As a newbie seller on Amazon, what do you do to make sure that a listing is getting the right traffic to convert into sales? If you said, “Huh?”, you're not alone! When you start off selling on Amazon you're focused on retail and/or thrift arbitrage where you buy items at retail or thrift stores/yard sales to resell on Amazon. You use a scanning app, such as the Amazon Seller App, Profit Bandit or Scoutify, to scan barcodes then review the sales rank and other product details to see if the item appears to be selling well on Amazon. Then you box it up and ship it out to one of Amazon's fulfillment centers and then forget about it until it sells. Right? Unfortunately, that isn't usually the case.
E-commerce marketing strategist, Lisa Suttora, recently published “4 Sales Killing Mistakes You’re Making with Your Amazon Product Page (and how to fix them)” where she discusses how to make an Amazon product page work for you. The four mistakes she covers are:
Mistake #1 Not Optimizing Your Product Page for Top Buyer Searches
Mistake #2 Putting Your Best Keywords in the Wrong Place on the Page
Mistake #3 Underutilizing Product Images & Not Using the Right Product Images
Mistake #4 Listing Features without the Accompanying Benefits
I will admit that I, until very recently, have been falling into the trap of not optimizing my listings. A few weeks ago, I sat down with one of my accountability partners and reviewed some of my listings. It was eye opening. Many of my titles were missing prominent search terms and many of my keywords, that I thought people would be searching by, were just taking up valuable space. I also wasn't providing a reason for buyers to purchase my items. I told them what the item was but not how it would benefit them. No wonder some of my items weren't selling or were selling at a slower velocity than I expected.
Last week I started optimizing three of my listings per day. I started with bundles, groups of complimentary items sold together, that I created. Within two days I already saw a difference in my sales for items that hadn't been moving. If you are finding that you have items that are not moving or that your sales are sluggish then I recommend spending some time optimizing your listings for better search placement and sales conversion.
Before you get started, I encourage you to head over to Lisa Suttora's blog and read the full article. If you still need more guidance on product page optimization I highly recommend Karon Thackston's eBook “Amazon Advantage: Product Listing Strategies to Boost Your Sales“. It's full of excellent tips!
What is your plan for optimizing your product pages?
What are you doing today to move your business forward?