Introduction

Every Amazon listing is not just a product presentation but also a well-thought-out sales strategy. The key “above the fold” elements – visible without scrolling – are designed to attract and hold the customer’s attention, while the “below the fold” components – those visible after scrolling – serve to deepen engagement. How to effectively utilize each of them to increase conversion chances?

Elements Visible Immediately (above the fold):

• Product Images: Amazon is a platform where visuals matter immensely. The first impression is crucial, and product images serve as the showcase of your offer. High-quality images convince potential buyers that they are in the right place and help confirm the search results’ relevance to their expectations.
• Product Name (Title): The title is the product’s business card, providing key information that confirms the customer’s search accuracy. A well-constructed title, the use of effective keywords, and precise information are the foundation of a good listing.
• Amazon Badges: Badges such as “Best Seller” or “Amazon’s Choice” indicate leaders in a particular category, while the “Prime” badge informs about membership in the Prime program. They act as signals of trust and quality.
• Product Rating: Next to the product title, there’s a star rating indicating its overall quality. It shows the satisfaction of previous customers and can be a turning point in the purchase decision.
• Buy Box: This is the primary call to action on the page, allowing customers to buy the product immediately from the best seller. It’s a direct call to purchase, facilitating quick decision-making for the customer.
• Product Variants: If the product has variants, they will appear below the title and price information. They allow customers to choose from different options of your product.
• Bullet Points: These short points contain essential details that were not included in the images or title. Effectively conveyed product features in bullet points can prompt the customer to take a deeper interest in the offer.

Elements Visible after Scrolling (below the fold):

• Product Description / A+: This is the place for a longer description that convinces the customer of the benefits and uniqueness of the product.
• “Customers who bought this product also bought…”: Amazon uses this section to retain customers who scrolled down without clicking on the Buy Box. It ensures that the potential customer doesn’t leave empty-handed, even if they don’t choose your product.
• Sponsored Products Related to This Item: This is an additional way to encourage purchase through cross-selling.
• Special Offers and Promotions: This is where additional incentives to purchase can be found, which didn’t convince the customer higher on the page. They are a chance to convert those customers who are still hesitant.
• Reviews: This is where other buyers’ opinions confirm the product’s value or resolve any remaining doubts.

Writing Sales Content – What to Remember:

• Information: It’s crucial to include all relevant product information.
• Communication: List the product’s advantages and answer the customer’s questions they may have while making a purchase decision: What features of our product can help the buyer? What possibilities does the product offer? What will it be needed for? What are the benefits of owning it?
• Presentation: Information should be presented in a way that the potential customer can easily and quickly absorb it. Simple, concise sentences ensure the best solution here.

Title Optimization:

• Proper Balance: The title should balance between “for the machine” and “for humans,” using effective and relevant keywords.
• Understanding Needs: Put yourself in the searcher’s shoes and understand their thought process.
• Relevance: Use keywords directly related to the product and the most effective ones.
• Research: Research popular phrases used by potential customers.

-> Utilize optimal titles as a tool to attract customers’ attention.

-> Focus on a logical approach and provide valuable content.

Bullet Points Optimization:

• Golden Mean for the Audience and Amazon: Provide value for the customer while meeting the platform’s requirements.
• Quality Over Quantity: You don’t need to use all available characters – focus on quality and message.
• Meta Description: Key information should be at the beginning of the listing.

Backend Keywords:

• Limited Character Count: Only 249 characters are indexed, requiring a strategic approach to choosing keywords.
• “Broad”: Tradition = traditions = traditional. Amazon will index the word in every possible form, so it’s enough to write it once.

You can learn more about optimization from subsequent articles.

Summary:

Optimizing offers on Amazon requires not only understanding the algorithm but also sales psychology. Precise images, compelling titles, persuasive descriptions, and carefully chosen keywords are the recipe for success. Remember that what’s “above the fold” attracts, and what’s “below the fold” convinces. Thorough analysis of each of these elements and testing different approaches is the key to effective sales in the Amazon world.