Optimizing Product Descriptions

🔎 How To Redesign Complex Navigation: How We Restructured Intercom’s IA (https://lnkd.in/ezbHUYyU), a practical case study on how the Intercom team fixed the maze of features, settings, workflows and navigation labels. Neatly put together by Pranava Tandra. 🚫 Customers can’t use features they can’t discover. ✅ Simplifying is about bringing order to complexity. ✅ First, map out the flow of customers and their needs. ✅ Study how people navigate and where they get stuck. ✅ Spot recurring friction points that resonate across tasks. 🚫 Don’t group features based on how they are built. ✅ Group features based on how users think and work. ✅ Bring similar things together (e.g. Help, Knowledge). ✅ Establish dedicated hubs for key parts of the product. ✅ Relocate low-priority features to workflows/settings. 🤔 People don’t use products in predictable ways. 🤔 Users often struggle with cryptic icons and labels. ✅ Show labels in a collapsible nav drawer, not on hover. ✅ Use content testing to track if users understand icons. ✅ Allow users to pin/unpin items in their navigation drawer. One of the helpful ways to prioritize sections in navigation is by layering customer journeys on top of each other to identify most frequent areas of use. The busy “hubs” of user interactions typically require faster and easier access across the product. Instead of using AI or designer’s mental model to reorganize navigation, invite users and run a card sorting session with them. People are usually not very good at naming things, but very good at grouping and organizing them. And once you have a new navigation, test and refine it with tree testing. As Pranava writes, real people don’t use products in perfectly predictable ways. They come in with an infinite variety of needs, assumptions, and goals. Our job is to address friction points for their realities — by reducing confusion and maximizing clarity. Good IA work and UX research can do just that.

Over 80% of users skim, so when a PDP tries to say everything at once, it ends up saying nothing. A cluttered PDP gets more friction than function. Overwhelming users, leading to: - less time spent on page - missing value cues - fewer checkouts A well structured PDP doesn’t overwhelm, rather presents the information in a clear and digestible manner. Encouraging them to take action. In this post, I’ve broken down 12 changes I made to make the PDP easier to read and more focused on what actually helps users purchase. 1. Highlight customer satisfaction upfront. Show how many customers have purchased in the announcement bar. This builds immediate social proof that stays on all your pages. 2. Add benefit-focused badges above the product name. These help shoppers understand what key problems the product solves without needing to read through paragraphs. 3. Keep the title clear, and use a short subtitle to summarise the product and its core benefit. This helps users get both the “what” and the “why” at a glance. 4. Show the number of reviews beside the rating. It adds transparency and makes the rating feel more trustworthy, especially for first-time visitors. 5. Clarify price and pack size early. It saves users from searching for basic details which keeps attention focused on the purchase. 6. Use a context-rich main image. Featuring the product in its real-world use makes it easier to understand what’s being sold and how it fits into everyday life. 7. Expand image thumbnails beyond angles. Include images that show packaging and portion size to help customers evaluate fit and quality. 8. Add 2–3 bullet points above the fold. These help break down the product’s key benefits clearly, making it easier for skimmers to understand what makes it different. 9. Reinforce trust near the Add to Cart section. This is where buying hesitation happens so highlight things like delivery speed, return policies, or support to reduce friction. 10. Use icon-based highlights instead of long descriptions. Visual markers help users absorb information faster and keep the layout clean and scannable. 11. Break down product details visually. Showing ingredient percentages or content breakdowns in a simplified format helps make complex info more digestible. 12. Use accordions (not horizontal tabs). This allows users to expand only what they need, keeping the page organized and improving mobile usability. 13. Bring related variants closer to the decision zone. Show similar options earlier to help customers switch easily without needing to scroll to the bottom. Other UI/UX changes I did – Reduced text density to improve readability – Used consistent icons to simplify scanning – Added color cues for visual balance Found this useful? Let me know in the comments. PS: This checklist helps PDPs be clear and easy to follow without cramming in too much at once. This in turn will help the users make informed decisions that drive action. 

