Conversion focused copy-writing
Transcription
We’ve learned how to research competitive brands USP’s and use that information to fill any gaps for creating our own brands, USP and product opportunities. But creating products is not enough how you position those products in your product detail listing has to be right. Or there is a potential for loss sales.
show moreThe copy has to speak to the target audience in a way that fulfills a need. Let’s look at some example. Let’s review car seat brands selling on Amazon. In this case, let’s use Disney. A well-known worldwide brand is being a recognizable brand enough to sell car seats without having a well optimized page or strong USP here, their title clearly states that it is a convertible car seat with a cute little mascot.
The title really doesn’t reveal any more information than that. After researching competitors like Britax, there is a clear differentiation in the information they are providing in their title. First, they mentioned a click tight harness then to layer impact protection. Then the weight that it holds, you can immediately notice that the primary focus in this listing is safety.
And Disney’s title. There is a distinct lack of conversion focused copy. And in this case with Britax, there is focused copy in and around safety parents whose primary focus is safety. When buying a car seat, we’ll choose tax over a well-known brand like this ne a cute musketeer. Mini is just that cute.
And does it instill confidence in the shopper versus safety. At first glance, it’s easy to see which listing might garner more attention for a new Mom. So what should Disney do if they want to compete further with tax and not lose conversions, they shall look to create a listing around the aspect of safety. Disney should take action by defining actionable steps based on the competition listing.
And include this information in their title and product features. They could create an instant sense of confidence and trust while double Downing on the status of their brand. This may sound simple, but sales loss on Amazon by brands, not clearly representing that their product has such obvious features is huge.
This may not be obvious though, until the competitors are research. And here’s another example taken from the same category. It’s an ice gel teether key. There is not much information other than that. And shopper might infer that I shall means it gets cold, but they would have to guess now look at this example, right in the title, it uses the words.
Cool. Sue’s safer. The title leaves little inference and a shopper knows upfront that this product provides cooling and soothing. We leave for an uncomfortable child. So by taking action based on the competition, newbie can add content as Taran soothing relief considering no parent would want their child to suffer.
And in copy that solidifies that their products provide relief. They have better opportunity converting browsers to purchasers.