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Optimize Your New Years Deals
Contrary to popular belief, product pages across e-marketplaces should not be exactly the same and they should continue to be optimized year-round. Every marketplace like Amazon or Etsy has different restrictions and strategies you should be using to be the most successful seller possible, and seasonality has a great impact on your overall success. Amazon, in particular, has very distinct ways in which you can increase sales and reach the right audiences.
Online marketplaces provide sellers with the platform to reach a larger audience and boost sales. Still, unlike promoting products on your own website, you are competing to capture your audience’s attention even when they reach your product page. This is especially true when the holiday season has ended, and the demand is much lower than in Q4.
Tips for Optimizing Your Product Listings on Amazon and E-Marketplaces this New Years
This blog will provide tips and strategies you can use to boost your New Year’s sales with small improvements to your product listings across e-marketplaces and Amazon.
1. Focus on Amazon Product Listing Pricing
You already know that price is an important factor in a buyer’s decision. Based on Feedvisor’s 2022 Consumer Behavior Report, during the holiday season, 38% of consumers wait until Cyber Five to make a big purchase.
Buyers are looking for the best deals and the best prices. Price is actually the number one detail that consumers look for. Image, product title, prime eligibility, and ratings fall after price in that order.
On Amazon, consumers can easily compare prices, even in the sponsored ads listing on your product detail page. So remember, just because someone lands on your product page does not mean they will complete their purchase with you. Focusing on price savings is just one method you can use to keep their attention.
Pricing and repricing are not something that you should just be implemented in the New Year. It is especially important to review your strategy for pricing even before Christmas ends to be sure that you are staying competitive or not under-pricing your products for the inevitable Amazon Gift Card buyers in January.
Further Reading: Amazon Pricing Strategy: How Much Should You Sell a Product For?
2. Use Effective Amazon Product Listing Videos & Images
Videos provide a quick and effective way for consumers to see the product in action. Whether it gives a better visual for the size of the product or shows examples of how the product can be used, videos help your product page stand out, and decrease questions and returns.
Recently, Amazon has also begun to include product videos in search results (SERPs) on Amazon. Right now, there is no control over whether or not the video will display for your product. Though, it is important to be aware that the product videos chosen at random only include the last 7 seconds of the video. If you do include video in your product listings be sure to optimize for both SERP clips and the full video in your product listing.
According to Hubspot, an overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase. Including a video on your product page helps your page stand out as content-rich and if done correctly, increase your conversion rates and boost organic SEO traffic if embedded and tagged correctly.
Effective videos include demonstrating someone using your product, a close-up shot of the product’s features, or even an unboxing video showing consumers how to put the product together or what it looks like coming out the box.
You have limited space on your product listing pages, especially above the fold. It’s up to you to showcase your product with as much detail and information as possible to reduce returns, increase satisfaction, and win your buyer.
Although a well-produced product video is a clear winner, there are a few ways you can use still images to engage your audience and optimize your product pages. The focus of both the images and video should always be showcasing your product. High-definition images with white space help the consumer clearly see product details and zoom in if necessary.
Videos and images should display your product from as many angles as possible, and if it is a more complicated product, it should also show them how it is used and what context it is used in. This includes context to different seasons and holidays as well.
How does this change after Christmas? If you are selling “Christmas Tree Lights” after December 25th, consider changing the images to be more inclusive of events that happen after Christmas or other uses besides decorating the tree. Double-check your product images to better match the seasonality of your consumer’s searches.
3. Update Product Listing Titles and Descriptions
Similar to the image changes that we mentioned above, if you are selling “Christmas Tree Lights” after December 25th, consider shifting or optimizing the product title of your listing to “Outdoor String Lights” or “Indoor Fairy Lights.” You want to match the seasonality and keywords your consumers are using in Q1. This will also help your product page SEO.
If you change your product title, be sure that the description matches the new title as well. Include instructions for hanging the lights outside, rather than the previous instructions that included how to hang them on a Christmas tree.
If you still have questions on what you can or cannot include on your product detail page, you can find Amazon’s full product detail page rules here.
4. Amazon Time-Bound Promotions & Deals
There are two types of time-bound deals that you can feature on Amazon, the lightning deal or a 7-day deal. A lightning deal is a promotional offer for an item to be featured for a limited number of hours on Amazon’s Deals page. Using this type of promotion will help you increase sales and reduce inventory. A 7-day deal is similar to the lightning deal, except it is featured for a limited number of days rather than hours.
To include deals in product listing previews and product pages, you first need to be eligible for deals on Amazon. To be eligible for deals, you need to be a Professional Seller with at least five Seller Feedback Ratings per month and an overall rating of at least 3.5-stars. Your products must also meet specific criteria.
Unlike a time-bound deal, you can also show price cuts and changes, percentage saved, and coupons to keep your inventory flying off the shelves.
Try testing different phrases, discounts, and sales with your audience to find what works best to continue optimizing your sales for any New Year’s deals you may be running.
The best way to optimize your listing is not just benchmarked data; it is also taking a close look at what you have done in the past that has performed well and not so well. Need some help keeping track of all of that? Feedvisor360 gives you a full 360 view of how you are performing across your advertising and the all-around performance of your product listings. To find out more about Feedvisor360, start your free trial here.
If you aren’t quite ready to implement new software, you can still learn more about optimizing your product pages all year round here.