The average B2B buyer is drowning in information. Research shows: Only 17% of the buying journey is spent meeting with vendors. The rest? Sorting through conflicting information. Trying to make sense of mixed messages. Drowning in content from multiple sources. I watched a deal implode last week. The prospect said: "We went with someone else because their solution was simpler to understand." Not better. Not cheaper. Simpler to understand. This made me curious. So I reviewed our process: - 17 separate emails with attachments - 9 automated follow-ups - 3 technical documents - implementation guides That's 29 separate communications. All living in different inboxes. All requiring different logins. All telling slightly different stories. No wonder they were confused. We were creating cognitive overload. The human brain can only handle 5-9 pieces of information at once. Yet we bombard prospects with dozens. Yesterday, I tried something different: For a new enterprise opportunity, instead of our usual process, I created a single digital space: - One URL they could always return to - Information organized by stakeholder role - Content that appeared in logical sequence - No unnecessary details until requested The feedback was immediate: "This is the clearest sales process I've experienced. I actually understand what you do now." They signed in half our usual sales cycle. Most sales teams obsess over: • What information to share • When to share it Almost none think about: • How to organize it • How to reduce cognitive load Your prospects aren't rejecting your product. They're rejecting confusion. Create clarity, win more deals. The simplest story usually wins. Agree?

Most IFUs don’t fail at compliance. They fail at comprehension. Today, you get my full clarity playbook. The same one QA/RA teams use to fix IFUs before regulators fix them. If you’re in MedTech and you write for users, this is for you ↓ (Save this post. And share with your favorite RA person ♻️) 1. Start with this mindset: Assume the user knows nothing. (Not dumb. Just new.) → No medical background → No device knowledge → No acronyms → No prior training 2. Structure your instructions like this: → One idea per step → Max 3 logically linked actions → In clear, logical order Before showing steps, say: "This section contains 5 steps." Yes, people skip less that way. 3. Each step should say: → What to do → How to do it → What to expect → What could go wrong 4. Keep steps on one page. Don’t make people scroll mid-action. Ever. 5. Never send people on a scavenger hunt. Avoid cross-referencing or make it clear. No “Go back to the mid-page 82”. 6. Don’t be clever with headings. Use short, obvious titles. And only one topic per heading. 7. Discuss user errors. Proactively. Anticipate misuse. Call it out. Help them correct it. 8. Now... sentence construction 101 ↓ → Similar ideas = similar form → Use active voice → Use verbs, not noun-ified verbs → Ditch parentheses for must-read info → Use consistent terms for device parts → No vague fluff like "ensure proper connection" 9. Acronyms and jargon? Use with care. → Define them once → Use lay language for lay users → Keep definitions short + clear → If you wouldn't use the word in a coffee shop, find another one 10. Final clarity test: Ask someone to read your IFU out loud. If they stumble → rewrite. If they need to re-read → rewrite. Clarity isn't a style. It’s risk control. Especially if you play the “Information for Safety” card as a risk control measure (cf. ISO 14971). Want the full advices + examples? Grab the full guide here → https://lnkd.in/dHXgc37y

I've created the ultimate Amazon title optimization guide for 2025. 📒 Titles are huge for amazon CTR and sales. A change can make or break a product.... but how long should they be? How keyword heavy? What is important in what niches? How to measure? 💡 I wrote and researched the ultimate guide for my agency and now.... I'm giving it away for free. This guide covers everything that changed with Amazon's January 2025 policy updates and how the A10/COSMO algorithm actually works now. What you'll find inside: → The new 200-character rules (125 for apparel) and what happens if you violate them → Mobile optimization strategies - why your first 80 characters make or break your CTR → Category-specific breakdowns: Electronics, Apparel, Home Goods, Consumables, Books → When to lead with your brand name vs. leading with keywords → Keyword-stuffing is dead - here's what works instead → Real A/B test examples showing 7-10% CTR improvements → How to optimize titles at different product lifecycle stages → What's coming next - AI personalization and semantic search dominance Every section has DO/DON'T examples you can apply immediately. Whether you're launching new products, fixing underperforming listings, or managing a catalog of 100+ ASINs - this covers it. 👽 Want it? Like the post and 👌 Comment "TITLE" and I'll send it over. #amazon #amazontitles

