You could have an incredibly attractive advertising campaign that brings hundreds of thousands of visitors… But all that traffic means nothing if it isn’t converting into sales.
Every business wants to improve conversion rate. On Amazon, increasing your conversion rate can feel challenging, though.
So what can you do to optimize your listing space to boost your conversion rate on Amazon?
Seller’s Choice is here to tell you how. Seller’s Choice is a team of experienced online sellers who have launched and grown a number of private label businesses. They’re the number one seller’s choice for marketing and brand growth, because they’re sellers themselves who have been through it firsthand. They offer Amazon listing optimization tools and branded content, so you can attract the traffic your business craves.
What is Amazon conversion rate?
“Conversion” refers to the percentage of visitors that turn into customers. The more conversions you have, the more sales and profit you have. In turn, more sales can lead to more reviews and a greater seller rank.
On Amazon, this refers to how many searchers visit your listing and then actually click “buy.” Amazon calculates your conversion rate, expressed as a percentage, by dividing the number of sales by the number of times people that visited your listing.
You can find your Amazon conversion rate through your Seller’s Portal. Go to Reports and then Business Reports and “Sales and Traffic.” There is a row labeled “Order Item Session Percentage.” There you’ll find your conversion rate for all of your products. If you want specific conversion rates per product, you’ll go to the “By ASIN” reports and look for the “Order Item Session Percentage.”
Conversion rate isn’t the end-all-be-all of success. But it’s important to take note of it in relation to your other metrics. For example, you could have a high conversion rate but low profit—and you won’t make money. Or you could have a lower conversion rate with high profit that could make you money. See how your visitor to conversion to margin ratios look.
Still, conversion is important. So how can you improve your Amazon listing conversion rate to get more sales?
1. Focus on images.
Your images are the most important part of your listing. Visuals are the number one method of conversion for Amazon customers.
The quantity and quality of your images matter. You want to have as many photos as possible, and you want to show the products from a variety of angles. You’ll want to show off the different features and benefits, so they can see firsthand what makes this product unique. Lifestyle images are also a great way to show the product in use, so visitors can imagine using the product in their own lives.
Learn the specifics of creating images for conversion and profit on Amazon.
2. Emphasize customer reviews.
Along with photos, customer reviews are one of the most important methods of conversion on Amazon listings. Consumers trust these reviews. In fact, 88% of consumers trust online reviews as much as a personal recommendation.
If you have strong customer reviews on your Amazon listing, you’re more likely to convert customers. A high number of positive reviews builds your credibility and social proof, which makes customers feel more comfortable in purchasing.
The best way to get more reviews is through a post-purchase email drip campaign. Amazon allows you to host this through their platform using a third-party service. After a customer purchases your product, your platform sends a series of emails asking for a review.
The quality of those reviews mostly boils down to product and service. A high-quality product will always have better reviews than a low-quality one. Your customer service will also matter; if someone has a problem with an order, being attentive and responsive can make or break their opinion of your brand.
3. Improve your keywords.
Conversions start with traffic. In order to convert visitors, you need to first have visitors.
But you don’t want just any visitor. You want relevant searchers who are looking for your product. If you attract irrelevant searchers, you’ll get clicks on your listing that don’t actually lead to any sales. This causes your conversion rate to go down.
For example, you sell small photo frames for shelves and tables. You’re optimizing for the keyword “photo frames.” But you’re getting a lot of visitors to your listing without purchasing. It’s because those searchers are looking for large photo frames to hang on the wall. They’re similar products, but you’re attracting the wrong audience for your small photo frames.
So you want to make your keyword optimization as targeted and specific as possible. This makes sure that the traffic coming to your listing is relevant, so you’re more likely to get them to convert.
4. Change the price.
One of the biggest reasons prospects click away from your listing is because of price. They’ll leave your listing to search the web to see if they can find a better price. Once they leave, it’s hard to get them back.
So you want to try to intrigue them with your pricing right off the bat. You don’t necessarily have to offer the lowest price; in fact, doing so can label you as the “cheap” seller, which isn’t good for long-term branding. Plus, you don’t want to cut your margins and end up with no profit. However, you want to provide the greatest value. This means that your product is worthy of your price. It might also mean that you offer pricing “extras” like free shipping or a gift with purchase. Try out different pricing in comparison with your competitors to see what converts best.
Note: If you’re looking for a short-term boost in your conversion rate, hosting a discount promotion can help encourage customers to buy.
5. Offer product variations.
A customer searches “T-shirt.” They come to your product listing looking for a red T-shirt. But your listing is a green T-shirt product. They’ll quickly click away in search of a red T-shirt. Because they searched for “T-shirt” in Amazon’s search bar, your product listing came up. But you weren’t offering the same sort of product that your customer actually wanted.
Offering multiple product variations can help you overcome this. It gives you a wider array that your target audience might be interested in. For example, you could have green, blue, red, and orange T-shirts. This increases the likelihood that more customers will want to purchase one of these colors.
The more variations you have, the more options you provide; the more options, the higher your likelihood that you’ll convert traffic.
Conversion is one of your most important metrics as an Amazon business. A high conversion rate means you’re attracting relevant visitors, engaging with them, and convincing them to buy. This is the mark of a strong marketing and sales campaign that can boost your business’s profit.
If you want to improve your listing for higher conversion rates, check out our partner Seller’s Choice. They can help you create optimized listings that show conversion results.
This is a guest blog authored by Alex Ivko, Partnership Coordinator at Seller’s Choice, a team of experienced online sellers who have launched and grown a number of private label businesses.