The Perfect Amazon Product Description Guide
The Perfect Amazon Product Description Guide
Stuff Your Title Tags
Think keyword stuffing is a thing of the past? Think again, especially if you’re writing a product description on Amazon. While title tags for blogs are generally under 60 characters with one or two keywords, Amazon allows you to write up to 500 characters and advises that you stuff as many keywords in as possible. With a 500 character limit, you’ll likely have no trouble fitting in every possible keyword variation you can think of.
Create an Awesome Product Title
According to Amazon’s own customer service page, the key to writing a great title depends on the type of product you’re writing about. Different categories have different formulas that work best. For example, cutlery titles should be listed as the brand + line + size + product type, for example, Calphalon Professional Hard-Anodized 8-1/2-Quart Saucier with Lid. Appliances, on the other hand, would include the brand + model name + product type, and color, as in the Kitchenaid KSM150PSER Artisan 5-Quart Mixer, Empire Red. Each word should be capitalized, numbers should be in numerals and all forms of measurement should be spelled out instead of abbreviated. Titles also must not exceed 200 characters (including spaces) in all categories.
Include Bullet Points
If there’s one thing everyone loves, it’s bullet points. They make finding information simple, fast and clear. Amazon shoppers are no different. One of the best ways to showcase the perks of your product is with bullet points, but just as in everything else in content marketing, quality trumps quantity every time. While your product may be just as good as someone else’s, it will likely get overlooked if you don’t have enough details in your bullet points. Make sure they are brief, yet descriptive and give a good overview of the product at a glance. If you’re selling a phone accessory, for example, it would be wise to include all compatible phones in a bullet point so shoppers can quickly see if your product will fit their needs without having to search through the description. If you don’t, others will.
Call Your Shoppers to Action
CTAs on an Amazon product description page? That’s right! A call to action doesn’t have to include phrases such as, “If you’re in need of an expert in lawn care, click here.” They may be disguised on Amazon, but they’re still intended to move your customer to the final checkout. If you are offering any promotions, let users know about them. As you’re writing each detail of the page, keep in mind that there are several ways you can lead your shoppers to the checkout.
Make Your Images Sell Themselves
Years ago, you could get away with one simple image with your product description, but those days are gone. Viewers now want to see the product in a variety of shots, whether you’re showing different angles or demonstrating it in use. Zoom buttons are a must as well as expandable images. Even videos are becoming a common way to display your product in action or show its design from all angles.
Keep it Short
Obviously, this is not in reference to your title tag, but rather the amount of time your page takes to load. Check out this graphic from Kissmetrics for proof.
According to the graph, almost half of all users expect a page to load in 2 seconds, and if it doesn’t load by 3, 40 percent of shoppers will leave. In fact, even a delay of 1 second can lead to a reduction in conversions of up to 7 percent. That’s a big loss over a long period of time, so make sure your page loads fast. While you can’t control many of the factors that determine load times on amazon product pages, you should at least make sure your images and videos are optimized to load quickly and not be too large.
Get a Second (and Third, and Fourth) Point of View
Your page might look perfect to you, but you may be slightly biased. A new set of eyes can go a long way in spotting eyesores and inconsistencies that you may have missed. You’ll also want to find out what your viewer’s first impression is when he or she lands on the page. Sites like UsabilityHub offer testing options to allow visitors to give feedback on what they thought immediately after landing on your page.
Give Your Product Description Personality
While the main purpose of the description is to give more information about your product, there’s nothing wrong with giving it a little pizazz. An interesting, enjoyable description will not only attract shoppers but also give them an idea of the personality of your company and set you apart from your competitors that may offer a similar or identical product. Loyal customers are gained by quality products and excellent customer service, but they are also won by endearing yourself to them. Letting clients see a more personal side of your company will make you relatable and human and encourage buyers to stick with you.
Completely Fill Out All Fields
When you’re creating a listing, you may not want to take the time to fill in every single field, but doing so can make a big difference in how likely you are to show up in Amazon’s search results. Including UPC’s, attributes, brands and variation themes give you a better chance at being found. In fact, Amazon takes this very seriously and neglecting details could mean you’ll become a suppressed listing in the search results.
If your product descriptions have been lacking in any of these fields, you may be losing out on sales. Following our Amazon product description guide can give your business a boost and you’ll quickly start seeing the results.