Amazon Product Descriptions – Conversions
Let’s look at a few case studies to illustrate how important great sales copy is to a product’s success.
Here you will see immediate results, ongoing progress, and increased pricing with better sales, and how regular tweaks maintain performance (offered for free to our customers).
Let’s make your competitors feel the pinch right away…
INSTANT IMPACT – Client Ranks Better & Sells for 50% More.
The lower the
A stress buster toy in a competitive category. My listing is uploaded mid-September and the unit sales increase over 400%
LONG-TERM IMPACT – Client Ranking Immediately Improves & Stays Consistent
Our listing was uploaded early December (the blip in April, is running out of stock). This is a supplement; a hyper-competitive category. This item is now selling over 800 items a month and is just one of many products we have written for this client.
SUDDEN SALES SUCCESS
This listing simply wasn’t selling and the client had given up hope (and interest!).
Graph shows sales for the year. Our listing update went live late September 18. 78 units were sold in less than a month.
This listing had no sales though had been listed on Amazon for a few months.
The image shows 3–months of sales and ranking data since our listing update went live early October 2018.
Rank from 1,209 to 41
BSR from 3,690,462 to 122,338
Monthly Sales $0 to $10,147
“We sold out of stock in two weeks thanks to your copy. Now we’ve a mad rush on to order more before summer begins!”
E. Reamy, CEO, Sequana
“It’s the best short-term performance we have had.“
M. Munro, Company Director, Eve & Rosie Play
Our Copywriting Package Explained…
This package is specifically aimed at sellers with products that aren’t moving up the ranks, where you’ve thrown all you know at it but it isn’t selling, or you don’t know what to do to rocket it up to the next level.
HIGH CONVERSION LISTING – what’s included…
Keyword Master Sheet
We run up to 10 seed keywords through Helium 10 software. The results will provide thousands of keywords. Now, many agencies will clean up those keywords and remove any irrelevances thinking that they are helping you out. We don’t remove them because the words that lack relevance are needed to create negative keywords for sponsored ad campaigns and save you money.
Example, if you are selling bluetooth headphones your keyword results might include bluetooth speakers. If we delete that result then you miss the opportunity to ad “speakers” to a negative phrase match in your PPC. If you don’t use PPC, you probably will need this data at some point. So, we keep it and we form a list of 200 negative words to copy and paste into your ad campaigns, to tell the algorithm all the words you don’t wish your ads to appear for. And what’s more? We do it in frequency order, so the more a word occurs the higher up the 200 list it appears.
We look through your ad campaign reports to see which are the golden keywords that have converted 80-90% of your orders and we make sure they are added to your listing.
Reverse ASIN tests are analyzed for your own product and three competitors you’d like to beat. This often creates thousands of keywords some of which will not be in the keyword search results. In total, a product will have between 5,000 and 100,000 keywords subject to category. We manually look through each keyword for the following:
Rather than looking for the highest search volume keywords that are relevant for your listing, we compare where your product ranks among others for a given keyword, how many other sellers are also fighting for it, what the likelihood is that you will ascend to the first page, and if a seed keyword is unlikely to do well for you, we search for other phrases that have fewer competitors but still good search volume – this means you will index for the longer phrase and the seed keyword.
The shortlisted keywords are entered into different phases of analysis to end with fifteen keywords that are highly relevant for your product, are Amazon recommended keywords for that category, have good search volume with the lowest competition contrasted against your current ranking.
For example, “bluetooth headphones” has a monthly search volume of over 2 million. Fantastic. It also has over 70,000 sellers competing for that keyword. If your product is not found within the first two pages (currently the top 100 results) then you are wasting your time trying to index for that phrase unless you are already ranking within or near to the top 100. “Wireless Bluetooth Headphones” has 64,000 searches but 100,000+ competitors vying for that keyword.
“Top 10 Bluetooth Headphones” enjoys 14,000 searches per month with fewer than 4,000 sellers competing here. That’s still a lot of sellers BUT in choosing this word you immediately overcome 96,000 competitors. Now you might in this case argue that you’re not in the Top 10 products. Sure. In the description we might say, “enjoy listening to your all time Top 10 songs with these Bluetooth headphones” and you begin to index for that phrase and the main seed keyword. As you can see, keyword choice and strategies are vital to success.
We build a keyword strategy and monitor it for 12-months. All part of the package. Every quarter, we weigh up what changes need to occur to ensure your listing succeeds with these keywords, or with new ones. So, you can feel comforted to know that we will be watching over your listing for a whole year, without any extra cost to you.
Backend 250 Bytes of Keywords
This is a critical field for indexing against search phrases shoppers are using. The algorithm checks the start of your keywords and looks for relevance. If it doesn’t find any then its search could end. Most agencies and copywriters won’t repeat words from the Title, Bullets or Description and enter them into the back 250 bytes (normally called characters) of keywords.
Amazon suggests not to repeat any keywords throughout a listing, however, there is plenty of research that shows a little repetition gives a competitive advantage. Many sellers think about their product and add the most relevant keywords first, but this isn’t always a good strategy.
