I’ve been attending workshops on optimizing product listings for Amazon. And I see opportunities to improve websites in general, based on the best ways to attract attention and drive conversions on Amazon.

 

1. Go beyond simple photos of your product

On Amazon, you want to create “lifestyle images” that show more than just the product. You want to show what the product does, and its benefits. So, the images are aspirational, showing what your audience wants to be or enjoy.

The backgrounds of each product image are the same, adding to the brand look and cohesiveness. (This is the same technique catalogs should use on each 2-page spread – all of the products in each spread should use the same background, so they look cohesive.)

Consider also comparison charts and infographic-type images. And adding video can make your product stand out.

All of these points could help make a product come alive on a website.

2. Do you consider the “tone” or “brand voice” on every page or blog post?

When you read copy written by some copywriters, you can clearly tell the age or sex of the writer. Sometimes that’s a plus, and sometimes that’s a huge minus.

Your copywriter needs to know as much about your specific target audience as possible – and what’s important to them.  (Even with that knowledge, some copywriters still assume “everyone is like me” and write using the same tone to every audience.)

Your copywriter needs to understand the desired tone or brand voice for your company.  (Are you casual, playful, serious, the consummate professionals, etc.?)

If a younger writer is targeting a younger target audience, that can be a plus. But if your target is middle managers, the tone needs to be adjusted to speak to those managers differently – appropriate to your brand voice, and likely with a little less casual-speak.

You can also tell the sex of some writers by their word and phrase choices. If it’s a female copywriter targeting females, that can be a benefit. But a too “cutesy” approach directed at men and women in the audience will likely be a turn-off.

If your target is women over 40, that target may not appreciate a more flippant “girlfriend!” tone that younger audiences might use in their speech.

Review your copy with an eye for how your audience will see it. In blog posts, be sure the situations relate to the target audience. We worked with a skincare client who targeted women 45 and over. A copywriter wrote a blog post about “on your next date . . .”  That may appeal to a certain segment of the audience, but the majority of women 45 and over are married. So, we re-oriented the post to talk about “looking great on your next night out.”

3. What makes your product stand out from the competition?

There are still way too many websites that pitch the benefits that ALL products in the CATEGORY deliver (or that don’t tell the target audience “what’s in it for me” at all.) So, do this:

First, make a list of all the benefits your product offers.

Then, cross out everything that your competitors can also say.

Take what’s left and craft a more unique “why we’re different” statement. Or your “why we’re different” statement could be that you deliver a unique bundle of benefits that no other competitor offers.

4. Borrow from the Story Approach and be Aspirational

In the Story Copy Formula, the final step in the 7-step process is to help the prospect see how life will be better with your product or service.

So be aspirational in your copy and your images. Be specific about how your product or service will change your prospect’s life. And show your happy (or successful or toned or in-shape) prospect as someone your target audience would like to be.

5. Keyword research could indicate ideas for images and content

Your SEO consultant or in-house resource should make your top 30 keywords available to your Creative Director, copywriter, and web designer.

Those keywords may give you some ideas for those “lifestyle images” and what to include. For example, maybe your audience is looking for something to use in the shower, at the kid’s soccer game, or for that next crucial presentation.

The top keywords may also indicate ideas for copy as well as blog posts.

The bottom line: marketing on Amazon is similar to marketing on your website (but likely with a much larger audience and more competition). What works on Amazon is likely to work on your website as well.

 

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