If your Amazon PPC ads are not profitable: you’re not getting great results, you probably have a conversion issue with your listing. In this blog post, we will look at a product I just bought on Amazon, use their listing as a case study, and point out some pros and cons that every Amazon seller needs to look out for in their listing strategies to get more sales.
Before we jump into that, my name is Ian Smith, and I run an Amazon Marketing Agency called Evolve Media Agency.
What We Do At Evolve Media Agency
We help Amazon sellers optimize their Amazon listings with photos, videos, copywriting and get their listings converting as high as possible. We do product photoshoots, video shoots, and overall marketing both on and off Amazon; running Email Marketing campaigns, Google Ad campaigns, getting Amazon data and Instagram user data, and then marketing directly to potential customers. If any of that sounds appealing to you and you want to book a free consulting call with us, then head over to evolvemediaagency.com. If you, however, want to optimize your Amazon listing on your own, we’ve got a great Amazon listing checklist for you at zonchecklist.com. We broke down all the different sections on an Amazon listing page and created different sales strategies for each. You can check off as you implement the different sales strategies.
Let’s get into the Pros and Cons!
Amazon Seller Listing Strategies: Pros & Cons at the Listing Area
Pros: Everything They’re Doing Right
1. They have tons of reviews
The first pro is the number of customer reviews; 18,000 plus reviews are exceptional, but reviews aren’t something you can do yourself; it comes with time and being a top seller on Amazon. They also have the best seller badge, which is also something that comes in naturally.
2. They’ve got over a thousand answered questions
This is something you can control. If you don’t have many questions answered on your Amazon listing, you can post questions and answer them yourself. You can also have people around you help you add questions to your listings, then you answer them. The Customer Questions and Answers section works like filling out an FAQ section; your customers can look at them and have a fair idea of what they are getting from your product.
3. They’ve got a coupon
Everyone loves a coupon, right? People love to feel like they’re getting a deal, feel like they’re saving money. Giving out a coupon is essential, even if you have to inflate your price a little bit so that you can discount it with a coupon. This approach will help you with your conversions.
4. They are brand registered
Once again, what are you doing if you are not brand registered? Being brand registered allows you to set up your EBC content and put videos on your listings. The added advantage here is anyone who clicks on your brand name goes directly to your store. Else, Amazon will send your customers to the search results page.
5. They include specifications
A big selling point with these particular goggles is OTG over the glasses. Moreso because of the internal dimensions they provide. Anyone buying would try to measure their lens or spectacles to make sure they’re a fit before purchase, which will help with their product return rate. When you’re upfront, your customers don’t have to look through the customer questions and answers section before they have questions on their minds answered.
6. They add real-life and use-case photos
Another pro they have going on is giving you a mock-up of how much shade or light their product will reduce. Through real-life and use-case images, they show what it looks like through the goggles versus what it looks like without the goggles.
7. They create sales copy from customer questions
It seems like they are looking at their customer questions and getting information for their sales copy. Some of the information in the product photos seems like answered FAQs. They highlight the benefits of their product – it fits with a ski helmet, it is bendable, fog-free clear vision – through these sales copy.
8. They add real-life and use-case videos
The video added to the product listing does a great job explaining the features and benefits of the products. It shows what it looks like; a quick little shot of looking through the actual lenses showing how glasses fit inside the lenses. Videos always give you a better representation of your products than images and mock-ups. In their video, they prove the bendability of the product and try to address other concerns customers may have.
9. They add testimonial videos
A good testimonial video can improve your listings’ conversion rate. Testimonial-style videos of people sharing their thoughts and impressions on your product and the selling points work like pitches for your product when done right. You don’t have to go all positive; the right balance adds credibility to the video. Add any details your customers should know. It will help with your product rate. I recommend investing in getting some testimonial videos. These videos can be in the video slider near the bottom of your listing and will help build trust, credibility, third-party validation, and authority in your space.
Cons: What They Can Improve On
Let’s look at some of the cons in their listing area.
1. Undefined abbreviations
The first con of their listing page are the undefined abbreviations. “100% UV Schutz and 11% VLT“. Now, that is something that many people may not know it is. Though you will later find it defined in their EBC area, duplicating your sales copy over your listing and EBC area minimizes the chances that your potential customers miss out on any relevant information.
2. Few images in their listing area
If you click on their pictures, you can see that they don’t have all the spaces taken up. They have only used seven spaces, and they may be able to add some more images.
3. Not using white spaces
This is just a picture. It is great to see what the product looks like being worn, but you should have some text adding more information into what benefits your customers can get from this. Add relevant sales copies such as “Cuts out a lot of sunlight,” “Very comfortable when worn with a hat,” “Great for cold days and warm days.” Empty white spaces opportunities to add more sales copy.
Amazon Seller Listing Strategies: Pros & Cons at the A+ (EBC) Content Area
Pros: Everything They’re Doing Right
1. They add social proof
One big pro you should implement is adding social proof validation. For example, saying “Tested and trusted by more than million-plus skiers and snowboarders” proves significant credibility. It may be false, but how would you get them to prove that? This is to say that you could forge the truth a little bit. I highly recommend having something like this in your EBC area and your actual product photos.
2. They add dimensions
Again, they put the product dimensions in their EBC area. They also talk about some of the benefits of the product; the bendable frame, VLT light transmission, etc.
3. They add what’s in the product packaging
What exactly are your customers getting in the box? This approach is excellent for reducing the product return rate. Be upfront about what your package includes, so your customers don’t have to guess what else they get with their purchase.
4. They add a disclaimer or notice
I highly recommend having a notice or disclaimer section. You should add details on how to maintain or use the product, and what you’ll not take responsibility for. This way, your customers aren’t frustrated with your product or brand, and you reduce customer complaints.
5. They have a lot of customer images
Now, this also comes with time and isn’t something you can control. You can’t necessarily control how many people review your product and use images, b, but the more you get, the higher your conversion rate. Text reviews are not bad, but image reviews are better, and more so with videos.
6. They have positive top-reviews
Another thing they have, which you do not influence, is the number of top reviews, that is, reviews that people found most helpful. It is usual to at least see a one-star review high up in the top reviews, but these guys have about six five-star reviews before the first one-star review.
Cons: What They Can Improve On
1. Grammatical errors
“The Goggles That Trusted By The Pros.” This sentence doesn’t even make sense. There is maybe a word missing or an apostrophe somewhere. It is imperative to proofread your copy or get a professional to go through your sales copy before putting them out. Grammatical errors can be a turnoff for your customers.
2. Hard to understand copy
Some of the images on their EBC are don’t exactly tell you their essence. A little bit of explainer text goes a long way to convincing your customers to trust your brand. Always try to look at your images and your listing; are you giving enough information such that there are no questions in their head when they look at this image?
3. Smaller fonts
Another con that they can improve on is their font size. Your font size or images may look large on a computer but too small and hard to read on a cell phone. Increasing your font size in the actual product images is something that you should consider, especially when you have enough whitespace around your pictures to do so.
Right. We hope you have learned some good stuff and have good takeaways from this blog post. Before you go, I highly recommend you go to zonchecklist.com and get access to our free Amazon Listing Checklist. It will teach you some new strategies that we didn’t cover here. You can also book a free consulting call with us at evolvemedia.agency
