Amazon Conversion Rate Optimization: Essential Tips
In the eCommerce world, it is essential to analyze and optimize the store to achieve the end goal, which is to have sales. The primary metric here is the conversion rate. Conversion Rate is the percentage of visitors perform the conversion(i.e., the desired goal- this can be purchased). The methodical process of an increase in the percentage of conversion rate is Conversion Rate Optimization(CRO).
There are two ways to optimize your product listings. The first method is to do it manually. In this method, first, apply changes to your listings. These changes can be the title, price, or featured image and see how it affects your sales. It’s better to change one attribute at a time and monitor the results. This method is not statistically accurate. The second method involves the use of the software. Using software to control the conversion rates is the most precise method. The process carried in this method referred to as Split testing or A/B testing. In this method, you can compare the listings to check, which performs better.
Being an Amazon seller, Optimisation is an increasingly important factor to consider. Most importantly, for private label sellers who own the products and the Buy Box. Here we list the essential tips to increase Amazon Conversion Rate:
Keyword Research:
It is an integral part of CRO optimization. Users will search for products by entering specific keywords in the search bar. Your listing will appear only when the searched keyword is present in the title, product description, and bullet points. Hence, it is essential to do keyword research and integrate the relevant keywords in your listings. You can use a rank tracker tool for better results.
Optimization of Product Listings:
To catch more hits, you must optimize your listing. Listings with catchy titles and detailed descriptions win maximum clicks. You can compare the performance of listings using split testing. By this, you can check which listings draw more click and which draws fewer clicks.
Pricing:
Pricing is another essential attribute for Amazon Conversion Rate Optimization Strategy. You can optimize price by checking on competitors listing pricing. You can test pricing using AB testing. While choosing a lower price, you must ensure a profit per unit. Profit is more important than conversions. By keeping low pricing on the listing, visitors may sometimes think that the product may be of poor quality. You should never compromise on profits. While testing for higher prices, there will be a potential decrease in sales and a subsequent increase in profit per product. As a pricing optimizing strategy, you can also try keeping a special price like $22.56 instead of keeping the price at $21.99 or $22.50 or $22.60.
Promoting outside Amazon:
It is also good to promote your Amazon stores through affiliate marketing, social media, blogs, and re-targeting. This welcomes more new users and helps to retain returning users. In this case, the content marketing strategy plays a prominent role.
Amazon Sponsored Products:
Amazon Sponsored Products is an advertising platform for individual products. These ads appear within the Amazon marketplace. The seller selects sponsored products based on keywords and cost-per-click. Seller is charged only when a visitor clicks on the particular product. The sponsored products appear atop of organic results. These are similar to Google Ads. Sponsored Ads help in increasing visibility and hence increases the click-through rate. Thus increasing the conversion rate.
Running a campaign:
A simple sales trick is to give discounts. You can observe more hits on the products that say 20% off, 75% off, or some discount, one of the ways is to offer a discount for a confined period. Making more sales will increase your ranking, and thus your store will be visible to potential customers. You can check the campaign performance using AB or Split testing.
Using Automated Tools:
Having a negative review on your listings can pull back your conversion rates to a superficial level. Feedback tools like AMZFinder, Feedback genius, will help you formulate an email to the buyer to buy your products. These all can be done with a single click. This reduces a lot of stress and work. These kinds of automated tools will save a lot of your time. However, removing negative reviews from the listings is impossible in Amazon. By using automated tools, you can convince the buyer and the reviewer to change the perception of your products.
Customer Reviews:
User-generated reviews will always increase conversion rates. You can send emails to the buyers after a week of purchase and ask them to leave a report on the marketplace.
Verdict:
However, there are many ways to optimize your Amazon store for Conversion rate, here we have listed the primary attributes to take care of while increasing conversion rate. Amazon Conversion Rate Optimisation can’t be achieved overnight. Try for trial and error methods and find which way works best for your niche. One method may work for some retailers, and the same purpose may don’t work for other retailers. Always open for new techniques and find your way to profits. Remember, To have reasonable conversion rates, you must attract more visitors. More traffic = Higher conversion rates!
