Optimising Content for Amazon
When it comes to selling on Amazon, ensuring your products are well optimised is one of the best ways to increase your product’s sales and the overall conversions of your listings. Once your products are successfully optimised you should see an increase in the traffic to your listings, the overall conversions of the listings and therefore, see an increase in your sales. If you are unfamiliar with optimising products on Amazon, follow our guide below, edit your listings as you go and watch your conversions grow!
What is Content Optimisation on Amazon?
Optimisation on Amazon can refer to one of two things; correct keywords in relation to Amazon’s algorithm or an optimised product listing with correct copy, a good title and images to generate a high traffic to conversion rate. You need to think like a consumer when optimising your content, what would make you click on a listing and then convert you to buy a product?
Your product images are the first thing a customer sees, ensuring they are of a high standard is important. We advise our clients to use 5-6 images to ensure you are showing the consumer different angles to your product including lifestyle shots and images with a clear background. You should make sure the images you are using are of a professional standard - using a minimum of 1000 pixels on at least one side of the image ensures the consumer can zoom in on the image, which improves the quality as well as the experience for the consumer. Amazon has a few product image requirements which are;
· The product should fill at least 85% of the frame
· Pixel dimensions should be at least 1000+ on one side
· Think mobile - ensure mobile shoppers are easily able to identify products
· No drawings
· No watermarks
When taking photographs of your products, it is important that it is clear what product you are selling. You may also want to include a picture of the product in the packaging and next to the packaging. Showing your product at multiple angles is beneficial as any visitors will gain any extra information they may need. Lifestyle images are also a must for any “best in class” product listings.
The title is the first thing that a customer reads on a search results page, and can make the difference between them clicking on your product, or a competitors. This may be the most important thing for you to optimise. Some things you may want to include in your title are your brand name, what the product is, the quantity, plus any features the product may have. You should include the colour of the product if the product comes in more than one colour. You also want to include keywords in the title but only if they fit in properly. For example, if you are optimising avocado oil and coconut oil is a keyword, do not add coconut oil to the avocado oil’s product title. This could confuse consumers which could lead to negative reviews.
Some other tips for optimising your titles are:
· Ensure to capitalise the first letter of each word
· Do not add the size of the product if it is not relevant
· Only add the product colour if the product comes in different colours
· Add numbers in as numerals, not words e.g. ‘Five Pack’ should be ‘5 Pack’
· Do not add the price of the product
· Do not add any claims such as ‘best seller’
Before optimising your content, you may want to do some research and check out your competitor’s detail pages. You can also check others reviews as these are frequently looked at by customers to make sure they are buying a good quality product. Use this to your benefit!
Using Bullet Points
Under the title on a product detail page, you will usually see a maximum of five bullet points (unless it is a luxury beauty product, which is set out into a ‘description,’ ‘benefits’ and ‘suggested use’ section).
With bullet points, you should try to and fit as many keywords as possible with the point still making sense. This will make your product visible to people searching for these terms. You should also try to give as much relevant information to the visitor as possible in your bullet points. Your product bullet points should highlight the most important features. You may want to highlight the product size/dimensions, benefits, etc.
Your product description is not as visible as the bullet points or images, but will still be likely looked at by all potential customers. This is your chance to include all of the information that you want to, whether its care instructions, size, warranties, settings or controls – make sure that your visitors have everything they need. You can also include keywords in your description as each keyword will help increase your views.
Need help with Optimising Amazon Content? - Our team of experts are here to help. Drop us a line to find out how we can help you grow your Amazon Business.