Amazon Product Descriptions: Everything you need to know
While it may seem a simple task, being a successful Amazon seller requires determination and skill. Although some products do seem to sell themselves, for the most part, those items are few and far between. On the whole, how you present and market your products plays a major role in how well your products sell. For instance, taking the time to create more professional product descriptions can be an excellent method of driving sales.
Benefits of Creating Better Product Descriptions
Before we dive into the tips and tricks for creating better product descriptions, here's why it matters:
Product Content is Important: One of the top benefits of creating better product descriptions is that quality content attracts more customers. In fact, experts assert that 87% of consumers have stated that online product content is extremely important when they are deciding which products to purchase.
Amazon's SEO Algorithm: Another major benefit is that creating better product descriptions helps you get closer to the top of the Amazon search engine. Since 30% of shoppers typically purchase products from the first two pages, improving your Amazon product descriptions can give you a tremendous boost in income.
Millennial Money: Millennials, in particular, are said to be 40% more likely than other adults to place a heavy emphasis on the quality of the product descriptions when they are deciding what products to purchase.
The Missing Link: 98% of shoppers have been deterred from buying a product because it has missing or incorrect product description information.
In short, creating proper product descriptions can help you sell more products and reduce the number of returns.
5 Tips for Creating Amazing Amazon Product Descriptions
We know why creating great Amazon product descriptions matters, but how do you up your product description game?
Focus on Keywords
As with Google SEO, Amazon SEO is somewhat keyword-driven. Before writing your product descriptions, you should be taking the time to decide which keywords you want to include. In order to choose the proper keywords, you should take some time to consider which words and phrases people may think about when they search for products.
In order to determine which keywords to include, start by checking the home page. This is where the most popular items for each category appear. Take the time to read the descriptions of some top-selling products in your category, and you can get a better idea of which keywords you should include in your product descriptions. Create a list of 10 to 20 of the top items in your category and review their descriptions closely. This will give you a great idea of what you should include in your own.
Also, try using different variations of long-tail keywords. For instance, if you are selling "novelty toys", you might try other variations of this keyword phrase, such as "novelty toys for kids", or "novelty toys for teens". Lastly, you should update your descriptions regularly. Rather than simply creating them and never revising them, if you are not getting the results you want, you should be updating your descriptions and changing the keywords as needed. A/B testing is great in this respect.
Base it on the Buyer Persona
Buyer personas are detailed descriptions of the people representing your target audience. These aren't real people, per se, but rather fictional people that embody potential customers' characteristics. If you sell video games, you'll create a persona with with details, interests, and other traits of the usual gamer. By creating an ideal buyer persona, you'll have this in mind when you're writing your descriptions. Once you consider what gamers are interested in, you can decide which keywords to choose. For example, since novelty is a major aspect of the gaming world, many gamers may search for things such as "new football video games", "new sports video games", or "fantasy role-playing video games".
Sell the Product - Not its Features
When writing your product descriptions, focus on the product and what it can do and what purpose it serves, rather than its features. Rather than simply listing the various features of a product, begin your descriptions by stating why the product is beneficial or what problems it solves. Features should be the cherry on top, not the main attraction. Customers want to know why they should buy the product, and how it can improve their lives.
Keep it Short
While you definitely want to hit on all the key points, use the least number of words possible. This makes it easier for busy customers to scan the content and decide if they're interested in buying. Product descriptions shouldn't be written in paragraph form - they need to be clear, concise, and to the point.
When it comes to product titles, the general rule of thumb is to keep them at 200 characters or fewer. This will give you a better chance at having your product listed in relevant search engines. By making product descriptions that are too long, you limit your ability to make more sales.
Use Bullet Points
Using bullet points helps create flow and eases readability. This will make it easier for potential customers to scan and decide if they want to purchase your product. It turns most customers off when met with large blocks of text and they may not take the time to read it.
Need Help Creating High-Quality Product Descriptions?
Even if you follow these tips to a tee, without the proper wording, there's still a chance your descriptions may fall flat. By hiring a professional content creator, you ensure your product descriptions are well-written and that they help you attract new customers and boost your sales. For instance, by working with Scripted's vetted creators, you'll have access to expert product description writers who can word your descriptions perfectly and help you boost your Amazon credit and SEO rating. Contact Scripted today to find the perfect writer for your unique product description needs.