Amazon Conversion Rate Optimization Tricks: Increase Your Amazon Sales
Some Amazon sellers become so focused on getting their product listing to rank well in Amazon’s search results that they may forget one important thing: it still has to convince users to buy after they click! Let’s explore some of the ways you can increase your Amazon conversion rate without sacrificing that SEO magic.
How To Optimize Product Listings And Increase Amazon Sales
For a lot of people, “optimization” brings to mind search engine optimization (SEO), specifically keywords. It’s true that keywords are a great place to start when creating your Amazon product listing, and they can ultimately help your Amazon conversion rate. After all, keywords can help your listing show up higher in Amazon search results, and people do need to find your product in order to buy it! If you’re not sure where to start, check out our article on Amazon keyword research tools.
But there’s more to optimization than keywords and SEO principles. Optimizing your listing means making it as strong as possible, in every way. So you also need to write your listing for humans, not just the Amazon algorithm.
Once you’ve built up your rankings, it’s time to focus on increasing Amazon sales. Use these optimization tips to create a listing that converts.
Choose Relevant Keywords
While relevant keywords are important across platforms, they are especially so on Amazon. Amazon buyers want to search for their product and make a quick decision, so if your listing isn’t up to snuff, they won’t take the time to dig deeper. That means even if you rank for a keyword, it doesn’t matter if your listing doesn’t clearly deliver what the user had in mind. In fact, 90% of Amazon shoppers don’t fully read Amazon listings and instead opt to quickly glance over the most important, eye-catching elements like the title and images. And if they do click your listing? You’ve got about 30 extra seconds to convince them to convert. So your keywords need to be as accurate and relevant as possible.
When you choose keywords, think about the user intent — in other words, what is a user likely looking for when they search for the keyword? Does your product meet that need?
Fulfilling user expectations is so important that the Amazon A9 algorithm ranks product listings and assigns things like the Best Seller Badge based on user intent and popularity metrics. If the algorithm sees that many people click on your listing but don’t convert, or that your listing appears high in a search for certain terms but receives no clicks, they’ll be quick to push your listing into the ranking depths.
Don’t risk sabotaging your own listings by targeting loosely related keywords, even if a lot of people search for them. Prioritize the words and phrases that truly make the most sense for your product.
Think “Mobile First”
Back during the 2015 holiday season, 70% of Amazon users reported that they made a purchase using their smartphone, and that number has only continued to increase. Creating listings that are mobile friendly can help increase Amazon sales by appealing to the ever-growing number of mobile users. Thankfully, since Amazon is already optimized for skinny smartphone screens, their layout transfers quite nicely to most product listings. If you stick to the following tips, your listings should be looking good on any device — but always check their appearance after you make changes.
Prioritize Key Listing Elements
Before you get into deeper information like your product description and bullet points, go for the parts of your listing that people see first. Your Amazon conversion rate relies heavily on your product title, reviews and ratings, images and price.
When writing product titles, you want to include keywords and relevant information without sacrificing readability — remember that it’s people (not the algorithm) who are deciding to click or not to click. A good formula to follow is to start with your primary keyword and its benefit, followed by function, a unique selling point (USP), relevant brand names and additional uses. You can sprinkle additional keywords into the title as well, as long as you stay within Amazon’s specified character range (generally 200 characters maximum, but this is subject to change). For example, if you were selling a pair of headphones, your title might look like this: “Wireless Bluetooth Headphones For Exercise – 12-Hour Battery Life & 20 Meter Bluetooth Range | Works With iPhone, Samsung, HTC & More.”
In addition to a great title, you need great images. Amazon guidelines dictate that product photography must have an all white background, unless an environmental background would demonstrate use or scale. Also, make sure that your product takes up around 85% of the image space so buyers can see as much detail as possible. Check out our article on Amazon product photography to learn more about how to create the perfect picture.
Finally, keep an eye on your product price and the competition’s. While you may be tempted to list your product for the lowest possible price, you still need to make a profit. Try not to lower your price below 10% of your profit margins. While low prices might generate a spike in conversion rates, customers will come to expect them and go elsewhere when you have to raise them later in order to compensate.
Bullet Points And Reviews
The next phase of your optimization process is your bullet points. On top of having more room for keywords to improve your relevance, this is also the perfect place to showcase your amazing ratings and reviews. This will provide your users the social proof they look for when choosing a product — a glimpse into what other, real people think.
Aside from social proof, your bullet points should clearly and concisely discuss the benefits and technical aspects of your product. Start with a hook and then add a small but relevant amount of information afterward. You can go into more detail later in the full product description. For example, bullet points for our headphones example from earlier might look like this:
- Earbuds That Stick: No more falling out or getting yanked away by a cord.
- Long-Lasting Performance: Maintains a bluetooth connection with up to 12 hours of battery life.
- Over 30 5-Star Reviews: Our customers love our product and so will you.
- 1-Year Warranty: Full satisfaction or your money back.
- What You Get: Travel pouch, charger, & more.
Guard Your Newly Optimized Listings With AMZAlert
Now that you know how to increase sales on Amazon with product listing optimization, you need to keep your listings safe. There are plenty of hijackers and scammers out there who would love to increase Amazon sales for themselves using your top-tier content. But rather than constantly watching your product listings for changes, you can turn to AMZAlert for help. Our Amazon product tracker software monitors your listings and sends automatic text or email notifications whenever it detects suspicious activity.
AMZAlert also has a whole host of other features to help make your life as an Amazon seller easier. Check out our feature packages to find out which one would be right for your Amazon business. Get started today!