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Amazon has now become the one-stop shop for many. From a whisk to diapers to that dog toy, people will turn to this site, give a few clicks, and in a day or two, the purchase appears on their doorstep. As a retailer or seller yourself, with Amazon’s increasingly growing popularity, you know that the competition in this e-commerce giant is only getting fiercer.
Whether you’ve just started selling or you’re an established presence in the marketplace, conversion rates are such a crucial metric for any retailer. The higher conversion rates you have, the better overall margins are — which translates to a higher percentage of sales in your back pocket.
So, you can say the metric can be considered as a measure of how successful a business is.
In this post, we will dive into some essential and actionable ways to increase your Amazon sales conversion rates so that you can sell more products and build your reputation in the competitive e-commerce platform.
Why Conversion Rates Matter for Amazon Sellers?
Before we get into the nitty-gritty details about increasing Amazon sales conversion rates, it’s important to understand why it matters in the first place.
Simply put, a higher conversion rate means more sales. There is a higher percentage of people who find your store click the “buy” button. So, there’s more sales and profits.
Conversion rates also affect your organic ranking on the platform. A high conversion rate will give you a higher rank on the search results on Amazon, making it much easier for people to find your product through an organic search. And this is how you drive more traffic to your Amazon store too.
By all means, if you have a decent amount of conversion rates, it shows that your Amazon product or store is popular — as there are more people that bought the product. Therefore, it can generate trust and encourage more people to buy. This way, you get more steady traffic and sales.
How to Increase Amazon Sales Conversion Rates?
We’ve listed some best practices above to make your products more visible and optimized in the world’s biggest-selling site so you can increase conversion as well as improve the ranking of listings.
Choose the Right Keyword
Just like any other SEO practice, you need to choose the right keyword for your Amazon products. Make sure to conduct keyword research before writing any listing and be fully aware of what people are actually looking for.
Remember, good conversion rates start with well-thought optimization in the Amazon listings. By optimizing your product pages with well-thought keywords, it would be much easier for you to target the most relevant search terms. You can also take a look at your competitors and learn how they use the keyword for their products.
In other words, high-performing keywords will potentially increase click-through rates and ultimately increase your conversion rate. Once you have a high-performing keyword, you should feature it on your product title/name, descriptions, as well as the URL of the item.
Highlight Your Product Benefits
Stop bragging about features, highlight your product benefits instead. Your target customers want to know how your Amazon products help them solve their problems or how it makes their lives any easier. The second your Amazon store stops giving them value, then they’re gone.
So, it’s always better to update your product features into more user-focused content. Make sure you show your unique selling points. In this case, you have to get inside your target customers’ heads and ask yourself self-interest questions like, “what would make my life easier and more meaningful?” or “what am I fretting about when I’m trying to sleep?”
Product photos, product demo videos, or explainer videos are crucial for your Amazon store. It helps the target customers understand what your product looks like and how they can use it. After all, no one will buy a product without seeing its appearance in the first place, right?
Target customers will always be drawn to visuals before they read the text on product descriptions. Those visuals are the first thing they see when they find your product.
Make sure you include high-quality product images to appeal to potential customers right off the bat and add a video to demonstrate how the product works. It will generate trust and encourage them to purchase.
Offer Competitive Pricing
Your target customers can spend hours just to find the product they need on Amazon at the cheapest price. It means that offering competitive pricing can make a huge difference between people clicking through or not.
Make sure you do not set the price way too high and way too low as it can hurt your profit margins. The best way to do this is to compare your prices to your competitors that sell the same product.
You can also reduce shipping costs or even free delivery to entice more customers. Not to mention that sellers that have discounts or special sales on products often see an increase in their conversions.
Upsell Relevant Items
Upselling is well-known as a powerful strategy to increase sales and revenue. It encourages your target customers to spend more bucks for more value.
So, when target customers decide to make a purchase, you show them “an upgrade” version of products that can take their initial purchase to the next level. When they find it more useful, chances are they will buy it instead of their initial purchase.
The key here is to keep the price ratio reasonable. Offering an exorbitant product upgrade will not boost your conversion rate.
Now that Amazon has become the most popular e-commerce platform, the competitors are getting tough out there. You need to make your products stand out among your competitors to keep the sales and profits going.
With those actionable and handy best practices mentioned above, you can get benefits from increased visibility on the platform. Thus, now you should understand what you need to bring to the table to increase your Amazon sales conversion rate flawlessly.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).