Have you ever wondered why one product gets hundreds of reviews every day, while an identical product struggles to reach even a few dozen? Many times, it’s all about the product listing.
It’s possible that you can go through most of your career as an Amazon seller without needing to write a product page. If you choose the right items, you may be able to skip this step entirely. But for most of us, there will likely come a time when we can’t get around the need to create a product page.
Here are a few tips for writing a great Amazon product page that lead to more reviews fast:
Don’t Let Your Buyers Feel Remorse
If you’ve never written marketing copy before, there’s one thing you should know: it’s not a simple matter of describing the product.
In fact, when we really dive into the types of advertisements that sell products, you’ll likely notice that most of them spend very little time describing the product. If they do, information is couched in personal language that is meant to make the reader feel as though they are being recommended the product by an old friend.
But it’s still important that your product page fully describe the product to stave off buyer’s remorse. There’s nothing worse than a buyer, thinking they were getting a great deal on a product, receiving something that doesn’t match what they thought they were buying. This is a one-way ticket to bad reviews.
Almost 75% of Americans have made impulse purchases based on product descriptions before. And nearly half of those shoppers regretted the purchase later. Many attempt to return a product, or leave bad reviews, simply because they are unhappy with themselves for the impulse buy. Be honest with your buyers so that they don’t have a reason to look for a flaw.
Start with the Ideal Buyer
So how can you create an Amazon product listing that is both accurate, and written in a way that draws readers in? The first thing you need is to know who you are selling to. Who is your target buyer? What type of person is going to purchase this item? What need does it fulfill?
By knowing exactly who you are writing to, you can nail the perfect voice. Here at FeedbackEmails, our audience is you: the busy Amazon seller eager to improve their feedback and review practices. So we try to provide content that will give you valuable, practical tools to help you along that path, in a clear and straightforward manner – because we know that your time is precious.
Accuracy in Listing
One of the biggest complaints in Amazon reviews is “product not as described”. For this reason, you need to ensure that your product is explained accurately. But besides ensuring that features are all explained in detail, it’s also important to ensure that the benefits you list really focus on the most important attribute of the product.
Be sure that you’ve mentioned color, size, uses, how many products come in a single package, and any other information that is necessary for a buyer to know exactly what they are purchasing. Remember your target audience from the last step: what does your ideal buyer need to know about this product?
For example, if the product is truly a discount item, meant to save money and perform a basic function, don’t list it as being “high quality”. It might be that it is high quality, but the most important thing is the low price. Keep your focus tight, so that buyers can’t find ways to nitpick.
If you have a large number of SKUs, you may find it difficult to perform this task, but it’s very important. If another seller makes a change to a shared listing, and Amazon approves the change, you may need to tweak your listing, or you may need to contact Amazon to fix this issue.
What if you are selling the red version of something that is now listed as black? This could present a major problem for your buyers, and is likely to result in bad reviews.
This is where quality product images can also be helpful. Be sure that you have a monitoring system in place for shared listings, and use your product images, where applicable, to communicate everything about your product.
Besides keeping an eye on your reviews for reputation management, you should also read them to discover if there are issues with your listing. For example, if you have several bad reviews on a product that all point to buyer misunderstanding, it may be that you need to make your product listing clearer.
On the other hand, if you have a slew of 3-star reviews that simply note that the product “is what it is, nothing exciting”, you may be able to transform those into 4-star and 5-star reviews in the future by making your product listing more relatable. Point out more benefits and make your buyers feel something – that’s the way to earn those truly satisfied reviews.
Monitoring reviews manually is already a big job, but following up with each would be nearly impossible. That’s why FeedbackEmails.com exists. We offer you ways to automate the follow up process, making it easier for you to analyze how effectively your product listings are growing.
The good news is that once you’ve done one or two product listings, it does get easier. And even if you only need to write one or two over your entire career as an Amazon seller, you’ll still find that the skills you developed can improve your interactions with your buyers. Choose one or two of these tips next time you face an empty product page, and you should see a difference very quickly.
If you can only implement one of the tips from this article to optimize your listings, choose to monitor your reviews. Following up on reviews and feedback can be achieved through our software here at FeedbackEmails.com, and becomes very easy once you’ve created your automated workflow. Go straight to the source, and use what your buyers are saying to tweak listings until you’ve nailed it.