Conversion focused copy-writing
An online shopping environment makes it difficult for shoppers to engage with the brand, a seller or a physical product, potential buyers can touch the item. They can’t hold it in their hands to feel the products, texture, or whether it’s an ergonomic fit to their body. They can’t smell a scent. They don’t have the ability to talk to a salesperson to ask a question or read the fine print on the retail packaging.show more
Customers are only armed with the content information that is available online that has been posted by the brand. This information may or may not provide details to a question they might have before wanting to make a purchase. Over 500 million products are listed on Amazon. So it’s very easy for a customer to bounce off the detailed page listing and move onto another product that has similar features.
Amazon makes it very easy for a shopper to see similar products on a detailed page by posting recommendations directly on the page. Also brands that are advertising a product can have an ad appear directly on a competitor’s detailed page. So product competition is fierce across like products. When Amazon first launched its website years ago, the company’s mission was a customer first approach.
Today the same mission continues to drive how Amazon runs his business and keeping the customer experience front and center. Amazon insurers, a customer has a positive experience. When on their website, they developed a section that allows customers to ask questions about a product. And of course, arming customers with knowledge helps close a sale, which generates revenue for both the seller and Amazon.
Towards the bottom of each detailed page is a customer’s question and answer section this section, post questions from potential customers. Questions must pertain to the product on the detail page. Amazon also attempts to receive direct feedback from past purchasers by emailing them directly. Asking them for their input.
This allows prior users and opportunity to answer questions and provide honest feedback about their experience, this build and engaging community of users. The seller or manufacturer also has a chance to answer a question since more than one answer can be posted for each question. This feature is a fantastic way for a brand or reseller to connect with potential new customers and convert a shopper to a buyer.
A brand should engage with a potential shopper for many reasons. And open forum allows new shoppers, the ability to receive direct feedback from past users, but it also opens the opportunity for people with not so honest intentions to post a reply. Competitors can look to sabotage a product listing and provide unfavorable responses to questions with the hopes of turning a new shopper to their brand instead.
Some prior users can have a poor outcome with a product and answer with a negative tone based on their bad experience. Other responders. My think they are providing factual and correct information to the questions. When in fact the information may be wrong. For these reasons alone, our brand should respond to questions.
A brand or a seller is the product authority. Not only this providing answers, allow them to engage directly with a shopper under the guise that they are a brand that cares and provides good customer service, but it also allows them to write any wrong information previously posted by another responder.
A seller must respond carefully. They certainly do not want to jeopardize a relationship or risk isolating a new or previous customer I sell, or should also answer the questions with a positive and engaging. I sell or shouldn’t degrade a wrong reply or criticize a shopper for asking the question in a first place, a seller should build a report and of course stay within Amazon’s guidelines to avoid suspension in trying to help a shopper.
A seller doesn’t want to provide a nasty or negative response that may cause a customer to retaliate and ding them with a poor seller ranking Amazon’s policy of customer experience. First should carry through a seller’s response. This will increase product rankings, seller rankings, and ultimately long-term sales.