Product Listing Optimization for Conversions – The Desirability
If getting visitors to find your products from a vast sea of competitors is half the battle, the other half is persuading them to buy right now. Knowing how to put up powerful Amazon listings are indeed a huge asset. After having worked so hard to get your product seen, don’t let those potential buyers slip away.
This article is a step by step guide to understanding the SellerApp Listing Quality Index to evaluate Amazon listing to optimize it for the 7 must-do on-page factors and conversions – a guide to optimizing existing product listings and the best practices to convert sales.
6 ways to optimize the Amazon Title
Ideal Title Format
Primary keyword, by Brand name, other priority target keywords, main attributes or specifications, benefits
Organic Extra Virgin Coconut Oil by Garden of Life – Unrefined Cold Pressed Coconut Oil for Hair, Skin, and Cooking, DIY, 14 Ounce – UV resistant BPA free bottle
1. Include 3-4 priority target keywords with high search volume, preferably the longtail keywords
- Use the Keyword Research tool to brainstorm into popular search words
- Also look up top seller listings for the main keyword to identify their listing style and keywords. Use the ASIN search option in Keyword Research or Product Keywords if you already track the product.
NOTE: If you haven’t gone through the Keyword Research checklist, please do so!
2. Optimize Your Titles for Mobile
The first thing to remember about titles is first, that there’s only so much room for titles in the mobile, so they will be truncated. The mobile view usually displays only up to 80 characters, therefore, place your main keywords at the very front of your titles.
3. No keyword stuffing
Don’t make your title sound gibberish, with too many disconnected keywords. Keep it simple and readable.
4. Include your brand name
A brand registered product drawing at least a substantial amount of searches using the ‘Brand Name’ should get the brand name upfront on the title. Having the brand name first instills in people’s mind that you are an important brand. Subconsciously you start creating a spur around your product brand.
5. Include the Unique Selling Point of the product
Include something of added value, such as a product benefit or a differentiator that distinguishes you from your competitor. The material, the size or possibly the quality. However, Amazon does not allow adding terms such as Best Product, Superior Quality, etc. The trick is to incorporate the product quality, while you keep Amazon’s rules and regulations intact.
6. Use separators “|” “-” or the “,” if using a longer title
This makes your title readable. Using separators will make it easier for the shopper to scan the content of your title. From an SEO perspective, this is very useful since you are not restricting the user to type in a specific phrase to reach the related product.
Don’ts in the title
- Don’t include price or promotional messages, such as “sale” or “free ship”
- Don’t use subjective commentary, such as “Hot Item” or “Best Seller”, etc in the title
- Don’t use symbols, such as ~ ! * $ ?
7 crucial images your listing must have
Image 1: The main image
The preview image the customer sees while scrolling through the search results and when they first open the listing.
Though the least exciting image, it is the most regulated image on Amazon. This photo consists of your product and literally nothing else – no background, no props, nor anything that’s not your product.
The guide to creating the main Amazon product photo,
- Pure White Background. Hex color #ffffff
- Larger than 1000 pixels in height or in width
- Product covers more than 85% of the image screen
- The complete product is visible
- No added props, text, images or labels
- Name the file as product_identifier.image_type
- Product_identifier – ASIN, UPC, ISBN, EAN, JAN
- Image_type – jpeg, png
Image 2 & Image 3 – The product details
These images can get close up, show the product quality, emphasize different components, demonstrate texture, or even different angles. These images are to show the complete view of the product.
Product detail-in close up
Images 4 & 5: Infographics
These infographics include the highest selling points of the product. The infographic can include,
Product dimensions, features, compare products, certifications, accessories, usage instructions, etc.
Having simplified highlights in this visual format is more likely to capture attention than the long bullets and description. You still need the more extensive information, but the infographics bait the customer to read more.
Image 6 & 7: The Lifestyle Pictures
Lifestyle photos put the product into the hands of your customers. Seeing realistic situations of the product in use, makes the consumer think psychologically, “I would want to use that. I do what that person is doing, so I just need the product.”
Finally, there are some standards that apply to all Amazon photos. For example, the color mode, file name, and pixel minimum in the Main Photograph are required for all photos. Other standards of note include:
- No offensive images
- Always fill at least 85% of the frame
- Must be relevant to the product
- Must be high-quality and realistic
As important it is for conversions, bullet point have a huge role in the ranking. Amazon indexes the keywords in the bullets in the search algorithm.
