you’d have added five individual keywords by using that long-tail keyword. You can use more long-tail keywords as long as they’re relevant to the product and don’t affect the listing’s readability.
How Do I Organize An Amazon Product Listing For Clarity?
From our experience, the bullet points section gets jumbled up the most as sellers try to list all their product’s features and benefits. When crafting a client’s bullet points section, you have to look at it from a customer’s perspective and write what you’d like to read as the customer.
How would you want the product’s features and benefits presented to you as a shopper?
It’s a no-brainer that you’d want the most significant features and benefits presented first. It’d save you the time and effort of digging through the bullet points to find the product’s main feature and benefit.
With that in mind, you should organize your bullet points in a hierarchical order. The most significant product feature should be at the top of your bullet point listing. That should capture a shopper’s attention to get them to either convert based on the main feature or continue engaging with your product page to see what more the product offers.
That feeling when Amazon PPC data is easy to read.
How Do I Know If An Amazon Product Listing Is Clear?
Crafting a clear listing is all about keeping the language simple. It’s easy to feel the need to impress the shopper with fancy words, but the shopper isn’t there to marvel at your mastery of the language. They’re there to see if your product solves their problem, and you need to make it as easy as possible for them to read and digest your listing fast.
Here’s a pro tip from Emma: Check your listing for clarity by reading it out loud.
Reading your product listing out loud will help you catch errors you’d have otherwise missed if you read it in your mind. It’ll also make it easier to catch sentences that read weird or don’t fit the context of the listing copy.
Tools like Hemmingway can also help you check your product listing’s readability to ensure it reads well and conveys your message in a language easy for the shopper to read and understand.
How Do I Know When To Update My Amazon Product Page?
The best way to know when your Amazon product page needs a refresh is to look at your data. Your Amazon product page performance boils down to a specific combination of metrics. These metrics can help you pinpoint the product details page that needs an update.
These Metrics Indicate When To Update Your Amazon Product Page:
Search Query Performance Dashboard (SQPD) Metrics
The Search Query Performance Dashboard is a relatively new analytics tool that has revolutionized how brands access their Amazon performance data.
One of the SQDP indicators that your listing needs updating is if your click-through rate is low compared to your impressions and market share. You’re getting a lot of eyeballs on your products, but shoppers aren’t clicking on your listing.
In this scenario, you need to check your main image and title because those two impact click-through rates.
Your brand metrics are in the advertising section of your account. Although there are several data points in brand metrics, only one of them is indicative of your listing’s performance, and that’s the customer conversion rate.
Customer conversion rates vary depending on the category you’re selling in, so it’s essential to know your category’s average customer conversion rate and use it as a baseline.
If your conversion rate is significantly lower than the category average, then there’s a problem with your product page. Additionally, your listing isn’t performing well if your customer conversion rate is low compared to your sessions and clicks.
A sale isn’t finalized just because you convert a customer. Sometimes, a customer will return the product for one reason or another.
While you can’t eliminate returns, having a lot of returns indicates the product isn’t meeting the customer’s expectations and that the product page needs an update.
If your returns are citing reasons like “Not as described,” “Not the right color,” or “Inaccurate sizing,” then your product page is giving the customer a false impression of your product. The customer feedback you get during returns can be valuable in helping you optimize your listing.
For example, suppose most returns cite a sizing issue. In that case, you can reinvent how you display your product and the sizing, like an updated size chart for apparel or a size-labeled dimensions diagram for other products.
Start Crushing It With Well-Optimized Amazon Product Pages
Creating data-driven Amazon product pages that sell doesn’t have to be a migraine-inducing undertaking — especially with the now available SQPD data. Between the search query performance data and the strategies in this blog post, you have enough tools to craft kickass Amazon product pages!
The PPC Den Podcast
If you enjoy supplementing your long reads with audio or video, we cover this topic on our podcast as well, The PPC Den.
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- Watch Ad Badger’s Amazon SEO Mini-Series here
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- How many keywords should I have in each Amazon ad group?
- How do I avoid long-tail keywords on Amazon?
- The 3 Questions Your Amazon Product Listing Should Answer
- Why Amazon’s Search Query Performance Dashboard is Awesome
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