Amazon.com is an iconic example of electronic commerce that provides web services like renting data storage and cloud computing; it is also a manufacturer of electronic book readers like the market-leading kindle e-ebook readers and a leading online retailer.
The company is a vast Internet-based enterprise that sells products, goods, and services like; books, electronics, movies, housewares, music, etc., either directly or as a middleman between retailers and its millions of customers.
What is a product description in Amazon?
A product description helps to describe what a product is and why it is worth buying to potential customers by giving enough information about its features and benefits to compel them to make a purchase.
Who is an Amazon product description writer?
An Amazon product description writer helps Amazon market place clients’ products and items appear on listing pages and search results through well-written marketing copies to increase the conversion rates.
When it comes to writing Amazon product descriptions, most writers stumble over not knowing their target audience or the kind of words to use to create a hands-on environment through the web. Therefore, a great Amazon writer should have the ability to express the features and benefits of physical products and seamlessly weave search items throughout the text and keep the flow to pull out the product copy’s dual duty within an Amazon product description. Getting to know the people you are communicating with or your target audience is the first step in this process.
The following are the guiding tips to writing great Amazon product descriptions.
Understand Your Shoppers’ Needs.
Understanding your shoppers’ needs should always be the first step before writing anything on an Amazon product description Copy. This is because your product copy acts as your salesperson and fills in the place of a live human being online.
A product description writer should anticipate the needs, wants, frustrations, pain points, concerns, and expectations of the product to the Amazon shoppers because there is no live interaction. Incorporate the details in the product copy to boost conversion rates. A few simple ways to research target customers and their wants include;
- Data from manufacturers for wholesalers and private label sellers.
- Facebook insights.
- Competitor reviews and Q&As reviews on Amazon and other websites.
- Searching for reviews and similar products on Google or Youtube.
Take The Infomercial Approach.
The infomercial style is the best approach to engaging customers as it shows shoppers why they can’t live without the product. It primarily puts the product virtually in the customers’ life through real demonstrations, and a connection is instantly made. A desire is born when customers read and see how the product will solve their problem. The customer fulfills the desire by buying the product. Infomercial style tactics to incorporate in a written copy:
- Usage suggestions.
- Relating to how the customer will use the product.
- Discussing the result, like what will happen when a shopper buys and uses the product.
- Talking about real issues like; it’s easy to clean, no odors…
Amazon Titles.
Writing titles for Amazon product descriptions is a world of contradictions as the title requirements for Amazon titles change at a sizzling rate. Make every word count by choosing relevant and effective keywords/phrases that target customers will be searching for. A seller should mention and put to use the following best practices for Amazon title descriptions.
- The most important keyphrase should be in the first 80 characters, followed by the second most important phrase or individual words from the phrase if there is room for more words.
- Descriptions that mention vital details like sizes, gender, exclusive or special features, material, and other must-know specifications are all the information shoppers have when they see the title on the search results page to determine if they will click on the amazon product description page.
- Add a bit of pop to draw customers in if there’s more room after adding keyphrases and all-important specs.
Crafting captivating feature bullets.
After capturing the attention of shoppers scrolling through Amazon search result pages, the next step should be enticing them with engaging and descriptive key feature bulletins that are keyword rich. Ensure that the bullet points’ main keywords will give the products’ maximum chance of being returned in the search result pages.
In Brick and Mortar stores, shoppers have the advantage of engaging with salespersons and using all the five senses of smell, taste, hear touch, and sight. Words have to make up for the loss of these sensory inputs regarding online shopping. Therefore, a product description writer has to incorporate super adjectives and verbs in place of common phrases and overused words that shoppers have read countless times.
Recommendations For Writing Enticing and Optimized Bullet Points For Amazon Product Descriptions.
- Expanding on vocabulary. Professional Amazon writers should have vast knowledge and use of vocabularies to avoid using common words and phrases, which leads to boredom.
- Sensory words. It’s important to incorporate applicable sensory words when writing Amazon product descriptions for products, as not all product descriptions will apply all five senses.
- Keywords and keyphrases. An Amazon writer should aim to use one keyphrase or a single word in the phrase in every bullet point and, if possible, use more without ruining the bullet’s readability.
- Describe the actual helpful details about the product in the bulletins.
- Make references to the product’s real-life uses to connect with the purchasers and help them see themselves using and enjoying it.
