Conversion focused copy-writing
Transcription
You should know by now the importance of trying to provide as much information on the detail page as possible for both optimization and conversion, a savvy brand crafts title. Bullet points, descriptions and enhanced content to not only convey the important features and benefits, but to anticipate all possible questions the buyers might have about the product on that page with over 100 million potential customer questions, even the most valid attempt might fall short.
show moreAmazon’s primary mission has always been focused around the customer. A customer first approach has been Amazon’s primary focus since inception and has since stayed true. Adding a customer question and answer section at the bottom of every product detail page is in keeping with that. The section called customer questions and answers allows potential customers to ask a product question and connect directly with other customers.
In some cases, sellers are contacted directly to answer the question. If the seller responds, the answer is noted from the manufacturer or seller. A brand that answers a customer’s question, enhance his brand perception by letting shoppers know that the brand is engaged and cares about them. If a seller receives a customer question, it’s really imperative that it is answered in a prompt manner.
This will not only provide an answer to a question that might result in a sale, but it also might prevent the customer from bat into the competitors like product. Here on this product detail page for a flash drive, it shows that there are over 1000 answered questions. Astounding clicking on this link brings a section right into view.
These questions allow other potential customers, the opportunity to have similar questions answered right on the spot we see here, a search bar that can be used to search for a specific question. Although the perceived benefit of the question and answer section is for the potential customer to receive an answer to a question and by the product, there was another hidden benefit.
And that benefit is for the. By studying the questions the customers are asking this data provides research and valuable insight into what product features are not clearly explained in the listing. It also provides an opportunity for sellers to understand what products customers are looking to purchase in the future and provide insight for brands to add more products into their portfolio.
And lastly it provides the language that customers are using when they described the product. It’s a direct source for understanding what the customer is thinking and looking for in a new product. It provides key messaging content for copy improvement and searchablility. It’s time now to take a look at the customer’s questions in the answers in your brand’s listings, are there specific terms used?
Are those words featured in the content is a product specification being asked, like length that can be included in the copy points. Also note the voting on the left side of each question, this reveals how many people were interested in the same question. Remember that keeping customers engaged in your brand is an important way to keep your brand presence top of mind.
And the questions and answers section provides a valuable tool to receive messaging points and engage with customers directly and indirectly through Amazon.