How to create a converting product listing?

Customers make purchasing decisions about a specific product based on the information contained in the product listing. A well-crafted product page will allow you to stand out from the competition and positively influence the increase in conversions and sales. Creating a listing is the first and most important step when starting to sell on Amazon, so in this article, we will advise you on how to do it correctly.

Product listing - Capture attention with appropriate graphics.

Graphics are an essential part of online shopping. Buyers cannot feel your product or experience it personally, so it is important that you provide them with the best possible visualisation. The main photo is the first thing the customer will see when browsing search results, and its parameters are strictly defined by Amazon's regulations.

The product should be shown on a clean, white background.

Graphic quality greater than 1000 pixels (height, width).

The product should occupy over 85% of the image area.

The entire product must be visible.

No added props, text, images or labels.

The remaining six graphics should dispel any doubts customers might have about the purchase, so choose images that showcase your product from different perspectives, highlight various components, and reveal its texture. Also, add lifestyle photos showing it in use, not just static graphics. You can also create helpful infographics, adding information such as dimensions, features, awards, or special characteristics of your product.

Product name - a key place.

When creating the title, you should provide the buyer with enough information to decide if your product is what they are looking for. The name should consist of a maximum of 200 characters, with the optimal suggested amount being around 120-150. According to the guidelines, it should be created considering the following order:

BRAND NAME + MODEL (NAME OR CODE) + PRODUCT NAME + PRODUCT TYPE + QUANTITY + COLOUR / PRODUCT VARIATION

What is most important in the name are the relevant keywords that customers might use when searching and that will match your product to the appropriate category, allowing it to be found. Include 3-4 high-priority keywords with a high search volume. Remember to keep the name simple and readable; overloading it with unrelated keywords will distort its reception by the customer. Make sure that the title is descriptive and conveys the most important product information.

Bullet points - brief but clear.

When creating the 5 most important features of your product, you need to focus solely on the benefits and uniqueness of the product. The key is to provide the customer with the right amount of information while incorporating important keywords.

Point out what distinguishes your product from the competition.

Each bullet point should contain around 120 characters.

Discuss product details by answering any questions that buyers might have.

Build trust among customers by providing a guarantee of product return in case of dissatisfaction or post-purchase support in case of product problems.

Make use of all 5 available spots to describe your product. Each of the bullet points should pertain to one characteristic of the product.

Research customer needs based on other products similar to yours, and pay attention to questions and product reviews.

Product description - an additional voice.

Product descriptions are a place to provide more detailed information about your product or brand. You have 2000 characters to use, and of course you should strive to utilize as much of that space as possible. Amazon also takes into account the keywords from the product description, so it's worth adding keywords with medium or low search volume here.

Content A+

If you are the owner of a registered brand, you have additional options for conveying information about your product in the form of A+ content.

This content is created in Seller Central under the Advertising tab. It is a builder that allows you to add graphics, visualisations, detailed descriptions of product features, and compare it with your other products. Content A+, in addition to its informative function, conveys the message that the seller owns the brand and has invested in creating additional A+ content.

Price

Last but not least. This is one of the most important elements of your listing. Of course, what price to propose to your buyers is entirely your decision, but you must remember a few important elements when setting it:

Be competitive. Check what prices your competitors have on similar products.

Remember the costs of Amazon. You must include these in your product price. In the FBM model, this is straightforward, as you only incur the cost of Amazon's selling commission. In the FBA model, you also have to add storage and shipping costs for products to customers.

Consider the cost of returns. Depending on the industry and category, it may vary, but it will practically always exist, so you must remember to account for it in the product cost.

Shipping costs. We recommend adding these to the product price. This way, you gain greater visibility for your products among customers who are only looking for products with free shipping.

A price that is easy on the eyes. Try to round off prices. Not necessarily to whole numbers, but at least to 5 or 10 cents/pence, although the new trend is to have seven at the end of the price. Instead of 31.04, convert your price to 30.95 or 30.97 or 31.45.

A well-crafted product listing contributes to a higher number of conversions since it demonstrates the product's value and helps buyers understand its specifications well. Of course, a listing lives on and must be worked on continuously, but the initial effort is the most important, and this time will pay off in the future.

Do you have a good listing or questions on how to improve your product listing? Become a member of the Go2Market Community and ask a question, comment under this article.

Happy Listing Creation,

Go2Market Crew.