Category Archives: Amazon product description pages

Creating user-centric product detail pages on Amazon

User Centric Product Pages

Have you ever purchased anything from Amazon? If yes, then you might have seen a page where detailed information is given about a product, such as its size, color, price, shipping information, reviews, etc. This is called the ‘product detail page’. An Amazon product detail page is where the customer discovers a unique product sold on Amazon. This page can include one or more offers from sellers or from Amazon itself. This page is a shared space that displays attributes that are common to all offers for the product.

An example of a product detail page for a glow stick is given below. 

 

Product detail page for a glow stick

These product detail pages are the foundation of Amazon’s Marketplace search. The position where your product appears on the results page is heavily dependent on the product detail page. Thus it becomes vital for the sellers and vendors to optimize their listings. The majority of the categories have the same product detail page layout but how well do you optimize your page in spite of similarity is what makes your product sell on Amazon. Since there are almost 5 million third-party sellers on Amazon, all of them compete for the ad-space, search rankings and sales. For a few of these sellers who have their own private label brands, there is an opportunity to create something new. They can design the product detail pages in such a way that they will add more value to the customer and increase the likelihood of a purchase.

Following elements can be optimized while creating a user-centric product detail page:

1. Keywords: The primary keyword of your product always has the highest search volume. Hence a seller must always ensure that the product title begins with the main keyword. This will also affect your Amazon ranking significantly and will propel you up in the search list if you have properly optimized the product title. Try not including your brand name in the product title because the name is already there as the seller and by including it again in the title you are compromising with the effectivity of your title.

2. Bullet points and product description: Shoppers on Amazon do not have a lot of time to contemplate your product. Therefore, the bullet points of your product should show how beneficial it can prove for a customer and should always highlight only the relevant details about the product. Apart from this, the description of your product should be very crisp and clear and should contain detailed information about how it can meet the customer requirements with ease.

3. Enhanced Brand Content (EBC): You also have the option of adding Enhanced Brand Content (EBC) on your product detail page which allows you to add images and additional informative content about your product. This feature enables the ‘brand owner’ to modify the product description with visually rich content. One can add enhanced images and creative content which conveys their brand story. These product images should have different views, close-ups and lifestyle photos that show the product in action.

An example of the EBC for a coconut milk shampoo is shown below:

 

EBC for a coconut milk shampoo

4. Adding text in graphics: An important feature of the product images which sellers often fail to recognize is that Amazon allows you to write text in your images. This can prove to be helpful in many ways as a seller can include product benefits, put comparison charts and include features inside the images. This can help to increase the authenticity and credibility of your product thereby making it worth buying.

Text in Graphics

Amazon.com generated a total revenue of $178 billion USD last year, making it the biggest retailer in the United States. Thus, it is clearly visible that the online retail industry is growing by leaps and bounds and so are the number of sellers on it. This leads to higher competition between the sellers and hence it becomes crucial for them to optimize the product detail page so as to generate more traffic and better conversions.

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Do’s and dont’s for your Amazon product description pages

Amazon product description pages

Being the largest online retailer in the world, Amazon is of paramount importance when it comes to selling your products online. The Amazon product description page is the one on which the sellers list their products in order to make them visible to the customers. Writing apt product description for this page is very important as it not only helps to improve your ranking but also gets you the much-awaited conversions thereby boosting your overall sales. Following is a list of key points that you need to consider while writing your product description pages:

1.) Concentrate on selling product benefits: Whenever a customer searches for a specific product, he is interested in knowing the benefits of that product embedded with its features. Customers are more inclined towards knowing how they can inculcate that particular product in their daily lives so as to improve efficiency. Thus it is important that your product shows how it can solve a particular problem and prove to be helpful.

Concentrate on selling product benefits

2.) Write appropriate product titles: Product title is the first thing that a customer will notice while he is on your product description page. You should make sure that the title is up to the point and is not more than 200 characters as lengthy titles take up time to read and understand and hence are usually disliked by customers. For example: Amazon Brand – Solimo Non-stick Fry Pan, 24cm, (Induction and Gas compatible), Black. The title includes all the necessary keywords and thus has a high chance of turning up in relevant searches.

3.) Write accurate product description: Writing an appropriate and attractive product description is one of the important steps in making your product a best seller on Amazon. You must ensure that your product description is not full of keywords in an irrelevant manner. Further to this, Google is another search engine that helps in selling your product as customers directly input the search term on Google many times. Thus to ensure that your product ranks higher on the Amazon as well as Google you must include the main keyword at the beginning of your title and in your bullet points. After this is taken care of, make sure that you write your remaining product description as crisp and clear as possible to ensure customer attention. For example: Meet Fitbit Versaan all-day companion that helps you live your best life. Run your day with wireless payments, notifications, quick replies, apps, music, and 4+ day battery life. This lightweight, swim-proof watch empowers you to reach health and fitness goals with actionable insights, personalized guidance, on-screen workouts and more. Plus, wear it your way with fresh accessories and clock faces.

4.) Abide by Amazon guidelines for product description: Amazon has laid out a few guidelines to which the sellers need to adhere to in order to promote visibility and sales. These include rules like not using promotional language, no fancy formatting, no company or website promotions, etc. It is always better to follow these set of rules while doing your product listing as it can be disastrous if a successful listing is taken down without prior notice or even if your account is suspended due to some reason.

Your product description page plays an important role in enticing the customers hence it should be ensured that the page looks appealing as well as informative to everyone. The more presentable your product description page is to the customers, the greater are the chances of growing your sales.

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