Have about 50 high/medium search volume long tail keywords in the copy of your bullet points.
NOTE: If you haven’t gone through the Keyword Research checklist, please do so!
Set this section in the ‘why buy my product’ tone. The bullet points should be benefit oriented and focus only on the product benefits and uniqueness. Refrain from promotional sentences and mentioning other products from your store.
The key to high-quality bullet points is providing just the right amount of information while including keywords. Although Amazon allows up to 500 characters in the bullet points, our recommendation is not to go beyond 120 characters per bullet point. Keep it clear and easy to read.
5 Bullet Points that’ll make your listing stand out
Bullet point 1:
Highlight the unique selling point of your product. A strong point of difference focused on competitive advantage, based on consumer insights. It needs to align closely with why should customers choose your product over your competitors.
Bullet Point 2 and 3:
Discuss the product details in depth, addressing any questions buyers might have. All the features of the product and the number of products bundled in one package, ingredients, how to use etc
Bullet Point 4:
If your product is bundled with a free gift or a different product packaging, mention that. If not touch on another product benefit.
Bullet Point 5:
The trust building factors. It could even include offering a 30-day money back guarantee (only if you are offering one!). Use a compelling call to action.
Summarize each point in a couple of words and add it at the beginning of each point in capital letters. By utilizing the all caps option, you’re helping your skimming customers skim but still providing additional information for customers with a little more ease.
Eg: How To Use: Take a teaspoon of the drink before sleep every night
Ingredients: Cold pressed coconut oil, tea tree oil, organic pepper
Optimizing the Product Description
Typically Enhanced Brand Content contributes to more conversions as it narrates the brand value and helps buyers connect well with the brand. If not a well-written HTML formatted comprehensive description should do
Enhanced Brand Content needs the Brand to be registered in the US on Amazon.
For more details, go to your Amazon account, Advertising > Enhanced Brand Content
Amazon also considers the keywords from the product description (Not the keywords within EBC) which is why it is an important factor in ranking.
You can add long tail medium/low search volume keywords here. More details in the Keyword Research Checklist.
It is often beneficial to include additional information about your product brand in the description that’s not included in the images or the bullet points.
Having readable sales copy plus information on the product details helps you win. SellerApp Product Description Editor is built keeping this in mind. It allows formatting descriptions to include Amazon permitted HTML tags.
Go to Tools > Product Description Editor
The Product Description is also given a higher level of importance in the mobile view. The Product Description appears above the Bullet points in the Amazon Mobile App. Giving it equal importance as the Bullet Points will help.
Think of the product description as a virtual packaging information for your product. Include the product style, model, and explain the product features in a clear, extensive way, if you don’t have much of a brand story.
Optimizing the Backend Keywords
The most spoken amongst the keywords are the backend search terms, however, they don’t seem to be optimized by most sellers.
The Most Recent Amazon Update
According to the most recent Amazon update, the backend keywords are expected to be lesser than < 250 characters. Though it might seem hard to iterate on the product’s backend keywords, it is much easier on following the things below, the things Amazon emphasizes on in the update.
- Remove the repeated keywords
- Remove competitor ASINs and brand names
- Remove duplicates present in other parts of the listing, like the title, bullet points, etc
- Do not include keywords that are not closely related to the product
This must remove a whole lot of general keywords and cut short the number of characters by a great extent. While you do this, add depth and relevancy to the generic backend keywords assuring your hold on these.
- Include hypernyms of the product
- Keep the content length lesser than the prescribed limit – 200 for IN, 500 for Japan and less than 250 characters for the other marketplaces
- Use abbreviations, common misspellings and applications, attributes of the product and its demographics
Check out this blog on Amazon Backend Keywords for an deeper understanding and optimization of the backend keywords.
On optimizing the backend keywords, copy them from your Seller Central Account to and paste them onto the Index Checker to know whether or not they are indexed.
Whether you are just listing your first product or a seasoned pro with several products, selling products can be a bit scary but with this guide, I hope it’s a bit easier.
Hope you found some useful tips in there on how you can improve your listings today. Competition can be fierce on Amazon so it’s important to ensure your products stand out above the rest.
Good luck out there, wishing you every success!