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Amazon listing optimization process is important. It is a comparison shopping engine. The attention that isn’t gained and held will go to the competition.
Background
Danny Carlson is the Founder of Amazon optimisation and listing agency, Kenji ROI and host of Actualise Freedom podcast and lifestyle enthusiast living in Bali.
There are quite a few Amazon sellers in Bali in fact! They have quite a lively community there.
Keyword Optimization Elements:
3 Elements:
-Keyword optimisation.
-Key info-communication.
-Persuasive Desire Optimisation.
If you get the 3 key elements right, you should see exponential growth, not linear.
Keyword optimisation:
- Relevancy trumps volume.
- The title is the most important.
- Use the search terms field for the most important keywords.
Title structure
Main search phrase in the exact match:
-The most important describing information.
– Second main phrase.
– The main benefit.
-Third main phrase.
Subject matter fields
Use all 5 fields, 50 bytes (characters) each.
Place top 3 search phrases across at least 3 of title, bullets, description and subject matter.
Key info-communication
The most underestimated piece of a listing.
ID the key info shoppers are scanning for.
Then prioritize and place in strategic areas to maximize CTR and Conversion rate:
- Most shoppers look for specific traits (eg size, for iPhone X, pack of 20).
- So Amazon is a comparison shopping engine. The attention that isn’t gained and held will slip to competition for product pages.
Getting the click
You only really have control over the main image and the first part of the title (On mobile even less than on Laptop etc).
Do you have the key information?
Images on the listing
The first 3 images are the critical ones because how would someone know 80% of the key info needed if only used them?
The first 70 characters of the top 3 bullet points are the most critical.
Optimize that to be benefit-driven.
Competitor products
There are 26 visible competitor products on all of your product pages in Amazon listing optimization process.
There is, therefore, an incredible number of chances for people to click on those.
Conversely, you can steal sales from less optimised.
Persuasive Desire Optimisation
Use sales psychology to portray your product as a bridge from current pain to an improved future situation.
- Sales copy is a skill mostly based in psychology not writing or English skills.
Sales copywriting
It’s the single most valuable skill an entrepreneur can learn in the Amazon listing optimization process.
Best books:
(A classic that has been brought back into print)
(Very easy and fast to read – 15 minutes!)
Free Listing Analysis
For a free Listing analysis, by live operators checking over 50 optimisation points, go to:
Watch my full interview with Danny Carlson
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