Examining the Mindset & Buying Decisions of Actual Customers

Amazon Secret Shopper: Examining the Mindset & Buying Decisions of Actual Customers (Freezer Bins) by Karon Thackston

“K” is a professional businesswoman who leads a busy life. Once she’s finally decided to take action, she tends to put things off and then make fairly quick decisions about what she wants. She shops a lot using the Amazon app on either her tablet or phone. Let’s follow her thoughts and actions as she goes on an actual shopping trip to Amazon.

I needed freezer bins. I was tired of digging through stacks of rock-hard, questionable food items to find what I wanted. It was time to get organized! So, shopping on my iPad, I went to the Amazon app and searched for “freezer bins.”

I began scrolling through the search results, looking at pictures first. I knew I didn’t want wire ones because the corners of veggie bags poke through, small things can fall out of holes, etc. I wanted clear plastic. The first listing I saw with plastic was a 2-set that were narrow and tall. That wasn’t what I needed. I scrolled down and saw some other single units that were also not what I wanted.

Then I came across a 6-piece set for $34.83. Liked the picture in the search results and the price was something I was willing to pay. Before I even clicked to the listing, I scrolled 2 more screen lengths down to see if I’d missed anything else. Nothing caught my eye, so I scrolled back up and clicked the 6-piece set to explore further.

 

Click here to read the rest of Karon Thackston’s post 

 

 


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.

Advertisements

Leave a comment

Filed under amazon

10 Quick Tests to Improve Rankings, Traffic & Sales

10 Quick Tests to Improve Rankings, Traffic & Sales bv Karon Thackston

I get questions all the time about the best ways to create Amazon titles, bullets, and descriptions as well as what to include in the Search Terms section. “I want the most effective listing right off the bat” (or something similar) is a common statement.

Here’s the truth…

You, as the listing owner, need to continually test various approaches. If you’ve been selling on Amazon for a day or longer, you know that Amazon is constantly changing its algorithm. Just like Google, sometimes the updates are minor tweaks that nobody notices and other times they cause serious upheaval. From the time you put a new listing up, you should begin a regular testing routine.

What Should I Test?

Oh boy! How long do you have? I could talk about this all day! 😊 Not to mention, there are so many rumors running around that you have to weed out fact from fiction. Then, there are tests that bring expected results with certain listings and unexpected results with others.

To start with, here’s what I’d recommend.

Titles

As with all things Amazon, there are major sellers on both sides of the fence who will swear their way of creating titles (or optimizing any other part of the listing) is THE way it should be done. Phewy! With anything in online business, there is rarely only one way of doing things.

My motto (that I was using long before Chris Goward wrote his wildly popular book) is… You should test that!

For titles, try these:

  1. Move your primary keywords to the very front of the title.
  2. Insert the entire keyphrase (as-is) into the title (within the first 80 characters or so).
  3. Replace the keywords/keyphrase you currently have with different ones.

 

Click here to read more of Karon Thackston’s post 

 


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.

Leave a comment

Filed under amazon

The Mindset & Buying Decisions of Actual Customers

Amazon Secret Shopper: The Mindset & Buying Decisions of Actual Customers (Bread Pan) by Karon Thackston

To get a better idea of what actual shoppers experience when browsing and buying on Amazon, I’ve asked one to take a little shopping trip. Meet “J” a health-conscious mother of three (and closet chocoholic) who agreed to document her every move and thought while in search of a bread/loaf pan. Here’s her enlightening journey.

When searching for a bread pan, I thought about how I’d be using it. I want to make healthier sandwich bread for my children that’s the same size and shape as store-bought bread. I remember seeing pictures of bread pans in the past, and they all seemed shorter than commercial loaves. With this in mind, I started my search by typing in “long bread loaf pan.”

The first one that pulled up was the Wilton Perfect Results. It looked nice and long, but the second one caught my attention for some reason. The picture is taken at a unique angle, so maybe that was it? I also noticed it had over 400, 4-star reviews while the first pan had less than 20. I clicked on the more popular one first, but the bullets and description weren’t impressive. It basically just told me the dimensions. It didn’t include any features, benefits, or uses, so I didn’t stay on that page long.

I went back to that first pan and noticed the highlighted “Product Features” right there on the search results page.

to read more, click here for Karon Thackston’s blog

 


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.

Leave a comment

Filed under amazon

Amazon Gives Customers New Way to Opt Out of Seller Emails

 

by Karon Thackston

Last week, Amazon made an adjustment to its Buyer-Seller email policy. This is merely an extension of an existing policy that has been in place for some time. The updated policy kicked off Monday, March 27 and was temporarily suspended Friday, March 31 in order for Amazon to make some adjustments.

Customers already had the ability to opt out of individual seller emails, one at a time. Amazon’s new policy allows them to opt out of all sellers’ emails at the same time with a phone call.

Because of all the confusion (and downright fear) among sellers, I took some time to contact a few third-party email providers as well as a supervisor at Seller Central to get some clarification. Here’s what they had to say.

—————————————————————————-

JEFF COHEN – FEEDBACK GENIUS (SELLER LABS)

—————————————————————————-

“This is a very positive thing and sellers should not be worried. Amazon is finally giving buyers the ability to opt out of messages they don’t wish to receive. A buyer who opts out was most likely not going to write a review or leave feedback anyway. It’s amazing that it took Amazon this long [to extend its opt-out option globally].

