Selling on Bol.com or Amazon is more than just having a good product. Your product listing determines whether customers click through, gain trust and eventually buy. A strong listing attracts attention, is easy to find and convinces the visitor. But how do you design a converting listing? Here you can read the most important steps.
1. Start with a catchy title
The title is the first thing a customer sees. A good title is not only attractive but also strategically constructed:
- List key features - Think brand, type, size, colour and key benefits.
- Use keywords smartly - Place relevant keywords for better findability.
- Keep it readable - No overly long sentences or excessive capitalisation.
Example of a strong title:
✅ Brand name - Ergonomic Pillow - Breathable Memory Foam - Supports Neck and Back - Suitable for Side Sleepers
⛔ Super comfortable pillow for better sleep with ergonomic shape and breathable memory foam for support
The first title is concrete and contains the most important keywords, while the second is too vague and long.
2. Use strong bullet points
People would rather scan a page than read long texts. Bullet points help with this. Make sure you:
- Mentions key benefits, not just product features.
- Clear and short sentences used.
- Maintain a logical order (most convincing points first).
Poor bullet points:
⛔ Made of durable material
⛔ Suitable for various applications
⛔ Compact and convenient size
Good bullet points:
✅ Solid & durable - Made of high-quality stainless steel for long-lasting use.
✅ Versatile - Suitable for kitchens, workshops and outdoor activities.
✅ Compact & portable - Fits easily in your bag, ideal for travelling.
By highlighting benefits, you speak directly to the customer.
3. Use professional images
Images sell. A customer cannot physically see or hold your product, so your pictures should make everything clear. Think about:
- A clear main image - White background, high resolution, and sharp in focus.
- Detail shots - Zoom in on quality and finish.
- Lifestyle images - Show the product in use.
- Before-and-after images - For example, how an organiser transforms a messy drawer.
Many sellers underestimate the importance of good visuals. A professional-looking listing exudes reliability.
4. Write a compelling product description
The product description is your chance to really convince a customer. Avoid dry listings of specifications and make it personal:
- Respond to the customer's problem - What does your product solve?
- Use storytelling - Describe a situation in which your product offers a solution.
- Keep it scannable - Make use of headings, short paragraphs and bullet points.
Example:
❌ These wireless earbuds have Bluetooth 5.0 and an 8-hour battery life.
✅ Never bother with annoying cables again! Thanks to Bluetooth 5.0, these earbuds connect effortlessly to your phone and enjoy 8 hours of crystal-clear sound - ideal for on-the-go, at the office or at the gym.
See the difference? The first is a dry summary, the second appeals to the user.
5. Price your product smartly
Too high a price deters, but too low a price can create distrust. Do research on competitors and determine your strategy:
- Premium positioning? Then make sure your visuals and description exude luxury.
- Cheapest option? Then emphasise value for money.
- Similar price to competitors? Offer extras such as a free e-book, fast delivery or convenient packaging.
6. Collect and display customer reviews
Social proof is hugely important. New customers trust other users more than your product description. Encourage customers to leave reviews by:
- Sending an automatic email after purchase.
- Offer a small discount on a subsequent purchase when leaving a review.
- Personally respond to all reviews (including negative ones!).
More positive reviews = more trust = more sales.
7. Optimise your listing for SEO
Like Google, Bol.com and Amazon listings are ranked by relevance. Optimise your listing by:
- Incorporate important keywords in the title, bullet points and description.
- Using the right categories and filters.
- Regularly update your listing with new keywords.
Want to know how well your listing ranks? Feel free to send us a message and we'll take a look at your listing!
8. Test and improve continuously
A listing is never 'finished'. Test different elements to see what works best:
- A/B test titles - Does a different title increase your click-through rate?
- New images - Do lifestyle photos work better than studio photos?
- Other pricing strategies - Does a small price cut make a big difference?
By continuously optimising, you stay one step ahead of your competition.
Conclusion
Designing a converting listing is a combination of strong content, visual appeal and smart optimisation. Make sure your title, bullet points and description perfectly match your customer's needs. Use professional images, capitalise on SEO and test what works.
Do you want a powerful product listing that increases your sales? We would love to help you with a professional design! Contact us and find out what we can do for you.
