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Оптимизация листинга на Amazon под мобильное устройство

How to optimize Amazon listing for mobile devices

27.09.2017

Remember your last purchase using a mobile device. It’s irritating when the information shows badly, or interface isn’t user-friendly, isn’t it? You wish to exit the app and use another one, which works correctly.

Your buyers have the same feelings if the listing is shown incorrectly on a mobile phone. To prevent them from choosing competitors, take a look at your page and optimize it so it would look well on various devices.

To skip the part about the importance of mobile listing version, let’s take a look at numbers: Amazon mobile app takes 50% of shopping mobile apps market (source: businessinsider.com). It’s more than Wal-Mart and Target together.

How listing shown in a mobile app?

 

  • At first, a user sees images and then texts;
  • The least part of a title is shown in search engine results (nearly 60 symbols);
  • It’s harder to distinct sponsored products from organic search results: the “sponsored” tag is less noticeable than in desktop version;
  • Description is shown before bullets;
  • Only three bullets are shown, to see the rest you’ll need to click on the “>” icon;
  • If a visitor switches from one listing to the other, he won’t be able to return and will need to search the keyword again;
  • Only the first 200 symbols of description are shown, to see the rest you’ll need to click the “>” icon;
  • After the images, you’ll see the offers of other products selected by Amazon.

 

If your listings are already optimized, congrats, you have competitive advantages in the niche. If they aren’t, you have a room for improvement. Start with the main 5 optimization elements:

  1. Title

    In search engines on mobile app only 60 title elements are shown. Add a high-frequency keyword and the main features into it. By looking at the first title part, the user should understand what is the product and why it is good, and then click. If the brand name is not famous, it’s better to mention it in the end.

  2. Images

    Images in the mobile app influence the decision more than in description version, as to see the description the visitor has to scroll down for a long time. That’s why images should show the product in action and the important details (that’s the task for design and infographics).

  3. Bullets

    You should start the bullets from the phrase which describes the next sentence and write it in capital letters. A bullet should be no longer than 250 symbols from 500, otherwise, they look too bulky and hard to read.

  4. Description

    Divide the description into blocks and make headings for every part. Format text, write lists from the new line, highlight every new point with a bar. It’s not a must to use all the available number of symbols. The description should better be informative and readable. A visitor will only see 200 symbols of description. Place the most important information in them, or write the text in a way that reader will want to click and see the whole description.

  5. Enhanced content

    If you still don’t know about this tool, take a look at the article about Amazon Enhanced Brand Content. A user will be able to see it only after clicking on the beginning of the ordinary description. So, though it disappears on a desktop version, it’s still visible on mobile devices. Remember, that Amazon doesn’t index EBC so there’s no need to include many keywords in it. Better concentrate on the readability and usefulness of the description.

 

Because of the last tendencies and changes in Amazon, sellers should focus not on the number of keywords in content but on its quality and readability. Optimizing listings for mobile devices means shortening text part but it won’t spoil the page on the desktop version.

Vice versa, everything structured and clear is welcomed. Always check the listing in a mobile app, adjust detail and the 100% of the target audience will buy your goods.

Спасибо!

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