- Caroline Powell
- On March 17, 2020
2020 has come out swinging, and just like the previous years, nothing much has changed when it comes to eCommerce and online shopping.
Amazon continues to be the most dominant marketplace out there. With 150.6 million users as of September 2019, and over 54 million members in Amazon Prime, there are plenty of opportunities to explore if you are a seller. With a few improvements or small changes to your business, it’s easier than ever to capitalize on the Amazon customer base.
1. Improve your product images.
We all know how big of an impact images have on people’s buying decisions and how critical their role is in achieving success on Amazon. It’s technically the hook that attracts people to your products. A strong product image can make or break your conversions from search.
Keep in mind that Amazon does have certain image requirements that you’ll need to adhere to. However, how you present your product within those requirements is what makes the difference.
Potential buyers are looking for clearly visible, high-definition photos, so that’s step one. If you want your product and your photos to stand out, however, you need to have enough diversity.
The product against a plain white background is required for your main image. To stand out, you’ll need to do more for your remaining image slots. Try to capture at least three lifestyle photos showing different uses or applications of your product. People like to be able to imagine themselves using your product, but they need a little creativity sometimes. Plus, it’s a great opportunity to show a lesser-known use of your product.
You’ll want to show off all the angles of a product as well. With product listing “boosting” options like 360-Degree Images, it’s easier than ever. If your budget allows for it, hire a product photographer who specializes in the type of products you sell. Remember, these images are like a window display, and it’s your first chance to pull a potential buyer in.
2. Tell a story with your product descriptions.
When you look at product listings on Amazon, it’s easy to spot similarities, particularly in the way product descriptions are presented. They’re usually written to convince someone buy and opt to list the product’s best features and specifications, all in one long paragraph.
If you want to stand out from the competition, you need to adopt a new approach. Craft your product description as a story to give buyers more compelling reasons to purchase your product over your competitor’s. Provide clear examples of how the product can be used to improve their lives or solve a problem they have. Focus on the benefits and not the features.
A great way to be able to tell this story is through A+ Content. While this is only available for Brand Registered sellers, it’s a great opportunity to tell your product’s story.
3. Utilize your backend search terms properly.
Your title, bullet points, and description should include your most important keywords for your product. However, you can add more keywords to the backend search terms.
Avoid fillers like “a,” “by,” or “for” as they won’t help you. Additionally, don’t repeat words, even if it’s a key phrase. For example, instead of “red shirt, blue shirt, green shirt,” you’d be better served by “red shirt blue green.” Avoid commas as well! They will count against your limit of 250 characters.
4. Implement a flexible pricing strategy
There’s no question that pricing is a significant factor in becoming and staying competitive on the Amazon marketplace. Pricing is one of the keys to increasing both sales and exposure, making a flexible pricing strategy a must-have.
The kind of strategy you choose will certainly depend on the stage your business is in. You can either go for a manual, rule-based, or algorithmic strategy.
Manual repricing strategy is pretty self-explanatory. You would change the price manually either via Amazon Seller Central or other similar sites. This kind of repricing is most effective for sellers with a few products to sell given the time it will take to manually reprice each product.
Rule-based repricing changes the price in response to a seller’s competitors. There are a number of predefined rules that can be applied, all with the ultimate goal of having the lowest price. This repricing method is considered by many as the method that allows you to gain the most competitive price.
Algorithmic repricing allows sellers to set an ideal price by applying computer algorithms based on all known market conditions. This type of repricing examines a variety of metrics that affect the seller’s chances of winning the Buy Box. One of the primary benefits of algorithmic pricing is that it is not biased like humans and is actually based on real-time data.
The point in having a flexible pricing strategy in place is for you to be able to adjust quickly in order to remain competitive in the long run.
5. The power of .99
There are countless studies on the power of numbers and prices in influencing a buyer’s decision.
It’s not unique to see products listed for $25.99 or $15.99. While there’s nothing wrong with such prices, they are an old trick that customers know about. It leads them to think that the price is a dollar lower than it actually is. Using this worn-out strategy can give customers the impression that you are trying to fool them. Ever see a car commercial that says, “Get this truck for less than $40,000” where the retail price is $39,999? That same logic applies here.
It pays to be different when you sell on Amazon. To separate you from the pack, try to experiment on attractive prices that don’t end in “.99”. It’s a wonder what a small number change will do.
6. Drive traffic with great content
I’m sure you’ve heard the phrase “content is king.” Great content can drive tremendous amounts of traffic to your page and your products.
If you haven’t already, a great place to start is with curating social media channels. A personal website should soon follow. From there, you have endless creative opportunities to present your products. These channels are also great ways to develop an audience of loyal customers.
The goal of this content should be to bring them through the marketing funnel. You start with some awareness and consideration. Only when they are ready to purchase should you drive a customer to your Amazon listing. Talk about strong conversion potential.
As you refine this traffic and send purchase-ready customers to your Amazon listing, it will help position your products in front of more sets of eyes since a boost in sales will also boost your organic rankings on Amazon in the process.
7. Leverage the power of Instagram
While many consider Facebook as the top social media channel, Instagram isn’t far behind. Over the years, this image-sharing platform has become the perfect place for eCommerce businesses to grab their ideal customers’ attention.
Using your Instagram feed and the Instagram Story feature is a good way of showcasing your products to the customer segments that are most likely to buy them.
If you have an Amazon FBA account, you can create a social media promo code that you can use to drive purchase-ready traffic to an Amazon landing page. Simply go to the Promotions section where you can properly set it up. This landing page only displays your items, giving you a better chance of landing sales.
Lastly, Instagram Ads are a great option. You can create Story Ads, Video Ads, Carousel Ads…the list is long. Since you’re targeting your ads at curated audiences based on interests and behavioral analytics, they do have a higher rate of conversion should the ad lead to clicks.
8. Take advantage of influencer marketing
Influencer marketing has been on the rise since it has proven to give businesses a huge boost with immediate exposure to an engaged audience. Developing a loyal following is hard to achieve, and you can’t get the same results quickly if you stick to the usual social media tactics.
Imagine what social proof and reviews can do for your business if the person leaving a review is someone whom many people already trust. You just need to get one person to buy-in to your product and brand. Then they get hundreds.
Reach out to influencers in your niche and ask them if they’d be willing to do something like a demo or a video unboxing and promote it to their followers. This tactic can become a bit pricey depending on the influencer’s rate and reach. Some may be willing to promote for free, however, as long as they get the product free of charge.
What’s good about using “influencer connecting” platforms is that they provide detailed filters so you can focus on audience size, demographics, and location. More importantly, these platforms allow you to distinguish real influencers from the fake ones so you don’t make a costly mistake.
It’s no secret that running an eCommerce business requires a lot of work. Different aspects of the business require certain expertise you won’t find in one person.
The good news is that freelance marketplaces are overflowing with great talent. From product listing optimization experts to photographers and graphic designers, you’ll never run short of individuals who can contribute to your business.
The goal of outsourcing certain parts of your business is to free up your time to concentrate on your passion or where you have the ability to drive the biggest impact. Allow them to take over your Amazon Advertising or content creation. Connect with the great people at FreeUp (Yes, they dropped the “e”!) and see how you can offload parts of your business. Use the code SellerLabs50 for a $50 free!