Steps To Improve Conversion Rate – Amazon Seller Podcast Ep. 26
Major Traffic Factors For Your Listing
In order to sell your products on Amazon, you are going to need to have traffic visiting your pages. No traffic = no shoppers = no buyers. Below we will discuss 4 of the major traffic-driving factors you need to be aware of (there are more than just these, which we will discuss in future podcast episodes).
- Keyword Ranking – In order to be discovered organically in search, you need to show up when customers search for your target keyword. Since only about 30% of customers look beyond page 1, showing up on page 1 is your best chance to get discovered. You will want to have your most important keywords in your bullets/title – but how do you discover those keywords? Understanding which keywords your target customers are going to search for is the first step of this process. You then want to add those important keywords to your title, bullets, description and back-end search terms for your Amazon product detail page. This can take time. Liran Hirschkorn has developed an extensive keyword research method that we teach in our Inner Circle group and use whenever we optimize product listings. Even with this step-by-step research method, it can take a couple of hours sometimes to really dive deep into proper keyword research. If the critical keywords that customers are searching for are not in the front-end or back-end of your listing (and indexed), then your listing is not going to show up in search. Sometimes you will find a product ranking for keywords that aren’t in the listing at all. How is this possible? Amazon is starting to use machine learning to understand related words – for example you may see a product rank for ‘cooking’ even though it only has ‘grilling’ in the title. As the amazon algorithm evolves, we will see machine learning play a bigger role in how amazon understands keywords.
- Main Image – Your main image is likely the first thing that shoppers will see when they are browsing the Amazon catalog. You have 2, maybe 3, seconds to capture those shoppers’ attention and get them to click on your listing. So even if you are ranking for the right keywords in search, if you do not have an appealing main image that gets your target customer to click, you may be missing out on traffic. It’s important to remember that over 60% of Amazon shopping takes place on mobile (and during Q4 that number has historically passed the 70% level). That means that you have even less time to capture shoppers’ attention as they quickly scroll through their searches. Due to Amazon TOS, we are restricted in what we can do to the main image. That being said, having a high-quality image from the right angle can make a major difference.
- Quantity/Quality of Reviews – Amazon as we know it today was essentially built on their product review system. It is one of the major reasons customers feel comfortable buying something online without touching, feeling or physically seeing it first, right? You can look at the product reviews on a detail page and through the peer rating system, get a general idea if this product will perform the way you want it to. For that reason, the quantity and quality of your product’s reviews can massively impact your traffic rates. The quantity of reviews is largely a relative number. For example, you may have a product on the first page of search for your main keyword where all the listings have less than 100 reviews. In that case, you likely could compete and do very well without also having a large number of reviews – 5 may be sufficient even. However, if the first page of search for your keyword is dominated by several products that have thousands of reviews, it can make it much more difficult for you to capture traffic on that page. When shoppers are looking at that page, they are more likely to think that the other products must be better since they have so many more reviews. Some products and niches are also more difficult to get reviews (products with low passion indexes or where customers don’t get overly excited about them. Think for example, a box of nails – not something that people are passionate about enought to write a review. However, a skin cream that just cured the eczema you’ve had all your life? Much more likely to inspire you to write a review.). The quality of your reviews is also extremely important, but again, can be relative to your product and niche. Some products can perform well with a 3 – 4 star rating, and others really need to have a 4 – 5 star rating to do well. This can depend on the average rating of the competition, the price of your product and a number of other factors.
- Price – Nobody knows the exact way that Amazon’s algorithm works, but it appears that the price of your product does play a part. We’ve seen cases where lowering the price on your listing results in a better rank in search. Amazon is a price-driven marketplace. Customers want lower prices and, therefore, Amazon wants lower prices for their customers. If your price is much higher than the competition, you likely aren’t going to see as much traffic coming in. One mistake that sellers will make is assuming that a small change/improvement to their product will allow them to command a much higher price. While it is true that a higher quality product should be able to be sold for a higher price, until your product is ranking well and has a number of positive reviews, you may not be able to get that. So initially, we recommend that you assume that you are not going to be able to get a much higher price for your improved product until you do cement your ranking in search.