“Sellers should remember that emails to customers should be valuable and an enhancement to the buying process. If they are notified from Amazon about a buyer opting out, they should update their blacklist so they don’t email them again.

“Amazon will block any email sent to someone who has opted out. Feedback Genius already has a blacklist and we suggest our users auto-filter the messages to the blacklist as a safety precaution.

“I would also challenge sellers — if they use a system that doesn’t have a blacklist — to be careful. Some software has it; others don’t.”

CLICK HERE TO READ THE REST OF KARON THACKSTON’S POST

 


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.

Leave a comment

Filed under amazon

3 Common Practices That Could Get Your Amazon Account Suspended

3 Common Practices That Could Get Your Account Suspended

Amazon is not in favor of marketing, plain and simple. They prefer listings to be factual with no “subjective” language, and they feel the same about emails. If you owned your own ecommerce website, it would make sense to include the following elements in your after-purchase emails. Amazon, however, could slap you back for using them because they view them as manipulative and/or salesy.

  1. Asking Only for Positive Reviews

On the Prohibited Seller Activities page of Seller Central, Amazon clearly states that you cannot weed out negative reviews by asking that shoppers leave 5-star/good reviews.

If your current emails include any of the following, I would advise that you remove / change that content quickly:

  1. If you’re happy with your product, click here to leave a review.

          If you’re unhappy, click here for help.

By filtering happy customers to a product review page and unhappy ones to an email (to ask for help), you are manipulating the system. Amazon wants all shoppers to share their views whether positive or negative.

It is perfectly fine to offer a means of help for customers who have questions or want assistance, but you can’t direct pleased buyers to one place and disgruntled ones somewhere else.

Click here to read the rest of Karon Thackston’s article.

 

DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.

Leave a comment

Filed under amazon, Book Reviews

Determining Your Target Audience and Delivering What They Want

targetaudience

Determining Your Target Audience and Delivering What They Want by Karon Thackston

 

Building an email list. Promoting your ecommerce store. Branding your B2B service company. Selling products on Amazon. Regardless of what you’re doing online, the foundation of your success will be in your ability to determine what your target customers want and how best to give it to them. Sound easy? From my experience, this is one of the biggest hurdles companies face, which means most are taking a stab in the dark and simply guessing about their customers. And that’s a real shame that could be costing them dearly.

Think about it this way: I walk up to you and ask you to do me a favor. I’d like you to buy a birthday gift for my dear friend, Cathy. You agree to help and start asking questions such as:

• How old is she?
• What does she like? Clothes, knickknacks, jewelry, home goods, techy gadgets?
• What size does she wear?
• What colors are in her house?
• What does she do for a living?
• What are her hobbies?

And a host of other questions, to which I respond, “She’s your average woman of average age that likes the kinds of things most women like. Thanks for your help! I can’t wait to see what you pick out for her.”

Click here to read the rest of Karon’s article

 


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.

Leave a comment

Filed under Copywriting, Email list, marketing

5 eBay Listing Tips for Creating Compelling Bullet Points

bullets-1024x509

5 eBay Listing Tips for Creating Compelling Bullet Points by Karon Thackston

If you’ve been selling on any ecommerce platform for very long, you know the importance of writing exceptional bullet points. That’s because scanning is king on almost all ecomm platforms. Add mobile devices to the mix and you get a perfect storm of shoppers who want to get information fast so they can buy and get on with their lives.

Problem is, most sellers don’t understand the value of bullets when writing their eBay listings.

  1. Bullet points draw the eye to the list quickly, ensuring that users read the copy.
  2. Bullets feed important information to shoppers in bite-size chunks, making it easier to digest.
  3. Bullets create a layout that makes your copy eye-friendly as opposed to large blocks of words.

eBay Listing Tip #1 – Pull Out Your Most Important Details

The whole purpose of bullet points is to draw attention. Why would you highlight information that is mundane? You shouldn’t. Choose enticing bits of text that offer decision-making details, a unique benefit, or popular features that buyers commonly look for when comparing products.

What’s important to you? When you shop online for a product like the one you are selling, what would you look for? Those snippets of information will probably be noteworthy to your buyers, too.

eBay Listing Tip #2 – Overcome Objections

In addition, you can use bullets to offset friction points with your items. Every product known to man has elements that create friction with shoppers. “Friction” means anything that causes someone to hesitate before buying. Maybe it’s the price, the colors (or lack of colors) you offer, the size or lack of features that buyers feel are important.

Here are some bullets from a copper skillet listing that do a great job. They overcome objections that include food sticking, heaviness, requiring handwashing, and more. See how the seller quickly eases the shopper’s mind over these and other objections.

Click here to read the rest of the post.


DISCLOSURE: SOME OF THE LINKS IN THE PAGE ABOVE MAY BE “AFFILIATE LINKS.” THIS MEANS IF YOU CLICK ON THE LINK AND PURCHASE THE ITEM, WE WILL RECEIVE AN AFFILIATE COMMISSION. WE ARE DISCLOSING THIS IN ACCORDANCE WITH THE FEDERAL TRADE COMMISSION’S 16 CFR, PART 255: “GUIDES CONCERNING THE USE OF ENDORSEMENTS AND TESTIMONIALS IN ADVERTISING.”

Leave a comment

Filed under Copywriting, marketing