Get 5%+ Higher Amazon Conversion Rates With These 3 Steps
Increasing your Amazon conversion rate is all about answering your prospects’ questions before they even ask them. This isn’t exactly a walk in the park, but there’s a process to it.
As an Amazon seller, nothing can be more frustrating than having great products but your sales numbers are discouraging. Low sales mean it’s time to improve your Amazon conversion rate.
Why Should I Care About Amazon Conversion Rate?
Amazon conversion rate is the percentage of product listing visitors who end buying your product. A high Amazon conversion rate means more sales and a better return on investment. Also, the conversion rate has a considerable effect on your overall ranking on Amazon.
One of the aspects that differentiate top sellers on Amazon and those who barely convert traffic into customers is Amazon conversion rate. But first, what is a good sales conversion rate on Amazon?
The average Amazon conversion rate ranges from 10 to 15 percent. The rate for Prime members is even higher. Your goal as an Amazon seller should be improving your conversion rate because that’s why you’re in business after all.
How To Find The Amazon Conversion Rate Within Seller Central
Step One: Log into your Seller Central account and navigate to Reports.
Step Two: Click Business Reports and navigate to Detailed Page Sales and Traffic Report. You’ll find your conversion rate under a row named Order Item Session Percentage.
You can obtain the Amazon conversion rate for each product you sell under By ASIN category.
The Amazon Conversion Rate Formula: Total number of orders/ total number of product listing sessions.
A low Amazon conversion rate can be linked to a range of issues including negative customer reviews, poor quality listing, high price, product quality, or a variety of other issues.
To improve your conversion rate on Amazon, ensure your product is of the best quality and focus on optimizing your listing to drive high-quality traffic to your product listing. With the best strategies, you can improve your conversion rate; convert Amazon rank to sales, and pull ahead of your competition.
We’ll look at some of the best ways to improve your conversion rate in another section in this blog post.
Generally, you can improve your conversion rates on Amazon by persuading your audiences into making decisions. To achieve this, you must use the right conversion rate optimization methods.
In the next section, we’ll look into conversion rate optimization, how it works, and the steps you should take to improve your conversion rates on Amazon.
How Amazon Conversion Rate Optimization (CRO) Works For Sellers
While the rules of Amazon are often unique, optimizing your conversions is all about making the end-user experience as smooth as possible, just like it’s done off the platform.
For Amazon sellers, conversion rate optimization is the process of optimizing your product listing, landing pages, and sponsored ads to increase the percentage of users who buy your products. This process involves using a range of effective strategies such as signing up for FBA, PPC advertising, and many more to raise conversion rate.
There are many ways Amazon sellers can increase conversion rates and achieve a higher percentage of sales. With the help of tools such as AMZFinder, Amazon sellers can manage their reviews much better, something which will translate to more sales.
Keyword research is an important part of conversion rate optimization for Amazon sellers. Knowing the keywords that shoppers are typing in to find products on Amazon will help you optimize your product title, bullet points, and product description.
A good pricing strategy is key when it comes to Amazon conversion rate. Be sure to find the right price for your products to remain competitive and still make good profits.
The following are some of the best Amazon listing optimization tools you can leverage to optimize your product listing and improve your conversion rate on Amazon.
This software comes with a full suite of tools that leverage Amazon data to help sellers grow their businesses. Seller.Tools include a keyword manager, product research tool, PPC automation, automated review request, reverse ASIN tool, and many more.
- Viral Launch
Viral Launch offers a full suite of Amazon seller tools including listing analyzer, keyword research tool, competitor analysis tool, product research, and many more. Amazon sellers can leverage this easy-to-use software to improve their ranking and stay ahead of the competition.
This all-in-one Amazon seller tool comes with a range of solutions that can help with boosting sales, optimizing product listing, and product research.
Optimizing Your Product Listings For Conversions
Thanks to the analytics provided by Amazon and, sometimes, third-party software, you can look into which listings are generating traffic but have a low Amazon conversion rate (<1-2%).
More often the difference between best sellers on Amazon and those struggling to make sales lies in product listing optimization. To stay ahead of your competition, your product listing should be unique and lead the customer toward making a buying decision.
Be sure to optimize each of the following elements in your Amazon listing:
- Product Title
- Bullet Points
- Search Term Fields
- Products Reviews
- Product Rating
Amazon listing optimization is more of a creative process but it involves a few elements that are better handled in a technical way. Some tasks like pricing intelligence, review management, and Buy Box monitoring are best handled using technical means.
Sellers with a lot on their plates may find it difficult to handle the entire optimization process for the long term. The best strategy is to hire a professional Amazon brand management service like Sunken Stone to help you with listing optimization, conversion rate optimization, and many other areas.
The 3-Step Process To Increase Your Amazon Conversion Rate
If you want to achieve long-term success on Amazon, you will need to run CRO campaigns often. Why? Because there’s a specific stage for each listing where you’ll get the most ROI on this.
If you’re a new seller on Amazon, it’s best to run CRO campaigns to win the first buyers and get reviews that will propel your business to the next level. Typically, new sellers in competitive niches struggle a lot to make the first sales because customers haven’t trusted their businesses yet.
