Mobile Optimization.
What Is It and Does It Matter.
You’re probably so busy with all your day to day tasks of Amazon that you may not have noticed the wild west that is,Your Product Description on a Mobile Device! It’s an interesting landscape, with lots of weirdnesses. One listing appearing one way, another one showing up completely different. And the interesting thing is, around 50% of shoppers are shopping from their mobile device, and so if we don’t get a handle on this wild beast, it could be taking our sales with it!
Amazon Copywriting is like art, psychology, science and math all rolled into one. And today, I’m going to share with you one small piece of this ‘school curriculum’ with you, so you can win back this mystery 50% audience.
Now, I originally wrote this article back in 2018, but times have moved on even further and your product description could show up any number of ways! I used to think there was a pattern, but mostly it seems random - with a few patterned things.
Check How Your Listing Shows Up
This is the one time we want to look at our own listing as a benchmark!
How does it look? Are there any bullet points that have just one word on the line below? Any weird formatting? Fix it.
What order are the product description “pieces” - this includes: bullets, plain description, carousel images, A+ content.
Within the product description, where does Amazon show your competitors in a row?
Optimize your listing to maximize it’s unique appearance on Amazon.
Here’s an extreme example.
Normally, the bullet points (features) show up soon after the title - the position varies. For some Sellers all the bullets appear, for others only a partial list with a “see more” link. And in my client’s case, there isn’t even a preview of bullets, and the dropdown looks like this:
There’s no way for the shopper to see that this is the features section they’re so familiar with.
My point is. Check your listing on a mobile device and see how it shows up.
TIP: Regardless of the order, make each section of your Product Description sell the product. Pretend the customer will never read the rest of the listing except for that one section and make it a complete sales message.
carousel images - consider they may be vertical or horizontal scroll. Check this.
bullets - they may be first in the listing, or last!
plain text description - it might be visible, or it might be hidden
A+ content - it could appear first, or last!
video - pretend the customer never read a thing and only watched your video!
You are literally one Social Media notification away from losing your shopper. If something distracts them, they’re gone! So you need to get the sales job done as effectively as possible.
Got it? Good. Go optimize your Amazon listings for those mobile shoppers you’re leaving out in the cold! It’s money being left on the table. But if you’d rather drag a fork across your skin instead of trying to do that contact me to write them for you.
