American writer and entrepreneur Mark Twain once wrote, “writing is easy, all you have to do is cross out the wrong words”. Never is this more true in a digital age where character limits are a thing and in ecommerce where competition is fierce.
Ever fancied yourself as a writer? Your private label Amazon product copy can greatly affect your sales metrics. That includes your title, bullet points, and description. There’s loads of information out there about product copy best practice, both for ecommerce in general and Amazon specifically. Here’s some top level advice for your product listing copy:
- For titles, try putting in your brand name. Also try testing long form versus short form titles.
- In your features bullet points, try to avoid using outside URLs. Also, try highlighting important features and using guarantees to convey security and quality. Finally, test long form versus short form bullet points to see which increases your sales metrics best.
- Finally, for descriptions, try to highlight main features by using capital letters, use powerful descriptive words and taglines, further your product narrative, use a call to action, and offer bonuses. You can try testing all of these to see what converts best.
A common theme here is that what ever best practice guidelines you decide to follow, there is always room for optimization.
Why You Should Split Test Product Copy for Optimization
When split testing their Amazon products, most people focus on testing prices and their featured product image. Indeed, these are some of the most powerful tests our users have conducted and come highly recommended.
However, optimizing product copy is also very effective in increasing Amazon sales metrics.
You can optimize all parts of your listing, including your title, bullet points and descriptions. Price and photography are important, but remember, words sell, too!
Below, we will discuss several tests on product copy that increased users’ sales metrics. We will also draw takeaways from these tests so that you can replicate them on your own listings. Moving forward…
Split Testing Product Title
A strong title is extremely important in increasing your sales metrics. Product titles can drive more impressions to your listings as it is usually the next thing a customer will see on the Amazon SERP page after pictures and price. If you were going to pick one part of your copy to test first with the goal of increasing conversions, I’d test the title first.
One Splitly user tested his title by adding his brand name. By adding his brand name to his title, this user was able to increase his average daily session from 19 a day to 22 a day. This effectively got more eyes on his product listing.
Another user tested a title which contained a specific feature of his product. By adding this feature to his product, he was able to increase his conversion rate from 15.77% to 20.08%, which is an increase of 27%.
However, you should not assume that by adding features to your title or increasing the characters in your title that you will automatically increase your conversions.
Indeed, one user tested a longer version of his title which contained product features. His original title only had his product name and no product features.
Although this longer title increased his impressions by 21%, this new title decreased his conversion rate by 50%.
- Putting your brand name in your title may help increase your impressions.
- Similarly, putting features in your title may help increase your sessions. However, this is not always guaranteed, so you should always test your title before making changes permanent.
- Also note that even though a change in title may increase your impressions, it may decrease your conversions. Therefore, you should test all changes, and make sure you are monitoring all of your metrics, with a clear, defined goal in mind.
Increasing your impressions while decreasing your conversions will hurt your rank, as Amazon A9 values high conversion rates.
Split Testing Bullet Points
Bullet points help describe your product features, which in turn can help separate your product from that of your competitors’ products. Some sellers will continually test bullet points to increase sales metrics.
For example, one user shortened one of their bullet points from 382 characters to 101 characters. His old, longer bullet point had a URL and a call to action asking that his customers go to his Youtube page to watch his product video. His new bullet point deleted this URL, and only focused on a product feature. The results? The new bullet point raised his conversion rate by 69%.
You can also test putting guarantees in your bullet points. For example, one of our users put a 90 day money back guarantee in their bullet points and then tested it.
The added guarantee increased conversion rate by 28% and average daily sales by 43%.
- Don’t put outside URLs in your listing. Your focus should be on converting visitors into purchasers, not distracting them with a URL that will take their focus away from your listing.
- Test long form and short form bullet points. Sometimes, using every character space allotted to you may be helpful, and sometimes it may look sloppy and unprofessional.
- Continually test to see which works best for your listings.
- Finally, use guarantees to help convey security and quality. Guarantees are helpful in increasing conversions, and a Split Test can scientifically confirm it.
Split Testing Descriptions
Descriptions can have a big impact on sales. Although most Amazon private label sellers believe their customers don’t read their product descriptions, our Split Tests show that that assumption is not true.
For example, one of our users tested her new description which contained more powerful taglines than her original. Her new description also used capital letters to highlight certain features and added more unique features.
This new description increased average sales and daily conversions both by 59%. Moreover, daily profit went up 59%. A 51% in conversion rate – nice!
Similarly, another user changed their description to include more powerful taglines, capital letters to highlight features, calls to action like “Add To Cart”, strong descriptive words like “beautiful experience”, and exclusive bonuses.
Due to this change in description, this user was able to increase daily sales average by 80%. With a 74% increase in conversion rate and a massive 81% increase in daily profit!
Don’t assume customers skip your description. Our research indicates that descriptions can have a big impact on your sales metrics, and testing it is the most accurate way to find out what works.
A good description:
- Utilizes capital letters to highlight main features
- Describes main features in vivid detail
- Has a call to action like “Add To Cart”
- Contains powerful taglines
- Furthers your product narrative
- Uses descriptive language like beautiful, elegant, smooth, graceful, etc.
- Offers bonuses
Amazon listing copy is extremely important and can greatly affect your sales metrics. By running A/B tests on certain elements of your product copy, you can generate reliable data about what works for your specific product listings.
I’d advise starting with your titles, then moving on through your features and descriptions. Don’t forget that you need to run tests in isolation so that you can figure out which change made a notable difference.
Personally, I like to continue to run Split Tests and iterate my product listings on an ongoing basis. This allows for continuous, scalable improvements, so you are always one step ahead of the competition ;-).
How do you go about writing your product listing copy? Have you tried to improve your copy with Split Tests yet? I would love to hear your thoughts, learnings and questions in the comments below.