When consumers browse a product (Listing page), they decide whether to place an order based on the various information on the product details page. Sellers must assign the responsibility of conversion to the various contents and details on the Listing details page. For sellers, the content of the details is responsible for persuading consumers to place orders. Making their listings more persuasive, thereby achieving better conversion results, attracting more traffic, and generating more orders is what we usually call Listing optimization.
Understand Listing Optimization Content
In order to help sellers better understand the content involved in Listing optimization, sellers need to understand the entire process of consumers buying products. When consumers want to buy a mobile power bank on Amazon, they will first open Amazon’s homepage and then search with the product name they are familiar with (such as Power Bank, Portable Charge, External Batery, etc.). The words consumers use to search for a product are product keywords.
Due to different consumer habits and the specific differences in the needs of different consumers for products, for example, if some consumers want to buy a “large-capacity mobile power bank”, the words they use to search may be “25000Mah Power Bank”, some consumers always hope that the mobile power bank they buy has waterproof function, so they are likely to use words such as “Waterproof Power Bank” to search. For similar words with specific refinement, we usually call them long-tail keywords.
Generally speaking, most consumers will achieve the first step of purchase through product keyword search. Through keyword search, more than 20 listings are displayed on each page of the search results page. In the search results page, the product image occupies a very important position and directly impacts the consumer’s eyeballs. Which listing they will choose, the main image of the product plays a very important role.
In addition, the title, size, product reviews of the listing, and whether the product is shipped by FBA will affect the consumer’s initial decision on whether to open and purchase the listing from different sides.
If the main image is clear and textured, the standard highlights the selling points and characteristics of the product, making it easy for consumers to read, the price is reasonable, and the number and star rating of the product reviews are good, at this time, the consumer has a preliminary good impression of the product, so open the product, and the complete product page information is presented.