𝗔 𝘀𝗶𝗺𝗽𝗹𝗲 𝗹𝗶𝘁𝗺𝘂𝘀 𝘁𝗲𝘀𝘁 𝗳𝗼𝗿 𝗽𝗿𝗼𝗱𝘂𝗰𝘁 𝗰𝗹𝗮𝗿𝗶𝘁𝘆: Can you articulate in 2-3 sentences what problem you're solving, who you're solving it for, and why now is the right time to solve it? If you can do this crisply and clearly, you're already ahead of 90% of your competition. It shows you've done the deep work of understanding your problem space, not just fallen in love with your solution. But there’s a catch, you cannot use solution language in your problem statement. No "𝘈𝘐-𝘱𝘰𝘸𝘦𝘳𝘦𝘥”, "𝘣𝘭𝘰𝘤𝘬𝘤𝘩𝘢𝘪𝘯-𝘣𝘢𝘴𝘦𝘥”, or "𝘱𝘭𝘢𝘵𝘧𝘰𝘳𝘮 𝘵𝘩𝘢𝘵 𝘤𝘰𝘯𝘯𝘦𝘤𝘵𝘴”; strip away the how and focus entirely on the what and the why. This is significantly harder than it sounds. Most founders and PMs I've worked with struggle with this exercise because they've spent so much time thinking about their solution that they've lost sight of the actual problem. They describe what they're building instead of what pain they're addressing. 𝗧𝗿𝘆 𝘁𝗵𝗶𝘀 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄:  Write down your problem statement without mentioning your product, technology, or approach. Just the problem, the audience, and the timing. If you find yourself reaching for solution terminology, it indicates that you might be building a solution in search of a problem rather than the other way around. The clearer you are on the problem, the better your product will be. Every feature decision, every prioritization choice, every strategic pivot becomes easier when you have absolute clarity on what you're actually solving for. 📲 Drop a note in the comments below or shoot me a DM articulating your problem statement. I’d love to hear about what you’re working on. 

Ads that sell aren’t born, they’re built. Here’s how top copywriters do it. 💡 Great copywriting isn’t luck—it’s structure. Here are 7 timeless copywriting formulas to transform your ads into conversion machines: 1️⃣ AIDA: Attention → Interest → Desire → Action 🔑 Start strong to grab attention, build curiosity, create emotional desire, and finish with a compelling call-to-action (CTA). 💬 Example: "Struggling with slow mornings? Our coffee gives you 20 minutes back each day. That’s time for your kids, your workout, or just you. Start your day smarter—try it today!" 2️⃣ PAS: Problem → Agitation → Solution 🔑 Spotlight your customer’s pain point, intensify the discomfort, then swoop in with your solution. 💬 Example: "Can’t sleep through the night? Tossing and turning drains your energy and focus. Our mattress is clinically proven to help you sleep better—starting tonight." 3️⃣ 4Cs: Clear → Concise → Compelling → Credible 🔑 Deliver a simple, emotionally engaging, and evidence-backed message. 💬 Example: "Fast delivery. Free next-day shipping. Shop today, get it tomorrow. Rated 5 stars by 1M+ happy customers." 4️⃣ FAB: Features → Advantages → Benefits 🔑 Show what your product does, why it’s superior, and how it changes your customer’s life. 💬 Example: "Noise-canceling headphones → Blocks 95% of background noise → Enjoy focus like never before, even in the busiest spaces." 5️⃣ Before-After-Bridge 🔑 Paint the "before" struggle, highlight the "after" transformation, and position your product as the bridge to success. 💬 Example: "Before: Hours wasted planning social media content. After: Daily posts driving consistent engagement and leads. Bridge: With our AI-powered scheduler, posting is stress-free." 6️⃣ Problem-Solution Formula 🔑 Keep it ultra-simple—present the problem, then solve it. 💬 Example: "Finding healthy snacks is hard. Our organic snack box delivers guilt-free treats right to your door." 7️⃣ The “So What?” Test 🔑 Answer "Why does this matter?" until your copy resonates deeply with your audience. 💬 Example: "Feature: Waterproof jacket. So what? You stay dry. So what? You can enjoy every outdoor adventure without worry." Don’t just write ads. Create impact. Start using these formulas today. 🚀 Take Action Now: 1️⃣ Save this post to master these frameworks whenever you need. 2️⃣ Share it with your team to elevate your marketing game together. 3️⃣ Follow Tom Wanek for more strategies that turn words into results.