- Use all the given five bullet points to highlight five important features and benefits of your target audience’s products.
- Include the first three most important features and benefits of the product in the first three bullet points.
Using Exceptional Details In The Product Description To Engage Shoppers.
The title for the Amazon product description acts as an introduction, while the bullet points act as a welcome and get to know you session. However, the description is where most of the communication about the product takes place, and it should be compelling and of suitable length.
In the description, expound more on the bullet points to avoid duplication. Continue the customer’s conversation by asking the questions why, how, and so what? Besides incorporating keywords and product specifics into the product copy.
Balancing Keywords With Equal Parts Relevance and Search Volume.
When choosing keywords/phrases to incorporate in the Amazon product descriptions, the sellers should aim for the terms with the highest search volume and highly relevant terms to achieve higher rankings on the search engine and conversions. To achieve these, research highly relevant words directly related to the product, use relevant terms, have high search volume, and avoid extremely broad terms.
Adding multiple images in the product description.
A product description should be complete with sharp images of the product on a plain background to be shown in search result pages to help prospective customers see how they look.
Finally, build a good and solid reputation for your business by putting customers’ needs first and offering excellent customer services, including answering questions fast and in a knowledgable manner, dispatching orders fast and offering money guarantees, and honoring them, or and giving free delivery for your products. With time, it will earn you a great reputation and inspire more people to buy your products.
Qualities of a good Amazon product listing.
- Ranks high in the Amazon search engine results.
- Connects and communicates well and clearly with the target audience.
- It has a descriptive text that engages shoppers and walks them through the features and benefits of the product/ item.
- Delivers much-needed details that buyers and shoppers need to boost their confidence and knowledge to make a purchase.
Anatomy of a great Amazon products listing.
Writing Amazon products listing that ranks well is determined by different factors in a given search query. There are four main pieces of the product listing. They include:
- The Title
- Feature bullets
- Product description
- Hidden keywords.
Expert Tips On How To Write An Amazon Product Description That Ranks High In Search.
Amazon is the largest online retailer globally; sellers compete to get their products to be seen by customers, and ranking high in Amazon search results is the best way to achieve this. Using strategic SEO basics, finding the right keywords, and using them in product descriptions help to boost Amazon product description, giving a seller a leg over the competition and a better chance to improve sales.
Amazon SEO algorithm.
Amazon continues to grow, and the completion for products to stand out also increases. Amazon uses an algorithm called A9 to rank product search results which are programmed to help buyers find products they want quickly. A9 uses different variables like click-to-sales rate (CTS) and Sales Page Content, with the two factors working together. Products that appear high in placement on Amazon search engine results pages(SERPs) are more likely to be bought.
Choose the best keywords for the product.
Keywords reflect what customers are interested in, and amazon logs all the searches people make and use this approach to get more insights on trending topics and what’s important to Amazon’s massive user base.
To build on the keywords list, start with the best seller categories to know what buyers are looking for and speak about these needs in the product description to make more money. To find and use keywords, make a list of top 10-20 trending items in relevant categories, try different variations of long-tail keywords, update the list regularly, and create a separate keyword list for every product as that a big part of what’s needed to rank high in Amazons SERPs.
Write a buyer persona-based description.
Buyer personas ensure descriptions are targeted to the right people and appear in the right searches by creating a balance between what’s relevant to different people and the keywords used in product descriptions.
Knowing what a specific group wants helps match keywords to each group, ensuring the product appears in search rankings when web visitors type in certain keywords. Consequently, better product rankings increase the chances of the product CTS staying high in rankings.
Make your content readable when it’s discovered.
Content tips to make customers take action when they find a product on search rankings.
- Focus on selling the benefits of the product, not features. Product descriptions show buyers what they get out of using a product and how it solves their problem.
- Keep the product description short and to the point. Avoid text-heavy descriptions to capture shoppers’ attention as most people only scan for content online.
- Keep the product title length short. A product’s title length should not be more than 200 characters long, including spaces for a better chance to turn up in relevant searches, especially if keywords are incorporated in these characters.
- Use bullet points for product details and long descriptions to improve readability.
The secret to success and thriving as a seller on Amazon, even if it continues to grow, is getting to the top of SERPs using SEO, as it gives an edge over the competition as the more sales you make in the short-term increases the chances of staying on the top page of Amazon SERPs.
0 Comments