Getting potential customers to your product page on Amazon is one thing — but getting them to stay on the page, and ultimately make the purchase, is another thing entirely.

And while offering a great product can do some of that heavy lifting for you, it’s not always enough. That’s why how you approach your listing is so important: Are you simply showing your product, or are you showing people why they should buy it?

The difference between those two scenarios might seem small, but it can mean everything for your business. Here are a few expert tips to start creating Listings that lead to sales.

Think about what customers Search for

Keywords are important for everything from product titles to the bullet points in your description. If you’re selling earbud-style headphones, for example, what differentiates them? Are they water-resistant or waterproof? Do they connect via Bluetooth? Is the battery life superior to other options? Do they come with a variety of tip sizes?

People probably aren’t going to search for “earbuds” only; they might search for “waterproof Bluetooth earbuds” instead. Including some of those features in your title (and description) can improve your search results — and make it more likely that someone actually considers your product, instead of just glancing and moving on.

Describe more than the product — describe the experience

Take the Bluetooth earbuds above. Instead of just saying they connect wirelessly, tell your potential buyer how that will impact the user experience: “Tired of wires getting in the way — or getting yanked from your headphone jack — when you’re out for a run or at the gym? No matter what you’re doing, you’ll always stay connected to your favorite tunes, podcasts, and more with these Bluetooth-enabled earbuds.” Now you’re helping them visualize how they’ll use the product. And if they’re better than other similar products, highlight that, too. “With 12 hours of battery life, you can spend less time charging and more time listening.”

Always remember that you’re writing for a potential customer; don’t just cram as much content in as possible. What will they find useful and engaging? What shows them the benefits of the product — and the benefits of purchasing it from you? This is the time to show buyers that your service is top-notch as well, so include details about the warranty, return policy, etc.

Choose the right photos

Even a great product can be torpedoed by bad photos; when someone is buying online, they want to see every angle, and even the packaging. Show them! It’s helpful to also include shots of the product in use, because that illustrates the product experience (complementing your description) while also providing a sense of scale. If you’re selling private-label products, be sure to include photos where your branding is prominent — this can help prevent others from hijacking your listing.

Putting a little more time and effort into your listings can have a big impact on your sales. You can even run tests to see what works best; try one listing for a couple of weeks, then change it up and compare the results. You might be surprised at what you find.

What tips do you have for better product listings? Email us at [email protected] — we’d love your input.