Cramming keywords into a title is not SEO It is self-sabotage wearing an SEO costume The algorithm reads context Buyers read meaning A title stuffed with disconnected search terms fails both tests at the same time Amazon's A9 algorithm does not reward keyword density It rewards relevance signals The most important signal it uses is conversion rate A listing that gets clicked and converts trains the algorithm to rank it higher A listing that gets clicked and bounces does the opposite This is the part that gets ignored constantly Keyword stuffing inflates impressions and destroys conversions Strategic placement does both jobs at once It gets the listing indexed for the right terms and gives the buyer enough clarity to actually purchase The title is the single highest-weighted field in Amazon's search index It needs to lead with the primary keyword describe the product clearly and include the most relevant secondary terms in a way that reads like a sentence a human would write Bullet points carry the next layer Backend search terms handle everything that did not fit naturally Think sniper, not shotgun The accounts with the strongest organic rank almost always have titles that prioritize buyer clarity over keyword volume Rankings follow conversions Write for the buyer first and the algorithm takes care of itself

You can’t sell what people don’t understand. You might know your offer inside out. But if your audience can’t repeat it back to you in one sentence, it’s not clear enough. People don’t take action on confusion. They scroll. They nod. They forget. And it’s not their fault. Clarity doesn’t mean dumbing it down. It means making complexity feel obvious. Here’s how I help people go from “huh?” to “oh, I get it”: 1.) Essence → One sentence If you can’t describe your offer in a single, sharp sentence, it’s not ready. The best positioning makes people say “makes sense,” not “wait, explain that again.” 2.) Pain → Real-world impact Talk about the actual shift they’ll experience. Outcomes win over features every time. No one buys a process. They buy the result. 3.) Language match → Say it their way Your audience already has a way of describing their problem. Listen first, then reflect. Don’t teach. Speak in words they already use. 4.) Metaphor or analogy → Make it visual If your product were a tool or shortcut, what would it be? One strong visual unlocks understanding faster than long explanations. 5.) Mini proof snippet → Add weight Show one clear result, stat, or story. Proof turns clarity into credibility. One client result > ten claims. 6.) Clarity test → Say it to a stranger If someone outside your industry can repeat your offer, you’ve nailed it. Test clarity in the real world, not your head. 7.) Refine and repeat → Simplicity scales Every time you explain your work, simplify. Clarity compounds. Confusion resets. Repetition isn’t boring. It builds trust. Your offer might be brilliant. But if it’s not clear, it won’t convert. If this helped clarify your offer: DM “System” and I’ll send the full System Playbook. Or DM “story” for the storytelling version that builds trust through narrative. Clear ideas create confident action. Choose the one you need most. If you found this post helpful, repost it with your network. Follow Stevo Jokic for more content like this.

𝗬𝗼𝘂𝗿 #𝟭 𝗕𝗲𝘀𝘁-𝗦𝗲𝗹𝗹𝗶𝗻𝗴 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗠𝗶𝗴𝗵𝘁 𝗚𝗲𝘁 𝗬𝗼𝘂 𝗕𝗮𝗻𝗻𝗲𝗱. Amazon has rolled out new product title policies. Most sellers are already at risk without realizing it. Here’s what changed: • Character limits are now stricter (usually 200 or fewer, depending on category) • Keyword repetition in titles is no longer allowed • No ALL CAPS, special characters, emojis, or promotional language • Titles breaking these rules can be suppressed or lose search visibility • Focus must now be on clarity and relevance - not keyword stuffing • SEO is still important, but user experience is the new priority What to do now: ✅ Keep titles clear and easy to read ✅ Use only 1–2 important keywords naturally ✅ Remove unnecessary claims, symbols, or repeated words ✅ Follow the updated character limit for your category Example Adjustment: Before: BPA FREE LEAKPROOF WATER BOTTLE - BEST VALUE - SALE!!! After: BPA-Free Leakproof Water Bottle, 24oz - Reusable, Lightweight Design If you don’t update your titles, your products could lose visibility, ranking, or even get suppressed without a warning. Make sure your listings stay compliant. Review your titles today to avoid any risk of suppression. #AmazonUpdate #AmazonSeller #AmazonFBA #ProductListing #AmazonOptimization #EcommerceNews #MarketplaceUpdate