You know that both the Title and the Key Product Features are essential for your Amazon listing’s success. But which is the most important part for conversions?
I just answered a question on Quora on this topic, so I thought I’d share it here…
When optimizing an Amazon product listing, do the bullet points or the product description offer a greater chance of conversion?
Bullet points—without a doubt.
Put yourself in the position of a buyer. Think of something you want to buy, head over to Amazon, and make a quick search.
The first thing you see is a list of titles and images.
Are these important? Absolutely! The image and the title together are responsible for driving clicks to your product.
Clearly, the bullets have nothing to do with your decision—you click on whatever looks interesting.
But here’s the thing: At this stage in your search, you are looking for something specific, an item that matches your search. You’re not even close to converting yet.
Should you include a benefit?
A lot of people will tell you to include a benefit in the title. That’s good advice—if you have a clear benefit over competing products and you have enough space to include one.
Remember that Amazon puts strict limits on title lengths. In some categories, this is as low as 50 characters. That is not a whole lot of space to say what you’re selling AND include a benefit.
Remember too that many people will be searching on mobiles. When you view the search results in Amazon’s app, only the first 76 characters or so show up.
This is only enough space to include the most basic information—enough for the shopper to make a decision to click or not.
What should you include in the title?
Whenever I create a listing for my clients, my focus with the title is to clearly state exactly what they are selling. If there’s space, and it makes sense to do so, throw in a benefit, something that helps it to stand out.
But don’t worry too much if you can’t.
Remember, too, that Amazon is not too keen on “sales” language in the title. For example, it prefers you to avoid usage scenarios (e.g. “Perfect for Students”). And when it comes to Amazon’s preferences, it’s usually a good idea to stick to them as closely as you can 🙂
The bullets are where conversions happen
So the shopper has clicked on your product. Great! Now what do they see? The bullets.
(Actually, on the mobile app they see the product description first. That can have a BIG impact on conversions too.)
On a desktop, it’s the bullets that take pride of place. And these are where you try to convert your shopper. The shopper is going to scan over these quickly to see if you are offering what they want.
What should the bullets include?
Benefits. Your shopper is trying to answer the question: Why should I choose this item over all the others?
The bullets are called “Key Product Features,” but don’t let this fool you. Sure, features are important. But a feature on its own won’t cut it (most of the time, at least—there are exceptions).
The best thing you can do with every bullet is pinpoint an important feature and state clearly why it matters (the benefit). Do that, and you’ll be doing a better job than most Amazon sellers out there.
Writing effective bullet points is a whole other topic, and there’s a lot to know. How long should they be? What information should you include? What generates conversions?
For that, check out this guide to mastering your Amazon bullet points.
(We haven’t even looked at weaving in the most important keywords, but again that’s another topic entirely.)
Oh, and don’t forget to write your bullets in order of importance—Amazon only shows the first couple of bullet points by default, so get your killer benefits right at the top.
- Titles are important to get clicks, so focus on providing key information
- Bullets are hugely important for generating conversions, so make sure you fit in lots of benefits
- Don’t forget about the conversion power of a compelling product description
(Here’s the link to the original answer if you want to read it on Quora.)