A product’s listing plays a vital role in how a product performs in the marketplace; this is true both for sales as well as for search online. Optimising your listing is a critical aspect of your brands’ overall image, and it has a significant impact on marketing and conversion rate.
We analyse these seven components to enhance product listing.
- Search Ranking
- Title
- Photo Images
- Bullets Points
- Description
- Reviews
- Competition
Component Overview
Component One: Product Search Ranking.
Where a product shows up in search is one of the most critical aspects of the performance of a product. The ideal position is the first page as one of the first four listings.
If the product appears below the first four products on the page or it is not on the first page, there is room for improvement of the rank.
The first step therefore in this process is to find out the placement for the products search term. You type the search term into the search bar on Amazon and find out where the product shows up by scrolling through the search results to find the target product.
Search Rank Improvement Strategy
These are some of the ways we can influence where a product shows up in a search.
- Optimise the listing to convert a higher percentage of sales.
- Drive pay-per-click advertising to the newly optimised listing.
- Drive outside traffic to the recently updated listing.
All of these strategies will improve the organic search ranking with increase conversion and overall sales.
Component Two: Title Optimization
The title is a significant aspect of a product listing, it effectively acts as keywords for the listing, however adding too many keywords can negatively affect a listing.
Therefore, you want to utilise your listing title for the keywords and also keep it readable and natural.
A generic and excessively wordy title is unattractive to consumers, it would usually cheapen the image of the product and the brand.
With titles, there is a fine line and to be successful in making them both drive impressions and clicks, you have to spot deficiencies in the title and be able to optimise the title to convey the desired message to both the consumer and the search engine.
Component Three: Photo Images
The products photo images are critical to conversion because customers cannot hold your products the photos should be vivid and detailed to appeal to the customer.
This boosts the customer’s confidence in the product and helps them make a purchase decision.
The optimum image number on Amazon is six; if a listing does not have up to six photo images, there is a deficiency in the listing that needs to be rectified.
The next aspect is the picture quality, are the images both high resolution and accurately represent the product and do they conform to the Amazon product photo guidelines?
Do they show vital details about the product and highlight packaging?
The images should be shot in a way that sells the product; there should also be lifestyle shots that show the product being used in the real-world application, which helps to convey the benefits of the product visually.