October 18, 2021
The following guide will enable you to better understand and handle your product listing in a way that will help customers decide if your product is in line with their requirements and whether they should be bought or not.
When customers are on the hunt for a specific product – electronics, for instance – they are most likely to select the seller they see on the very first page of their search results. This is opposed to scouring through the thousands that follow. That is because the product on the first page succeeded in meeting their needs before they even had a chance to look further. As a seller, your goal should be to rank your product on the first page for maximum visibility.
Product listing optimization involves careful strategies to push your product listing to the forefront for relevant search terms. These can include the use of keyword tracking and content optimization (description, title, photos. The following guide will enable you to better understand and handle your product listing in a way that will help customers decide if your product is in line with their requirements and whether they should be bought or not.
The length of the title is important – it shouldn’t exceed 200 characters. Moreover, you should capitalize only the first letter rather than capitalizing all letters, replace numbers with words (6 instead of six), and include the color and size of the product if the product is available in multiple colors or sizes. Do not use special characters like & and #, the price of the product, or promotional words (best offer, big sale, no shipping charges, etc.).
The right way to optimize your title would be to start with the name of your company or brand, followed by the right keywords to describe your product or service. Lastly, conclude it with a descriptive aspect of the product, which will include the quantity, size, or color variations so the consumer can compare and make an informed decision.
The preview image that the customer is greeted with while browsing through the search results has the potential to persuade them enough to open the listing. Key tips to keep in mind when choosing your product photos are:
The product should be completely visible and true to its description. Avoid photoshopping or misleading with false advertisement as that will certainly lead to negative customer feedback. Besides using a primary image to grab attention, use secondary images that show the product from different angles. If possible, use 30-degree photography or short videos that demonstrate how to use the product. This will surely add value to your brand and help customers make better decisions.
Make a list of bullet points that will not only highlight your brand’s unique selling point but also focus on answering the customers’ queries. Once you have mentioned the USP in the first bullet point, make sure to add comprehensive product details in the second point, addressing any questions or queries that the buyers may have. This can include commonly asked questions by other customers, the main ingredients, or a how-to-use guide. Utilize the third bullet point to mention any bonus gift the product comes with. Finally, your last bullet point should focus on building trust. This could include an easy exchange or return policy, the ability to avail of different coupons in the future, and other benefits that will help the customer feel safe.
Make sure to keep the bullet points short and to the point, highlighting the main keywords and using them in capital letters to help your customers skim through the content.
The product description is extremely important as it gives you a chance to advertise your brand and product in a superior light. You generally have a 2000-character limit to demonstrate the basic features of your product and what it can do. Go for shorter and clearer sentences while highlighting key information. But be careful not to oversell your product as it can damage customer expectations.
To optimize product listings, it is integral that sellers are aware of their target keywords and ranking. Misusing keywords is a rookie mistake that will mess up the search algorithm and prevent your eCommerce site from receiving exposure and traffic. Use specific and relevant keywords, adding them strategically to the title, Meta description as well as your product features.
A common area that is often overlooked by sellers is backend keywords, especially on Amazon. These keywords need to be less than 250 characters. If you are struggling to find the right keywords, use Google’s keyword tool to classify a primary word. Then, search the same term on whichever platform you are selling on, adjusting it for variations like typing in another word or letter beside the term to look up other similar suggestions.
It doesn’t take much knowledge to know that customer reviews and ratings can make or break a product, especially on search pages. Word of mouth works better than any marketing ploy and allows consumers to compare your product with that of your competitor’s. For this reason, it is very crucial that you encourage customer feedback on your products as much as possible. A lot of eCommerce websites help you do this by giving you a way to request customer feedback. You can also take the most positive points from customer reviews then add them to your bullet points (explained above) to give your product a competitive edge.
User-generated content is a gold mine if you use it the right way. Search up influencers or regular customers using or reviewing your products in video form and add them to your product listings. If there is no such content available, you can encourage your customers to do so in return for a free product or a gift, etc.
In the era of a flourishing eCommerce market, it is quite common for your brand or product to get overlooked in a sea of other businesses. This makes it imperative to use the right tools and strategies to optimize product listings. One such tool is Sellics; it helps you with product benchmarking on Amazon and is also a leading ad campaign management tool for sellers on Amazon. If you are unsure of the right techniques or simply wish to know more about your current options that will best suit your business needs, leave us your contact details here so that one of our trained professionals can get in touch with you ASAP.
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