Conversion focused copy-writing
Transcription
Building an optimized detail landing page is the first step in increasing organic rankings. Providing optimized copy that is keyword dense and creating content that answers every customer’s potential question is no easy task. It could take years for a brand to uncover every question. Potential customers may have.
show moreA savvy brand that does competitive and market research to develop their product is one step ahead of the competition. But we’ve learned earlier that customer’s comments can provide valuable research data and copy points that still need to be addressed for effective product messaging. Let’s look at a brand that has a high rate.
The genius brands, genius. Joy is an Amazon number one best seller. The title clearly explains the product as a serotonin booster for anxiety relief. It’s a natural anti-stress and herb common product. It has over 2200 customer reviews and a four and a half star rating. Yet it has over 100 answered questions.
Let’s dig deeper and uncover what is causing customer confusion.
The bullets are great length. They are not too long or too short. The capitalized letters in front of each bullet provides easy readability. The bullets include both features and benefits about the product.
The product description has a lot of small paragraphs that are easy to read. There is also a good use of bold typeface that allows important words to pop off the page.
The enhanced content, validates the product use with joyful images and reinforcing copy about what a customer can experience when using the product.
And they even have testimonials from educated people within the field that take the product listing to another level. There are testimonials from a doctor or pharmacy, a person with a master’s in teaching, an individual who received the degree in be a behavioral neuroscience and a marketing analyst. These product users provide a level of experience and knowledge above the average consumer.
They all provide a positive experience and testimonial with this product, the brands professional choice of people, giving positive testimonials, validate the brand and the product further down. We see important safety warnings. Legal disclaimers ingredients and directions for use this brand has built a full, informative page on the surface.
So what can be missing that is causing customer confusion, that warrants over 100 questions. Let’s see.
The question that has received the top number of votes is from a shopper who was asking about competitive products, 27. Other people have found this question and answer to be helpful. The customer wants to know how it compares to other products on the market. What is the product differentiator and what makes this product better.
The second, most popular question references. Serotonin.
Even though Saron Tonin is referenced throughout the detailed page and is in the title. As we see here, this question provides insight to the brand that the term serotonin is not clearly understood by everyone. Although the brand mentions it repeatedly, it’s not clear to many shoppers what the term actually means.
A line or two of new copy can help with this confusion.
We can see here various questions relating to ingredient storage, efficacy, such as, how long does it take to work? Does it contain caffeine? Is it gluten-free? Does it need to be refrigerated? Is it pills or powder. As we see the questions are varied. There are also a lot of redundant questions asked as well, typing gluten into the search field and filtering by customer Q and A’s clearly shows that six people have asked the same or similar question to uncover whether or not it is a gluten-free product.
There is always room for improvement. When building out detailed page listings, even a well-built detailed page over time can be even better when reviewing customer’s questions. Not only do search terms, change a competitor might add a product on Amazon that is in direct competition with neutral.
Customers might have questions due to a more saturated market.
Although this seller is an Amazon number one seller through the question potential customers have asked, there is room for improvement, a simple comparison grid between their products and a competitive product would immediately answer a lot of these questions. Without the need for a customer to wait for an answer or select another product to purchase a brand should answer as many questions as possible through content.
This will keep the shopper on the page and a mock, any confusion that might prevent them from making a purchase or worse yet purchasing from another brand.