As Prime Day approaches, many novice Amazon sellers are still struggling with listing optimization. Some sellers have expressed that they are unable to start preparing and do not know how to grasp the operational rhythm one month before the big promotion, and even worry about missing out on business opportunities!
This article will provide reference for sellers to grasp traffic passwords and master listing and advertising optimization strategies to improve conversion rates!
1、 During the preparation and sprint period, the traffic conversion was achieved in one fell swoop
Taking the 2023 promotion as an example, June to July is the preparation and sprint period for Prime Day, and attracting traffic and conversion is particularly important.
Sellers can polish the natural traffic entrance by continuously optimizing the listing, maximize traffic attraction through the use of advertising tools, grasp the pace of promotions, and identify the risk of promotions being cancelled to ensure that peak season promotions are foolproof.
Sellers can refer to the following four perspectives to optimize peak season listings:
·Buried keywords: corresponding to festivals and events in different countries, search for keywords for hot selling products, and capture more traffic.
·Fully refine selling points: Clearly express product selling points in concise and authentic language, and stimulate buyer demand by highlighting product highlights.
·Optimize images: Based on the characteristics of the site and festivals, add image elements to visually impact buyers and increase product click through rates.
·Ensure compliance and marketability: Conduct comprehensive compliance checks on the listing to ensure that the product is sellable.
2、 Optimizing Listing Keywords
- US Station
·Festival hotspots: summer, back to school season, Independence Day in the United States
·Keyword suggestions:
-Vacation related, such as beach, sun protection, outdoor activities, etc.
-In addition to Independence Day in the United States, July is also a peak season for outdoor activities, with corresponding keywords such as decoration, holidays, colorful lights, barbecue, sun protection, fireworks, flags, etc.
-Products for the back to school season can be prepared in advance and set with keywords such as school, stationery, office, students, children, etc.
- European Station
·Festival hotspots: summer and summer holidays
·Keyword suggestions:
-Related to heat dissipation, such as coldness, coolness, etc.
-Vacation related, such as beach, sun protection, travel, summer, outdoor, gatherings, swimwear, swimming, etc.
-European wedding season, keywords such as weddings, wedding decorations, etc.
- Japan Station
·Festival hotspots: summer and ocean festivals
·Keyword suggestions:
-Vacation related, such as beach, sun protection, travel, summer, anti makeup, summer skincare, whitening, etc.
-The third Monday of July is the Japan Ocean Festival, which is the peak season for beach tourism, with keywords such as waterproofing, vacation, swimwear, barbecue, etc.
- Australia Station
·Festival hotspots: winter vacation, back to school season
·Keyword suggestions:
-Home related, such as game consoles, toys, kitchenware, etc.
-The end of July and early August are the start of the school season in Australia, which can be prepared in advance, with keywords such as schools, stationery, students, etc.
-Winter in Australia is also an outdoor sports season, with keywords such as skiing, sunglasses, car driving, etc.
- Singapore Station
·Festival Hotspot: Summer
·The top 5 best-selling categories include computer accessories, electronic products, beauty, personal health care, household and kitchen supplies. Corresponding keywords include esports sets, wireless Bluetooth, summer skincare, muscle and fat loss, home storage, cleaning and vacuuming, etc.
3、 Listing optimization details
After finding the keywords, the seller needs to refine the selling points and embed them in the listing. The following three methods for fully refining the selling points are available for selection:
- Try to include important keywords in the title and search keywords as much as possible
·Title: In the setting of the title, the selection of keywords must be precise and highly relevant to the product being sold, in order to maximize the click through rate.
·Search keywords: Sellers can add more keywords in the Search Terms field of ASIN to describe the product. These keywords are not visible in the Amazon front-end and are hidden in the backend, but can also be searched by users. Sellers can add keywords that are not covered in the title to increase the chances of the product being searched, thereby maximizing the exposure of the product.
- Product Description
A good product description determines the conversion rate of page purchases. The product description does not need to repeat the title, five point description, or existing vocabulary in keywords. Instead, it should select more understandable, objective, and realistic content to bring higher display opportunities to the product.
Sellers can expand their keyword coverage, such as providing information about product experiences, usage, and advantages during peak seasons, stimulating buyers' imagination and providing them with a physical shopping experience.
Effectively utilizing two easily overlooked elements - image keywords and explanatory text in A+.
·Image keywords: This section is a mandatory image description that may not be displayed in the foreground, but as a searched item, it can help ASIN increase the likelihood of being searched by users.
·Explanatory text in A+: The explanatory text and images in A+are displayed together in the A+section of the front-end, playing a role in multi-dimensional display and explanation of the product, and also helping to increase the possibility of ASIN being searched.
4、 The Three Elements of High Quality Titles
- Core words: 1-3 keywords; Product positioning keywords; The words used by consumers to search for products.
- Selling points: material/function/scene, etc; Words that differentiate from other similar products.
- Easy to read and understand: concise, clear, and clearly formatted; No word stuffing.
Suggest using title format: brand name+core keywords+(feature words/function words/attribute words)+other (specifications/audience/scene/compatibility, etc.)
Example: ABC Bluetooth Speaker, 6W Deep Bass Portable Waterproof Speakers for Outdoor Activities
5、 Five points of clever use to promote conversion
Adding seasonal peak season hot words to the introduction of product usage and usage scenarios can increase product popularity. At the same time, it is important to pay attention to accurately describing the product with keywords, avoiding exaggeration or using lengthy descriptions of non main selling points of the product.
- Five key points for writing:
·Write how many: Write all 5 selling points.
·What to write: Write about the selling points that consumers are most concerned about.
·How to write: Extract a subheading for each line, corresponding to a selling point.
·Bonus point technique: Phrases are better than long sentences, and using analogies, numbers, parallelism, and other techniques is more effective.
- Basic requirements for product description:
·Fully describe the main functions of the product, such as size, style, and vintage: the purpose of the product, and distinguish it from other similar products.
·Describe accurate dimensions and maintenance instructions.
·Use simple language, concise and clear, but include important information.
·Use correct grammar/punctuation and complete sentences instead of phrases.
6、 Listing Compliance Self Inspection Checklist
·Is the product missing a main image
·Is the product lacking brand attributes, product description attributes, or key attributes? The name length of the product information cannot exceed 200 characters
·Is the product missing a valid UPC
·The classification (product type) field of a product cannot have no value
·Suggest displaying complete clothing and accessories products
·Must meet product image requirements
·Product variants must comply with regulations
·The product name cannot be used incorrectly