Selling on Amazon can be very competitive, and if you don’t step up your game, you’ll lose your market share to your competitors. One of the things you can do to be successful is to increase your Amazon conversion rates. But how can you do this, and what is it anyway?
Before diving into the tips on improving your conversion rate, let’s define first what it is.
The conversion rate is the number of customers who landed on your product page and purchased the product. You can calculate your Amazon conversion rate by getting your total number of sales and dividing it by the number of shoppers who visited your product.
Reasons for Low Conversion Rate
There are many factors that can affect your conversion rate, and if you are not careful with how you manage your listings and product pages, expect to have a lower conversion rate.
So what are some of the reasons why you might have a low conversion rate?
Poor Product Listing
Now you may be wondering why many customers decide to buy from your competitors even if they saw your listing first. One of the reasons why your conversion rate is low can be due to poor product listing.
A poor product listing may mean that your title, description, and images or videos are poorly written or are not attractive enough to leave your customers interested.
Later in this article, I will share with you tips on how to improve your listings and you can also check my article on how to create an Amazon listing.
How much you sell your products can also affect your conversion rate. If the price is too high, shoppers may look for a lower price. However, if the price is too low, customers may think that it’s made of poor quality. So, you need a competitive price to convert.
However, you also need to analyze how shoppers react to your pricing strategy. For example, if a product is getting you more sales, then try to increase it by $1 and wait for a week to see how shoppers react to it.
If sales continue to increase, try to increase the price again until you see a decrease in sales.
From there, try to decrease it slowly until you find the sweet spot. One key to selling your items even if they are more expensive than others is by adding value to them. Improve your packaging to make them look premium and improve your listing.
Advertising should help you increase your sales and conversion. However, if you’re doing it wrong, then you won’t be able to achieve your goals. Your ad campaigns may not be working if you’re bidding on the wrong keywords or you’re using keywords that are too general.
Tips on How to Increase Amazon Conversion Rates Through Listing Optimization
If you haven’t focused on improving your product listings, then here are some effective Amazon listing optimization tips you should start doing right now.
Using Optimized Photos and Videos
Here’s how you can optimize your photos and videos.
Add Text Overlays on Photos
For photos, adding text overlay can make a big difference. But be sure that you don’t do this on your main image as it is against Amazon Terms of Service. You can add text overlays on secondary images.
When adding texts to your images, make sure that you’re sending a powerful message. Instead of telling the customers the features of the product, they would like to know what they can benefit from it. It’s about giving them solutions and answering their issues.
Create Shorter Videos
Adding Amazon product videos can make a big difference in your product listing. But you have to do it right to catch your customer’s attention. Videos should be short but informative.
The recommended video length by Amazon is 15-30 seconds, and you should introduce the product in the first two seconds.
But of course, you can always exceed 30 seconds, but it’s best to keep it for less than two minutes as customers will soon lose interest. Make sure to mention the features and benefits of the product since those are what customers would like to know.
Adding Bullets on Features
As mentioned above, how you write the description and features of your product can affect the interest of the buyers. For an optimized product listing, using bullets to highlight your product features and product description can provide a better comparison than your competitors.
Keywords can make or break your listing optimization. Make sure that you are using relevant keywords and are bidding on the right ones to increase traffic and sales on your product listings.
Ensure that you are also using the right keywords on your listings’ descriptions and product titles aside from the above-mentioned bullet points to increase product visibility.
To ensure that your listing will display only to customers who are looking for your products, you can also add negative keywords to campaigns. This will block your ads in search results that are not relevant to your accepted keywords.
Most customers rely on reviews, and if your product has a high number of positive reviews, shoppers are more likely to purchase your product than those with lesser reviews. Higher reviews can lead to higher conversion rates.
If you received a negative review, taking the time to respond to customers in a friendly and professional way can counterbalance the negative review. While you cannot ask them to remove it, replying to customers and apologizing for the bad experience can go a long way.
Items with higher quantities tend to sell faster, based on my experience. If Amazon sees that you have higher quantities available to sell by Amazon, they might give you better rankings since they know that you can sustain the demand.
While conversion rate is not the only factor that will define your success as an Amazon seller, it can definitely make a big difference in your return on investment. Aside from that, optimizing your listings can help improve your overall performance on Amazon.
Are there any more tips you want to add to the list? Please share them in the comments below, and let’s help each other increase our conversion rates. Learn more about increasing your conversion rates by reading my Amazon FBA guide article or by enrolling in my Amazon FBA course!