Besides, a majority of new sellers on Amazon are outranked by seasoned sellers. So it’s in your best interest as a new seller to invest in CRO campaigns to improve your ranking; otherwise, shoppers will never find your products.
A CRO campaign is also necessary when your sales start to take a dive. Declining sales is an indication that your ranking is dropping and that there are things that you could be possibly doing wrong. A CRO campaign comes in handy to generate more leads and convert visitors into buyers.
Sellers who are new to CRO campaigns may be wondering what a CRO campaign looks like. Apart from things like doing keyword research and setting the right prices, there’s so much more that goes into an effective CRO campaign.
A good CRO campaign may involve implementing external marketing techniques such as social media advertising, affiliate marketing, and re-targeting adverts. There are many potential customers who may not naturally go to Amazon when they’re searching for products, and leveraging external marketing techniques is a perfect strategy to drive traffic to your product listing and improve your conversion rate.
Considering running ads on Amazon? Here is everything you need to know.
Running a promotion in which you sell your products at a discounted price for a limited period is another effective way you can run a CRO campaign. Keep in mind that one of the ways to raise your Amazon ranking is through sales.
A promotion will help you attract more customers and this will automatically translate to an improved conversion rate.
Signing up for Amazon FBA is also a great way to boost your sales. Amazon customers love Amazon FBA due to discounted shipping rates, quick delivery, and many other benefits. Therefore, signing up for Amazon FBA can help you increase conversion rates.
FBA vs FBM? Which is better for you? Learn more about the differences between FBA and FBM.
The following are the three steps of an ideal CRO campaign:
Amazon CRO Step #1: Set Your Objectives
Running a CRO campaign without clear objectives in mind is the easiest way to fail. Without setting aims and goals, it’s impossible to come up with an effective CRO campaign.
Typically, some of the goals you could try to achieve with a CRO campaign include reducing cart abandonment rate, increasing the average time customers spend on your product listing, and decreasing bounce rate.
By setting precise goals, you’ll know what you’re aiming for and you can find it easier to run tests.
Amazon CRO Step #2: Set Up The First Tests
Once you’ve defined your goals regarding your CRO campaign, the next step is to set up the first tests to experiment their effectiveness. When choosing the tests to experiment with, be sure to consider their impact, conversion value, and probability.
It’s advisable to start with campaigns that are expected to improve your sales by the highest percentage. Live testing will help you determine the campaigns that are likely to offer the greatest return on investment.
Amazon CRO Step #3: Implement The Winning Strategies
If the strategies you’ve experimented with provide a significant increase in conversion rates, go ahead and have them implemented fully. This could mean working with experts to fine-tune everything before you implementing those strategies.
Can You Run A/B Tests For Conversion Optimization On Amazon?
Two tactics are most powerful when considering traditional conversion optimization: 1) heat mapping, and; 2) A/B testing. However, Amazon has limitations as to what you can do.
Amazon doesn’t allow sellers to install split testing tools. In addition, making too many changes to your listing can negatively impact your ranking; hence reducing your Amazon conversion rate.
However, they do offer an internal tool for managing experiments for split testing A+ content.
There are two ways Amazon sellers can split test their listings. First, they can use tools such as Splitly to update their variations in live tests. Secondly, they can run split tests outside of Amazon. Each of these options comes it its pros and cons.
The best thing about live tests is that the data comes from real shoppers on Amazon; hence it’s more reliable in the long-run.
Running A/B tests outside Amazon allows sellers to run multiple tests without messing their listings.
Your Brand Growth Depends On Your Conversion Rates
The higher the traffic volume of your listings and the conversion rates, the better the sales. It’s a simple formula that can be optimized with time, experience, and testing.
However, it’s important to keep in mind that there’s no real “shortcut” to conversion optimization. The tips we’ve looked at in this blog post will only help to boost your sales when you have the basics right.
If your products are of low quality, there’s no magic bullet that will help you increase your conversion rates. Also, if you can’t fulfill orders in a timely manner or there’s a problem with your product listing, you can’t expect your conversion rate to improve.
The bottom line is, you must get everything right from your product quality and pricing strategy to customer reviews and product listing.
Amazon’s A9 algorithm considers all of these factors when determining your ranking, so it’s very important to ensure everything is top-notch.
Most importantly, enlisting the services of a consultant who specializes in Amazon brand management is a good idea. A professional brand management service like Sunken Stone can bring their wealth of experience and help you improve your conversion rates and take your business to the next level.
Sunken Stone is the most trusted Amazon brand management service that you can count on to improve your Amazon conversion rates. If you’re struggling to make sales on Amazon or you’re a new seller looking to jumpstart your sales, get in touch with Sunken Stone today.
Here are more reasons to partner with Sunken Stone.
Frequently Asked Questions
A good conversion rate on Amazon ranges from 10 -15 percent. However, this may vary from one seller to another depending on individual goals.
Amazon conversion rate is calculated by dividing the total number of orders by the total number of product listing sessions.
Amazon conversion measures the number of people who visit your product’s listing and end up completing the desired action, which is buying your product.
The average conversion rate for Amazon affiliate ranges from 0.5-1 percent, though some affiliates regularly have much higher conversion