Andrew Maff explains how to optimize Amazon listing titles, descriptions, bullets and keywords to make a big impact on your business for free
This post is by Andrew Maff, Director of Marketing and Operations for Seller’s Choice, a full-service digital marketing agency for ecommerce sellers. Before joining Seller’s Choice, Andrew worked as the Digital Marketing Director for top Amazon seller Think Crucial.
If you sell products on Amazon, you’re probably wondering if there’s anything you can do to help increase your sales.
The good news is that tweaking your product listings has very tangible benefits in that regard. The bad news is that it’s going to take some very real effort and work on your part. While I worked as the Director of Marketing for Think Crucial, that was one of the biggest challenges that I faced.
Think Crucial had its own very successful ecommerce site and we wanted to have the same success on Amazon. We had over 2000 SKUs with 900 parent listings so we knew there was more potential for us. To accomplish our goals for our Amazon listings, I decided to focus on four concrete areas: product titles, descriptions, bullet points, and keywords.
The end result? Page views increased by 44%, sales by 30%, and conversion rate by an impressive 10%. That’s a lot of business impact. We optimized everything possible including images, titles, bullet points, product descriptions and on some listings, Enhanced Brand Content.
From algorithm updates to site outages and random testing, there are many ways that the mechanics of eBay can cause your sales to fall.
There is one question that sellers ask more than any other: “why are my eBay sales down?”
One month your orders are flying in and then, all of a sudden, sales just fall off a cliff. You didn’t change anything on your listings, and there is no obvious cause like the time of year, changes in fashion, or the release of new products onto the market. This leaves sellers stumped, unsure how to react, and left hoping that their sales will pick up as quickly and inexplicably as they dropped.
So why does it happen? Very often sellers, at a loss for any other explanation, blame eBay, concluding that the marketplace simply doesn’t like them anymore. While eBay may not be deliberately sabotaging your sales, the notion that your sales are suffering because of their actions, or changes that they have made, could well be true.
In this post, we are going to explore ten ways that eBay could be working against you, causing your sales to drop. These reasons are based on logic and observations about how eBay’s algorithms appears to work, but it’s important to remember that the only people who know exactly how these algorithms operate are eBay themselves.
Let’s take a look at why your eBay sales are down.
Matthew Ferguson evaluates Kelvin’s eBay and Amazon listings, to help him increase his conversion rate and keep his watch business ticking on
Have a question for us? Send it to firstname.lastname@example.org. Readers’ Questions are in partnership with Emanaged and Online Seller Consulting.
I’m a wholesaler based in Hong Kong. I sell watches, straps, accessories and parts on both eBay and Amazon. I have over 1,000 SKUs but my sales are very poor and it’s got to the point where I want to give up!
I’ve tried many different ways to promote my products, and my store, by using markdown discounts and sponsored ads, but the performance is still not good! Are there any other ways I can promote my store or my products to drive more sales?
– Kelvin K., Hong Kong
Karon Thackston picks out the most common mistakes sellers make, and shows how to write effective bullets and descriptions
This post is by Karon Thackston from copywriting company Marketing Words. Karon and her team create Amazon product listings which convert better, rank higher, and make more sales.
As I look at the boom in Amazon sales over the last four or five years, it reminds me of Google’s growth. As Google began its journey to becoming the number one search engine, website owners went absolutely crazy, to the point that they lost sight of one of the most vital pieces of any business – customer experience.
Unfortunately, I’m starting to see the same phenomenon occurring on Amazon today.
While you do need to incorporate keywords to tell Amazon what your product is about, you shouldn’t sacrifice quality. Humans also have to find value in the copy you write before they will convert into customers.
Yes, having exceptional rankings on Amazon is a priority, but Amazon isn’t the one with a credit card in its hand – shoppers are. When prospects scroll through the search results, they glance at the information including the title, image, price, and more. There has to be something there to capture attention or, with the swipe of a finger or click of a mouse, your listing will be out of view, never to be seen again.
The company behind free eBay title optimization tool Title Builder has analyzed one million eBay listings to find out which factors make the most difference to sales.
They looked at:
- Title length in words and characters
- The use of keywords in titles
- The use of acronyms like “NWT” (new with tags)
- Using item specifics as title keywords
- Using brand names in titles
Read on for the infographic or see Title Builder’s original post for the most in-depth information and examples.