Major Conversion Rate Factors For Your Amazon Listing
Just getting traffic to your listing is not enough. You need to convert that shopper into a buyer. Your listing’s conversion rate indicates the percentage of traffic that ends up buying your product.
- Title – Not only is your title a major factor for listing discovery in search, it is also a major conversion factor. Your title not only needs to have valuable keywords, but it needs to be relevant to the target customer. We recommend that you really understand the niche/target customer you are trying to sell to. Not only should your most important keywords be present, the title should also be very relevant to what you are actually selling. Many times we see titles that are too technical and do not actually appeal to the emotions.
- Bullet Points – The bullet points are not visible until a shopper actually gets to your listing. So while having keywords in your bullets is still important to the Amazon search algorithm, they can’t really help convert shoppers until they reach your page. You should use the bullet points to appeal to customers emotions. Typically the best way to do this is to briefly mention a feature of your product and then really focus on the benefit that feature brings to the customer. You don’t want to just share the different functions and features of your product, you want to show the customer how it will help improve their life.
- Secondary Images – As with bullet points, your secondary images are only visible once a shopper actually visits your listing page. Unlike your main image that has very strict rules per Amazon’s TOS, you have much more flexibility with your secondary images. These images can have a background and also descriptive text that helps the customer better understand the features of your product. This is the perfect place for you to appeal to the customer’s emotions. You can use lifestyle images that show your product in use and tell a story through your images. We actually have a service at amazingfreedom.com/magic that can take your plain, unedited images and create great lifestyle shots that appeal to customers.
- Most Helpful/Most Recent Reviews – Not only are reviews important for getting a shopper to click on your listing, the recent and helpful reviews are very important for conversion. Most Amazon shoppers do not visit the 2nd page of search when they are looking for a product. Similarly, we would assume that most customers are not going to go past the first page (display) of reviews on the page. Amazon automatically will display the most recent reviews and the most helpful, so that is the first thing customers see. We already discussed how important reviews are to the Amazon platform and that customers actually pay attention to these reviews. That means that having positive recent and helpful reviews can really help your conversion rate and having negative ones can have a reverse effect. The most helpful reviews are based on an upvote system where different shoppers can vote whether the review was helpful or not. Ideally, you will get positive reviews that agree with the description of your product and that shoppers upvote.
- Product Description – Your product description is probably the least important conversion factor of these 5, but it still can have an impact on the listing. The features of the description are pretty much similar to your bullet points. Use this space to reiterate features and benefits of your product, answer common questions that customers have about your product and to add additional keywords to the front-end of your listing. If you’re brand registered, use enhanced brand content to make use of the description area to convert more shoppers into buyers – using one of 5 templates. You can add more images and copy by using EBC.
Where Do You See Your Conversion Rate Numbers?
Thankfully, Amazon actually provides this data to us so that we can better analyze our products. You can see various reports and numbers by going to Seller Central, then navigating to the “reports” tab in the main menu and then clicking on Business Reports.
On the left side of your Business Reports in the “Sales Dashboard”, you will see a list of reports to select. Select “Detail Page Sales and Traffic”.
The first number you will want to look at it “Sessions”. This is the amount of unique people that have viewed your product detail page in the period of time that you select (default is 30 days). This will help you see how much traffic is actually being driven to your account. If your number of sessions is very low, you may need to run Amazon Sponsored Ads/PPC to your product in order to get more visibility and/or rank better for your main target keywords. It could also mean that there just isn’t a lot of search demand for your product on Amazon.
Unit Session Percentage
The next field to look at is the “Unit Session Percentage”. This is essentially the conversion rate of your listing – the percentage of viewers/shoppers who purchased your product after looking at the detail page.
We recommend that you only change one thing at a time when you are trying to increase your conversion rates so that you can identify what works and doesn’t work. You should also use these reports to see how your products are trending over time – do you have more sessions now than last month or less – has your conversion rate increased or decreased? What is causing a decline of sessions/conversions? Is it due to seasonal issues? For example, you can expect higher conversions on the weeks leading up to Christmas. Or is a decline due to your ranking, price, new competition, etc? Knowing your numbers is the first step in figuring out how to improve your traffic and conversions.