We put all the keyword search results and reverse ASIN data into a word processing software which then reorders the words into how frequently they occured. We then place the most relevant keywords into the 250 field in order of how often they are searched. This means that when the algorithm checks the start of your backend keywords, it will see a match for more of its searches. Which is good news.
Misspelled & Foreign Keywords
Despite Amazon stating that it auto-corrects misspellings, it doesn’t do so all of the time. We have software that provides the words Amazon does not correct. What this is means is that if those words are added to your product’s back end, your listing will show in the search results for when people have misspelled the item. And all those competitors relying on auto-correct, they won’t appear.
If you are selling on .com it makes sense to include Spanish keywords as many people search using them in America. Subject to the product, you might also wish to include Italian. And if you are selling in .ca you need to add French keywords. We do this for you as part of this package.
We discovered that the written content in an EBC description is not indexed for keywords by the algorithm. This means three things;
1. You don’t need to include any awkward keywords in the description, so we write it around the customer experience
2. The algorithm is still indexing the original pre-EBC description for keywords. Unless you have copied the original description into your EBC, shoppers are not going to see it. Only the algorithm notices it.
3. It occurred to us that here is a golden opportunity to raise the bar against competition. The original 2,000 bytes (near 2,000 characters) of description can be keyword stuffed. It won’t appear on your EBC page (unless you make a change to the EBC content that is not accepted by Amazon) and it will be indexed by the algorithm
This has an impact on your listing and EBC. The algorithm is looking at your listing for relevance to the searches used by shoppers. It needs to trust that your item will get sales for a particular set of keywords. In your PPC, if the algorithm thinks there is a mismatch, or the shoppers think there is a mismatch your ACoS is likely to become high.
By adding circa 1,900 characters of keywords behind the EBC, the algorithm will increase the depth and breadth of relevance for your listing, which is good news for ranking!
This copywriting package suits Big Pressure Deals, deals where your livelihood depends on it, deals where you can’t afford to go bust, you have to make it work.
If you don’t have EBC, we still provide a page of keywords just in case you ever do.
When a listing is not optimized and people visit it, there’s a higher chance that they won’t buy. They will probably click-away on to another product and purchase that. The algorithm won’t miss this and will begin to place the other products above your in the ranking order because it expects your product to get fewer sales when clicked. This is bad news.
And if you run PPC to drive more people to your page, it can be more bad news!
You must optimize. Now.
Is your URL full of the keywords you need? Does your title have the right keywords, does it differentiate your product at a glance, does it get across the life-changing benefit from owning your product over-and-above another? If not, you are doing it wrong.
Each of your bullets has a different purpose. They need to convey your advantage over everyone else, they need to answer buyer anxieties, they must paint a picture of successful use, and to do so it is imperative that they speak to shoppers in their own language, about their personal issues, about their aspirations, to deliver results that connect with emotions.
Explaining the benefits is not enough.
Our approach is to communicate your key messages using Neuro-linguistic Programming (NLP), micro-hypnosis, and story-telling in a way that speaks to the subconscious. It is the subconscious that is buying the product and not the rational thinking mind.
We write in ways that help the right-side hemisphere of the brain to easily translate the messages into sound and images so that they can be understood quickly by the left-side of the brain which is used to make sense of things. Where there is a disconnect in sense, there is a break in rapport, and when you lose rapport, you lose the sale.
We also study what shoppers think about your category of product. We read critical reviews to learn pain-points, great reviews to understand what turns buyers on, web forums, Youtube videos and other sources to learn the language buyers use to describe their experiences, and we use this information when forming a listing.
Decisions are made in two ways: on average you have 2.6 seconds to engage the reader. They decide if your product is of interest, if in this time they have not been convinced they will look elsewhere. You then have a further 6 seconds of additional reading, and if you get this far, and they are still interested, you are likely to win the order.
So, well-written content is not enough. It has to work on many levels of experience to improve the chances of success. Flowery language, over-wordy sentences, features-only content is handing money to your competitors.
If you order this package, we guarantee a ten times return on your investment, and we work with you until this happens, and we keep an eye on your listing for a year to ensure great outcomes.
You are welcome to view our 2018 Samples Portfolio below. We are currently creating a new one for 2019 that will blow people away.
Choose for Change
HIGH CONVERSION LISTING
THE BUY-BOX BOOSTER!
Core Benefit-Driven Life-Changing Bullets
Top 5 Longtail Search Terms Written Throughout Your Listing
10 Strategic Keywords for Intended Use & Subject Matter Fields
Fully Optimized Backend Keywords
Full Keyword Master Sheet
200 Negative Keywords for Ad Campaigns
Keyword Indexing & Ranking Report for Your SKU
3 x Competitor Keyword Research – Organic Reverse ASIN Report Keywords Used for Sponsored Ads Hidden 250 Characters of Keywords
Incorporating Keywords from PPC Ad Reports
Misspelled Keywords not Corrected by Amazon
Keyword Ranking Report Every Quarter for 1 Year
Keyword Strategic Action Plan Each Quarter – for 1 Year
Ready to Copy & Paste into Amazon
Done in 5-7 Business Days
Discount for Bulk Orders
TAGS – amazon listing copywriter | amazon product copywriter | hypnotic amazon copywriter | professional amazon copywriter | best amazon copywriter | amazon description copywriting | amazon