According to Amazon , the e-commerce giant has more than 9.1 million registered sellers worldwide.
With so many competitors, sellers need to be proactive.
They must use smart strategies to attract customers to their listings and follow up on potential sales.
That's why improving your conversion rate is crucial if you're an Amazon seller.
What does conversion rate mean?
Conversion rate is a term every seller needs to know. This is the number of people who bought your product after seeing your listing.
Not everyone who sees your product listing will buy it. Your goal is to encourage as many visitors as possible to convert into paying customers.
Here's how to calculate the conversion rate for a specific listing.
Divide the total number of purchases by the total number of visitors. Multiply your answer by 100 to express a percentage.
Here is an example.
Suppose you have a list of 20 unique visitors with only two purchases.
2 purchases ÷ 20 visitors = 0.1
0.1(100) = 10%
Two purchases out of 20 unique visitors is a 10% conversion rate.
Only 10 out of 100 unique visitors will buy a listing.
You need conversion rate data to develop a solid marketing plan.
When you know your conversion rate, you have a benchmark against which to measure your listing's performance. You can also see areas for improvement.
Best Strategies to Increase Amazon Conversion Rates
When you increase your Amazon conversion rate, you can generate more sales and revenue for your business.
Here are six ideal strategies you can implement to increase your conversion rates on Amazon.
1. Structure your gallery images correctly
The images in your gallery undoubtedly play an important role in your customers' shopping experience.
Potential buyers cannot hold and scrutinize your product.
They have to rely on images to make purchasing decisions.
When selecting and optimizing your images, make sure they meet Amazon Image requirements .
Make sure to include a combination of lifestyle, infographic, USP, and trust imagery.
The following are examples of strategically structured gallery images:
Most people are visual shoppers, so creating a great first impression to stand out from your competitors is key.
Hire a professional product photographer to give customers the best product images possible.
Visual assets should demonstrate what your product does and how it works. Use pictures to show your product in use.
2. Use A+ Content and Brand Story features.
Sign up for the Amazon Brand Registry program.
You'll have access to two tools to help you maximize your listing's potential.
Amazon A+ Content
The A + Content feature, also known as Enhanced Brand Content, allows Amazon sellers to create visually appealing product listings.
You can combine rich and powerful text and images with custom layouts in your listings.
Creative elements like bold colors and fonts can enrich your listings and grab your customers’ attention.
Imagine a detailed and complex infographic of your product – that's what Amazon A+ Content can do for you.
Combining powerful descriptive text with high-quality imagery allows you to reach two types of shoppers: 1) visually-oriented consumers and) consumers who like to read every detail.
Providing rich text and attractive images can increase your conversion rate.
Follow these tips to get the most out of your A+ content section:
Break down complex concepts into easy-to-understand content. Design this section as a landing page to give your customers a virtual shopping tour. Encourage cross-selling with clickable links and comparison charts.
Amazon Brand Stories feature
You can find the Amazon Brand Stories feature above the A+ content section.
This feature enables you to introduce your brand to customers.
It allows you to share your brand values with buyers using a combination of text, images and video.
You can display your logo, tagline and image of your choice. Amazon also requires sellers to answer the following questions:
How did we get started? What is the difference between our products? Why do we like to do what we do?
At first glance, customers can form a first (hopefully great) impression of your brand and its values.
This is a great way to build trust and connect with your target audience.
3. Optimize your product listings.
I can't stress enough the importance of creating killer lists.
The higher your product ranks in Amazon’s customer search results, the more visible it is and the more clicks it gets.
If your product doesn't show up in search results, you can't increase your conversion rate. Even then, you only have eight seconds to convince your customers because that's the average consumer's attention span.
The solution is to apply the principles of Amazon listing optimization .
Do extensive keyword research.
Creating an optimized list starts with keyword research .
Look for keywords to incorporate into your title, title, and description to send your listing to the top of search results.
Optimize your title.
Product titles are one of the first things your target audience sees when they browse on Amazon.
Therefore, the title needs to contain your main keyword phrase and other keywords that tell customers the benefits of your product.
However, avoid adding too many keywords to the title. It's better to write it in a way that makes sense to the reader.
Write compelling bullet points.
Bullets are an essential element of any Amazon listing.
The bullet points convey the essence of your product and what makes it unique. They should let customers know about your product's key benefits and supporting features.
Make your Amazon bullet points profit-driven by addressing your target audience's pain points and explaining the value of your product.
Create profit-driven product descriptions.
Your product description should also be profit-driven.
Keep your target audience in mind so you can answer the "why" or the purpose of your product.
Present your product as the best solution to your target customer's problem.
If writing is not your strong suit, invest in professional product description writing or Amazon listing optimization services.
4. Optimize product price
Let's face it; customers don't buy a product just because of its functionality.
They buy a product because of its value.
Everyone wants value for money – keep that in mind when developing your pricing strategy.
The trick is to increase the perceived value of the product.
Get potential customers to see your price as a great deal for the value you offer.
You can increase the perceived value of your product by:
Sold in bulk. Offer it as part of a bundle or package. Offer a quality product that sets it apart from the competition.
You can also use strategies that cater to the emotions of your target audience, such as unique designs and twists on common products.
Keep your prices competitive to improve your ranking in search results and encourage customers to buy.
Competitive pricing also increases your chances of winning the Buy Box.
5. Make your product eligible for Amazon Prime
Amazon launched its Prime service in 2005. As of 2022, there are more than 153 million Amazon Prime members in the US alone .
Members tend to only order items that are available on Amazon Prime. So, it makes sense to sell your products on Amazon Prime.
Many sellers aim to earn the Prime badge on their listings because of the positive impact it has on customers.
The fastest way to qualify for Amazon Prime is to outsource your fulfillment to Amazon FBA. Doing so will automatically put your product under consideration by Amazon Prime.
6. Get long, high-quality reviews
Positive reviews significantly influence consumers' purchasing decisions, and the proof is in the pudding.
Product Reviews Can Increase Conversion Rates by 270%
When customers shop online, they view a product in a more favorable light if it has many positive reviews.
Positive reviews have two benefits:
It helps build trust in your brand and improve your product's ranking in search results.
You can get these benefits by taking advantage of Amazon's two product review programs.
Amazon Vine Program
Under the Amazon Vine program, sellers sign up and allow selected Vine Voice Reviewers to review their products.
Amazon is very picky about the reviewers they choose for the program.
These reviewers use the product themselves for a while. They then leave unbiased feedback for other clients.
The best thing about the Amazon Vine Program is that it's honest and trustworthy.
After submitting a product for review, sellers cannot contact reviewers and have no control over their feedback.
Once a Vine reviewer has submitted a review, Amazon will tag the product with the Vine badge.
This badge assures customers that feedback is honest and accurate.
Amazon Influencer Program
Meanwhile, the Amazon Influencer Program allows brands to partner with influencers who participate in the program.
Amazon sellers can reach out to influencers and ask them to recommend their products to their followers.
If you want to go this route, choose an influencer who is similar to your audience. Doing this helps ensure you reach your target audience.
Influencers can help convince customers to buy your products, which can increase your conversion rate.
American local influencer celebrity buyer show video/picture, main picture video, more cross-border e-commerce information Public account: cross-border video cici